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    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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    Adv&IMC-1

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    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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    6 views8 pages

    Advertising&Imc Management: The New World of Marketing Communication

    Uploaded by

    smavruk
    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.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 8

    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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