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TOPIC 5: THE BUSINESS OF

                                ADVERTISING















                                           After studying this chapter, you will be able to:
                                           5.1 Describe organizations involve in advertising
                                           5.2 Understand the role of advertising agency
                                           5.3 Explain the classifications & types of advertising agency
                                           5.4 Determine how advertising agencies are compensated
                                           5.5 Determine how advertising agencies gets clients
                                           5.6 Understand the suppliers in advertising




              5.1 The Organizations in Advertising  5.1 Organisasi dalam Pengiklanan
              i. Advertisers (Or Clients)         i. Pengiklan (atau pelanggan)
              • Are the companies (like Honda, Coca-Cola)  • Adalah syarikat2 (spt Honda,Coca-Cola)
              • Pay to advertise themselves and their products • Membayar untuk mengiklankan diri mereka
              • Advertisers  range  in  size  from  small  (syarikat tersebut) dan produk mereka
                independent businesses to huge multinational  • Pengiklan  dari pelbagai saiz dari  sekecil
                forms & in type from service organizations to  perniagaan bebas sehingga bentuk sebesar
                industrial manufacturers to local charities &  multinasional & dari jenis organisasi dalam
                political action committees.        perkhidmatan untuk pengeluar industri kepada
              ii. Advertising agencies              badan amal tempatan & jawatankuasa tindakan
                                                    politik.
              • Assists the advertisers to plan, create &  ii. Agensi pengiklanan
                prepare ad campaigns & other promotional  • Membantu pengiklan utk merancang, membuat
                materials                           & menyediakan kempen iklan & bahan promosi
              iii. Suppliers                        lain
              • Includes  the  photographers,  Illustrators, iii. Pembekal
                Printers, Digital Service Bureaus, Color Film • Termasuk jurugambar, ilustrator, pencetak, biro
                Separators, Video Production Houses, Internet  perkhidmatan digital, pemisah filem warna,
                Web Developers and others who assist both  rumah pengeluaran video, pemaju web Internet
                advertisers  and  agencies  in  preparing  & lain-lain yg membantu kedua-dua (pengiklan
                advertising materials.              & agensi) dlm menyediakan bahan pengiklanan
              • Also include consultants, research firms and  • Juga termasuk perunding, firma penyelidikan &
                professional services that work with both  perkhidmatan profesional yg bekerja dengan
                advertisers and agencies            kedua-dua pengiklan & agensi
              iv. Media                           iv. Media
                                                  • Menjual masa (di radio&TV) & ruangan (di
              • Sell time (on radio and TV) and space (in print,  cetak, luaran) @ keduanya (media digital) utk
                outdoor) or both (digital media) to carry the  membawa  mesej  pengiklan kpd penonton
                advertiser's message to the target audience.  sasaran.






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