advertising and pr. stuff $620b industry globally $285-300b spent on media ads –show me the money!...
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Stuff
• $620B industry globally
• $285-300B spent on media ads– Show me the money!
• US Industry +7.7%
• +23K Jobs in 2010
• 5000/day in U.S.
• Ubiquity?!
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Tattoo Advertising
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Types of Agencies
• General ad agency:– Plan and create marketing campaigns and
place ads in media
• Boutique ad agency:– Focus on specific area such as direct
marketing, public relations, branding/logos/identity consultants sales promotion, field marketing, interactive, sports marketing, etc.
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Compensation?
• Pre-1990:– standard commission = creative fee and 15%
of gross billings of media placements
• Post:– cost-plus fee, sliding scale fee, or fixed-rate
(lower than previous 15%)
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WPP Group
• 2010, $14.4B
• UK
• Largest marketing services group
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Omnicon Group
• 1986
• 2010, $12.5B, $1B Profit (44% Ad, 56%?)
• 5000 clients in more than 100 countries
• 84,000 employees
• 2,000 offices
• 106 countries
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Publicis Groupe
• 2010, $7.2B• 1926, France• 200 cities in 104 countries
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The Interpublic Group
• 2010, $6.5B
• 1961
• approximately – 43,000 employees – 130 countries
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TOP 10 Agencies
» 1 Grey (WPP) New York » 2 BBDO (OMC) New York » 3 JWT (WPP) New York » 4 Euro RSCG (Havas) New York» 5 DDB (OMC) New York» 6 McCann Erickson (IPG) New York» 7 Foote Cone & Belding (IPG) New York » 8 Deutsch (IPG) New York » 9 Young & Rubicam (WPP) New York » 10 Leo Burnett Co. (Publicis) Chicago
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Who spends the most?• Proctor & Gamble $3.34B
• AT&T $2.99B
• GM $2.87B
• Verizon $2.45B (-18%)
• American Express $2.22B (+63%)
• Pfizer $2.12B
• Walmart $2.06B
• Time Warner $2.04B (+9% from 2009)
• Johnson & Johnson $2.03B
• L'Oreal $1.98B
• Walt Disney Co. $1.93B (-1.5% from 2009)
• JP Morgan Chase $1.92B
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PR
• What is it?
• How is it different than the advertising industry?
• How is it related to the ad industry?
• SPINdustry (Command PR)
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To Consider???
• Blurring content and ad– What does it mean if culture is ad-friendly?– Are we merely consumers?– Collision of cultural and economy?
• Impact of clutter– Selling us ourselves or ideal selves– Identity– Consumerism– Materialism
• What is PR? How is it the same/different from ads?
• How is this industry a cultural industry?