Ad Agencies.ppt
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This document provides an overview of advertising agencies and their structure and functions. It discusses the key departments within agencies, including account management, creative, media, research, and support functions. It also outlines typical roles within each department and how agencies generate revenue through commissions, fees, and incentives.
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Advertising agencies provide 7 primary services including marketing analysis, advertising planning, creative strategy, advertising executions, media planning, billing, and integrating marketing communications. They are organized into 4 main functions - account management, creative, media planning and placement, and research. Account management acts as the liaison between the agency and client. The creative department creates advertising strategies and productions. The media department plans and buys media placements. The research department analyzes market data and consumer insights. Agencies make money through commissions, fees, and performance incentives.
05 agencies
Advertising agencies provide 7 primary services including marketing analysis, advertising planning, creative strategy, advertising executions, media planning, billing, and integrating marketing communications. They are organized into 4 main functions - account management, creative, media planning and placement, and research. Account management acts as the liaison between the agency and client. The creative department creates advertising strategies and productions. The media department plans and buys media placements. The research department analyzes market data and consumer insights. Agencies make money through commissions, fees, and performance incentives.
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Advertising agencies are independent organizations that provide specialized advertising and promotion services to help companies develop, prepare, and execute their advertising programs. They offer services like marketing analysis, creative development, media planning/placement, and research. Agencies have skilled specialists in areas like creative, media, research, and account management. They are organized into departments led by directors and coordinated by account executives responsible for client relationships. Agencies earn commissions from media buys or charge fees, and aim to gain new clients through referrals, presentations, and reputation while retaining existing clients through good performance and communication.
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This document defines advertising agencies and outlines their typical structure and functions. It states that advertising agencies provide a variety of advertising services to clients, including developing advertising plans, creative strategies, executions, and media plans. The document describes the primary departments within most agencies as account management, creative, research, and media planning. It provides details on the roles and responsibilities of each department. Finally, it discusses how agencies typically generate revenue, mainly through commissions, fees, and incentives tied to client business performance.
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This document provides an overview of agency management and advertising agencies. It discusses:
- The key roles and functions of advertising agencies, including planning, creative work, media selection, budgeting, and more.
- The typical structure of an ad agency, with departments like account service, media, creative, production, and finance.
- The different types of advertising agencies, such as full-service agencies, creative boutiques, media buying agencies, and more.
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The document serves as a reference for students to understand the inner workings of advertising agencies and their important role in developing effective marketing strategies
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Advertising agencies are independent organizations that provide specialized advertising and promotion services to help companies develop, prepare, and execute their advertising programs. They offer services like marketing analysis, creative development, media planning/placement, and research. Agencies have skilled specialists in areas like creative, media, research, and account management. They are organized into departments led by directors and coordinated by account executives responsible for client relationships. Agencies earn commissions from media buys or charge fees, and aim to gain new clients through referrals, presentations, and reputation while retaining existing clients through good performance and communication.
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The document describes the various departments within an advertising agency and their roles. It discusses departments such as the contact department, which finds new clients; the media department, which selects advertising mediums; the copy department, which develops advertising content; the art department, which designs visuals; and the production, research, accounting, public relations, and office management departments and their functions in supporting the advertising agency's operations.
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This document provides an overview of agency management and advertising agencies. It discusses:
- The key roles and functions of advertising agencies, including planning, creative work, media selection, budgeting, and more.
- The typical structure of an ad agency, with departments like account service, media, creative, production, and finance.
- The different types of advertising agencies, such as full-service agencies, creative boutiques, media buying agencies, and more.
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Ad Agencies.ppt
- 2. complete a marketing analysis develop an advertising plan prepare a creative strategy create advertising executions develop and implement a media plan handle billing and payments integrate other marketing communications
- 3. 4 functions of full-service agencies account management creative media planning and placement research
- 4. Print Traffic Production Production Broadcast Analys ts Other Marketing Communications Services [PR, etc.] As st. Account Executive Account Executive Management Supervis or Account Mgmt. Director Copy Spvr. & Copywriters Art Supervisor & Art Directors Creative Group: As sociate Creative Director Creative Exec CD Research As sistants Project Managers Research Director Media Planner Media Buyer Media Supervis or As sociate Media Director Media Dept. Director Strategy Review Board [Managment Committee] Office Management [Personnel, Accounting, Legal, etc.] Pres ident [COO] Board of Directors [Chairman/CEO]
- 5. 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
- 6. account management director management supervisor account supervisors account executives assistant account execs account coordinators traffic Traffic Asst. Account Executive Account Coordinator Account Executive Account Supervisor Management. Supervisor Account Mgmt. Director
- 7. 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
- 8. executive & group creative directors creative director associate creative director copywriters art directors broadcast producers print production managers traffic coordinators Print Traffic Production Broadcast Production Copy Spvr. & Copywriters Art Supervisor & Art Directors Creative Group: Associate Creative Director (ACD) Creative Director (CD) Executive Creative Director (ECD) Strategy Review Board
- 9. 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.
- 10. media director associate media directors media supervisors media planners media buyers media analysts Analysts Media Planner Media Buyer Media Supervisor Associate Media Director Media Director
- 11. mega-agency media departments have now become profit centers agencies have set up their media departments as free-standing units many large clients now look at media as a separate service big changes in the media department
- 12. research department interpret market environment gather and analyze research data. primary and secondary techniques determine consumer needs/perceptions understand problems advise how ads can meet strategic goals help find solutions
- 13. research director research project managers research assistants outside research specialists Research department Research Suppliers Outside Research Assistants Project Managers Research Director
- 14. account planning strategy/creative review board office management human resources legal services accounting recruitment
- 15. 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. media commission system 15% media commission adjustable commission rates negotiate to match client budget sliding scale markups-production & service add a percentage markup to costs 17.65% of net = 15% of gross
- 17. fixed fee (retainer) cost-plus fee performance fee hybrid fee & commission
- 18. in theory, a good way to work get paid based on how well you do, not how much you bill in practice, difficult to implement if client makes final decision (instead of agency), how can agency be responsible for final results? results based on many factors, such as competitive efforts, not just advertising
- 19. Ogilvy & Mather: Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. J Walter Thompson: Nestle, Cadbury, Bayer, Ford, Nokia and Unilever. Mudra Communication: Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaa.
- 20. FCB Ulka Advertising Ltd: Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast. Leo Burnett India Pvt. Ltd: McDonald’s, Heinz, Complan, Bajaj and HDFC.