fall_10_chap_3 - The Advertising Industry Advertisers...

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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 Top 10 Advertisers 2007 Rank Company U.S. Ad Spending (in millions) 1 Proctor & Gamble 2,620 2 General Motors 1,364 3 AT&T 1,348 4 Ford Motor Co. 1,205 5 Verizon 1,013 6 Johnson & Johnson 1,004 7 Time Warner 987 8 Toyota 910 9 Kraft 878 10 Ceberus Capital Management LP 865
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2 Types of Local Advertisers • Dealers or local franchises • Stores with branded merchandise • Specialty businesses • Government and non- proFt 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 specialists Local ±ocus – Location – Volume – Tactics – Customers Short-term time frame < $1 million Use of few generalists
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3 Advertising & Large Companies Centralized Decentralized Efficiency Continuity In-House Agency Functional Services
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fall_10_chap_3 - The Advertising Industry Advertisers...

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