Sekilas mengenai advertising agency


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Sekilas mengenai advertising agency

  1. 1. Sekilas Mengenai Advertising Agency Pengantar  Periklanan  dan  Komunikasi  Pemasaran   Adv.&Marcomm,  Fikom,  UMB   Judhie  Se?awan,  M.Si  
  2. 2. Profesi….. •  Copywriter Penulis Naskah Iklan •  Art Director Pengarah Seni Iklan •  Media Planner •  Account Executive Perencana Pemasangan Iklan di Media Pembina Usaha •  Media Buyer, Account Manager, Creative Director, Account Planner, dll di industri komunikasi dan pemasaran 2
  3. 3. structure & organization what agencies do? and how they’re organized to do it.
  4. 4. 7 primary services:  complete  a  marke?ng  analysis    develop  an  adver?sing  plan    prepare  a  crea?ve  strategy    create  adver?sing  execu?ons    develop  and  implement  a  media  plan    handle  billing  and  payments    integrate  other  marke?ng  communica?ons  
  5. 5. 4 functions of full-service agencies ■  account management ■  creative ■  media planning and placement ■  research
  6. 6. agency  organiza,on  chart   Board of Directors [Chairman/CEO] President [COO] Strategy Review Board [Managment Committee] Other Marketing Communications Services [PR, etc.] Office Management [Personnel, Accounting, Legal, etc.] Account Mgmt. Director Creative Exec CD Research Director Media Dept. Director Management Supervisor Associate Creative Director Project Managers Associate Media Director Creative Group: Research Assistants Media Supervisor Account Executive Asst. Account Executive Copy Spvr. & Copywriters Broadcast Production Traffic Art Supervisor & Art Directors Print Production Media Planner Media Buyer Administration
  7. 7. account  management     •  liaison between agency and client •  responsible for understanding... •  the client’s business the client’s marketing needs strategy development representing client point of view within the agency
  8. 8. account  management     Account Mgmt. Director Management. Supervisor Account Supervisor Account Executive Asst. Account Executive Account Coordinator Traffic •  Account Management Director •  Management Supervisor •  Account Supervisors •  Account Executives •  Assistant Account Executives •  Account Coordinators •  Traffic
  9. 9. crea,ve  department    Responsibility   ●  the creative department is responsible for creating and producing the print and broadcast advertising ■  strategy is key ●  good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed
  10. 10. crea,ve  department   Strategy Review Board Executive Creative Director (ECD) Creative Director (CD) Associate Creative Director (ACD) Creative Group: Copy Spvr. & Copywriters Art Supervisor & Art Directors Broadcast Production Traffic Print Production •  Executive & Group Creative Directors •  Creative Director •  Associate Creative Director •  Copywriters •  Art Directors •  Broadcast producers •  Print production managers •  Traffic coordinators
  11. 11. media  department   The media department has two main functions - planning and buying. ■  The planning group handles more strategic marketing and media issues. ■  The buying group handles media negotiations and implementation.
  12. 12. media  department   Media director Media Director Associate Media Director Media Supervisors Associate Media Director Media Supervisor Media Planner Media Buyer Administration Media Planners Media Buyers Media Administration Media Plan
  13. 13. research department  interpret  market  environment      gather  and  analyze  research  data.        primary  and  secondary  techniques       determine  consumer  needs/percep?ons    understand  problems       advise  how  ads  can  meet  strategic  goals    help  find  solu?ons   Research Report
  14. 14. research department Research Director Project Managers Research Assistants Outside Research Suppliers research director research project managers research assistants outside research specialists Research Report
  15. 15. 3    ways  agencies  make  money   commissions usually 15% of gross costs fees usually based on negotiated hourly rate incentives still relatively new and problematic usually based on performance goals
  16. 16. new  business   “The critical objective and role of any ad agency is gaining new business.” three primary sources build existing client’s business add and sell new IMC services solicit new accounts two ongoing problems “spec” work teams “walking” with accounts
  17. 17. THANK YOU