FINDING THE BALANCE

The Aquarius Advertising Agency is a middle-sized firm that offered two basic professional services to its clients: 1) customized plans for the content of an advertising campaign, e.g., slogans, layouts, and 2) complete plans for media such as radio, TV, newspapers, billboards, magazines, etc. Additional services include aid in marketing and distribution of products, and marketing research to test advertising effectiveness.

Its activities are organized in a traditional manner. The formal organization is show in Figure 1. Each of the functions includes similar activities, and each client account is coordinated by an account executive who acts as a liaison between the client and the various specialists on the professional staff of the Operations and Marketing divisions. The number of direct communications and contacts among clients, Aquarius specialists, and Aquarius account executives is indicated in Figure 2. The sociometric data were gathered by a......

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Title: Aquarius Advertising
Approximate Word Count: 1082
Approximate Pages: 5 (250 words per double-spaced page)

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