COMM 100 Chapter Notes - Chapter 4: Media Planning, Advertising Campaign, Store Brand
Document Summary
Chapter 4 - financing and shaping the media. Advertising is the activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services. Advertisers pay for space or time that they receive. When you see an ad you know what it is for. Advertising agencies are companies that specialize in the creation of ads for placement in media that accept payment for exhibiting those ads. The companies that hire them and pay for their work are called advertisers. Agency holding companies are large companies that own the biggest advertising agencies. They are umbrella firms that own two or more full-service advertising agencies, specialty agencies, direct-marketing firms, research companies, and even public relations agencies. Client conflicts are situations that occur when agencies serve companies that compete with one another. Ex: fear that confidential information might be shared among employees to get to competitors. The kinds of things ad agencies do also vary.
