chapter 2 advertising industry.ppt

Chapter 2: the structure of the ad industry Six important trends 六大重要趋势 The size and scale of the advertising industry 规模和范围 the participants in the advertising industry and their roles 参与成员及角色 the diverse services that advertising agency supply 广告公司的服务 An industry in Transition The structure of the industry today is being altered by six trends Media fragmentation Ad clutter ---difficult to be different New retail channels A fragmentation of marketing budgets Improved information systems Integrated marketing communication 随着线电视、直效营销以及其它可替代媒介和新媒介的日益丰富，出现了媒介的分化现象 大批媒介中大量增加的广告，导致了广告的严重阻塞，使得广告难以突破其它广告的重围，难以制造真正的差异 新的零售渠道出现，包括目录、电视购物网络、网络购物以及价格俱乐部等，影响越来越大 越来越多的广告主将自己的力量集中在整合营销传播上。如今，广告主把销售推广、活动赞助、新媒介以及公关当做了辅助和加强自己基础广告力量的手段。 营销预算出现分流现象，投向贸易销售推广和消费者推广的预算比例加大。 经过改善的信息系统使零售商和分销商得以对许多营销决策进行更多的控制。 The Scope of the Industry By any measure, it is a big global business. USA---$200 billion Worldwide---$425 billion 7-8% growing Great Britain, Asia, Latin America the most Another indicator of the scope is the investment made by individual firms. Ford 1282.8(mi) 1197.1(96) 7.1% IBM 924.9 792.3 16.7% Sony 777.5 661.0 17.6% PepsiCo 1244.7 1235.2 0,8% The Structure of the Industry Advertisers 广告主 Advertising Agencies 广告公司 External Facilitators 外援 Media Organizations 媒介组织 Target Audiences 目标受众 Advertising Agencies(1\3) Types of agencies: full-service agencies 全面服务公司 creative boutiques 创意公司 media-buying services 媒介购买公司 interactive agencies 互动公司 in-house agencies 专属公司 Advertising Agencies(2