ITFT Media - Advertisement ppt [read only]

  • 283 views
Uploaded on

ITFT Media - Advertisement Agency Structure

ITFT Media - Advertisement Agency Structure

More in: Education , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
283
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
17
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Advertisement Agency Advertisement Agency
  • 2. Advertising Promotion of goods, services, companies and ideas. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix includeOther components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Process where in a message is designed.
  • 3. 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).
  • 4. 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.
  • 5. 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.”
  • 6. 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
  • 7. Typical Work Flow in an Ad Agency Briefing Stage Creation Stage Production Stage Post Production Stage
  • 8. Types of Advertising Agencies All Sizes In house work Selecting an Ad Agency
  • 9. 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.
  • 10. Modular agencies A full service agency that sells its services on a piece meal basis Fee is charged for actual work undertaken
  • 11. In House agencies Owned completely by the advertiser Can undertake to serve several other clients, if the owner so desires
  • 12. 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
  • 13. Organization Chart
  • 14. Organization Chart Copy writer Artists MediaMedia Traffic Department Production In Charge
  • 15. 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.
  • 16. 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.
  • 17. 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 mustOnce the plan has been approved, the media team must purchase advertising space in a medium that serves the campaign's target audience.
  • 18. 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.
  • 19. 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
  • 20. 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.
  • 21. 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.
  • 22. 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.
  • 23. 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.
  • 24. Function of and advertising agency Account Services / Account Management The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 25. Function of and advertising agency Creative department The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 26. Function of and advertising agency The Creative Team Art DirectorCopywriter Creative Team Creative Concept
  • 27. Copywriting and the Creative Plan Copywriting is theCopywriting is the A creative plan is theCopywriting 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.
  • 28. Creative Department people need following attributesA 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 ofEqually 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
  • 29. Media Department
  • 30. Media selection Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet
  • 31. 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.
  • 32. Media scheduling • Measure effectiveness in three ways Reach - the number of people exposed to an advertisement. Frequency - the number of times an individual is exposedFrequency - 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.
  • 33. Marketing research department The identification of information needs Data collection & interpretation Analysis & evaluation
  • 34. Agency Personnel Production Team Storyboard artist Graphic designer