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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study
Case Title:
Media Specialists: Transforming Global Ad Industry's Business Model
Publication Year : 2004
Authors: D Gayatri & T Phani Madhav
Industry: Advertising
Region:USA
Case Code: MCS0010
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
In the past, creative works and account management had precedence over media buying, and media purchase was given less importance with the media being treated more or less like a commodity. However, after the 1980s, 'media independents' started a new trend in the advertising industry. Triggered by the growing media fragmentation, the advertisers became conscious about their media expenditure. Consequently, specialists began to increasingly influence the decisions of marketers from design of media plan, media research and media expenditure to assessment of media results. This resulted in a deviation from the established model of the advertising industry, which gave prominence to creatives over the media department. At the same time, advertisers across the globe were embracing the services of media independents, saving a considerable amount from their advertising budgets.
Pedagogical Objectives:
- To discuss the possible repercussions the advent of media independents has on the traditional business model of the advertising industry and its compensation system
- To discuss whether the role of creatives in the advertising industry has become obsolete and whether media buyers will rule the roost in the future.
Keywords : Media independents, Media buyers, WPP Mindshare, Media buying trends, Mass media, Communication gap, Changing business model, Advertising industry media planning, Conflict of interests, Marketing Strategies Case Study, Gross rating point (GRP), Unbundling of media, Media consolidations, Media billing
Contents:
- Balance of Power Shifting…
- Media Buying Trends
- The Need for Media Specialists
- Repercussions for the Advertising Industry
- Conflict of Interests
- Ad industry's Changing Business Model
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