THE ADVERTISING 
   INDUSTRY 
   ADVERTISING – the activity of explicitly paying for media 
   space or time in order to direct favorable attention to certain 
   goods or services 
   ADVERTISING AGENCIES – companies that specialize in the 
   creation of ads for placement in media that accept payment 
   for exhibiting those ads
   AGENCY HOLDING COMPANIES – firms that own full-service 
   advertising agencies, specialty agencies, direct-marketing 
   firms, research companies, and even public relations 
   agencies 
    ADVERTISING SPENDING 
    2O1O VS. 2005
      *Numbers for traditional media industries include online advertising activities within these industries.
      **Includes digital revenues for firms (e.g., Salon) with no traditional media counterpart.
      ***Includes billboards, kiosks, mall boards, transit ads, and other outdoor vehicles.
      ****Includes cinema advertising, in-game video game advertising, and advertising on film, music, video game, and
      consumer book websites. Does not include advergaming or product placement in video games; these are considered
      marketing services, not advertising.
      TABLE 4.1 Advertising Spending by Media Industry, 2010 vs. 2005*
     AD AGENCIES 
     Issues related to Ad agencies 
        - CLIENT CONFLICTS are situations that occur when 
     agencies serve companies that compete with one    another
     Ad agencies can be described along four dimensions 
       1. BUSINESS-TO-BUSINESS vs. CONSUMER 
         AGENCIES
       2. GENERAL AGENCIES vs. SPECIALTY AGENCIES 
       3. TRADITIONAL AGENCIES vs. DIRECT-MARKETING 
         AGENCIES
       4. AGENCY NETWORKS vs. STAND-ALONE FIRMS
    THE “BIG EIGHT”, 2011
    TABLE 4.2 The “Big Eight” Marketing Agency Holding Companies, 2011
    TOP 10 AGENCY NETWORKS
     TABLE 4.3 Top 10 Agency Networks, Ranked by 2012 Worldwide Network 
     Revenue