MCOM 214 Lecture Notes - Lecture 5: Media Planning
30 Sep 2016
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Document Summary
If leo burnett made an ad for nike, and the ad appeared during a fox-broadcast college football game: nike is the client, fox is the media, leo burnett is . Advertisers: clients, companies that sponsor advertising for themselves and their products, most use an advertising agency, national: Resources: -10 million + many specialists: local: Resources: less than million, a few gernalists. Cooperative advertising: national advertiser + local advertiser. Help the local distributors, dealers, or retailers to make more sales. V: show major brand, then have local level stores that have the brand in their store. A: two companies doing advertising together (selling products together like a bundle) Advertising agency: an independent organization of creative people and business people. Types of agencies: local regional, national, international agencies, full-service agencies. Ad + non-ads (promotions) = imc: specialized service agencies. What people in an agency do: account management. Representing the client"s point of view to the agency: research.
