Advertising Class Baruch College Week 3 presentation


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Advertising Class Baruch College Week 3 presentation

  1. 1. AdvertisingAdvertising MKTMKT00350035
  2. 2. Chapter 3:Chapter 3: TheThe BUSINESSBUSINESS ofof AdvertisingAdvertising
  3. 3. 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.
  4. 4. The Players Advertisers Agencies Suppliers Media
  5. 5. 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, municipalities, utilities)  Ad manager performs most planning, administrative & execution functions.
  6. 6. Regional/National  Regional: operate in one or more states.  National: in several regions of the country.  Share similar challenges as Local advertisers, but the larger the firm the bigger the need to strategically build and maintain strong brands.
  7. 7. Types of Advertising  Product  Sales  Institutional  Classified
  8. 8. 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.
  9. 9. Integrated MarketingIntegrated Marketing CommunicationsCommunications
  10. 10. 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 through a variety of media.
  11. 11. Co-op Advertising  Wholesalers and manufacturers often provide local advertisers (retailers) with READY-MADE co-op advertising, where the costs are shared.
  12. 12. 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.)
  13. 13. The Ad AgencyThe Ad Agency
  14. 14. Ad Agency  Works solely for the good of its clients.  Employs blend of business and creative people.  Runs independently of the advertiser.
  15. 15. Types of Agency  Geographic.  Range of Services.  Specialized Service: Assist their clients with a limited type/range of expertise.
  16. 16. Ad Agency Jobs  Account Management: Teams that serve as liaison between the agency and the client.  Research & Account Planning: provide product, market and competitive information.  Media Planning & Buying.  Creative: The prima donnasprima donnas.  Traffic Management: Coordinates all phases of production.
  17. 17. Client-Agency Relationship  Clients come from referrals, networking, and community relationships.  Soliciting new business.  The presentation “pitch.”  The chemistry between agency and client matter most.  Dwindling client loyalty as per the agency REVIEW process.
  18. 18. The Suppliers  Art studios.  Web Designers.  Printers.  Film & video houses.  Research companies.
  19. 19. The TopThe Top 5050
  20. 20. The Media PlanThe Media Plan
  21. 21. Why Work in AnWhy Work in An Ad AgencyAd Agency
  22. 22. Remember Our TalkRemember Our Talk About OffensiveAbout Offensive Advertising?Advertising?