the trends in general Consumer Control Media Proliferation Consolidation and

The trends in general consumer control media

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the trends in general Consumer Control Media Proliferation Consolidation and Multiplatform Media Organizations Media Clutter and Fragmentation Crowdsourcing Mobile Marketing/Media
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Note these bold terms – social media, blogs, crowdsourcing P 36 – 47 Scope and Structure of the Advertising Industry Exhibit 2.6 – you can take a general look at this for overall context of the following areas to help you. ADVERTISERS Definition of advertisers/clients ADVERTISING and PROMOTION AGENCIES Advertising Agencies – know generally what each of these types of agencies do - full service, creative boutique, digital/interactive, in-house, media specialists Promotion Agencies – be familiar with these types of agencies only - promotion agencies, direct marketing and database, sales promotion, event planning, design firms, public relations AGENCY SERVICES Know basic differences between account services, marketing research, creative / production, media planning and buying and administrative services EXERNAL FACILITATORS Be generally familiar with these types of external facilitators – marketing/advertising research firms, production facilitators, consultants, software firms Chapter 3 Be familiar with these bold terms in the chapter only : Branding Consumer Culture Pure Food and Drug Act Interactive Media Consumer Generated Content Branded Entertainment Chapter 4 Be familiar with these bold terms in the chapter only: Ethics Deception Puffery Unfair Advertising National Advertising Review Board Behavioral Targeting Geofencing Spam Phishing Exhibit 4.16 Know generally what area of advertising regulation each government agency is responsible for
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