1. Advertisers:
Local to Global

2. 3-2
Today’s Objectives
Describe the various groups in advertising
Discuss differences between local, national
and global advertisers
Explain how advertisers organize

3. 3-3
The Advertising Industry: Organizations
Advertisers (Clients)
Agencies
Suppliers
Media

4. 3-4
The Advertising Industry: People
Most are employed by advertisers, not agencies.
Research
Technology
Accounting Sales
Marketing
Law
Management

5. 3-5
Local Advertisers
Directed to customers in the same
geographic area as the advertiser.
Franchisees Chain Independent Govt. &
and dealers retailers businesses nonprofits

6. 3-6
Designated Market Area (DMA)

7. 3-7
Charlotte DMA includes Rock Hill

8. 3-8
Franchise/Dealer: Hendrick BMW

9. 3-9
Chain
retailers:
Macy’s

10. 3-10
Independent businesses: Morris Jenkins
Morris Jenkins
TV commercial: http://www.youtube.com/watch?v=K-rT8mP3-CA

11. 3-11
Government /non-profit: United Way

12. 3-12
Local Advertisers
Insert ex. 4-1, p. 100
Department
structure for Department structure
small for small advertisers
advertisers
Position = 2.9” horiz.,
with high
1.5” vertical
volumes of
work Size = 4.6” TALL
Resolution = 300 dpi

13. 3-13
Local Advertisers
Insert ex. 4-1, p. 100
Department
structure for Department structure
small for small advertisers
advertisers
Position = 2.9”
with high
horiz., 1.5” vertical
volumes of
work… in this Size = 4.6” TALL
economy.
Resolution = 300 dpi

14. 3-14
Local Advertisers
Types of local advertising
Product Institutional Classified
Create favorable
Recruit employees,
Regular price-line, sale image, increase
offer services, sell
or clearance awareness, foster
merchandise
goodwill

15. 3-15
Product

16. 3-16
Product

17. Institutional
3-17

18. Institutional
3-18

19. 3-19
Classified

20. 3-20
Cooperative (Co-op) Advertising
Two key purposes
Build Help
manufacturer’s distributors,
brand image dealers or
retailers make
more sales

21. 3-21
Co-Op
Ad
Oreck, the
manufacturer,
provides
funds for local
stores to
advertise

22. 3-22
Regional & National Advertisers
Regional: one or National: several regions
several states or entire country

23. 3-23
Regional & National Advertisers
Centralized
department
structure
The whole company or
corporation shares a single
marketing department

24. 3-24
Regional & National Advertisers
Decentralized
department
structure
Each major
division, brand
or region has its
own marketing
department, resp
onsible for its
own advertising

25. 3-25
Regional Advertising
Newspaper ad for Allen Tate Realtors,
real estate brokerage in NC, SC
Cheerwine ad: http://adsoftheworld.com/media/tv/cheerwine_bear_dance_off

26. 3-26
Regional Advertising
A weekly sales flyer for Giant
Foods, a grocery store chain in
Maryland, Virginia and the
District of Columbia

27. 3-27
Top 10 National Advertisers, U.S. 2008
Ad Spending
Rank Company ($Billions)
1 Procter & Gamble 4.838
2 Verizon Communications 3.700
3 AT&T 3.073
4 General Motors 2.901
5 Johnson & Johnson 2.529
6 Unilever 2.423
7 Walt Disney Co. 2.218
8 Time Warner 2.207
9 General Electric 2.019
10 Sears 1.865
Source: Ad Age, adage.com

28. 3-28
National Advertisers
Comparison of
national and
local advertising

29. 3-29
National Advertisers
AT&T newspaper ad
Mike & Mike radio commercial
for SkoreIt
http://www.youtube.com/watch?v=i1I9GqnO2wI

30. 3-30
National Advertisers
Online ad (sliding billboard) for US Airways Vacations

31. 3-31
Global Advertisers

32. 3-32
Global Advertisers
Centralized global structure
Standardized approach in all countries
Extensive research to ensure ad is basic & universal

33. 3-33
Global Advertisers
Decentralized international structure
Divisions have ad agencies to handle product lines
Brands within a line handled by own managers
Category managers for brand in each market

34. 3-34
Top 10 Global Advertisers, 2009
Ad Spending
Rank Company ($Billions)
1 Procter & Gamble 9.72
2 Unilever 5.72
3 L'Oreal 4.04
4 General Motors 3.67
5 Toyota Motor Company 3.20
6 The Coca Cola Company 2.67
7 Johnson & Johnson 2.60
8 Ford Motor Company 2.45
9 Reckitt Benckiser 2.37
10 Nestle 2.31
Source: Ad Age, adage.com

35. 3-35
Global
Advertisers
Source: costmetic-makeovers.com

36. 3-36
Global Advertisers
Look familiar?
iPad, France:
http://www.youtube.com/watch?v=kJBmXTV6J20
Coca Cola, China:
http://www.youtube.com/watch?v=ANfFwFqTS9o
McDonald’s, Egypt:
http://www.youtube.com/watch?v=fxNacguMeWI
Pepsi, India:
http://www.youtube.com/watch?v=sRcPKxlpmow

37. 3-37
Global Advertisers
Heinz ketchup ad
from the Leo Burnett
Group, Copenhagen
“The only American
you can hit without
being sued”

38. 3-38
Global Advertisers
Source: adverbox.com

39. 3-39
Global
Advertisers
Source: adverbox.com

40. 3-40
Global Advertisers
Ariel = Tide