AD EXAM 1 - Exam 1 *Advertising History -Innkeepers,...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Exam 1 *Advertising History -Innkeepers, merchants, tradesmen posted signs to notify the public about what was for sale. -Modern mass advertising was not possible until mass manufacturing, mass communication, and mass education. -Early advertisements resembled current day classified notices in newspapers. *Advertising Expenditures -Spend about $850/person *Agency Compensation -Agencies charge advertisers the full rate for services. -15% commission to responsible agencies on advertising space cost -Commissions, markups, fees *Agency Holding companies -“Mega Agency Groups” -Agencies merge together not just on profitability, but on stock market value, and also to make serious money. -Merger matched wave of mergers in manufacturing *Brand Typology -Packaged goods- products that are used up and repurchased on a regular basis. -Durable goods- products that last a long time and are purchased infrequently. -Retail- although they may also sell branded products, retailers are brands themselves. -Services- airlines, banks, insurance companies, or long distance carriers
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 3

AD EXAM 1 - Exam 1 *Advertising History -Innkeepers,...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online