Piecemealism: Footnotes From a Friendly Observation Post

At the 1971 Annual Meeting of the American Association of Advertising Agencies (4A's), John Monsarrat talks about a number of case examples which he uses to argue in favour of the full service agency.

Piecemealism: Footnotes From a Friendly Observation Post

John Monsarrat

Shortly after the 4-A's published "The Case For The Full-Service Agency" last March, it was decided to explore additional ways to help member agencies faced with the problem of piecemealism. Piecemealing, as most of you know, is the system which a few advertisers have adopted of buying the various components of an advertising plan on a piecemeal basis from different sources of supply.

One thing which the Association's directors thought might be helpful was to assemble a nucleus of simple case examples. These would be illustrative of some of the arguments...

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