itft media - advertisement ppt [read only]
DESCRIPTION
ITFT Media - Advertisement Agency StructureTRANSCRIPT
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Advertisement Agency
Advertisement Agency
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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.
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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).
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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.
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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.”
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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
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Typical Work Flow in an Ad Agency
Briefing Stage Creation Stage
Production StagePost Production
Stage
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Types of Advertising Agencies
�All Sizes
�In house work
�Selecting an Ad Agency
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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.
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Modular agencies
�A full service agency that sells its services on a piece
meal basis
�Fee is charged for actual work undertaken
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In House agencies
�Owned completely by the advertiser
�Can undertake to serve several other clients, if the
owner so desires
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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
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Organization Chart
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Organization Chart
Copy writer
Artists
Media Media
Traffic Department
Production In Charge
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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
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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.
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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
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Media Department
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Media selection
�Broadcast Television
�Cable Television
�Radio
�Newspaper
�Direct Mail
�Magazines- Consumer/Business
�Outdoor
�Internet
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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.
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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.
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Marketing research department
�The identification of information needs
�Data collection & interpretation
�Analysis & evaluation
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Agency Personnel
�Production Team
�Storyboard artist
�Graphic designer
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