Unit 13 Advertising Agency 经典广告学英语课件合集.ppt

Unit 13. Advertising Agency The organizations in advertising Advertisers (or clients) - companies that advertise themselves and their products. Advertising agencies - companies that plan, create and prepare clients ad campaigns and promotional materials. Suppliers - includes the photographers, illustrators, printers, digital service bureaus, color film separators, video production houses, and others who assist both advertisers and agencies in preparing advertising materials. Also includes consultants, research firms, and other professional services that work with both advertisers and agencies. Media - companies that sell time (electronic media) and space (print media) to carry the advertisers message to the target audience. Advertising Agencies Defined by American Association of Advertising Agencies (AAAA), an advertising agency is an independent organization of creative people and business people that specialize in developing and preparing marketing and advertising plans, advertisements, and other promotional tools.  The purpose of agencies is to: Interpret the public or target market. Analyze the products present and potential market.? Formulate a plan to carry the advertiser message to consumers, dealers, wholesalers, etc. Design and produce ads.? Contract for media space and time. Verify media insertions. Invoice for services and media used. Specialized Functions Two major categories 1. A full-service advertising agency supplies advertising services in all areas of communication and promotion which includes planning, creating, and producing ads, performing research and selecting media. ? They also provide nonadvertising services such as packaging, public relations, sales promotion, annual reports, trade show exhibits, and sales training materials. They help their clients market internationally or globally as needed.?微软XBOX人生篇.wmv 2.Specialized service agencies a. Creative Boutiques that are organizations of creative specialists who work to produce fres