Advertising Class Baruch College Week 3 presentation

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advertising business practices for advertising and marketing professionals

advertising business practices for advertising and marketing professionals

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  • 1. AdvertisingAdvertising MKTMKT00350035
  • 2. Chapter 3:Chapter 3: TheThe BUSINESSBUSINESS ofof AdvertisingAdvertising
  • 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. The Players Advertisers Agencies Suppliers Media
  • 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. 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. Types of Advertising  Product  Sales  Institutional  Classified
  • 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. Integrated MarketingIntegrated Marketing CommunicationsCommunications
  • 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 media.company through a variety of media.
  • 11. Co-op Advertising  Wholesalers and manufacturers often provide local advertisers (retailers) with READY-MADE co-op advertising, where the costs are shared.
  • 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. The Ad AgencyThe Ad Agency
  • 14. Ad Agency  Works solely for the good of its clients.  Employs blend of business and creative people.  Runs independently of the advertiser.
  • 15. Types of Agency  Geographic.  Range of Services.  Specialized Service: Assist their clients with a limited type/range of expertise.
  • 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. 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. The Suppliers  Art studios.  Web Designers.  Printers.  Film & video houses.  Research companies.
  • 19. The TopThe Top 5050
  • 20. The Media PlanThe Media Plan
  • 21. Why Work in AnWhy Work in An Ad AgencyAd Agency
  • 22. Remember Our TalkRemember Our Talk About OffensiveAbout Offensive Advertising?Advertising?