广告的出资者——广告主.pdfVIP

33 广告主广告主 本章目标 本章从各个方面介绍了广告主——广告活动的 发起人发起人，包括广告主广告部门的设置包括广告主广告部门的设置，广告主广告主 广告部门的职责，以及广告主与广告公司的合 作关系作关系。 1 Addvertiisiing bbegiins wiithh thhe addvertiiser, thhe person or organization that uses advertising to send out a message abbout iits prodducts. Thhe addvertiiser iiniitiiates the advertising effort by identifying a marketing problblem thhat addvertiisiing can sollve. Thhe addvertiiser also makes the final decisions about the target audidience andd thhe siize off thhe addvertiisiing bbuddget. The advertiser approves the advertising plan and hihires thhe addvertiisiing agency. 2 通过本章的学习通过本章的学习，你将能够你将能够： ◆广告主寻求广告代理公司服务的必要性 ◆广告主自身设置广告部门的主要职责 ◆了解广告主如何架构自己的组织，以便在国 内外管理其广告内外管理其广告 3 本章结构 3.1 广告主广告部门的设立 3.2 广告主广告部门的机构 3.3 广告主广告部门的主要类型 4 3.1 广告主广告部门的设立 广告主是广告发的发起者，他们依据自身营销 的需要发起广告的需要发起广告，并并且承担广告目标承担广告目标、广告进广告进 程、广告费用的总体计划和管理的任务。 5 MostMost largelarge businessesbusinesses havehave advertisingadvertising departmentsdepartments. Their primary responsibility is to act as a liaison between thethe marketingmarketing departmentdepartment andand thethe advertisingadvertising agencyagency (or(or agencies) and other vendors. Many companies have hundreds of agencies working for them although they normally have an agency-of-record, which does most of their business and may even manage other agencies. Tasks performed by the advertising department include: selectingselecting agencies;agencies; coordinatingcoordinating activitiesactivities withwith vendors,vendors, such as media, production, photography, and fulfillment; making sure the work gets done on schedule