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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
Advertising agencies
Advertising Functions
Creative
Media
Account Services
Research
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
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)
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
(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
Print
Broadcast
Out of home
(Outdoor and transit)
Direct mail
New: Internet
Relative costs
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
Each medium lends its own “aura” to the
advertisement
“News”
Prestige
Authority
Personality
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
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
Media commissions (15%)
Production mark-ups (17.65%)
Fees for special projects