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Account Servicing Account Planning Media Creative Production Finance and Accounting
Account service department The account service, or the account management department, is the link between the ad agency and its clients. Depending upon the size of the account and its advertising budget one or two account executives serve as liason to the client. The account executives job requires high degree of diplomacy and tact as misunderstanding may lead to loss of an account. The account executive is mainly responsible to gain knowledge about the clients business, profit goals, marketing problems and advertising objectives. The account executive is responsible for getting approved the media schedules, budgets and rough ads or story boards from the client. The next task is to make sure that the agency personnel produce the advertising to the clients satisfaction. The biggest role of the account executive is keeping the agency ahead of the client through follow-up and communications. Media department The responsibility of the agencys media department is to develop a media plan to reach the target audience effectively in a cost effective manner. The staff analyses, selects and contracts for media time or space that will be used to deliver the ad message. This is one of the most important decisions since a significantly large part of the clients money is spent on the media time and/or space. The media department has acquired increasing importance in an agencys business as large advertisers seem to be more inclined to consolidate media buying with one or few agencies thereby saving money and improving media efficiency. Creative department To a large extent, the success of an ad agency depends upon the creative department responsible for the creation and execution of the advertisements. The creative specialists are known as copywriters. They are the ones who conceive ideas for the ads and write the headlines, subheads and the body copy. They are also involved in deciding the basic theme ofthe advertising campaign, and often they do prepare the rough layout of the print ad or the commercial story board. Creation of an ad is the responsibility of the copywriters and the art department decides how the ad should look. Production department After the completion and approval of the copy and the illustrations the ad is sent to the production department. Generally agencies do not actually produce the finished ads; instead they hire printers, photographers, engravers, typographers and others to complete the finished ad. For the production of the approved TV commercial, the production department may supervise the casting of actors to appear in the ad, the setting for
scenes and selecting an independent production studio. The production department sometimes hires an outside director to transform the creative concept to a commercial. Finance and accounting department An advertising agency is in the business of providing services and must be managed that way. Thus, it has to perform various functions such as accounting, finance, human resources etc. it must also attempt to generate new business. Also this department is important since bulk of the agencys income approx. 65% goes as salary and benefits to the employees.
INTERNET ADV. (IA) It is dynamic with multimediasupporting text and graphics video sound all together. Space is a problem, as regards size of the banners etc. A web page would be 91% editorial and 9% advertising. Invokes immediate action as you at-least need to click on the ad. First response is immediate as when the user clicks, the person is directed to other web page withmore details. The user has high attention level and concentration while using the net, and hence they notice the ad. (please refer the chapter) This can be very focused.
Space is not a restricting factor The proportion of advertising to editorial is high sometimes 50:50. Does not evoke immediate action. Response to the action is not immediate.
Advertising does not always target a very focused audience. Advertisements are ubiquitous.
Advertisements catch users when they are on the lookout for some thing. For example the search is for travel on a search engine there are ads of travel agents on the
Difficult to track the exact numberof people who saw the advertisement. Ads are graphic intensive and avoid copy overload. The costs would be prohibitive to reach a global audience.
Both copy and graphics are restricted by the banner size specifications. There are no such constraints
Examine the overall marketing plan and objectives Role of Advertising and Promotions Competitive analysis Assess environmental influences
Promotional department organization Firms ability to implement a promotional program Agency evaluation and selection Review of previous program results
External analysis
Consumer behavior analysis Market segmentation and target marketing Market positioning
Set advertising objectives Determine advertising budget Develop advertising message Develop advertising media strategy
2. Direct marketing
Set direct marketing objectives Determine direct marketing budget Develop direct marketing message Develop direct marketing strategy
3. Interactive/Internet marketing
Set Interactive/Internet marketing objectives Determine Interactive/Internet marketing budget Develop Interactive/Internet marketing message Develop Interactive/Internet marketing media strategy
4. Sales Promotion
Set Sales Promotion objectives Determine Sales Promotion budget Develop Sales Promotion message
5. Public Relations/Publicity
Set Public Relations/Publicity objectives Determine Public Relations/Publicity budget Develop Public Relations/Publicity message Develop Public Relations/Publicity media strategy
6. Personal Selling/Sales
Set Personal Selling/Sales objectives Determine Personal Selling/Sales budget Develop Sales message Develop selling roles and responsibilities
In-house agencies Creative boutiques Media buying agencies Full service agencies
more specialized staff and attract the best creative staff. Also flexibility is higher since if the company is not satisfied with the agency it can be dismissed, whereas changes in an in-house agency could be slower and more disruptive. Thus we can summarize by saying that
Levers - Lintas (previously) Videocon Confidence Reliance Mudra (when Mudra started out)
Creative boutiques
Creative boutique is an agency that provides only creative services. These specialized companies have developed in response to some clients desires to use only the creative talent of an outside provider while maintaining the other functions internally. The client may seek outside creative talent for two reasons:
Because he wants an extra creative effort May be because its own employees of the in-house agency or the agency that he has appointed do not have sufficient skills in this regard.
The full-service agencies also sub-contract work creative boutiques when they are very busy or want to avoid adding full time employees to their pay roll. Creative boutiques are usually found by members of the creative departments of full service agencies who leave the firm and take with them clients who want to retain their creative talents. These boutiques generally performcreative function on a fee basis.
RMG David
Mindshare Initiative Media (LOWE) Zenith Media (Bates, Saatchi & Saatchi) Optimedia (Publicis) Starcom (Leo Burnett) Fulcrum (HTA) Normal 0 MicrosoftInternetExplorer4
The crux of the adverting job is to help you reach your services / products to the public in the best possible way. Advertising agencies have to build strategies that build a stand-out image of your company among your consumers. They need to build a relationship of trust and faith between your products / services and the prospective consumers. Following the same fundamental to reach your product to the consumers in a positive light, Webwindows assist online companies in 360 degree aspects of advertising. Right from ad content composition to design to placement, they formulate the best media strategies to help you reach a wide consumer base. Here are a few tips from Webwindows on choosing the right advertising agency. Understand your product and business goals: The first task of any advertising agency is to well-develop a thorough understanding of your product, its prospective position in the market place and its target audience. This helps advertisers to produce effective advertising campaigns to best publicize your product. Webwindows carefully studies your products and then guides you about the marketing strategy, which paper the ad should be placed, how many times it should run etc. Create Advertising campaigns: Keeping the clients goals in mind, the advertising agency should be able to build advertising campaigns, like slogans, jingles, et al. The campaign is built with the aim to push the sales of the companys products, attract new consumer belt while retaining the old ones, re-affirm the brand image, market the product and generate brand awareness if the brand has been just forayed into the market. Advertise the product: After the campaign is ready, the advertiser looks for media vehicles to popularize / publicize the product. The campaign may be advertised in a range of media agencies like, television, radio, print, depending on the clients budget. For your advertising needs, Webwindows chooses newspaper as the premium mode of advertisement. Through its dedicated page, The Webwindows page, which appears as a colored supplement in seven leading newspapers and magazines in UK, it reaches its clients services to a large readership of around 5 million viewers. Webwindows also assists you in choosing the right newspaper to help you market your product so that it reaches maximum viewers in the most effective way. The primary aim of any advertising agency is to analyze your goals and help you aspire for more results. Through their well-planned and result-oriented advertising strategies, Webwindows helps you reach the right audience at the right time highlighting the right message.