Unit 13. Advertising Agency 广告英语教学课件教案.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. What agency people do? * * Specialized Functions CEO Account Services Media-buying Services Agency Management Creative Services Marketing Services Client service Agency’s viewpoints Research Sales promotion Event sponsorship Direct marketing Public relation Copywriting Art Direction Print electronic production Research Negotiating Scheduling Buying Verifying Human resources Data processing Purchasing Financial analysis Accounting * Two major categories 1. A full-service advertising agency supplies advertising services in all areas of communication and promotion which includes planning, creating, and produc