Chapter_4_Adv - Principles of Advertising 1 The Scope of...

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Unformatted text preview: Principles of Advertising 1 The Scope of Advertising: From Global to Local Notes on Chapter 4 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 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 Principles of Advertising 4 The Advertisers (Clients) Local Advertising Regional and National Advertising International Advertisers (Transnational) 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 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 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 Principles of Advertising 8 Local Advertising Four types: Dealers and local franchises of national companies Honda, Wendys, Kinkos...
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This note was uploaded on 04/09/2008 for the course FTV 102 taught by Professor Oconor during the Spring '08 term at Chapman University .

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Chapter_4_Adv - Principles of Advertising 1 The Scope of...

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