Independent organization of creative and business people who specialize in promotion
planning, development, and implementation
By service: full-service vs. specialized
By geography: Local, regional, national, international
By owner: i
What are ad agencies and advertisers?
What are the different kinds of ad agencies?
What are the jobs inside an agency?
How are agencies compensated?
The Three Big Players
If Leo Burnett made an
Segmenting: The process of splitting a market into smaller groups with similar product
needs or identifiable characteristics, for the purpose of selecting appropriate target
Targeting: An organizations proactive selection of a suitable
Systematic procedures for gathering, recording, and analyzing data in order to gain
information about consumers and products
Helps identify customer needs, market segments
Provides information for new product development, marketing st
The Evolution of
The Rise of Advertising
1. The rise of capitalism
2. The Industrial Revolution
4. The rise of modern mass media
The first newspaper advertisement, an announcement seeking a
through Segmenting &
Segmenting: Break down diverse markets into
Targeting: Choosing specific segments as the
focal point for ma
Planning Advertising &
The Marketing Plan
The written plan specifying how products
will be marketed and promoted through
integrated marketing communications
A roadmap for implementation, control,
The Persuaders (pbs)
documentary - 2004
secret to persuasion to persuade the consumers to persuade themselves
consumers are like roaches, in reference to consumers becoming immune to
clutter - irony (noise), theyre trying to break t
ADV 3008 Principles of Advertising
Exam 1 study guide
Total points: 100 points
multiple choice, 40 questions
true/false, 10 questions
no notes or open book
What is Advertising? (8 questions)
definition of adv (p11-13)
The ability to consider and hold together seemingly inconsistent elements and forces,
making a new connection
Creativity is the ability to put two common things together that have never been paired
before, forming a third thing by whic
Planning Media Strategy
Media Planning: The process of designing a course of action that shows how advertising time
and space will be used to contribute to the achievement of marketing/advertising objectives.
What is a medium?
1. Size of pizza or shirt
The Structure of Ad Industry
The Big 3 Players:
The Advertiser = the organization from which a product/service originates
As known as
Leading National Advertisers in 2008 (i
Chapter 1: What is advertising?
Advertising is a paid, mass-mediated attempt to persuade (p.11).
The structured and composed non-personal communication
Client: Velle Systems USA Product: Vigor Upright Vacuum NV7191 Title: Dog Makes an Accident Total Running Time: 31 Seconds AUDIO VIDEO (FS) IN HOME SETTING, A FLY CIRCLES OVER A DOG'S HEAD. (MUSIC) Start Korsakov's "Flight of the Bumble Bee" (SFX) Bu