Professional Documents
Culture Documents
Advertising MANAGEMENT
Lecture 9
2
ADVERTISING Agency: Basic Concept
3
ADVERTISING Agency: Basic Concept
4
TYPES OF ADVERTISING COMPANIES
5
TYPES OF ADVERTISING COMPANIES
6
TYPES OF ADVERTISING COMPANIES
Specialist Advertising Agencies
7
TYPES OF ADVERTISING COMPANIES
8
TYPES OF ADVERTISING COMPANIES
Interactive agencies
Interactive agencies may differentiate themselves by offering a mix
of web development, search engine marketing, internet
advertising/marketing, or e-commerce consulting.
9
TYPES OF ADVERTISING COMPANIES
Digital Agencies
Most digital (or online) agencies are structured and work in much
the same way as offline agencies.
There are some agencies that work mainly on media planning and
buying, some work solely on the creative side, and others will be
full service incorporating all of the above.
However what binds them is that their specialty will lie across all
mediums of digital communication, including banners, viral
emails, games, Interactive TV, mobile and email marketing.
10
TYPES OF ADVERTISING COMPANIES
11
TYPES OF ADVERTISING COMPANIES
12
ADVERTISING AGENCY: ORGANIZATION
STRUCTURE
• An advertising agency has a very different structure from that of
a regular organization. On a general front, an advertising agency
consists of the following departments:
13
ADVERTISING AGENCY: ORGANIZATION
STRUCTURE
• President / CEO -- The guy at the top who usually ensures that
the client planning and creative are of good quality.
Creative department
The people who create the actual advertisements form the core of
an advertising agency. Modern advertising agencies usually form
their copywriting and art direction into creative teams.
16
Agency departments: OVERVIEW
Account services
17
Agency departments: OVERVIEW
Media services
The media services department may not be so well known, but its
employees are the people who have contacts with the suppliers of
various creative media.
18
Agency departments: OVERVIEW
Production
20
Agency SELECTION: MAIN CRITERIA
Compatibility
Selection of an advertising agency depends on the compatibility of
the agency. The needs of the company determine the fitness of the
agency on the basis of its merits, demerits, accreditation, etc
21
Agency SELECTION: Main Criteria
Agency Team
This includes market researchers, copywriters, media experts,
production managers and art directors. The attitude, thinking,
experience and personalities of the team members have positive
effects on the selection process.
Agency Stability
An agency, which has been long in existence generally, performs
efficiently and effectively. The personnel, finance, experience,
Brand recognition, management and credit are examined
before selecting a suitable advertising agency.
22
Agency SELECTION: Main Criteria
Services
The services rendered by the agency are evaluated with a view to
choosing the best advertising agency.
23
Agency SELECTION: Main Criteria
Creativity
Creativity is the main element in advertising. If the advertising
agency is capable of great creative efforts, it is selected for the
purpose. Artwork, Design, Style, clarity, impact, memorability
and action- these are considered while evaluating creativity.
Problem-solving approach
The agency which has a problem solving approach is considered
to be superior and useful. Compatibility, balanced services,
responsiveness, -these are important factors in selecting an
advertising agency.
24
Agency SELECTION: Main Criteria
25
Agency SELECTION: Main Criteria
Do they possess the insight into the core essence of your brand?
26
Agency SELECTION: PROCESS
FLOWCHART
Conduct your initial research: Use the internet to check out the
agencies on your initial list and eliminate any obvious poor fits.
Some agencies focus on specific industry niches, some have a
broader focus but are clearly more B2B or B2C oriented.
27
Agency SELECTION: PROCESS
FLOWCHART
Call On each agency on your list: Introduce yourself and your
company, and tell them you’d like to include them in your RFP
process.
Send out the RFPs: Only to the agencies who have agreed to
participate. Make yourself available to answer their (inevitable)
questions. If you invite them to give a presentation; get agreement
from your internal selection team (specifically those with expense
approval authority)
28
Agency SELECTION: PROCESS
FLOWCHART
29
Client Agency RELATIONSHIP
30
Client Agency RELATIONSHIP
31
Client Agency RELATIONSHIP
32
Client Agency RELATIONSHIP
33