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The Advertising Triangle

The advertising triangle consists of three elements - the advertiser, advertising agency, and advertising media. The advertiser is the client seeking an advertising project for their product, service, or idea. The advertising agency is an independent service organization that creates advertising and promotional strategies. The advertising media refers to platforms like broadcast, print, outdoor, and digital that disseminate the advertising content created by the agency. All three elements are necessary for a complete advertising project.

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3K views2 pages

The Advertising Triangle

The advertising triangle consists of three elements - the advertiser, advertising agency, and advertising media. The advertiser is the client seeking an advertising project for their product, service, or idea. The advertising agency is an independent service organization that creates advertising and promotional strategies. The advertising media refers to platforms like broadcast, print, outdoor, and digital that disseminate the advertising content created by the agency. All three elements are necessary for a complete advertising project.

Uploaded by

Ti Tay
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
  • Advertisement Media
  • Fundamentals of Advertising

FUNDAMENTALS OF ADVERTISING

By: Ruby F. Alminar-Mutya, DBA

The Advertising Triangle

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Agency Media

The pyramidal illustration shows the elements of the advertising triangle. The
shape will never be complete in the absence of one side, thus an advertisements or the
advertising project needs the presence of the advertiser, the advertising agency and the
advertising media.

Advertiser – is called the client, an account or a sponsor. This can be anyone from
among the sources of advertisement, as discussed on classification of advertising
according to source or origin. The advertiser can be the producer, manufacturer,
service business, institution, government unit or individual, desiring for the creation of
an advertising project. The advertiser is a client upon application for an advertising
project in an agency. This is a phase in the negotiation wherein the company,
represented by the execution or the advertising, department of the client, or any private
individual enters into a negotiation and submits the necessary documents as
background information for the product or service, in the making of the project. Upon
agreement on the budget, deadline and agency commission, the advertiser is then
called an account. The agency evaluates whether the budget of the advertiser will be
enough to complete the requirements for the project; whether they can have the project
be done on the date needed; and if the commission – percentage on the date needed;
and if the commission – percentage on total budget, be reasonable enough for the
agency. Finally, upon completion of the advertising project, and ready for media
schedules on the air and on the space, the advertiser is called sponsor. Because it is
really a fact that broadcast programs get their support from advertisers for production
subsidies.

Advertising agency is an independent service organization whose function is to provide


advertising, merchandising, and other promotional activities related to the selling of the
client’s products, services or ideas. It is an independent organization since it is totally a
separate business from the advertiser, a different entity. A service company, for it
renders intangible function of creating ideas not just for advertising, but also for
merchandising in terms of product planning and development concepts; and other
promotional activities of assisting clients in public relations programs, sales promotion
planning, store lay outing and personal selling strategies.

Advertising media – include the mass media of communication in broadcast, print,


outdoor, transit, field and movie. These are the tools to visualize the ideas created by
the agency, to promote saleability of the advertiser’s products, services or ideas.

FUNDAMENTALS OF ADVERTISING By: Ruby F. Alminar-Mutya, DBA The Advertising Triangle The pyramidal illustration shows the el
separate business from the advertiser, a different entity. A service company, for it renders intangible function of crea

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