The Bussiness of Advertising
The Bussiness of Advertising
The Bussiness of Advertising
THE BUSINESS OF
ADVERTISING
In addition, many other people work for the suppliers and the media.
The fact is, advertising is a very broad field that employs a wide variety of people.
THE DIFFERENCES
BETWEEN LOCAL,
NATIONAL, AND
TRANSNATIONAL
ADVERTISERS
sLocal advertisers
Dealer or local franchisees of Stores that sell a variety of Specialty businesses and Governmental and nonprofit
national company branded merchandise services organizations
institutional
product advertising classified advertising
advertising
National and transnational advertiser
Media and entertainment Electronics manufacturer
How National and Local Advertising differ
National Local
Strategies Tactics
Markets Customers
● Geographic Scope
● Range of Services: General consumer agencies
and B2B Agencies
● Specialized Service Agencies: Creative boutique,
Media-buying services, and Interactive Agencies
THE RANGE
OF TASKS
PEOPLE
PERFORM IN
AN AD
AGENCY
THE RANGE OF TASKS PEOPLE PERFORM IN AN AD AGENCY
requests.
Account Management: Account executives (AEs) :
Manages AEs. Analysis and provides AEs are responsible for contacting and
reviews the report from them. receiving customer.
THE RANGE OF TASKS PEOPLE PERFORM IN AN AD AGENCY
Account planning :
● Study consumer needs
● Work with creative teams to develop and operate advertising
campaigns.
● Convey ideas to client.
● Convince client.
THE RANGE OF TASKS PEOPLE PERFORM IN AN AD AGENCY
The strategic identification and selection of media vehicles for a client’s advertising
messages.
THE RANGE OF TASKS PEOPLE PERFORM IN AN AD AGENCY
Creative Director
Creative team
Copywriters Art directors
THE RANGE OF TASKS PEOPLE PERFORM IN AN AD AGENCY
ADDITIONAL AGENCY
SERVICES ADMINISTRATION
HOW AGENCY
MAKE MONEY AN
AND GET NEW IN-HOUSE
CLIENTS ADVERTISING
DEPARTMENT
HOW AGENCY MAKE MONEY
FEES
ANTHE IN-HOUSE AGENCY
SOLICITING &
ADVERTISING FOR
NEW BUSINESS