《广告学 Advertising》课件-CH02_V97.ppt

Lecture Presentation Series Ad Industry Trends and Transformation The Worldwide Advertising Industry Advertising Industry Structure Who Needs to Advertise? Five Advertising Agency Types What Do Agencies Provide? Agency Compensation Plans External Facilitators Media Organizations Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Two 1. Media fragmentation (cable, new media) 2. Consumer apathy from advertising clutter 3. Growing influence of new retail channels 4. Increased spending and reliance upon trade consumer sales promotions 5. Marketing control from information systems 6. Greater coordination of IMC activities OH 2-1 Global expenditures approach $425 billion OH 2-2 OH 2-3 Advertisers Advertising Agencies External Facilitators Media Organizations Target Audience(s) Manufacturers Service Firms Proctor Gamble Merrill Lynch OH 2-4 Government Social Organizations Armed Forced Recruiting Public Health Issues Distribution Channel Resellers American Lock Supply The Limited 1. Full-service agencies 2. Creative boutiques 3. Media-buying services 4. Interactive agencies 5. In-house agencies OH 2-5 Account services Marketing expertise Creative and production Media planning and buying Administrative skills OH 2-6 OH 2-7 1. Commissions: around 15% of airtime fees. 2. Markup Charges: production cost + fixed %. 3. Fee Systems: hourly rates, or by project. 4. Pay-for-Results: tightly-specified objectives. Consultants Research Firms Production Facilitators Information Intermediators Communications Organizations OH 2-8