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Chapter_4_Adv - The Scope of Advertising From Global to...

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  Principles of Advertising 1 The Scope of Advertising: From  Global to Local Notes on Chapter 4
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  Principles of Advertising 2 Chapter Topics The Advertising Industry The Advertisers (Clients) The Advertising agency The Client/Agency Relationship Suppliers in Advertising The Media of Advertising
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  Principles of Advertising 3 The Advertising Industry Organizations 1. Advertisers (Sponsors, Clients) 2. Advertising Agencies 3. Suppliers 4. Media People Broad field with people in sales, research,  creative, media, law, music, writing,  management, photographers, performers,  cinematographers
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  Principles of Advertising 4 The Advertisers (Clients) Local Advertising Regional and National Advertising International Advertisers (Transnational)
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  Principles of Advertising 5 Largest U.S. Advertisers 1. General Motors: $3.4 Billion 2. Procter & Gamble:   3.3 B 3. Time Warner:   3.1 B 4. Pfizer:   2.8 B 5. Daimler/Chrysler:   2.3 B 6. Ford   2.2 B 7. Disney   2.1 B
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  Principles of Advertising 6 The Advertisers (Clients) The role of advertising depends on  several factors: 1. The size of the company 2. Type of industry 3. Size of advertising program and budget 4. Marketing mix 5. Involvement of top management
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  Principles of Advertising 7 Local Advertising Local advertising targets geographically  customers in a town or county Half of all advertising expenditures are  local Local advertising is often referred to as  “retail advertising”
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  Principles of Advertising 8 Local Advertising Four types: Dealers and local franchises of national  companies Honda, Wendy’s, Kinko’s Retailers that sell numerous branded (and 
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