2. 3-2
Today’s Objectives
Describe the various groups in advertising
Discuss differences between local, national
and global advertisers
Explain how advertisers organize
4. 3-4
The Advertising Industry: People
Most are employed by advertisers, not agencies.
Research
Technology
Accounting Sales
Marketing
Law
Management
5. 3-5
Local Advertisers
Directed to customers in the same
geographic area as the advertiser.
Franchisees Chain Independent Govt. &
and dealers retailers businesses nonprofits
12. 3-12
Local Advertisers
Insert ex. 4-1, p. 100
Department
structure for Department structure
small for small advertisers
advertisers
Position = 2.9” horiz.,
with high
1.5” vertical
volumes of
work Size = 4.6” TALL
Resolution = 300 dpi
13. 3-13
Local Advertisers
Insert ex. 4-1, p. 100
Department
structure for Department structure
small for small advertisers
advertisers
Position = 2.9”
with high
horiz., 1.5” vertical
volumes of
work… in this Size = 4.6” TALL
economy.
Resolution = 300 dpi
14. 3-14
Local 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
22. 3-22
Regional & National Advertisers
Regional: one or National: several regions
several states or entire country
23. 3-23
Regional & National Advertisers
Centralized
department
structure
The whole company or
corporation shares a single
marketing department
24. 3-24
Regional & National Advertisers
Decentralized
department
structure
Each major
division, brand
or region has its
own marketing
department, resp
onsible for its
own advertising
25. 3-25
Regional Advertising
Newspaper ad for Allen Tate Realtors,
real estate brokerage in NC, SC
Cheerwine ad: http://adsoftheworld.com/media/tv/cheerwine_bear_dance_off
26. 3-26
Regional Advertising
A weekly sales flyer for Giant
Foods, a grocery store chain in
Maryland, Virginia and the
District of Columbia
27. 3-27
Top 10 National Advertisers, U.S. 2008
Ad Spending
Rank Company ($Billions)
1 Procter & Gamble 4.838
2 Verizon Communications 3.700
3 AT&T 3.073
4 General Motors 2.901
5 Johnson & Johnson 2.529
6 Unilever 2.423
7 Walt Disney Co. 2.218
8 Time Warner 2.207
9 General Electric 2.019
10 Sears 1.865
Source: Ad Age, adage.com
32. 3-32
Global Advertisers
Centralized global structure
Standardized approach in all countries
Extensive research to ensure ad is basic & universal
33. 3-33
Global Advertisers
Decentralized international structure
Divisions have ad agencies to handle product lines
Brands within a line handled by own managers
Category managers for brand in each market
34. 3-34
Top 10 Global Advertisers, 2009
Ad Spending
Rank Company ($Billions)
1 Procter & Gamble 9.72
2 Unilever 5.72
3 L'Oreal 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, adage.com
