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What are the key groups in the Advertising Industry?
Marketers
Advertising Agencies (Traditional, Digital, Full-Service, or can keep it "in-house")
Media Companies
Specialized Promotion Agencies (Handle PR, Sales Promotion, Event Planning, ETC.)
What are the overall trends in the promotions industry?
2. Fewer but bigger media companies
3. Media Fragmentation
4. Marketers never rely on advertising alone
Agencies can 1. Change their fee structure and 2. Offer a greater range of services.
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