Companies spendCompanies spend $$$$$$
billions all over the worldbillions all over the world
on advertising, toon advertising, to
establish their brands andestablish their brands and
sell internationally.sell internationally.
It’s ALL Local
Half of all UUSS advertising is local –
targeting customers within the same
city/county as the advertiser.
4 Types of local advertiser:
• Dealers/local franchises
• Stores (convenience, grocery, Dept.)
• Specialty services (banks, bars, restaurants)
• Gov’t & nonprofit orgs (charities,
Ad manager performs most planning,
administrative & execution functions.
Regional: operate in one or more states.
National: in several regions of the
Share similar challenges as Local
advertisers, but the larger the firm the
bigger the need to strategically build and
maintain strong brands.
Serve Your Client
To most effectively represent your
client you MUST understand their
challenges, business goals, market,
competitors, budget, culture, etc.
3-A (text: page 61.)
My experiences at TMP Worldwide.
Building & reinforcing mutuallyBuilding & reinforcing mutually
profitable relationships with customers,profitable relationships with customers,
employees and other stakeholders andemployees and other stakeholders and
general public by coordinating ageneral public by coordinating a
strategic communications program thatstrategic communications program that
enables them to make contact with theenables them to make contact with the
company through a variety of media.company through a variety of media.
Wholesalers and manufacturers
often provide local advertisers
(retailers) with READY-MADE co-op
advertising, where the costs are
The Ad Department
Centralized Versus Decentralized
Centralized: ONE Team for all ad needs
Decentralized: Separate departments
for different divisions, regions, brands,
or other categories.
Transnational: Advertise globally. (Ex.
McDonald’s “I’m Lovin’ It“ in all 118
countries that it serves food in.)
Works solely for the good of its
Employs blend of business and
Runs independently of the
Types of Agency
Range of Services.
Specialized Service: Assist their
clients with a limited type/range
Ad Agency Jobs
Account Management: Teams that
serve as liaison between the agency
and the client.
Research & Account Planning:
provide product, market and
Media Planning & Buying.
Creative: The prima donnasprima donnas.
Traffic Management: Coordinates all
phases of production.
Clients come from referrals,
networking, and community
Soliciting new business.
The presentation “pitch.”
The chemistry between agency and
client matter most.
Dwindling client loyalty as per the
agency REVIEW process.
Film & video houses.