Introduction

Media is constantly changing.

Freelance Advertising Model
Key resources are outside "the company" (a hired resource)
- copywriter(s) ["creatives"]
- art director(s) ["creatives"]
- Interactive Supplier(s)
- Media Buying Service [does the media planning & media buyers]


In-House agency or Advertising Department
Company Advertising Manager
Creative Dept (Creative Director, Copywriter, Art Director)
Interactive Dpt
Media Dpt (Director, Planner, Buyer)
Production Dpt

Ad Agency
Clients hire the cirlce (on PPT) the whole agency
Account Management Department
Traffic Department (manages the open projects within the agency)
Account Planning / Research (trends, on target)
Creative Dept (creative directors, copywriters, art directors
Interactive Department
Media Department (Director, Planner, Buyer)
Production Dept
Financial / HR / Billing Department

Ad agencies sell ___ (time).
Ad agencies have to have a central person that deals with the client. "The keeper of the knowledge" That's the Account Management Dept.

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ADV
- Client Relations
- Strategy
- Creative Development
- Campaign Planning
- Production
- Media
- Layouts, Scripts, etc
- Billing

^^^^ All to do with COMMUNICATIONS ^^^^
a very vertical list of responsibilities and involvement


MKTG
- Pricing
- Advertising
- Sales
- Salesforce
- Incentives
- Reports
- Research
- Production [ how are we going to get the raw materials to the factories, to the blah, to the blah, sold at what price verses another price]
- Forecasting
- Distribution
- Naming

^^^^^ more horizontal, involved in more areas ^^^^^


Advertising & The Business of Brands
The textbook:
"If it's in the middle, it's probably going to be on the test"
Concepts and Vocabulary will always be on the test.

Key Concepts:
The Brand
A Few Revolutions
Four Businesses
Info, Ideas, and Change

"Creative Destruction" [Automobile industry crushed the horse & buggy industry]

The Brand
verb - "biernan" to burn
noun - a name, term, symbol, or design (that) identifies products.
concept - a conceptual entity that focuses marketing activities
a meaning system - by adding meaning to objects...advertising performs a role historically associated with religion

Key Concept:
Today...The Business World has Organized Itself around Brands.

10,000 years ago...
The Agricultural Revolution
Primary Economic Activity
This changed how people lived and worked ###

200+ years ago...
The Industrial Revolution
Secondary Economic Activity
Mass Manufacturing (including books), Distribution, Transportation
It changes how people lived and worked together.
Branded Communications
- Identified manufactured goods
- Reputation of manufacturer.

100 years ago...
The beginnings of Modern Advertising:
- Mass Manufacturing
- ###

50 years ago...
The Post-Industrial Revolution
Tertiary Economic Activity
Services and Information
- It changed how people lived and worked.
- Marketing became more important ###

Today...
Almost everything is a Brand
Most manufactured goods
most services
entertaining brands
in some ways, YOU are the brand!

###

What's more...
The media Revolution is changing everything!
- Our Behavior
- Business models
- communication models
- new business opportunities
- new correer oportunies
and new brands

BRANDS are a cultural and business meaning system
MARKETING has become a major business fuction
A major ###

Advertising!
An important part of American culture.
An increasingly important part of global culture
The ORIGINAL Marketing Communication
Still the major type of Brand-Building Communication

4 Types of Businesses:
- Marketers (& Advertisers)
- Advertising Agencies
- Media Companies
- Marketing Services [Keychains?]
- Suppliers

Scott Bedbury (Nike/Starbucks)
GSD&M (Roy Spence & Friends) An Advertising Agency
Robert L. Johnson
Lisa Fortini-Campell (Marketing Services)