advertisement and sales promotion-adl 41
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ADVERTISEMENT AND SALES PROMOTION-ADL 41 FROM ROOPAK GUPTA
Transcript of advertisement and sales promotion-adl 41
ADVERTISEMENT AND SALES PROMOTION-ADL 41
FROM ROOPAK GUPTA
PLAYERS IN THE ADVERTISING WORLD
1.THE ADVERTISER- THEY CAN BE CLASSIFIED IN TO GOVERNMENT OR PRIVATE.
• Further budget allotted with company policies and interests of stakeholders
• Nature of the product
• MNC OR NATIONAL
AGENCY
• The agency is an organisation that deals with the advertiser in meeting the communication requirements of the product
• Agencies include advertising agencies,sales promotion agencies,PR agencies,interactive agencies etc.
Categories of Agencies
• MNC vs National vs Regional- origin outside india includes JWT, Lowe, Ogilvy vs Mudra, Dattaram, Chaitra or outdoor such as Selvel.
• Big vs Small- mudra, chaitra, rediffusion made it to big league. There are 3000 ad agencies in India
• Niche Agencies-specialised in to creatrive hot shops ex Dhar , hoon. They take interest in not only planning but also execution.
Ad Agency Functions
• Non-core Functions• Studio operations• Production • HR
• Finance Legal Administration
• Core Functions
• Client servicing
• Account planning
• Creative
• Media
5 - 7
Choosing an Agency
1. Set goals.2. Select process and criteria.3. Screen initial list of applicants.4. Request client references.5. Reduce list to 2-3 viable agencies.6. Request creative pitch.7. Select agency.
5 - 8
Evaluation CriteriaSelecting Advertising Agency• Size of agency• Relevant experience• Conflicts of interest• Creative reputation• Product capabilities• Media purchasing capabilities• Other services available• Client retention rates• Personal chemistry
5-9
Key Advertising Personnel
ClientMarketing Manager
AccountExecutive
Creative
CreativeDirector
TrafficManager
MediaBuyers
&Planners
ClientMarketing Manager
ClientMarketing Manager
Creative Creative Creative
ArtistsArtists
Ad Agencies Have Skilled Specialists
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
WritersWriters ResearchersResearchers
PhotographersPhotographers Media AnalystsMedia Analysts Other SkillsOther Skills
Services Provided by Agencies
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Agency ServicesAgency Services
The link between agency and client
Managed by the Account Executive
The link between agency and client
Managed by the Account Executive
Research department may design and execute research programs
Media department may analyze, select and contract media resources
Research department may design and execute research programs
Media department may analyze, select and contract media resources
Creation and execution of ads
Copywriters, artists, other specialists
Creation and execution of ads
Copywriters, artists, other specialists
Marketing Services
Marketing Services
Account Service
Account Service
Creative ServicesCreative Services
Marketing Services
Marketing Services
Account Service
Account Service
CommissionsMethod
CommissionsMethod
Cost-PlusAgreementsCost-Plus
Agreements
PercentageCharges
PercentageCharges
FeeArrangements
FeeArrangements
Incentive-BasedPayment
Incentive-BasedPayment
CommissionsMethod
CommissionsMethod
Cost-PlusAgreementsCost-Plus
Agreements
PercentageCharges
PercentageCharges
FeeArrangements
FeeArrangements
Methods of Agency Compensation
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CompensationMethods
CompensationMethods
ReferralsReferrals
How Agencies Gain Clients
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SolicitationsSolicitations
PresentationsPresentations
Public RelationsPublic Relations Image, ReputationImage, Reputation
AudioAudio
Special EffectsSpecial Effects
VideoVideo
WebBanner Ads
WebBanner Ads
KiosksKiosks
Web SitesWeb Sites
CD-ROMsCD-ROMs
Special EffectsSpecial Effects
VideoVideoAudioAudio
KiosksKiosksCD-ROMsCD-ROMs
Web SitesWeb SitesWebBanner Ads
WebBanner Ads
Functions performed by Interactive Agencies
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Interactive Media Creation
Interactive Media Creation
DigitalContentDigital
Content
AnimationAnimation
Media
• The media represents the channel through which the advertisement is carried. It includes Print, radio, TV, internet, newspapers etc.
OTHER PARTICIPANTS
• Freelancers- copy writing, mining, photography
• The Third parties- audit firms
• The Audience-
• The Regulatory Bodies- Governement, INS, IBF, ASCI
