The New World of Marketing Communication. Advertising.

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Presentation transcript:

The New World of Marketing Communication

Advertising

Types of Advertising

Practices and Concepts The Early Age of Print The Early Age of Agencies The Scientific Era The Creative Revolution The Era of Accountability and Integration

Advertising’s Key Components StrategyMessage MediaEvaluation

Strategy

Message

Media

Evaluation

Players The Advertiser The Agency The Media Suppliers/Consultants

The Advertiser

The Agency

The Media

Suppliers/Consultants

Advertising Agencies Full-Service In-House Specialized Holding Companies

Full-Service

In-House

Specialized

Holding Companies

Agency Jobs Account ManagementAccount PlanningMedia Research/BuyingInternal Operations

The Changing World of Advertising Consumer in Charge Blurring Lines and Converging Media Accountability and Effectiveness Integrated Marketing Communication (IMC)

Consumer in Charge

Blurring Lines and Converging Media

Accountability and Effectiveness

Integrated Marketing Communication (IMC)

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