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The New World of Marketing Communication. Advertising. Types of Advertising. Practices and Concepts. The Early Age of Print The Early Age of Agencies The Scientific Era The Creative Revolution The Era of Accountability and Integration. Advertising’s Key Components. Strategy.
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Practices and Concepts • The Early Age of Print • The Early Age of Agencies • The Scientific Era • The Creative Revolution • The Era of Accountability and Integration
Players The Advertiser The Agency The Media Suppliers/Consultants
Advertising Agencies Full-Service In-House Specialized Holding Companies
The Changing World of Advertising Consumer in Charge Blurring Lines and Converging Media Accountability and Effectiveness Integrated Marketing Communication (IMC)