Advertisement Agency

Advertisement Agency

Advertising

� Promotion of goods, services, companies and ideas.

� Marketers see advertising as part of an overall promotionalstrategy.

� Other components of the promotional mix include� Other components of the promotional mix includepublicity, public relations, personal selling, and salespromotion.

� Process where in a message is designed.

Advertising

�Various mediums used for

communication.

�Attract, modify, change and influences

public opinion.public opinion.

�Everyone needs to advertise.

�Various ways for advertising(trade

magazines, transit sign on buses, lamp

posters, banners, etc).

Advertising Industry Has Three Major Sectors

�Business or organization which wishes to advertise.

�Media which provides the medium for advertising.Media which provides the medium for advertising.

�Ad-agency which creates the ad to suit the need of the firm.

Advertising Agency

An independent business organization composed of

creative and business people who develop, prepare and

place advertising media for sellers seeking to findplace advertising media for sellers seeking to find

customers for their goods and services.”

Advertising Process

Writing an Ad

Getting Approval for the text of the Ad

Estimating the cost of the Ad

Placing Ads and posting announcements

Paying for Ads

Typical Work Flow in an Ad Agency

Briefing Stage Creation Stage

Production StagePost Production

Stage

Types of Advertising Agencies

�All Sizes

�In house work

�Selecting an Ad Agency

Full Service Agency

�Provides a range of marketing services.

�Services directly related to advertising such as

copywriting, artwork, production of ads, mediacopywriting, artwork, production of ads, media

planning etc.

Modular agencies

�A full service agency that sells its services on a piece

meal basis

�Fee is charged for actual work undertaken

In House agencies

�Owned completely by the advertiser

�Can undertake to serve several other clients, if the

owner so desires

Creative Boutiques

�Provide only creative functions and not full-service.

�Copy writing, artwork and production of ads

�Merge with other agencies to provide a wide range of

servicesservices

Organization Chart

Organization Chart

Copy writer

Artists

Media Media

Traffic Department

Production In Charge

Copywriter

�The copywriter is responsible for taking a client's

advertising brief and generating original copy ideas that grab

the attention of the target audience.

�Copywriters are responsible for creating taglines, slogans,

jingles and audio scripts that accompany advertising visuals.

�Agency copywriters usually work in close partnership with

art directors and have lots of input to the visual elements.

Artists

�This is a department of highly skilled people who work in

a team to give best results. It comprises of technical experts,

system architectures, graphics designers, art directors and

artists, film production section, computers programmingartists, film production section, computers programming

etc.

�There work to create and produce ads and public services

messages for both Electronic and Print media as per demand

of client and as per instruction given to them.

�They are equipped with latest technique and equipments.

Media

�Members of the media team are known as media planners

and buyers.

�These individuals are in charge of producing a media plan

for the client.

�Once the plan has been approved, the media team must�Once the plan has been approved, the media team must

purchase advertising space in a medium that serves the

campaign's target audience.

Traffic Department

�The traffic department regulates the flow of work in the

agency.

�It increase agency efficiency and profitability through

appropriate job

initiations, complete information sharing and answering the

phone calls.

Production In charge

�The final review of an advertisement is handled by the

production team.

�The production manager oversees print runs as well as the

filming of commercials.

�The purpose is to ensure that everything looks and sounds

perfect

Account Planning

�Advertising agencies typically have account planners who

work as the go-between for the client and the agent. They

ensure that client needs are expressed to the research and

creative teams.

�They also work to ensure that necessary information is

transferred to the client regarding creative, research,

competition or any of other factor that may somehow affect

how the client's product gets marketed to consumers. Account

planning is where agencies start their initial interaction with

clients.

Marketing Research

�Advertising agencies work with companies to establish the

characteristics of their target markets through marketing

research.

�Advertising agencies spend a substantial amount of time

researching consumers to understand what they buy and

what motivates them to buy.

Creative

�Advertising agencies are known for their creative output,

which can include website design, advertising copy, magazine

advertisements, and radio and television commercials.

� The medium of advertising often varies by campaign.

Graphic designers, web designers, writers, editors and

creative directors make up an advertising agency's creative

department.

Selling Advertising Space

�Advertising agencies don't just create advertising pieces for

clients; they also give clients insight as to which media will be

most effective for their product, service, event or cause.

� In the process, they work to secure advertising placements

for customers either online, in print, on television or on the

radio. They negotiate terms and work to get clients the best

deals to maximize their money and their reach.

Function of and advertising agencyAccount Services / Account Management

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Function of and advertising agencyCreative department

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Function of and advertising agency

The Creative Team

Art DirectorCopywriter

Creative Team

Creative Concept

Copywriting and the Creative Plan

Copywriting is the Copywriting is the A creative plan is the Copywriting is the

process of

expressing the value

and benefits a brand

has to offer.

Copywriting is the

process of

expressing the value

and benefits a brand

has to offer.

A creative plan is the

guideline that

specifies the message

elements of

advertising copy.

Creative Department people need following attributes

�A good psychologist.

�Willing and able to set high standards.

�An efficient administrator & Research minded

�Capable of strategic thinking – ‘positioning’ and all

that.

�Equally good at package goods and other kinds of�Equally good at package goods and other kinds of

accounts

�Well versed in graphics and photography

�A hard worker and fast

�Slow to quarrel

�A good presenter & good recruiter

Media Department

Media selection

�Broadcast Television

�Cable Television

�Radio

�Newspaper

�Direct Mail

�Magazines- Consumer/Business

�Outdoor

�Internet

Media scheduling

�• After selecting media, marketers determine the most

effective timing and sequence for a series of

advertisements.

�• Influenced by seasonal sales patterns, repurchase�• Influenced by seasonal sales patterns, repurchase

cycles, and competitors’ activities.

Media scheduling

�• Measure effectiveness in three ways

�Reach - the number of people exposed to an

advertisement.

Frequency - the number of times an individual is exposed�Frequency - the number of times an individual is exposed

to an advertisement. Minimum of three exposures is

recommended

�Gross rating point - the product of the reach times the

frequency.

Marketing research department

�The identification of information needs

�Data collection & interpretation

�Analysis & evaluation

Agency Personnel

�Production Team

�Storyboard artist

�Graphic designer