广告行业结构【英文】
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Trade Resellers
Sears, McDonald’s Procter & Gamble, Verizon
Government
Federal, State, Local
Social/Not-for-profit Organizations
United Way, Nature Conservancy
PPT 2-7
Agencies
Advertising Agencies:
Full-Service Creative Boutique Interactive In-House Media Specialists
wenku.baidu.com
Promotion Agencies:
Direct Marketing/ Database E-commerce Sales Promotion Event Planning Design Firms Public Relations Firms
PPT 2-1
Trends Affecting the Advertising and Promotion Industry
The ―Undoing‖ of Agency Consolidation and Globalization—or not Media Proliferation, Consolidation, and ―Multiplatform‖ Media Organizations Media Clutter and Fragmentation Consumer Control: Blogs and TiVos Web 2.0
– production cost + fixed %
Fee Systems:
– hourly rates, or by project
Pay-for-Results:
– tightly-specified objectives
PPT 2-11
External Facilitators
PPT 2-8
Full Service Agency Services
Account Services
Marketing Research Services Creative and Production Services Media Planning and Buying Services Administrative Services
PPT 2-5
Ad in Context Example
In addition to companies, the government makes extensive use of advertising.
PPT 2-6
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 and long-term Identify the target market(s) that are most likely to respond favorable to the brand Identify and manage the supply chain/distribution system that will most effectively reach the targets Be committed to using advertising and other promotional tools to grow the brand
Advertisers
Advertising and Promotion Agencies
External Facilitators
Media Organizations
Target Audience
PPT 2-4
Advertisers
Manufacturers and Service Firms
PPT 2-2
Scope of the Advertising Industry
U.S. Advertising Spending >$300 B Worldwide Advertising Spending
>$600B
PPT 2-3
Structure of the Advertising Industry (text Ex. 2.5)
PPT 2-10
Agency Compensation
Commissions:
– around 15% of airtime fees—in flux
– 16 2/3 percent for outdoor media – web media is all negotiated
Markup Charges:
Consultants
– Creative, Media, Database
Production Facilitators
Software Firms
– Web tracking, fulfillment
PPT 2-12
Media Organizations
Broadcast
– TV, radio Magazines, direct mail, Newspapers, specialty Internet, interactive broadcast, iPod, Cell Phone
Chapter 2
The Structure of the Advertising Industry: Advertisers, Agencies, Media Companies, and Support Organizations
© 2009 South-Western, a part of Cengage Learning
Sears, McDonald’s Procter & Gamble, Verizon
Government
Federal, State, Local
Social/Not-for-profit Organizations
United Way, Nature Conservancy
PPT 2-7
Agencies
Advertising Agencies:
Full-Service Creative Boutique Interactive In-House Media Specialists
wenku.baidu.com
Promotion Agencies:
Direct Marketing/ Database E-commerce Sales Promotion Event Planning Design Firms Public Relations Firms
PPT 2-1
Trends Affecting the Advertising and Promotion Industry
The ―Undoing‖ of Agency Consolidation and Globalization—or not Media Proliferation, Consolidation, and ―Multiplatform‖ Media Organizations Media Clutter and Fragmentation Consumer Control: Blogs and TiVos Web 2.0
– production cost + fixed %
Fee Systems:
– hourly rates, or by project
Pay-for-Results:
– tightly-specified objectives
PPT 2-11
External Facilitators
PPT 2-8
Full Service Agency Services
Account Services
Marketing Research Services Creative and Production Services Media Planning and Buying Services Administrative Services
PPT 2-5
Ad in Context Example
In addition to companies, the government makes extensive use of advertising.
PPT 2-6
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 and long-term Identify the target market(s) that are most likely to respond favorable to the brand Identify and manage the supply chain/distribution system that will most effectively reach the targets Be committed to using advertising and other promotional tools to grow the brand
Advertisers
Advertising and Promotion Agencies
External Facilitators
Media Organizations
Target Audience
PPT 2-4
Advertisers
Manufacturers and Service Firms
PPT 2-2
Scope of the Advertising Industry
U.S. Advertising Spending >$300 B Worldwide Advertising Spending
>$600B
PPT 2-3
Structure of the Advertising Industry (text Ex. 2.5)
PPT 2-10
Agency Compensation
Commissions:
– around 15% of airtime fees—in flux
– 16 2/3 percent for outdoor media – web media is all negotiated
Markup Charges:
Consultants
– Creative, Media, Database
Production Facilitators
Software Firms
– Web tracking, fulfillment
PPT 2-12
Media Organizations
Broadcast
– TV, radio Magazines, direct mail, Newspapers, specialty Internet, interactive broadcast, iPod, Cell Phone
Chapter 2
The Structure of the Advertising Industry: Advertisers, Agencies, Media Companies, and Support Organizations
© 2009 South-Western, a part of Cengage Learning