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Advertising&Imc Management: The New World of Marketing Communication

The document defines modern advertising and its key components. It outlines six basic attributes of advertising including being a paid communication that seeks to inform or persuade. It also discusses the types of advertising, key players, types of agencies, how agency jobs are organized, and how agencies are paid. The presentation provides an overview of advertising and integrated marketing communications management.

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18 views

Advertising&Imc Management: The New World of Marketing Communication

The document defines modern advertising and its key components. It outlines six basic attributes of advertising including being a paid communication that seeks to inform or persuade. It also discusses the types of advertising, key players, types of agencies, how agency jobs are organized, and how agencies are paid. The presentation provides an overview of advertising and integrated marketing communications management.

Uploaded by

smavruk
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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ADVERTISING&IMC MANAGEMENT

The New World of Marketing Communication


Lecture-1

YEDTEPE UNIVERSITY

r. Gr. NESRN GEN YILMAZ


( 01.10.2011 )

NGY/ADV & IMC-1

Defining Modern Advertising


Six basic attributes of advertising 1. Paid communication 2. Sponsor is identified 3. Can be one-way, two-way, multiple-way 4. Reaches a broad audience 5. Conveyed through mass media, interactive media, word of mouth 6. Seeks to inform or persuade
NGY/ADV & IMC-1 2

Components of Advertising
Strategy Message Media Evaluation

NGY/ADV & IMC-1

Types of Advertising
Brand Advertising Retail or Local Advertising Direct Response Advertising Business-to-Business Institutional Advertising Nonprofit Advertising Public Service Advertising
NGY/ADV & IMC-1 4

The Key Players


Advertiser Agency Media Professional Suppliers and Consultants

NGY/ADV & IMC-1

Types of Agencies
Full-service In-House Specialized Creative Boutique Media Buying service Agency networks Holding companies
NGY/ADV & IMC-1

How Agency Jobs Are Organised


Account

Management Account Planning and Research Creative Development and Production Media Research, Planning and Buying Internal Operations

NGY/ADV & IMC-1

How are agencies paid ?


The

Commission system The Fee system Retaining fee Performance-based Profit-based Value billing

NGY/ADV & IMC-1

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