Revenues Overview - "the primary function of [commercial] mass media is to attract and hold a large audience for advertisers.
audience ratings
determine success of content
which is delivered by distributors from producers
The Ad. Agencies - Functions
Market Research
- field research (only some agencies)
Media Buyers
- strategy and selection
Creative side
- concept, copy, photos, etc.
Account execs
-- "client liaison"
The agency deals with media reps ( companies who are hired by
individual stations to represent them in negotriations with ad agencies, etc.)
- Reps design packages for various client stations and papers.
Other Influences on revenues
Regulators:
government (FCC),
citizens (Action for Children's TV, Media Watch)
Industry / Self regulation (NAB, Nat. Ad. Review Board)