Advertising and promotion Essay Example | Topics and Well Written Essays - 1500 words - 1

Advertising and promotion - Essay Example This "Advertising and promotion" essay outlines the changes that happened in these industries with the advent of the Internet and mass media development, changes in structures and etc. Marketing communication industry consists of client companies or the advertising party, the advertising agency and the media and other service or production agencies. The advertising agency plays the role of an intermediary, linking the advertisers with the media and other service providers. With the advent of the Integrated Marketing Communication (IMC) approach, more and more companies choose to appoint an advertising agency and coordinate and direct all marketing communications through the agency (Kotler & Amstrong, 2000). Production houses, other support service providers & media houses liais with the agency, who is appointed to represent the needs of the advertising client. Marketing communication industry consists of client companies or the advertising party, the advertising agency and the media and other service or production agencies. The advertising agency plays the role of an intermediary, linking the advertisers with the media and other service providers. With the advent of the Integrated Marketing Communication (IMC) approach, more and more companies choose to appoint an advertising agency and coordinate and direct all marketing communications through the agency (Kotler & Amstrong, 2000). Production houses, other support service providers & media houses liais with the agency, who is appointed to represent the needs of the advertising client.