1 / 16

Advertising

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

lotus
Download Presentation

Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Advertising

  2. Definition of Advertising • “. . . any form of nonpersonal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor.”

  3. Advertising business consists of: • Advertisers • Advertising agencies • Media

  4. Types of agencies • In-house agencies • Advertising agencies

  5. Advertising Functions • Creative • Media • Account Services • Research

  6. 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

  7. 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.

  8. 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.

  9. 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.

  10. Types of advertising media • Print • Broadcast • Out of home • (Outdoor and transit) • Direct mail • New: Internet

  11. Relative costs

  12. 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

  13. More points of interest about advertising media • Each medium lends its own “aura” to the advertisement • “News” • Prestige • Authority • Personality

  14. 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.

  15. 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.

  16. How advertising agencies get paid • Media commissions (15%) • Production mark-ups (17.65%) • Fees for special projects

More Related