This document provides an overview of advertising, including definitions, objectives, classifications, and the structure and functions of advertising agencies. It defines advertising as a paid, non-personal form of promotion and defines modern advertising as a complex communication using strategies to impact consumer behavior. The document outlines the basic factors of advertising and objectives such as brand awareness, sales increases, and profit growth. It then classifies advertisements based on consumers, media, business type, and area. Finally, it describes the major departments of advertising agencies, including creative, media, production, accounting, and examples of top agencies in India.
Chapter 3 of Principles of Advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Belch and Belch
Chapter 3 of Principles of Advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Belch and Belch
Creativity running in the blood, filled with unpredictable structures as a flat organization, advertising agency are the incubators behind viral successful campaigns. In-house Agency or Outdoor Agency , learn the variations and key operating procedures in an Advertising Agency.
Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly.
Advertising Agencies: Integrated Marketing Communication by Amitabh MishraAmitabh Mishra
“An advertising agency is an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process”.
An ad agency is a service organization that specializes in planning and executing advertising programs for its clients.
Advertising is critical for your company's growth and bringing in necessary revenue. It drives sales and at the same time builds brand awareness and credibility which helps your company in long term. Advertising aids sales force to sell your product or service.
Visit https://www.spiderg.com/blog for more interesting reads.
Creativity running in the blood, filled with unpredictable structures as a flat organization, advertising agency are the incubators behind viral successful campaigns. In-house Agency or Outdoor Agency , learn the variations and key operating procedures in an Advertising Agency.
Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly.
Advertising Agencies: Integrated Marketing Communication by Amitabh MishraAmitabh Mishra
“An advertising agency is an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process”.
An ad agency is a service organization that specializes in planning and executing advertising programs for its clients.
Advertising is critical for your company's growth and bringing in necessary revenue. It drives sales and at the same time builds brand awareness and credibility which helps your company in long term. Advertising aids sales force to sell your product or service.
Visit https://www.spiderg.com/blog for more interesting reads.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. Definitions of Advertising
⚫Advertising is any paid form of non- personal
presentation and promotion of ideas, goods and
services by an identified sponsor. – Kotler
⚫Advertising is a paid, mass mediated attempt
to persuade
3. Defining Modern Advertising
⚫ A complex form of communication using objectives
and strategies to impact consumer thoughts,
feelings, and actions.
⚫ A form of marketing communication (all the
techniques marketers use to reach their customers and
deliver their messages).
4. ⚫ Five Basic Factors ofAdvertising
1. Paid communication
2. Sponsor is identified
3. Tries to inform or persuade (Convince)
4. Reaches a large audience
5. Message conveyed through many different kinds of
largely nonpersonal mass media
Principle:
An effective advertisement is one that can
be proven to meet its objectives.
5. Objectives, Importance & benefits of
advertising
• Introduce a product
• Introduce a brand
• Awareness creation
• Acquiring customers or Brand switching
• Differentiation and value creation
• Brand building
• Positioning the product – Product and brand recall
• Increase sales & Increase profits
Source https://www.marketing91.com/objectives-of-advertising/
6. Classification of advertisements
• Classification of Advertising on the Basis of Consumers
(i) Classified Advertising
(ii) Display Advertising
(iii) Co-operative Advertising
(iv) End Product Advertising
(v) Direct Response Advertising
• Classification of Advertising on the Basis of Media
(i)Print Media Advertising
(ii) Broadcast Media Advertising
(iii) Outdoor Media Advertising
(iv) Digital Media Advertising
7. • Classification of Advertising on the Basis of
Business/Advertiser
(i) Trade Advertising
(ii) Professional Advertising
(iii) Corporate Advertising
• Classification of Advertising on the Basis of Area
• (i) National Advertising
• (ii) Local Advertising
• (iii) Global Advertising
11. End Product Advertising
end product advertising helps create demand for the ingredient that helps in
the sale of another product
12. Direct Response Advertising
This ad can stimulate a
physical reaction in their
stomach and in their mouth.
A Direct Response Advertisement:
1.Gets attention through design, ad size, placement, and timing.
2.Stimulates interest by touching on human emotions, desires, and
needs.
19. Corporate Advertising
Advertising which are designed to win a target audience with a specific
point of view is known as corporate or institutional advertising.
23. • What is Ad Agencies
Advertising Agency is just like a tailor. It creates
the ads, plans how, when and where it should
be delivered and hands it over to the client.
These agencies take all the efforts for selling the
product of the clients.
Advertising Agencies
24. Roles And Responsibilities Of An
Advertising Agency
• Conducting A Thorough Research.
• Developing Advertisements.
