Who is the advertiser?
It is the core institution of the field of advertising management
Small and large-scale advertisers can be distinguished according to thedegree to which they use the facilitating institutions. At times smalladvertisers for budgetary reasons use only parts of the system for e.g,retail clients like say CANMART, etc.
Advertisers differ according to the markets they serve, the goods andservices they produce, and the media they use. In the private sector,advertisers can be distinguished according to whether they are predominantly consumer, industrial or retail advertisers