15. Fee System:
• Hourly rates, or by project
Commissions
• Around 15% of airtime fees—
in flux
• 16 2/3 % for outdoor media
• Web media all negotiated
Markup charges:
• Production cost + fixed %
Pay-for-results:
• Tightly-specified objectives
• But, who is responsible for
“results”
how do you get paid?
16. Product/service?
Competition?
Proposed target market?
What consumer need/problem do we address ?
What does the consumer think of the brand?
What is the one thing we went them to believe?
What kan we do to make them believe this?
Tone of the advertisement?
the creative brief
17. Marketing & advertising research firms
Consultants
Databases, Web, CRM, Traditional management
Production
Facilities, technicians, shop displays
Software firms
Web tracking (Google analytics)
external facilitators
18. Broadcasting
TV, radio, satalite
Print
Magazine, direct mail, newspapers
Digital/Interactive Media
Internet, mobile, mobile techonology
Support Media
Outdoor, sponsorship, point-of-sale, branded entertainment
Media Conglomerates
Time Warner, Liberty Media
media organisations