Most visible part of marketing?
Most visible part of business?
How much of GDP is advertising?
Contribution to economic growth
Stimulate consumption, accelerate spread of innovations, promote competition, create adrelated jobs an
Ad Agencies are.
independent organizations that employ a combination of creative and business people
Role of Ad agencies
develop and prepare advertising plans, ads, and other promotional material for clients
arrange purchase of ad space and time in media
US Digital Ad
Mobile Digital Ad
1) google 48%
1) google 53%
U.S. Adults online
(major growth period)
accessed by content providers (e.g. AOL) or ISP
most use WWW and browsers
navigate web sites
Client, Executives of company (decision maker)
Who actually sees it, more than just implied market
Integrating Marketing Communications
Integrate all marketing messag
is a social and cultural force as well as source of entertainment, news, and advertising
115.6 million HH with TV in 2013-14
Nielsen samples 23,000 HH
84% have 2 or more sets (avg 3.01 sets/HH)
86% have cable/fiber/satellit
Babylonian clay tablets from 3000 BC, Siquis (Flyers), Signage to show what you offer
Greatest invention for advertising
1650: first newspaper (london)
1704: first US news ad in boston newsletter
Printing press was movable
Television is a.
social and cultural force as well as a source of entertainment, news and advertisement
Common language between strangers and acquaintances
Major growth in the 50'
Factors that influence Media Strategy Decisions
Scope- domestic vs international, regulations, penetration, etc.
Media strategy must have.
WRITTEN client approval
Criteria for selecting individual media vehicles (4)
Many restrict type and content of ad
National: legislative, executive, judiciary
State: Governor, attorney general, departments
Municipal: mayor, city, manager, police chief, courts
Advertising is commercial speech, mostly same
The process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods, and services to create exchanges that satisfy individual and
Marketing Mix or the 4 P's
Product, Place, Pric
Purpose of media planning
To conceive, analyze, and select channels of communication that I'll direct ad messages
to the right people, in the right place, at the right time
Media Planning Decisions (5)
Where we should advertise
Which media vehicles
U.S. Ad: $171 billion
2) USA Today
3) NY Times
2) AARP bulletin
3) Game informer
in charge of negotiating and contracting with the media
2013: How many mags were laun