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INTERPRETATION OF CAMPAIGN BRIEFS BETWEEN SOUTH AFRICAN FINANCIAL SERVICES COMPANIES AND ADVERTISING AGENCIES INTERPRETATION OF CAMPAIGN BRIEFS BETWEEN SOUTH AFRICAN FINANCIAL SERVICES COMPANIES AND ADVERTISING AGENCIES
2016
unpublished
INTERPRETATION OF CAMPAIGN BRIEFS BETWEEN SOUTH AFRICAN FINANCIAL SERVICES COMPANIES AND ADVERTISING AGENCIES Financial services companies need to create awareness around their value offering of intangible services in the market and use advertising campaigns to achieve this awareness and subsequent sales. The study looks at the starting point in the creation of an advertising campaign i.e. the briefing process between the financial services company and the advertising agency. In this process
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