Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house...
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Transcript of Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house...
![Page 1: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/1.jpg)
Five Major Players in the Advertising Industry
1. Advertisers
• Marketing or advertising dept.
• In-house agency –> function? Pros and cons?
2. Agencies (External): Different Types, Its typical structure
3. Media
4. Suppliers/Vendors:
• group of service organizations/individuals that provide specialized services. Examples?
• Why do advertisers or agencies hire them?
5. Consumers (target audience)
![Page 2: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/2.jpg)
Five Major Players in the Advertising Industry
•Relationship between Advertiser (client) and Agency –
equal partners?
Or Master-Servant relationship?
• Account Review?
• Account Pitch?
![Page 3: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/3.jpg)
Different Brands by different Agencies even within the same client
•Time Warner Company–America Online, HBO by BBDO Worldwide
–Time Inc. by Fallon Worldwide
–Time Warner Cable by Ogilvy & Mather
•Proter & Gamble Co.–Clairol, Cover Girl, Downey by Grey Worldwide
–Always, Max Factor, Secret by Leo Burnett
–Bounty, NyQuil, Vicks by Publicis Worldwide
–Old Spice, Crest, Tide by Saatchi & Saatchi
![Page 4: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/4.jpg)
Top 10 U.S. Advertisers ($ in billions)
Source: Advertising Age Fact Sheet 2005
Data is based on their 2003 ad spending, the sum of measured media from TNS and unmeasured estimates by Advertising Age.
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Top 10 U.S. Mega brands ($ in millions)
$ in millions --- measured U.S. ad spending in NPs, magazines, outdoor, broadcast and cable TV and radio.
![Page 6: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/6.jpg)
U.S. AD Spending Totals by Media ($ in billions, 2003)
Data based on 100 Leading National Advertisers.
*Broadcast TV includes network, spot, syndicated and Spanish-language TV.
![Page 7: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/7.jpg)
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Top 10 Media Companies (Estimated 2003 Media Revenues in millions of $)
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Top 10 U.S. Advertising Agency Brands
(US revenue in 2003, $ in millions)
![Page 10: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/10.jpg)
Different Brands by different Agencies even within the same parent company
• Time Warner Company– America Online, HBO by BBDO Worldwide
– Time Inc. by Fallon Worldwide
– Time Warner Cable by Ogilvy & Mather
• Proter & Gamble Co.– Clairol, Cover Girl, Downey by Grey Worldwide
– Always, Max Factor, Secret by Leo Burnett
– Bounty, NyQuil, Vicks by Publicis Worldwide
– Old Spice, Crest, Tide by Saatchi & Saatchi
![Page 11: Five Major Players in the Advertising Industry 1.Advertisers Marketing or advertising dept. In-house agency –> function? Pros and cons? 2.Agencies (External):](https://reader031.fdocuments.us/reader031/viewer/2022032308/56649d005503460f949d2060/html5/thumbnails/11.jpg)
Top 10 Marketing/Advertising Organizations
(by worldwide revenue in 2003, $ in millions)
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Agency Business Market Share
Top 5 groups dominate global advertising and media!!!
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• Omnicom Group Family • WPP Group Family
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• Interpublic Group of Cos. • Publicis Group Family