Research within the Marketing Industry

Brief: http://thcvibeproductions.weebly.com/lo11.html
List of marketing agencies: http://www.designintellect.co.uk/top_50_advertising_marketing_agencies_list.html
Ownership within the Marketing Industry
These companies are the ones that are dominating the marketing industry in
media.

Abbott Mead Vickers (AMV BBDO) www.amvbbdo.com

Adam & Eve www.adamandeveddb.com
Amaze www.amaze.com
Barrington Johnson Lorains (BJL) www.bgl.co.uk
Bartle Bogle Hegarty (BBH) www.bartleboglehegarty.com
BD Network www.thisisbd.com
Beattie McGuinness Bungay www.bmbagency.com
BETC London www.betc.co.uk www.betc-life.com
Billington Cartmell (soon to be called Closer To) www.bcl.co.uk
www.closerto.co.uk
Brave www.brave.co.uk

Vertical Integration
Vertical Integration is when a company does all of the pre-production, filming,
post production and publishing by themselves without any other company
helping them in the process. Example of a company that does this within the
marketing industry in media is BETC London as they produce all their work and
display it via all their projects on their website.
Horizontal Integration
Horizontal Integration is when the marketing company has other companies
involved with the marketing campaign that they are producing, for example a
filming company to shoot the advert and an editing company to finish off the
post production. Companies that do this within this industry would be BD
network as they come up with the idea for the advert then have other companies
to get involved with the marketing campaign so they can finish off the advert.
Conglomerate
Conglomerate is a corporation which is made up with other companies that
specify in different roles. The Conglomerate will be the one that holds onto the
entire stake from each company. They often own different TV channels, radio
shows and newspapers within it.
Multinationals
Multinationals is a corporation that has many companies which operate more
than one country globally. Multinational companies are large companies that are
sometimes more wealthy than smaller countries.
Key Types of Businesses within the Marketing Industry of Media

Private Ownership
Private Ownership is when a company would privately owned by an individual or
group of individuals. This means that other businesses cannot get a hold of the
company easily. An example of this within the Marketing Industry would be
AMVBBDO as they were founded by 3 people 37 years ago and they privately
funded their business, the people who own this company are David Abbott, Peter
Mead and Adrian Vickers. (http://www.amvbbdo.com/about)
Multinationals
An example of multinationals within the Marketing Industry would be AMVBBDO
as they are a part of the AMV group of communication companies that are
involved with specialists that deal with Customer Relationship Management,
Public Relations and Contact Publishing. (http://www.amvbbdo.com/about)
Independents
Independents are companies that are often smaller companies that operate
outside the industry they work under. An example of independents within the
Marketing Industry would be Beattie McGuinness Bungay as they talk about them
being an independent company and how they are proud of it.
(http://www.bmbagency.com/about-us/)

Conglomerates
An example of Conglomerates within the Marketing Industry would be AMVBBDO
as they are a part of the BBDO group which includes the worlds best creative
and effective companies within it. They are an agency which deals with the ideas
of their clients advertising campaign when the other companies within the group
finish off the work, for example filming companies and post production
companies. (http://www.amvbbdo.com/about)
Cross Media Ownership
Cross Media Ownership is a company or individual owns and operates many
different types of media, such as TV, Film, Music and Radio. An example of this
within the Marketing Industry would be BETC London as they have their own
marketing company as well as have a filming and editing company for when they
are creating their adverts. (www.betc.co.uk www.betc-life.com)
Vertical & Horizontal Integrations
An example of Vertical Integration within the Marketing Industry would be BETC
London because they produce all the ideas for their campaigns, film and edit it
themselves without any assistance from other companies in the industry.
Example of Horizontal Integration within the Marketing Industry would be
Billington Cartmell because they are only an agency that deals with making the
ideas for the advert, they would have other companies finish off the advert
production, such as the filming and editing. (www.betc.co.uk www.betc-life.com)
(www.bcl.co.uk www.closerto.co.uk)