(copies of ads scripts of ad films are written, logos and posters are designed)
• Media Planning And Buying.
(media platforms chosen by you for showcasing your ads)
• Account Management.
(Account managers are responsible for bridging the gap between the clients and all other departments in an advertising
agency.)
• Budgeting.
• Sales Promotion.
• Public Relations.
(creating and maintaining a favorable image of a business in the market)
• Developing Marketing Strategies.
https://publicmediasolution.com/blog/roles-and-responsibilities-of-an-advertising-agency/
25. Some of the advertise agencies
• GS&P
• AksharaAdvertising
• Chaitra Leo Burnett Pvt Ltd
GS&P Ad agencies https://goodbysilverstein.com/clients
26. Structure of ad agency
here are 6 departments in any advertising agency
• Account Servicing
• Account Planning
• Media
• Creative
• Production
• Finance and Accounting
• Account service department
27. • Account Servicing
The account service, or the account management
department, is the link between the ad agency and its
clients. Depending upon the size of the account and its
advertising budget one or two account executives serve
as liaison (Link) to the client.
• Account Planning
The account executive is responsible for getting
approved the media schedules, budgets and rough ads
or story boards from the client
28. • The responsibility of the agency’s media
department is to develop a media plan to reach
the target audience effectively in a cost
effective manner.
Media department
Creative department
To a large extent, the success of an ad agency
depends upon the creative department
responsibility for the creation and execution of
the advertisements.
• Thecreativespecialistsare knownas copywriters.
• They are the ones who conceive ideas for the ads and write the headlines,
subheadsand the body copy.
29. Production department
• and the
illustrations the ad is sent to the production
department.
Generally agencies do not actually produce the finished
ads; instead they hire printers, photographers,
engravers(editors) typographers(choose the style, arrangement, or
appearance) and others to complete the finished ad.
For the production of the approved TV commercial, the
production department may supervise the casting of actors
to appear in the ad, the setting for scenes and selecting an
independent production studio. The production
department sometimes hires an outside director to
transform the creative concept to a commercial.
After the completion and approval of the copy & the
30. Finance & Accounting Department
• An advertising agency is in the business of providing
services and must be managed that way. Thus, it has to
perform various functions such as accounting, finance,
human resources etc.
• Also this department is important since bulk of the
agency’s income approx. 65% goes as salary and
benefits to the employees.
31. Types of Advertising Agencies
• All companies can do this work by themselves.
They can make ads, print or advertise them on
televisions or other media places, they can
manage the accounts also.
• Then why do they need advertising agencies?
32. The reasons behind hiring the advertising
agencies by the companies are:
• The agencies are expert in this field. They have a
team of different people for different functions
like copywriters, art directors, planners, etc.
• The agencies make optimum use of these people,
their experience and their knowledge.
• They work with an objective and are very
professionals.
• Hiring them leads in saving the costs up to some
extent.
33. There are basically 5 types of advertising
agencies.
• Full service Agencies
– Large size agencies.
– Deals with all stages of advertisement.
– Different expert people for different departments.
– Starts work from gathering data and analyzing and ends on
payment of bills to the media people.
34. • Interactive Agencies
– Modernized modes of communication are used.
– Uses online advertisements, sending personal
messages on mobile phones, etc.
– The ads produced are very interactive, having very
new concepts, and very innovative.
35. Creative Boutiques
• Very creative and innovative ads.
• No other function is performed other than creating actual ads.
• Small sized agencies with their own copywriters, directors, and
creative people.
36.
37.
38.
39. Media Buying Agencies
• Buys place for advertise and sells it to the advertisers.
• Sells time in which advertisement will be placed.
• Schedules slots at different television channels and radio
stations.
• Finally supervises or checks whether the ad has been
telecasted at opted time and place or not.
40. In-House Agencies
• As good as the full service agencies.
• Big organization prefers these type of agencies which are in
built and work only for them.
• These agencies work as per the requirements of the
organizations.
41. Ad agency revenue earning models
• The classic advertising revenue model involved selling TV
commercials or newspaper ads to generate revenue.
• The advertising revenue model in e-commerce has
companies putting ad space on their sites and generating
money from the number of visitors who see or click on
them.
43. 1.Ogilvy and Mather : Vodafone, Cadbury,Asian Paints
and Fevicol.
2. Mudra Communications: Tourism Australia,
Colgate and PolicyBazaar.com.
3. JWT: Listerine, Good night, and Teach for India.
(James Walter Thompson)
1. McCann Erickson India: MasterCard, Coca Cola, and
Greenlam Laminates.
2. Lowe Lintas :Idea, ICICI Prudential and Tata Tea.
Top 5in India