The Association of Advertising Agencies of America ( AAAA) defines advertising agency as “An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services.”
The activities within an ad agency are divided into 4 broad groups:
The creative department
Recently added: public relations, direct marketing, and promotional services
Organization Chart Board of Directors Managing Director Client Services Director Creative Director Servicing Group Media Research Creative Groups Audio Visual Language Studio Production Finance / Accounts Secretarial / Legal Personnel
The Creative Team Creative Team Creative Concept Art Director Copywriter
Copywriting and the Creative Plan 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.
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 accounts
Well versed in graphics and photography
A hard worker and fast
Slow to quarrel
Prepared to share credit for good work, and accept blame for bad work
A good presenter & good recruiter
Copy Approval Process Senior Executives Product Manager, Brand Manager, Marketing Staff Client Account Management Team Legal Department Agency Senior Writer Creative Director Copywriter Account Planning
Media selection Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet
Media scheduling • After selecting media, marketers determine the most effective timing and sequence for a series of advertisements. • Influenced by seasonal sales patterns, repurchase cycles, and competitors’ activities. • Measure effectiveness in three ways: • Reach—the number of people exposed to an advertisement. • 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.