This document provides an overview of advertising and advertising agencies. It defines advertising and outlines the key objectives and classifications of advertising. It then describes the major departments within an advertising agency, including account servicing, account planning, creative, media, production, and finance. Finally, it discusses the different types of advertising agencies and their revenue models.
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.
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.
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.
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.
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Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
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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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
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Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
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-Recognize the critical role of strategy in marketing
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1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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.
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.