2. The Ad Industry. Objectives. Know Current Intustry Trends Industry Structure Role of Agencies/Compensation Identify External Players Role of Media Conglomerates. Trends Affecting the Advertising & Promotion Industry. The â€œUndoingâ€ of Agency Consolidation & Globalization
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The Ad Industry
Manufacturers & Service Firms
In addition to companies, the Government Makes extensive use of advertising
Advertising agencies make extensive use of advertising to acquire new clients