1 / 17

The Ad Industry

2. The Ad Industry. Objectives. Know Current Intustry Trends Industry Structure Role of Agencies/Compensation Identify External Players Role of Media Conglomerates. Trends Affecting the Advertising & Promotion Industry. The “Undoing” of Agency Consolidation & Globalization

gomer
Télécharger la présentation

The Ad Industry

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 2 The Ad Industry

  2. Objectives • Know Current Intustry Trends • Industry Structure • Role of Agencies/Compensation • Identify External Players • Role of Media Conglomerates

  3. Trends Affecting the Advertising & Promotion Industry • The “Undoing” of Agency Consolidation & Globalization • Media Proliferation & Consolidation • Media Clutter & Fragmentation • Consumer Control: e-Search, Blogs & DVRs (e.g.,TiVo)

  4. Google Gives us Power?

  5. The Worldwide Advertising Industry U.S expenditures: • >$250 billion Global expenditures: • $550 billion

  6. Structure of the Advertising Industry

  7. Advertisers Manufacturers & Service Firms • Procter & Gamble, MCI • Trade Resellers • Sears, McDonald’s • Government • Federal, State, Local • Social Organizations • United Way, Nature Conservancy

  8. In addition to companies, the Government Makes extensive use of advertising

  9. The Role of the Advertiser in IBP • Describe the value that the firm’s brand provides • Describe the brand’s position in the market Describe the firm’s objectives for the brand in the near-term & long-term • Identify the target market(s) that are most likely to respond favorable to the brand • Identify & manage the supply chain/distribution system that will most effectively reach the targets • Be committed to using advertising & other promotional tools to grow the brand

  10. Advertising Agencies: Full-Service Creative Boutique Interactive In-House Media Specialists Promotion Agencies Direct Marketing Promotion Agencies: Direct Marketing/ Database E-commerce Sales Promotion Event Planning Design Firms Public Relations Firms Agencies

  11. Advertising agencies make extensive use of advertising to acquire new clients

  12. Full Service Agency Services • Account Services • Marketing Research Services • Creative & Production Services • Media Planning & Buying Services • Administrative Services

  13. Agency Compensation • Commissions: around 15% of airtime fees—in flux • Markup Charges: production cost + fixed % • Fee Systems: hourly rates, or by project • Pay-for-Results: tightly-specified objectives

  14. External Facilitators • Marketing & Advertising Research Firms • Consultants: Creative, Media, Database • Production Facilitators • Software Firms: web tracking, fulfillment

  15. Media Organizations • Broadcast • TV, radio • Print • Magazines, direct mail, newspapers • Interactive Media • CD-ROMs, online shopping • Support Media • Outdoor, directories, Sponsorship • Media Conglomerates • AOL Time Warner, Viacom, AT&T

  16. Target Audiences • Household consumers • Businesses • Professionals • Government Organizations

  17. Review/?s • Know Current Industry Trends • Industry Structure • Role of Agencies/Compensation • Identify External Players • Role of Media Conglomerates

More Related