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Agency
Advertisement
Agency
Advertising
Promotion of goods, services, companies and ideas.
Marketers see advertising as part of an overall promotional...
Advertising
Various mediums used for
communication.
Attract, modify, change and influences
public opinion.public opinion.
...
Advertising Industry Has Three Major
Sectors
Business or organization which wishes to advertise.
Media which provides the ...
Advertising Agency
An independent business organization composed of
creative and business people who develop, prepare and
...
Advertising Process
Writing an Ad
Getting Approval for the text of the Ad
Estimating the cost of the Ad
Placing Ads and po...
Typical Work Flow in an Ad
Agency
Briefing Stage Creation Stage
Production Stage
Post 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, ...
Modular agencies
A full service agency that sells its services on a piece
meal basis
Fee is charged for actual work undert...
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...
Organization Chart
Organization Chart
Copy writer
Artists
MediaMedia
Traffic Department
Production In Charge
Copywriter
The copywriter is responsible for taking a client's
advertising brief and generating original copy ideas that g...
Artists
This is a department of highly skilled people who work in
a team to give best results. It comprises of technical e...
Media
Members of the media team are known as media planners
and buyers.
These individuals are in charge of producing a med...
Traffic Department
The traffic department regulates the flow of work in the
agency.
It increase agency efficiency and prof...
Production In charge
The final review of an advertisement is handled by the
production team.
The production manager overse...
Account Planning
Advertising agencies typically have account planners who
work as the go-between for the client and the ag...
Marketing Research
Advertising agencies work with companies to establish the
characteristics of their target markets throu...
Creative
Advertising agencies are known for their creative output,
which can include website design, advertising copy, mag...
Selling Advertising Space
Advertising agencies don't just create advertising pieces for
clients; they also give clients in...
Function of and advertising agency
Account Services / Account Management
The image cannot be displayed. Your computer may ...
Function of and advertising agency
Creative department
The image cannot be displayed. Your computer may not have enough me...
Function of and advertising agency
The Creative Team
Art DirectorCopywriter
Creative Team
Creative Concept
Copywriting and the Creative Plan
Copywriting is theCopywriting is the A creative plan is theCopywriting is the
process of...
Creative Department people need following
attributesA good psychologist.
Willing and able to set high standards.
An effici...
Media Department
Media selection
Broadcast Television
Cable Television
Radio
Newspaper
Direct Mail
Magazines- Consumer/Business
Outdoor
Int...
Media scheduling
• After selecting media, marketers determine the most
effective timing and sequence for a series of
adver...
Media scheduling
• Measure effectiveness in three ways
Reach - the number of people exposed to an
advertisement.
Frequency...
Marketing research department
The identification of information needs
Data collection & interpretation
Analysis & evaluati...
Agency Personnel
Production Team
Storyboard artist
Graphic designer
 ITFT Media - Advertisement ppt [read only]
 ITFT Media - Advertisement ppt [read only]
 ITFT Media - Advertisement ppt [read only]
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ITFT Media - Advertisement ppt [read only]

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ITFT Media - Advertisement Agency Structure

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Transcript of " ITFT Media - Advertisement ppt [read only]"

  1. 1. Advertisement Agency Advertisement Agency
  2. 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. 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. 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. 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. 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. 7. Typical Work Flow in an Ad Agency Briefing Stage Creation Stage Production Stage Post Production Stage
  8. 8. Types of Advertising Agencies All Sizes In house work Selecting an Ad Agency
  9. 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. 10. Modular agencies A full service agency that sells its services on a piece meal basis Fee is charged for actual work undertaken
  11. 11. In House agencies Owned completely by the advertiser Can undertake to serve several other clients, if the owner so desires
  12. 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. 13. Organization Chart
  14. 14. Organization Chart Copy writer Artists MediaMedia Traffic Department Production In Charge
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 26. Function of and advertising agency The Creative Team Art DirectorCopywriter Creative Team Creative Concept
  27. 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. 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. 29. Media Department
  30. 30. Media selection Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet
  31. 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. 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. 33. Marketing research department The identification of information needs Data collection & interpretation Analysis & evaluation
  34. 34. Agency Personnel Production Team Storyboard artist Graphic designer
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