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Chapter
chapter
4
The Scope of Advertising: From Local to Global
Introduces the people and groups who work in advertising
McGraw-Hill/Irwin
Contemporary Advertising, 11e Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
4-3 Chapter 4 Objectives
Describe the various groups in advertising
Define the main types of ad agencies
Discuss how agencies get clients and make money
Examine agency-client relationships
Explain how advertisers organize
Explain what people do in ad agencies
Debate the pros and cons of in-house agencies
Explain how the media and suppliers help
The Advertising Industry: 4-4 Organizations
Advertisers (Clients)
Agencies
Suppliers
Media
The Advertising Industry: 4-5 People
Most are employed by advertisers, not clients
Research
Technology Accounting Sales
Communication Law Arts
Management
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