COM CM 317 Chapter Notes - Chapter 5: Web Design, Classified Advertising, Sales Promotion

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Carolyn Clark

Document Summary

National advertisers= companies that advertise to several geographic regions or throughout the country. Often structured by product, advertising subfunction, end user, media, or geography. Brand managers= individuals within the advertisers" company who are assigned responsibility for successful marketing of a particular brand. Decentralized advertising system= establishment of advertising departments by products or brands or in various divisions, subsidiaries, countries, regions, or other categories that suit firm"s needs, which operate with major degree of independence. Multinational corporations= corporations operating and investing throughout many countries and making decisions based on availabilities worldwide. The advertising agency advertising agency= independent organization of creative people and businesspeople that specializes in developing and preparing advertising plans, advertisements, and other promotional tools for advertisers; also arrange for purchases of space and time in various media. General consumer agency= agency that represents the widest variety of accounts, but it concentrates on companies that make goods purchased chiefly by consumers.