LESSON 3: THE KEY PLAYERS Flashcards
The company or organization that uses advertising to send out a message about its business.
Advertisers
○ The actual company or the organization who paid for the advertisement
Advertisers
○ Initiates the advertising effort by identifying a marketing problem
Advertisers
○ Makes the final decisions about the target audience and the size of the advertising budget
Advertisers
○ Hires the advertising agency
Advertisers
○ Creates, produces, and distributes advertising
Advertising Agencies
○ Plan and implement part or all of their advertising effort
Advertising Agencies
○ Also known as the Agency client partnership
Advertising Agencies
○ Uses outside agency, believes to be more efficient on campaigning than the advertiser itself
Advertising Agencies
● Own research and planning, media and production.
Advertising Organization
● Cost saving
Advertising Organization
● Ability to finish it before the deadline
Advertising Organization
● A central factor in the development of advertising
Media
● Mass media offers a way to reach a large audience.
Media
● Composed of the channels of communication that carry the message from the advertiser to the audience
Media
● Vehicles that deliver messages - each vehicle have space or time where tv networks earn
Media
● Primary advantage in the costs of time and space
Media
● Group of service organizations that assist advertisers, advertising agencies, and the medium in creating and placing the ads.
Supplier
● The suppliers/vendors who provide specialized services
● Example: Promotions and Events
○ Suppliers are stage producers (Lights, camera, etc)
Supplier
● Artists, writers, photographers, directors, producers, printers, as well as self-employed freelancers and consultants
Supplier
● the supplier for the 1984 ad for Apple
Ridley Scott
● The people for whom the advertising is designed
Target Audience
● Consumers as people who buy and use products to satisfy their needs and wants
Target Audience
● A more specific group of people to whom an advertisement is directed and whose responses determine if the advertising is effective.
Target Audience
identifying the character of the audience
Targeting
○ Objective: Deliver information.
○ Medium: Newspaper, and flyers.
Age of Print
○ Advertisers began to give brand names
Emergence of Consumer Society
○ Adopted scientific research techniques. Experts believe that advertising could be blended by arts and science
Modern Advertising Era
○ We now recognize as the Advertising industry
● Emergence of Consumer Society
○ The two leaders in the Modern Advertising Era are:
■ Claude Hopkins and John Caples
○ Stanley developed account services
○ Helen Resor developed copywriting techniques
● Age of Agencies
developed account services
○ Stanley
developed copywriting techniques
○ Helen Resor
○ 1960s to 1970s
○ Response of research and science
● Creative Era
Leader of Chicago School of Advertising
■ Leo Burnette
DBB Agency, the most innovative person (focuses on feelings and emotions)
■ David Gilby
One of the founders of DBB
■ Willam burnback
● One of the most innovative person of the that time
■ Willam burnback
● “Advertising is the art of feeling as an emotion”
■ Willam burnback
○ Focused on the effectiveness
○ Emphasis: research and development
● Accountability Era
○ Social responsibility and insensitivity.
○ How to be a better corporate citizen.
○ Sensitivity to the diversity of people
● Age of Social Responsibility
