The Five Key

Players of MCOM 200

Advertising
• Advertising process is incomplete without
the role and function of the following 5 key
players:
1. The Advertiser
2. The Advertising Agency
3. The Media
4. The Vendor
5. The Audience
Advertiser

The advertiser is the one

who initiates the
advertising process. He The length of the
The target audience The Media Budget
needs to get out a campaign
message. The advertiser
determines:
The Advertising Agency

The advertising agency is responsible for executing the This is also called agency-client partnership.
creative brief into a reality. They mange all marketing
communications of the advertiser.
The Media

THE MEDIA IS COMPOSED OF CHANNELS OF MEDIA PLANNING & BUYING

COMMUNICATION WHICH CARRY THE MESSAGE
FROM THE ADVERTISER TO THE AUDIENCE
 They are skilled
professionals and are
Vendors outsourced by agencies
to assist in the
advertising process
The Target Audience

They are the

potential
customers

gned
a re desi rget
Psyc
hogr gies nd the ta
aphi trate i
cs All s ing in m ence
e ep a u d i
k

et
De targ e is y
mo e c b
gra Th dien ood g
ph au erst chin :
ic s d r e
un esea ut th
r o
ab