This document discusses advertising management and the roles of advertising agencies. It covers selecting an internal or external agency, developing an advertising campaign strategy, and completing a creative brief. The key roles of an advertising agency include client service, creative design, media planning, and support departments. Developing an effective advertising campaign is a process that includes communication analysis, defining objectives, managing the budget, selecting appropriate media, and creating a creative brief.

1. Session 6 Ali Raza Merchant IMC CourseAdvertising Management IMC 2011 by ARM

2. Understand the steps of an effective advertising management process Study the roles that the company’s overall mission, its products and its services play in advertising programs Recognize when to use an in house advertising approach and when to go to an external ad agency Comprehend the functions performed by the advertising account manager and the advertising creative in preparing an advertising campaign Topic Objectives IMC 2011 by ARM

3. Core Functions in an Advertising Agency Set up IMC 2011 by ARM

4. IMC 2011 by ARM Core Functions Advertising Agency (Full Service) Client Service Or Account Management Creative Department (Concept, Copy & Graphic Design) Support Departments (Media Tracking, Research, Finance, HR, Administration) Media Department (Media Planning, Buying & Research)

5. IMC 2011 by ARM Role of Client Service Client Relationship Management Taking Client briefs and interpreting them to Agency team internally Client Service The company’s Eyes and Ears Company’s interface with Clients Client Update Reports, Job Estimates, Timely invoicing etc. Contracts with Models, Media, Suppliers etc. Managing logistics of all Production related jobs like printing etc. Brand specific research (Primary & Secondary) leading to Strategy Client Budgeting of Campaigns and Recoveries

6. IMC 2011 by ARM Role of Creative & Design Developing Big Ideas on the basis of briefs, objectives, brand positioning Creative & Design The Agency’s Idea Factory From conceptualization to execution Making concept based presentations to Clients based on briefs Strategic input and advice on optimizing communication Supervision all Client Productions such as TVC, Radio, Still Shoots Initiating new communication vehicles like BTL, Digital, Creative Outdoor etc. Executing Ideas within Budgets and deadlines

7. IMC 2011 by ARM Role of Media Developing Media Plans for Clients based on briefs and objectives Media The Agency’s link with all Media Vendors Experts in giving Clients a bang for their buck Planning supported by Industry and brand specific research Optimizing Client Media Spend by low cost of purchase & high reach Offering Out of box solutions to Clients for Creative Placements Media Research, Tracking, Media Opportunities, Discounts etc. Assisting Finance in securing Media Discounts from Suppliers

9. Overview of Advertising Management IMC 2011 by ARM

10. Review the company’s activities in light of advertising management Select an in-house or external advertising agency Develop an advertising campaign management strategy Complete a creative brief Advertising Management Overview IMC 2011 by ARM

12. Build products and services to meet customer needs

13. Match the company’s IMC process with it advertising management programScope of Services Offered by an External Advertising Agency Consulting and giving advice on how to develop target markets How to project a strong company image Developing logos, slogans & campaigns Preparing adverts Planning and purchasing media time and space

15. The Agency partner must have the right fit with the organizations culture, approach, size etcDevelop agency selection process and criteria Internally screen firms based on credentials, capabilities relevant experience and conflict of interest Request Client References Perform background checks with other firms and media agents Request written and oral presentation Meet the team i.e. Creatives, Media etc Select and draw up contract

18. To inform

19. To persuade

20. To support other marketing efforts

23. Advertising most during low seasonsMedia Selection Appropriate media selection for reaching The right audience With optimal impact At a reasonable cost The Brief 1. The Objective 2. Target Audience 3. Message Theme 4. The support claim 5. The Constraints e