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Advertising - PowerPoint PPT Presentation


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Advertising. Definition of Advertising. “. . . any form of nonpersonal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor.”. Advertising business consists of:. Advertisers Advertising agencies Media. Types of agencies. In-house agencies

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Presentation Transcript
definition of advertising
Definition of Advertising
  • “. . . any form of nonpersonal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor.”
advertising business consists of
Advertising business consists of:
  • Advertisers
  • Advertising agencies
  • Media
types of agencies
Types of agencies
  • In-house agencies
  • Advertising agencies
advertising functions
Advertising Functions
  • Creative
  • Media
  • Account Services
  • Research
advertising agency people
Advertising Agency People
  • Creative Director
    • Creates, copy, graphics, and layout
  • Account Executive
    • Liaison for clients and creative staff
  • Media Buyer
    • Places ads
  • Researcher
    • Generates information on target customers
agency structure
Agency structure
  • Account manager
    • Liaison with advertiser
    • Translates client communications needs to appropriate departments so that solutions can be created.
  • Research
    • If client doesn’t have a department, can do appropriate product, consumer, and/or advertising research.
agency structure continued
Agency structure (continued)
  • Media
    • Determines which media most efficiently and impactfully deliver message to primary prospects.
  • Production
    • Translates print layouts, TV storyboards, radio scripts, etc., to form in which the consumer receives it.
agency structure continued9
Agency structure (continued)
  • Creative
    • Copywriters and art directors who translate product characteristics into attractive advertising points.
    • Find ways to convince primary prospects that the product is the best solution to specific wants and needs.
types of advertising media
Types of advertising media
  • Print
  • Broadcast
  • Out of home
    • (Outdoor and transit)
  • Direct mail
  • New: Internet
some points of interest about advertising media
Some points of interest about advertising media
  • All media base price on size and/or demographics of their audience
  • Each medium does something unique for the advertiser
    • Demonstration
    • Cheap repetition
    • Long copy delivery
    • Quality reproduction
more points of interest about advertising media
More points of interest about advertising media
  • Each medium lends its own “aura” to the advertisement
    • “News”
    • Prestige
    • Authority
    • Personality
some questions allegations about advertising
Some questions/allegations about advertising
  • Advertising encourages people to buy things they don’t need.
  • Advertising is wasteful. It promotes products that are essentially the same.
  • Advertising causes social disorder by setting expensive standards and making people resent a system they don’t share.
more questions allegations about advertising
More questions/allegations about advertising
  • Clever or misleading advertising extends the life of an inferior product.
  • Large companies dominate the market; therefore, the consumer has little real power.
how advertising agencies get paid
How advertising agencies get paid
  • Media commissions (15%)
  • Production mark-ups (17.65%)
  • Fees for special projects