Share of Ownership
Share of Ownership is when the company/corporation ownership is divided into
shares that individuals own which is known as a shareholder. Shareholders would
pay their part for their share and in return they would receive profit from the
company depending on how much they spent on their share. An example of this
within the Marketing Industry would be AMVBBDO as they have three owners
that each hold shares within the company. (http://www.amvbbdo.com/about)

Mergers & Takeovers

Mergers are when you would have 2 companies combine together to create a
bigger company with different sections. An example of this within the Marketing
Industry would be AMVBBDO as before they were just AMV, then they
approached by BBDO group and merged with them. Takeovers is when a
company has been taken over by new management. The difference between
these two is that merges are when companies would merge together and work
co-operative with each other, takeovers are when companies can settle
agreements on taking over the business, however some agreements can be
forced which means that individuals can be losing without a voice in the
agreement. Examples of this within the Marketing Industry would be Billington
Cartmell as they were taken over and changed their company name to Close To.
(http://www.amvbbdo.com) (www.bcl.co.uk www.closerto.co.uk)
Cross Media Regulation
Cross Media is a regulation that shows how much control companies have over
different sectors of the media in the country. An example of this within the
Marketing Industry would be the ASA and Ofcom, both of these companies
monitor the content that is being produced for television, they have control with
the companys content and they make sure that the content is sensible.
(http://www.ofcom.org.uk/) (https://www.asa.org.uk/)
Sources of Income
Sources of income within the marketing industry would mainly be from the
clients that have contacted them for their advertising campaign, the companies
would be paid for creating the idea for the advert, filming and editing it, as well
as the screen time that the advert makes, the money from that would also come
back to the agency as the have a percentage within the advertising campaign.
Product Diversity
Product Diversity would be different within the marketing industry as we are not
selling products, we are selling services, we provide a diverse range of servicing
within advertising such as making the idea for the advert, filming the advert and
editing the final product. Our clients like the diverse ideas that we provide as
they have something to pick from.

Profitability of Product Range

The Profitability of Product Range again would be different as we are not selling
products, we are providing services that other companies can use. The profit that
we would be making from our services would be the fixed fee that the company
and client have agreed on, this will help gain profit overtime with different clients
approaching the company about their marketing campaigns.
Organisational Objectives
Organisational Objectives are things that the company would want to achieve
within their work and industry, Amaze listed that they wanted to gain a better
understanding within media and communication with their clients. By having
organisational objectives, the companies can see if they manage to meet their
goals and targets within the Marketing Industry. (http://www.amaze.com/aboutus/)
Licenses & Franchises
Licenses are important as you need to make sure that you use certain things
within the advert, for example if you are using a popular song, you must make
sure that you have the license to use that song in the advert. Within the
marketing industry, we dont have any franchises within this sector but we do
work with franchises within the sector. Franchises would approach us when they
need ideas for adverts.
Competitors
Within the marketing industry, every company is competing with one another,
the reason why is to see who produces the best content and who has worked
with the bigger companies. An example of two companies that compete with
each other would be AMVBBDO and Adam & Eve. The reason why is to see who
can make the most money within their industry, both of these companies are the
top 2 most well-known companies within the marketing industry, both companies
have worked with likes of Google, Guinness and John Lewis, this shows that they
are well experienced. (www.amvbbdo.com) (www.adamandeveddb.com)

Customers
The customers would be the companies that come to the marketing agencies for
ideas on their marketing campaign. Example of this within the marketing
industry would be Bartle Bogle Hegarty as they have worked with famous
companies such as KFC, Axe, Audi, Robinsons and many more.
(http://www.bartleboglehegarty.com/london/work/)
National & Global Competitions & Trends
Companies have to compete against national competitors as well as in the global
market place, for example Bartle Bogle Hegarty as they have offices located in
London, Los Angeles and Sao Paulo, In the UK they would compete against most
companies such as AMVBDDO and Adam & Eve within their content and work.
Trends would be the latest ways of advertising products, such as social
networking, the internet, TV, magazines and much more.

(http://www.bartleboglehegarty.com/) (www.amvbbdo.com)
(www.adamandeveddb.com)