Agencies in '83; Biggest Did Best

Article Abstract:

The year 1983 demonstrated the advertiser's goal of advertising unity. Consolidation moves favored large advertising agencies who could serve all the needs of an advertiser. To the client, advertising consolidation means one strategy for all their products. The trend of consolidation with large agencies is likely to continue. Expansion will be the key to survival for medium-sized agencies. 1983 also highlighted the importance to agencies of communications and high technology service accounts. Another theme of 1983 was the financing needs of agencies. Operating and investment capital are necessary if advertising agencies are to provide the specialized services and personnel to attract high-technology accounts.

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Non-Wired Radio: Whose Best Deal?

Article Abstract:

Radio has experienced an increase in spot sales. There is fear of short-term revenue gains, since much of the growth is from non-wired networks. Rep firms have merged recently to create non-wired networks. Non-wired networks make purchasing easier for the ad ageicies. There are fears that national spot dollars are being drained into non-wired.

Growth, Radio advertising

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AT & T's biggest explaining job

Article Abstract:

AT & T breakup ad campaign is investigated as to aims and goals to be achieved. Success of campaign shown in 600,000 calls in response to advertising. Implications for new advertising campaigns in the restructured company also are addressed.

Advertising, Telecommunications, American Telephone and Telegraph Co., Telecommunication, telephone companies

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