6 the ad mgr & ad dept


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6 the ad mgr & ad dept

  1. 1. The Advertising Manager & The Advertising Department Novrita Widiyastuti, S.Sos
  2. 2. Advertising Stakeholders Advertiser / Client Audiences Advertising Agency Media Vendor / Supplier
  3. 3. Differences Advertisement & Advertising Manager <ul><li>The Advertisement manager is employed in the media to manage the selling of air-time on radio or space in all forms of the printed media </li></ul><ul><li>The Advertising manager is employed in-house as the manager of the company’s internal advertising department. </li></ul><ul><li>He/she may be the corporate affairs or corporate communications or the marketing communication manager. In FMCGs, be part of the job of a brand/product manager </li></ul>
  4. 4. Advertising management Roles & Responsibilities <ul><li>Strategic planning </li></ul><ul><li>Planning ad Strategy, work with marketing & sales </li></ul><ul><li>Determining policy, aims and objectives </li></ul><ul><li>Develop ad objectives and what result in the market place are expected from the implementation of the ad campaign </li></ul>
  5. 5. Advertising management Roles & Responsibilities <ul><li>Promotional Planning </li></ul><ul><li>Not restricted to advertising but includes all the activities of the promotional mix in order to develop integrated marketing & communication strategy </li></ul><ul><li>The detail of communications message & media schedule are not considered at this stage </li></ul><ul><li>Ad. Agency called to provide rough schedule & costing as preliminary to the budgeting process </li></ul>
  6. 6. Advertising management Roles & Responsibilities <ul><li>Budgeting </li></ul><ul><li>Calculation cost for the for all promotional activities </li></ul><ul><li>Planning-Administration and staff (procedures) </li></ul><ul><li>Planning the department so that it is prepared to deal with the activities handles, and that it is effectively staffed and equipped to undertake its role </li></ul>
  7. 7. Advertising management Roles & Responsibilities <ul><li>Implementing the promotional campaign (tactics) </li></ul><ul><li>Getting the company’s messages across to target audience & determine the company’s image </li></ul><ul><li>The advertising manager will be the guardian of the company’s reputation </li></ul>
  8. 8. Advertising management Roles & Responsibilities <ul><li>Agency Selection </li></ul><ul><li>It is the advertising manager’s duty to find and select the advertising agency. </li></ul><ul><li>The selection process includes studying the agencies credentials, considering the service provided, the fee structure, selecting agency for pitching. </li></ul><ul><li>A Pitching is a final agency selection process involving 2 or 3 short listed agencies presenting their strategy/concept in solving the potential client’s marketing problems </li></ul>
  9. 9. Briefing the agencies <ul><li>The advertising manager will expect to see the ability of each agency to solve the company’s communication problem </li></ul>
  10. 10. Advertising/Campaign brief <ul><li>Background on the company’s market (market size, market share and competitors) </li></ul><ul><li>Marketing objectives  measurable aims or expected outcomes of marketing activity to be achieved in a given period ) </li></ul><ul><li>Target Market & Target Audience </li></ul><ul><li>Product/service  all information about product/service </li></ul><ul><li>Timing/period  when & how long? </li></ul><ul><li>Other planned promotional activity  besides advertising </li></ul><ul><li>Past advertising/promotion campaigns </li></ul><ul><li>Existing company, product and brand images </li></ul><ul><li>Market research results </li></ul>
  11. 11. Advertising brief <ul><li>Advertising objective  why your product should be advertised? </li></ul><ul><li>Proposition (or the for positioning the product, brand or service) </li></ul><ul><li>Benefits, advantages or features that the product might have that differentiate it from its competitors (USP) </li></ul><ul><li>Tone or style required  eg: Humorous or prestige </li></ul><ul><li>Mandatory client requirements (logo, tagline) </li></ul>
  12. 12. Marketing Objectives <ul><li>Typically involve increasing sales revenue, number of units sold, market share, and product awareness. S pecific - What is the precise outcome? Who is responsible? M easurable - How will progress be measured? A ttainable - Can the objective be achieved with a reasonable amount of effort? R ealistic - Do you have the ability and resources to get the job done? T ime dependent - What is the start or finish date? </li></ul>
  13. 13. Examples of marketing objectives: <ul><ul><li>Increase awareness of our service with commercial companies by making 24 presentations to decision-makers in private sector companies within the next year. </li></ul></ul><ul><ul><li>Reach target audience and inform them about the features and benefits of our product and its competitive advantage, resulting in a 5% increase in units sold in six months. </li></ul></ul><ul><ul><li>Generate new business within existing accounts for a 10% increase in total sales revenue within one year. </li></ul></ul>
  14. 14. Example of Advertising Objective <ul><li>raise awareness of your company, product, or service within a clearly identified target market </li></ul><ul><li>communicate the benefits of your product or service </li></ul><ul><li>persuade prospective customers to switch brands </li></ul><ul><li>support a marketing event, such as a sale or an exhibition </li></ul><ul><li>inform customers where to obtain the product </li></ul>
  15. 15. Advertising management Roles & Responsibilities <ul><li>Working with the agency </li></ul><ul><li>The decision reached at any client-agency meeting are recorded on a contact report. This is not the minutes of the meeting but a confirmation of decision made and an action plan </li></ul>
  16. 16. Monitoring-Quality control and approval <ul><li>Establish how the promotional program has affected any change—hopefully positively—measured against research undertaken prior to any activity </li></ul><ul><li>Works are done on time as scheduled </li></ul><ul><li>Advertising appeared as per media plan and schedule </li></ul><ul><li>The quality of work are in line with expectation </li></ul><ul><li>Costs control </li></ul><ul><li>Invoices are processed and paid as in terms of agreement </li></ul><ul><li>  </li></ul>