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Advertising Industry
Structure
Preapred by @heleenmills
World wide annual spend: $600 billion
USA annual spend: $300 billion
Source: Afrographique
Traditional structure
Advertiser (client)
Agency
External facilitator
Media
Target audience
The client side
The advertising agency
creative director
account executive
media buyer
copy writer
traffic controller
Graphic designer PR Specialist Brand Manager Social Strategist Developer UX Designer Freelancers
Agencies
Advertising Agency:
• Full service
• Creative Boutique
• Digital/Interactive
• In-House
• Media Specialist
Promotion Agency:
• Direct Marketing
• Sales Promotion
• Event Planning
• Design
• Public Relations
In South Africa
Fee System: • Hourly rates, or by project
Commissions • Around 15% of airtime fees—
in flux
• 16 2/3 % for outdoor media
• Web media all negotiated
Markup charges: • Production cost + fixed %
Pay-for-results: • Tightly-specified objectives
• But, who is responsible for “results”
how do you get paid?
Product/service?
Competition?
Proposed target market?
What consumer need/problem do we address ?
What does the consumer think of the brand?
What is the one thing we went them to believe?
What kan we do to make them believe this?
Tone of the advertisement?
the creative brief
Marketing & advertising research firms
Consultants Databases, Web, CRM, Traditional management
Production Facilities, technicians, shop displays
Software firms Web tracking (Google analytics)
external facilitators
Broadcasting
TV, radio, satalite
Magazine, direct mail, newspapers
Digital/Interactive Media
Internet, mobile, mobile techonology
Support Media
Outdoor, sponsorship, point-of-sale, branded entertainment
Media Conglomerates
Time Warner, Liberty Media
media organisations
types of agencies
• above the line
• through the line
• below the line