Mcom 341-5 Advertisers
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Mcom 341-5 Advertisers






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Mcom 341-5 Advertisers Mcom 341-5 Advertisers Presentation Transcript

  • Advertisers:Local to Global
  • 3-2Today’s Objectives Describe the various groups in advertising Discuss differences between local, national and global advertisers Explain how advertisers organize
  • 3-3The Advertising Industry: Organizations Advertisers (Clients) Agencies Suppliers Media
  • 3-4The Advertising Industry: People Most are employed by advertisers, not agencies. Research Technology Accounting Sales Marketing LawManagement
  • 3-5Local Advertisers Directed to customers in the same geographic area as the advertiser.Franchisees Chain Independent Govt. &and dealers retailers businesses nonprofits
  • 3-6Designated Market Area (DMA)
  • 3-7Charlotte DMA includes Rock Hill
  • 3-8Franchise/Dealer: Hendrick BMW
  • 3-9Chainretailers:Macy’s
  • 3-10Independent businesses: Morris Jenkins Morris JenkinsTV commercial:
  • 3-11Government /non-profit: United Way
  • 3-12Local Advertisers Insert ex. 4-1, p. 100Departmentstructure for Department structuresmall for small advertisersadvertisers Position = 2.9” horiz.,with high 1.5” verticalvolumes ofwork Size = 4.6” TALL Resolution = 300 dpi
  • 3-13Local Advertisers Insert ex. 4-1, p. 100Departmentstructure for Department structuresmall for small advertisersadvertisers Position = 2.9”with high horiz., 1.5” verticalvolumes ofwork… in this Size = 4.6” TALLeconomy. Resolution = 300 dpi
  • 3-14Local Advertisers Types of local advertising Product Institutional Classified Create favorable Recruit employees,Regular price-line, sale image, increase offer services, sell or clearance awareness, foster merchandise goodwill
  • 3-15Product
  • 3-16Product
  • Institutional 3-17
  • Institutional 3-18
  • 3-19Classified
  • 3-20Cooperative (Co-op) Advertising Two key purposes Build Help manufacturer’s distributors, brand image dealers or retailers make more sales
  • 3-21Co-OpAdOreck, themanufacturer,providesfunds for localstores toadvertise
  • 3-22Regional & National AdvertisersRegional: one or National: several regions several states or entire country
  • 3-23Regional & National AdvertisersCentralizeddepartmentstructureThe whole company orcorporation shares a singlemarketing department
  • 3-24Regional & National AdvertisersDecentralizeddepartmentstructureEach majordivision, brandor region has itsown marketingdepartment, responsible for itsown advertising
  • 3-25Regional Advertising Newspaper ad for Allen Tate Realtors, real estate brokerage in NC, SCCheerwine ad:
  • 3-26Regional Advertising A weekly sales flyer for Giant Foods, a grocery store chain in Maryland, Virginia and the District of Columbia
  • 3-27Top 10 National Advertisers, U.S. 2008 Ad Spending Rank Company ($Billions) 1 Procter & Gamble 4.838 2 Verizon Communications 3.700 3 AT&T 3.073 4 General Motors 2.901 5 Johnson & Johnson 2.529 6 Unilever 2.423 7 Walt Disney Co. 2.218 8 Time Warner 2.207 9 General Electric 2.019 10 Sears 1.865 Source: Ad Age,
  • 3-28National AdvertisersComparison ofnational andlocal advertising
  • 3-29 National Advertisers AT&T newspaper ad Mike & Mike radio commercial for SkoreIt
  • 3-30National Advertisers Online ad (sliding billboard) for US Airways Vacations
  • 3-31Global Advertisers
  • 3-32Global Advertisers Centralized global structureStandardized approach in all countriesExtensive research to ensure ad is basic & universal
  • 3-33Global Advertisers Decentralized international structureDivisions have ad agencies to handle product linesBrands within a line handled by own managersCategory managers for brand in each market
  • 3-34Top 10 Global Advertisers, 2009 Ad Spending Rank Company ($Billions) 1 Procter & Gamble 9.72 2 Unilever 5.72 3 LOreal 4.04 4 General Motors 3.67 5 Toyota Motor Company 3.20 6 The Coca Cola Company 2.67 7 Johnson & Johnson 2.60 8 Ford Motor Company 2.45 9 Reckitt Benckiser 2.37 10 Nestle 2.31 Source: Ad Age,
  • 3-35GlobalAdvertisers Source:
  • 3-36Global AdvertisersLook familiar? iPad, France: Coca Cola, China: McDonald’s, Egypt: Pepsi, India:
  • 3-37Global AdvertisersHeinz ketchup adfrom the Leo BurnettGroup, Copenhagen“The only Americanyou can hit withoutbeing sued”
  • 3-38Global Advertisers Source:
  • 3-39GlobalAdvertisers Source:
  • 3-40Global AdvertisersAriel = Tide