ADV 205 Lecture 6: The Advertising Industry
Document Summary
Local and national: national o brand o market share o strategies o markets o long term o 10 million o many specialists, local o location o volume o tactics o customers o short term o < million o few people. Large companies: centralized o efficiency o continuity o start at top, flow to bottom, decentralized o flexibility o competition among company brands. Global advertising: standardized o global brands o efficiency / recognition, localized o localize advertising in other countries o recognize culture o relevance / understanding o most companies blend strategies. Types of agencies: geographic scope o only cover a certain area o local o regional o national o. Independent o objectivity o experience o talent o contacts. In house o allow individuals to become: channels of communication that technical experts on products being advertised o receive priority for needs spread word, social media, print o newspapers, magazines, tv, viral advertising.
