The communications industry
The principal organizations
The role and relationships in the principal organizations
The Client = Advertiser
Centralized Organizational System
Decentralized Organizational System
In-house Agencies
Media
Media is mass communication such as TV, radio, newspapers.
Advertising Agencies
As if to emphasise the above point about differentiation, and despite the move into strategic planning, agency marketing activity is regarded by many as inadequate.
Types of Advertising Agencies
Full Service
Hot Shops / Creative Boutiques
Media Independents (Buying & Selling)
A La Carte
New Media
Agency brief
May include:
type of product/service
key benefits
marketing environment
communication objectives
target audience
message
budget
media
Production & Support Companies
Agencies
Public Relations
Sales Promotion
Direct-response
Interactive Agencies
Collateral Service Providers
marketing research
package design
printers
photography
video production
event marketing services
Relations in Marketing Communications
Advertising Remuneration
1. Commission
2. Fees
3. Payment by Results (PBR)
4. A Combination of the above approaches
The principal organizations in Luyuan(ebike brand name)
In the Luyuan Electric Vehicle Company, naturally the client is itself but it do not has really agencies, production and support companies, the reason is this company that has large-scale in the Chinese electric bike, itself can do products developed and production parts of bike even advertising planning. About media, it had sales promotion in CCTV at prime time. In addition, it also has official website to advertise itself.
Current Trends
The Marketing Communications Mix
Advertising
Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.
Advantages
cost-effective, particularly with large audiences
able to create images and symbolic...