tailieunhanh - Chapter 4: The Scope of Advertising: From Local to Global

The world today is of innovation and creativity. Splashes of genius of the most obvious strike us every now and the n and make us smack our head at the sheer wonder of it. Innovation is again nothing but application of our well preserved common sense in uncommon situations to solve quite ordinary problems. | The Scope of Advertising: From Local to Global Introduces the people and groups who work in advertising Chapter Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Chapter Title Chapter 4 Objectives Explain how advertisers organize Define the main types of ad agencies Discuss how agencies get clients and make money Explain what people do in ad agencies Debate the pros and cons of in-house agencies Examine agency-client relationships Describe the various groups in advertising Explain how the media and suppliers help 4- The Advertising Industry: Organizations Advertisers (Clients) Agencies Media Suppliers 4- The Advertising Industry: People Sales Technology Research Accounting Communication Arts Management Law Most are employed by advertisers, not clients 4- Advertisers: Local Directed to customers in the same geographic area Independent businesses Govt. & nonprofits Franchisees and dealers Chain retailers | The Scope of Advertising: From Local to Global Introduces the people and groups who work in advertising Chapter Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Chapter Title Chapter 4 Objectives Explain how advertisers organize Define the main types of ad agencies Discuss how agencies get clients and make money Explain what people do in ad agencies Debate the pros and cons of in-house agencies Examine agency-client relationships Describe the various groups in advertising Explain how the media and suppliers help 4- The Advertising Industry: Organizations Advertisers (Clients) Agencies Media Suppliers 4- The Advertising Industry: People Sales Technology Research Accounting Communication Arts Management Law Most are employed by advertisers, not clients 4- Advertisers: Local Directed to customers in the same geographic area Independent businesses Govt. & nonprofits Franchisees and dealers Chain retailers 4- Advertisers: Local Ad for Rubio’s Baja Grill showcases its unique products Insert photo , p. 99 Baja Grill Burrito Position = ” horiz., ” vertical Size = ” TALL Resolution = 300 dpi 4- Advertisers: Local Department structure for small advertisers with high volumes of work Insert ex. 4-1, p. 100 Department structure for small advertisers Position = ” horiz., ” vertical Size = ” TALL Resolution = 300 dpi 4- Create favorable image, increase awareness, foster goodwill Recruit employees, offer services, sell merchandise Regular price-line, sale, or clearance Advertisers: Local Types of local advertising Classified Product Institutional 4- Advertisers: Local Local institutional ad from the Art Center College of Design Insert photo , p. 105 Man with child’s bicycle Position = ” horiz., ” vertical Size = ” TALL Resolution = 300 dpi 4- Advertisers: Cooperative Vertical Co-op Horizontal Co-op Firms in the same business or part of town .