The Advertising Industry "If I were starting life over again, I am inclined to think that I would go into the advertising business... The general raising of the standards of modern civilization among all groups of people during the past half-century would have been impossible without the spreading of the knowledge of higher standards by means of advertising.? Franklin Delano Roosevelt, Advertising Age Industry Key Players Advertisers or manufacturers (brand management) Media ? Deliver information; sell advertising (TV, print, Internet) Advertising agencies Contractors/suppliers to agency Research firms, production houses, etc Target audience What is Advertising? A paid, mass-mediated* communication from an identified sponsor that attempts to persuade or influence an audience Key Ingredients to Definition Advertising costs money Advertising is mass mediated Advertising attempts to persuade Advertising has an identified sponsor Advertising?s Role To communicate product information to audiences thus providing a lubricant to economic engine Advertising Campaigns Series of coordinated advertisements (and other promotional efforts) that communicate a reasonably cohesive and integrated theme Integrated Marketing Communications (Integrated Brand Promotions) IMC/IBP - using promotional tools (advertising) in a unified/coordinated way to build and maintain brand awareness, identity, and preference (www.mms.com) Advertising Audiences Audience is ?a group of individuals who receive and interpret messages sent from advertisers through mass media.? Target Audiences Target audience: ?a particular group of consumers singled out for an advertisement or campaign? ?Target audience? and ?target? Audience Geography (Please read) Global advertising One ad for all countries International advertising Custom advertising National advertising Regional advertising Local advertising Co-op advertising (national and local) Advertising in the Marketing Mix Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives Presentation of product/service to audience Advertising in the Marketing Mix Advertising is an element of marketing 4 Ps of Marketing: Product Price Promotion Place (distribution) Advertising in the Marketing Mix Promotion Advertising Public Relations Sales Promotion Major Types of Agencies Full-service agency* ? Range of services Creative boutique ? Creative focus Interactive agency ? New media communication In-house agency ? Client ad division Media-buying service ? Inde media company (Pages 57-63)
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