The New World of MarketingCommunication

Advertising

Types of Advertising

Practices and Concepts• The Early Age of Print• The Early Age of Agencies• The Scientific Era• The Creative Revolution• The Era of Accountability

and Integration

Advertising’s Key Components

Strategy

Message

Media

Evaluation

PlayersThe AdvertiserThe AgencyThe MediaSuppliers/Consultants

The Advertiser

The Agency

The Media

Suppliers/Consultants

Advertising AgenciesFull-Service

In-HouseSpecialized

Holding Companies

Full-Service

In-House

Specialized

Holding Companies

Agency Jobs

The Changing World of Advertising

Consumer in ChargeBlurring Lines and Converging

MediaAccountability and EffectivenessIntegrated Marketing

Communication (IMC)

Consumer in Charge

Blurring Lines and Converging Media

Accountabilityand Effectiveness

Integrated Marketing Communication (IMC)