SCOPE OF ADVERTISING

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CHAPTER 4

• SCOPE OF ADVERTISING

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ORGANIZATIONS INVOLVED IN ADVERTISING

• ADVERTISERS
• ADVERTISING AGENCIES
• SUPPLIERS
• MEDIA

3
LOCAL ADVERTISING

• TYPES OF LOCAL ADVERTISING
• PRODUCT ADVERTISING
• REGULAR PRICE-LINE ADVERTISING
• SALES ADVERTISING
• CLEARANCE ADVERTISING
• INSTITUTIONAL ADVERTISING
• COOPERATIVE ADVERTISING-HORIZONTAL AND VERTICAL
• CREATING LOCAL ADS(P 102)

4
REGIONAL AND NATIONAL ADVERTISERS

• THEY DIFFER FROM LOCAL ADVERTISERS ON
• FOCUS ON BRAND IMAGE,MARKET SHARE, NATIONAL
  REPUTATION
• LONG TERM PLANNING AND COMMITMENT
• BIG BUDGETS

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ORGANIZATION OF ADVERTISING DEPARTMENT

• CENTRALIZED- BY PRODUCT, FUNCTION, END-USER,
  MEDIA AND LOCATION
• DECENTALIZED ORGANIZATION
• GLOBAL STRUCTURE-

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THE ADVERTISING AGENCY

• TYPES OF AGENCIES
• LOCAL,REGIONAL AND NATIONAL
• INTERNATIONAL
• FULL SERVICE AGENCIES
• GENERAL CONSUMER AGENCIES
• BUSINESS TO BUSINESS AGENCIES
• MEDIA BUYING SERVICES-INTERACTIVE AGENCYCREATIVE
  BOUTIQUES

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FUNCTIONS OF ADVERTISING AGENCIES

• ACCOUNT MANAGEMENT
• RESEARCH TARGET MARKET AND ENVIRONMENT FOR THE
  CLIENT
• CREATIVE CONCEPT
• ADVERTISING PRODUCTION-PRINT AND BROADCAST
• MEDIA PLANNING AND BUYING
• MEET TARGET DATES ON CAMPAIGNS
• ESTABLISH STRONG RELATIONSHIP WITH CLIENT

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AGENCIES COMPENSATION

• MEDIA COMMISIION
• MARKUPS
• FEES-STRAIGHT,COMMISSION,RETAINER,INCENTIVES
• IN-HOUSE AGENCY

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CLIENT AGENCY RELATIONSHIP

• PRERELATIONSHIP STAGES
• DEVELOPMENT STAGE
• TERMINATION STAGE
• AGENCY REVIEW(CHECK LIST P 124)
• FACTORS AFFECTING RELATIONSHIP
• CHEMISTRY,COMMUNICATION,CONDUCT, CHANGES

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SUPPLIERS IN ADVERTISING

• ART STUDIOS AND WEB DESIGNERS
• PRINTERS
• INDEPENDENT PRODUCTION HOUSES
• INDEPENDENT RESEARCH COMPANIES
• MEDIA-PRINT,ELECTRONIC,DIGITAL INTERACTIVE
• OUTDOOR ADVERTISING,TRANSIT,AND DIRECT MAIL