Key Players
Advertiser -
Person/Organization that sends out the message of the story
Apple, GM, IBM
Advertising Agency -
Department that creates the advertising
Top 3 (USA)
J. Walter Thompson
Leo Burnett
Mc'Cann Ericksson Worldwide
Dentsu - Biggest in the world
The Media -
Composed of the channels of communication that carry the message from the advertiser to the audience.
Print, Web, Video
The Suppliers (Vendors) -
Provide specialized services
Artists, Photographers, Graphic Designers, Technicians, Directors, Producers, as well as freelances
The Target Audience -
Potential Customers
Purchasers are not always the users
Types of Advertising
Brand - focuses on the long term brand identity and image
Retail or Local Advertising - focuses on certain geographical area
Direct Response Advertising - uses additional medium such as direct mail, internet
Business to Business Advertising - sent from one business to another target ex:lawyers, doctors
Institutional Advertising - winning the public over to the organization's point of view
Nonprofit Advertising - done by charities, foundations, associations etc
Public Service Advertising - communicates a message on the behalf of a good cause such as stopping drunk driving, child abuse etc.
Retail or Local Advertising - focuses on certain geographical area
Direct Response Advertising - uses additional medium such as direct mail, internet
Business to Business Advertising - sent from one business to another target ex:lawyers, doctors
Institutional Advertising - winning the public over to the organization's point of view
Nonprofit Advertising - done by charities, foundations, associations etc
Public Service Advertising - communicates a message on the behalf of a good cause such as stopping drunk driving, child abuse etc.
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