chapt3_ad_industry_fall_06

chapt3_ad_industry_fall_06 - 1 The Advertising Industry •...

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Unformatted text preview: 1 The Advertising Industry • Advertisers • Advertising agencies • Suppliers • Media Key Players: Target Audience • The desired audience for the advertising message • Data-gathering technology improves accuracy of information about customers • Advertisers must recognize the various target audiences they are talking to and know as much about them as possible Advertiser • Uses advertising to send out a message about its products • Initiates effort by identifying a problem that advertising can solve • Approves audience, plan and budget • Hires the agency Advertiser 11. Direct-response companies 12. Home-furnishings, appliances, supplies 13. Insurance and real estate 14. Computers, software, Internet 15. Government, politics, and organizations 16. Apparel 17. Beer, wine, and liquor 18. Audio and video equipment and supplies 19. Sporting goods, toys, and games 20. Entertainment and events 1. Automotive 2. Retail 3. Movies, media, and advertising 4. Food, beverages, and confectionery 5. Medicines and proprietary remedies 6. Financial services 7. Telecommunications 8. Toiletries, cosmetics, and personal care 9. Airline travel, hotels, and resorts 10. Restaurants Biggest U.S. Advertisers in Terms of Categories Table 1.2 Top 10 Advertisers 2,175.7 Johnson & Johnson 10 2,197.3 Verizon 9 2,241.5 Walt Disney Co. 8 2,458.0 Ford Motor Co. 7 2,462.1 DaimlerChrysler 6 2,686.8 SBC 5 2,957.3 P¡zer 4 3,283.1 Time Warner 3 3,919.7 Proctor & Gamble 2 3,997.4 General Motors 1 U.S. Ad Spending (in mil ions) Company Rank Types of Local Advertisers • Dealers or local franchises • Stores with branded merchandise • Specialty businesses • Government and non- pro¡t 2 Types of Local Advertising • Product advertising • Institutional advertising • ClassiFed advertising Cooperative Advertising Seeks to • build the manufacturer’s brand image • help distributors, dealers, or retailers make more sales Differences between Local and National Advertisers • National • ¡ocus – Brand – Market share – Strategies – Markets • Long-term time frame • $5-10 million + • Use of many spets • Local...
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This note was uploaded on 03/18/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

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chapt3_ad_industry_fall_06 - 1 The Advertising Industry •...

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