TAILIEUCHUNG - Chapter 4: The Scope of Advertising: From Local to Global

The world today is of innovation and creativity. Splashes of genius of the most obvious strike us every now and the n and make us smack our head at the sheer wonder of it. Innovation is again nothing but application of our well preserved common sense in uncommon situations to solve quite ordinary problems. | The Scope of Advertising: From Local to Global Introduces the people and groups who work in advertising Chapter Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Chapter Title Chapter 4 Objectives Explain how advertisers organize Define the main types of ad agencies Discuss how agencies get clients and make money Explain what people do in ad agencies Debate the pros and cons of in-house agencies Examine agency-client relationships Describe the various groups in advertising Explain how the media and suppliers help 4- The Advertising Industry: Organizations Advertisers (Clients) Agencies Media Suppliers 4- The Advertising Industry: People Sales Technology Research Accounting Communication Arts Management Law Most are employed by advertisers, not clients 4- Advertisers: Local Directed to customers in the same geographic area Independent businesses Govt. & nonprofits Franchisees and dealers Chain retailers

• Internet Marketing
• advertisers organize
• make money
• Advertising Industry
• geographic area
• quality ads