Advertising
Definition and description
of the industry
The advertising industry focuses on the creation and dissemination of promotional messages to influence consumer behaviour. It's a field that combines creativity and strategy to capture attention, spark interest and inspire action. It uses a variety of media, including digital, print, outdoor, television and radio, to deliver targeted brand messages.
Key steps and players
in the value chain
1.
Research and strategic planning
Identifying target audiences and understanding their behaviour in order to formulate effective communication strategies.
Actors
Market analysts, strategic planners.
2.
Creation and design
Design and production of creative content for advertising campaigns.
Actors
Art directors, copywriters, graphic designers.
3.
Media production
Production of advertising content adapted to different media, such as television commercials or posters.
Actors
Producers, directors, photographers.
4.
Purchase of advertising space
Purchase of physical (magazines, billboards, etc.) and digital (video platforms, social media, television, etc.) advertising space to reach the target audience.
Actors
Media buyers, advertising brokers.
5.
Broadcasting and distribution
Distribution of advertisements through the channels selected to reach the public.
Actors
Distribution agents, online campaign managers, publishers.
6.
Measuring and analysing performance
Evaluating the effectiveness of campaigns using key performance indicators and adjusting strategies accordingly.
Actors
Data analysts, marketing specialists.
