The Scope of Advertising: From Local to Global, 96
The Advertising Industry, 98
The Organizations in Advertising, 98
The People in Advertising, 98
The Advertisers (The Clients), 98
Local Advertising: Where the Action Is, 99
Regional and National Advertisers, 103
Transnational Advertisers, 106
The Advertising Agency, 108
The Role of the Advertising Agency, 108
Types of Agencies, 109
What People in an Agency Do, 113
How Agencies Are Structured, 117
How Agencies Are Compensated, 118
The In-House Agency, 120
The Client/Agency Relationship, 120
How Agencies Get Clients, 120
Stages in the Client/Agency Relationship, 122
Factors Affecting the Client/Agency Relationship, 124
The Suppliers in Advertising, 126
Art Studios and Web Designers, 126
Printers and Related Specialists, 126
Film and Video Houses, 126
Research Companies, 126
The Media of Advertising, 127
Print Media, 127
Electronic Media, 128
Digital Interactive Media, 128
Out-of-Home Media Direct Mail, 129
Other Media, 130
Media around the World, 130 |
