BUS-3230 Chapter 2: Advertising-Chapter 2 Notes
14 Mar 2012
School
Department
Course
Professor
Document Summary
3 primary groups: advertisers (the client) include manufacturers, retailers, service firms, technology companies and non-profit organizations. Aca was created for the express purpose of serving the interests of companies that market and advertise their products and services in. The primary goal is to help members maximize the value of their marketing communication investments: advertising agencies service organizations responsible for creating, planning, producing, and placing advertising messages for clients. Institute of communication agencies (ica) the national association representing full-service agencies: external mission is to act on behalf of the agency industry as spokesperson, negotiator, and defender of advertising. Internal anticipate, serve, and promote collective interests of ica members with particular regard to defining, developing, and helping maintain the highest possible standards of professional practice: media. Direct-response direct mail and direct-response television. Digital internet and various forms of mobile communications. Research and audience measurement companies: media research is concerned with quantitative measures of media exposure.
