Chapter 3 Lecture notes
Chapter 3 Lecture notes ADV 1102-006
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This 6 page Class Notes was uploaded by Kayla Notetaker on Sunday September 20, 2015. The Class Notes belongs to ADV 1102-006 at Temple University taught by William Cook in Summer 2015. Since its upload, it has received 33 views. For similar materials see Introduction to Advertising in Advertising at Temple University.
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Date Created: 09/20/15
Chapter 3 Lecture Notes quotBusiness of Advertisingquot Need to Know Various groups in business relationships Difference between local national transnational Main types of agencies Range of tasks performed in agency inhouse Relate how agencies get new clients make money Flow of Advertising 1 Advertisers companies and brands 2 Advertising Agencies 3 Suppliers artists 4 Media Advertisers Sponsor advertising for selves products Ad Agency Independent organization made up of creative and business people that specialize in developing and preparing advertising plans advertisements and other promotional tools for advertisers Types of ad agencies 0 Local regional national General consumer agency Nosiness to business agency Creative boutique Mediabuying services Interactive agency OOOOO Suppliers Media People originations that assist advertisers and agencies in the preparation of advertising materials le photographs illustration printing etc Plural of medium communication vehicles paid to present advertisement to the audience Mass media includes TV lnterent Books Magazines Newpapers Radio Film TOP 10 Advertising Clients wewwe Proctor Gamble 6 Ford GM 7 L39oreal Comcast 8 JPMorgan Chase ATampT 9 American Express Verizon 10Toyota 4 types of Local Advertisers 1 Dealers of local franchisers of national companies 2 Stores that sell a variety of branded products 3 Specialty business and services 4 Governmental nonpro t Small Advertiser Structure SalesMarketing Advertising Manager Creative Media Artists Media planners Copy Media buyers Production Regional National National vs Local Focus national focus on building brands Time orientation national is logterm Resources national has more money and people National Focus Brand Market share Strategies Markets National Time Longterm National Resources Many specialists 510 million LocalFocus Marketing Services Trade show specialists Sales promotion Research Location Volume Tactics Customers Local Ti me Shortterm Local Resources less than 1 mill few generalists quotNational advertisers plan strategically local advertisers think tacticallyquot TransNational Centrilized department VPMarketing Director VP Account Services Account supervisor Account supervisor Artcopy Production VP Management Media Research Accounting Purchasing Decentrilized Department Corporate Consumer products Industrial products researchdevelopment manufacturing marketing 0 brand manager ad agency 0 brand manager ad agency marketing services 0 advertising department sales promotion package design merchandising International What do people do Agency system President Vp account senIces Vp creative Vp market account I supervise artcopy media rs productIo research 0 ac n co un t ex ec uti ve agency compensation mediacommissions markups fees 0 freecommission combo o straightfee o retainer method VID management accounUn 9 purchase personne Agencyclient relationship factors referrals presentations networking community relations soliciting advertising for new businesses Suppliers include P P PP NE art studios wed design hosues printers production houses research suppliers media
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