Chapter One

Principle: Back to Basics

 1- Common types of Advertising
1- Brand Advertising: focus on brand
2-Retail Advertising or Local advertising
3- Direct response advertising: advertise
through direct mail and internet.
4- business to business advertising: sent from
one business to another.
5- institutional advertising or corporate
advetising.
 Cont.
6- Nonprofit advertising
7- public service advertising
8- specific advertising areas : such as healthcare
 2- promotional tools
1- direct response advertising: such as catalogs
and flyers sent to home or offices.
2- specialties : such as sales promotion
companies.
3- what roles does advertising perform
?
1- marketing and communication roles:
Advertising provide information about a product
to establish a brand image.
2- economic and societal:
Advertising advertise in certain societies to
increase the demand over supply at economies.
 4- who are the key players?
1- the organization
2- the agency
3- the media
4- professional suppliers and consultant
-------------------.
1- the organization is the advertiser provide
public with the message through its
department.
 Cont.
2- the agency:
Specialized agency that create, produce and
distribute the message.
3- the media:
The system used to deliver the message and
engage audiences, mass media help
organization to spread a wide.
 Cont.
4- professional suppliers and consultant:
- Include artist, photographers, directors,
producers , printers and consultant.
- They may inside or outside
 5- types of agencies
1- full service agencies
2- in house agencies
3-specialized agencies
-------------------
1- full service agencies include account
management, creative services, media planning
and account planning, its own finance and
accounting department.
 Cont.
2- in-house agencies :
Live regular advertising agency which is the part
of the organization.
3- specialized agencies:
Agencies which specialized in certain function
such as writing, creating digital ads.
6- how are agency jobs organized?
1- account management
2- account planning and research:
Planning as well as research.
3- creative development and production.
4- media research, planning and buying:
Recommend the appropriate media for
advertising
 Cont.
5- internal operations:
Such as human resources
 7- how are agencies paid?
1- commissions
2- fee system
3- retainer
4- performance incentive
5- value billing
-----------------------.
1- commission : a percent from a profit
 Cont.
2- fee system
3- retainer : based on amount of work and
hourly rate charge.
4- performance incentive:
Either as a percent of client sales of percent of
marketing budget
5- value billing: the firm pay only creative and
strategic ideas