lec.%203%20fs%202016.pdf - 1 The Advertising Industry •...

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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
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2 • - advertising-spenders-in-the-us-2015-7 Differences between Local and National Advertisers National Focus – Brand Market share – Strategies – Markets Long-term time frame $5-10 million + Use of many specialists Local Focus – Location – Volume – Tactics – Customers Short-term time frame < $1 million Use of few generalists Advertising & Large Companies m Centralized m Decentralized m Efficiency m Continuity m Flexibility m Competition among company brands
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3 Example of Centralized Control Example of Decentralized Control Global Advertising m Standardized m Global brands m Efficiency / Recognition Multinationals that use a standardized approach in all countries are global marketers, and they create global brands.
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