Chapter_02 - The Structure of the Advertising Industry:...

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Unformatted text preview: The Structure of the Advertising Industry: Advertisers, Agencies, Media Companies, and Support Organizations The “Undoing” of Agency Consolidation and Globalization—or not Media Proliferation, Consolidation, and “Multiplatform” Media Organizations Media Clutter and Fragmentation Consumer Control: Blogs and TiVos Web 2.0 Trends Affecting the Advertising and Promotion Industry U.S. Advertising Spending >$300 B Worldwide Advertising Spending >$600B Scope of the Advertising Industry Structure of the Advertising Industry (text Ex. 2.5) Advertisers External Facilitators Advertising and Promotion Agencies Media Organizations Target Audience Manufacturers and Service Firms Procter & Gamble, Verizon Advertisers Trade Resellers Sears, McDonald’s Social/Not-for-profit Organizations United Way, Nature Conservancy Government Federal, State, Local Describe the value that the firm’s brand provides...
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This document was uploaded on 11/04/2011 for the course MKGT 434 at S.F. State.

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Chapter_02 - The Structure of the Advertising Industry:...

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