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Unformatted text preview: Chapter 12 Advertising 25/03/2008 21:01:00 Importance of advertising Consumer economies - About 2% of GDP spent on promotion Advertising and prosperity - Both a consequence and a cause of prosperity Advertising and democracy - individual choice and free media are integral to advertising Origins of Advertising Stepchild of technology - Gutenberg: movable type - William Caxton: first printed ad - John Campbell: First U.S. ad Industrial revolution - Benjamin Days New York Sun Pioneer agencies - Wayland Ayer - N.W. Ayer & Son Advertising agencies Agency structure - Creativity - Liaison - Buying - Research Agency compensation - Commissions - Performance - Equity Advertisers role in advertising - Advertising director - Brand managers Placing advertisements Media plans - Audit Bureau of Circulations - Nielsen, Arbitron - Standard Rate and Data Service Media choices - Newspapers - Magazines...
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- Spring '08