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Lecture notes- Principles of advertising

by: Kelsey Voelker

Lecture notes- Principles of advertising Mcom 214

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Kelsey Voelker

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these are lecture notes for chapter 3
Principles of Advertising
Dr. Rhee
Class Notes
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This 3 page Class Notes was uploaded by Kelsey Voelker on Friday September 30, 2016. The Class Notes belongs to Mcom 214 at Towson University taught by Dr. Rhee in Fall 2016. Since its upload, it has received 7 views. For similar materials see Principles of Advertising in mass communications at Towson University.

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Date Created: 09/30/16
Principles of Advertising 9/20/16 Lecture notes Chapter 3: The Business of Advertising The Advertising Industry  The organizations in advertising o The advertisers (clients) o Ad agencies (local, regional, national, international, full service, specialized service) o Suppliers (art & web designers, printers, film and video, research) o Media ( print, electronic, digital interactive, out-of-home, direct mail, international, foreign media)  Ex. if Leo Burnett made an ad for Nike, and the ad appeared during a Fox-broadcast college football game o Nike is… the client o Fox is… the media o Leo Burnett is…. Ad agency  Advertisers o Clients o Companies that sponsor advertising for themselves and their products o Most use an advertising agency o National:  Focus: Brand, market share, strategies, markets  Time: long-term campaigns  Resources: $5-10 million + many specialists o Local:  Focus: location, volume, tactics, consumers  Time: short-term ads  Resources: less than $1 million, a few gernalists  Cooperative Advertising o National advertiser + local advertiser  Manufacturer’s brand image  Help the local distributors, dealers, or retailers to make more sales  *vertical co-op ads vs. Horizontal co-op ads  V: show major brand, then have local level stores that have the brand in their store  A: two companies doing advertising together (selling products together like a bundle)  Advertising Agency o An independent organization of creative people and business people  Who specialize in developing and preparing:  Marketing and advertising plans  Advertisements, and other promotional tools  + purchase advertising space  Types of Agencies o Local regional, national, international agencies o Full-service agencies  Ad + non-ads (promotions) = IMC o Specialized service agencies  Creative boutiques  Media-buying services  Interactive agencies  What people in an agency do o Account management  Account executives (AEs)  Liaison between the agency and the client  Formulating and executing advertising plans  Mustering the agency’s services  Representing the client’s point of view to the agency o Research  About the product, consumers  develop ads  Investigate how the campaign fared o Account planning  Defends the consumer’s point of view  Hybrid discipline that uses research to bridge the gap between account managements and creatives o Media planning & buying  Research, negotiating, scheduling, buying and verifying media services for clients o Creative concepts: creative director  Copy: copy writers  Nonverbal communications: art directors o Advertising production: Print & broadcast The client says, “This is my product” The account executive says, “This is my client” Account planner says, “This is my customer” Creative team says, “This is our ad”  In-house agency o Agency owned by an advertiser as a subsidiary o Working as an independent full-service agency o Pros:  Save money and tighten control over their ads  Advertisers expect more attention from their house agencies (better know-how with the products) o Cons:  Difficult attracting and keeping the best creative people  Loss of creativity  Loss of objectivity


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