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In general linguistic terms , the term advertiser (also: advertisers) is used for people and companies that can be assigned to the advertising industry in a broader sense. The narrower definition of economics, however, understands advertisers to be solely companies, corporations and persons who advertise or commission themselves, their products or services or the products or services they sell. On the other hand, companies involved in the planning , implementation or distribution of advertising are excluded from this definition.

The advertiser pays for the publication of one or more advertising messages in an advertising medium for the purpose of dissemination. Advertisers are often companies in the consumer goods and capital goods industries , as well as in the service and retail sectors. In addition, public bodies such as political parties , churches and trade unions are increasingly appearing as advertisers. The media themselves also make up an important part of the advertising economy.


The demarcation from the advertising intermediaries ( advertising agencies ), those carrying out the advertising and the advertising media (the mass media that transmit an advertising message to the target person ) is of great importance for the advertising and media industry. For science, the clear conceptual separation is important for the calculation of industry indicators . The unequivocal assignment is also of great importance for media companies. When calculating advertising costs, advertising agencies and advertising agents usually receive an agency commission ( AE commission ) of 15 percent on the net invoice amount.


See main article: Advertising Aim

The advertising activity is directed towards the markets in question, the target groups. Their goal is to provide regular information about the goods or services they offer. As a rule, an interest in buying should also be aroused.


Depending on the size of the advertising company, you will find either entire organizational units or individual employees who are responsible for the "advertising" function. Usually a separate department is provided, the advertising department. In most cases it is functionally subordinate to the marketing area.

Function-oriented organization of advertisers

In the case of a few homogeneous products of a company, we find a division into "Operations" and "Services", which are subordinate to the company management or marketing:


  • sale
  • VK training
  • Customer service


  • Market research
  • advertising
  • PR

Product-oriented organization of advertisers

In the case of several heterogeneous products on several markets that are offered by one company at the same time, the organization is divided differently. So-called "divisions" or "profit centers" are set up for each product. These divisions are under company management, but have one product manager per division. Each division is responsible for product development, and therefore also for advertising and sales.

Corporate management → Marketing →

  • Division A
  • Division B
  • Etc...

Division A: Product Manager A →

  • Advertisement A
  • Market research a
  • Sale A


In order to pursue common goals, the advertising companies have organized themselves in associations . In addition to cross-industry umbrella organizations such as the Markenverband eV , the industry associations should be mentioned here:

See also

Web links

Individual evidence

  1. Duden | Advertiser, Advertiser | Spelling, meaning, definition. Retrieved May 30, 2018 .