1. CHAPTER 4 SCOPE OF ADVERTISING

2. ORGANIZATIONS INVOLVED IN ADVERTISING • ADVERTISERS • ADVERTISING AGENCIES • SUPPLIERS • MEDIA

3. LOCAL ADVERTISING • TYPES OF LOCAL ADVERTISING • PRODUCT ADVERTISING • REGULAR PRICE-LINE ADVERTISING • SALES ADVERTISING • CLEARANCE ADVERTISING • INSTITUTIONAL ADVERTISING • COOPERATIVE ADVERTISING-HORIZONTAL AND VERTICAL • CREATING LOCAL ADS(P 102)

4. REGIONAL AND NATIONAL ADVERTISERS • THEY DIFFER FROM LOCAL ADVERTISERS ON • FOCUS ON BRAND IMAGE,MARKET SHARE, NATIONAL REPUTATION • LONG TERM PLANNING AND COMMITMENT • BIG BUDGETS

5. ORGANIZATION OF ADVERTISING DEPARTMENT • CENTRALIZED- BY PRODUCT, FUNCTION, END-USER, MEDIA AND LOCATION • DECENTALIZED ORGANIZATION • GLOBAL STRUCTURE-

6. THE ADVERTISING AGENCY • TYPES OF AGENCIES: • LOCAL,REGIONAL AND NATIONAL • INTERNATIONAL • FULL SERVICE AGENCIES • GENERAL CONSUMER AGENCIES • BUSINESS TO BUSINESS AGENCIES • MEDIA BUYING SERVICES-INTERACTIVE AGENCYCREATIVE BOUTIQUES

7. FUNCTIONS OF ADVERTISING AGENCIES • ACCOUNT MANAGEMENT • RESEARCH TARGET MARKET AND ENVIRONMENT FOR THE CLIENT • CREATIVE CONCEPT • ADVERTISING PRODUCTION-PRINT AND BROADCAST • MEDIA PLANNING AND BUYING • MEET TARGET DATES ON CAMPAIGNS • ESTABLISH STRONG RELATIONSHIP WITH CLIENT

8. AGENCIES COMPENSATION • MEDIA COMMISIION • MARKUPS • FEES-STRAIGHT,COMMISSION,RETAINER,INCENTIVES • IN-HOUSE AGENCY

9. CLIENT AGENCY RELATIONSHIP • PRERELATIONSHIP STAGES • DEVELOPMENT STAGE • TERMINATION STAGE • AGENCY REVIEW(CHECK LIST P 124) • FACTORS AFFECTING RELATIONSHIP • CHEMISTRY,COMMUNICATION,CONDUCT, CHANGES

10. SUPPLIERS IN ADVERTISING • ART STUDIOS AND WEB DESIGNERS • PRINTERS • INDEPENDENT PRODUCTION HOUSES • INDEPENDENT RESEARCH COMPANIES • MEDIA-PRINT,ELECTRONIC,DIGITAL INTERACTIVE • OUTDOOR ADVERTISING,TRANSIT,AND DIRECT MAIL