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Advertising Management

Hasna Askar Reg. No. 330 IVth sem. MBA


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Matter to be discussed:1] Media; 2] Advertising agency; 3] Purpose of advertising agency; 4] Structure of advertising agency; 5] Types of advertising agency; 6] Functions of advertising agency.
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Introduction

Advertising may be defined as Advertising is any paid form of non-personal communication of goods or services by an identified sponsor. -American Marketing Association.

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Media
Media is a means through which and advertising message is conveyed to the consumers. The proper selection of the medium, by which the message is to be conveyed must achieve the pre determined goal. There are some factors which are to be considered. The nature of the product and its demand. Find availability for advertisement. Nature of the market. Nature and extend of competition prevailing in the market. Coverage of the medium. The position of the product in the market. Size of the advertisement.
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Media
Some of the media of advertising are: Newspaper; Radio; Magazines; Television; Billboards; Direct mail and Internet.

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Agency
An advertising agency is defined as an independent company rendering specialized services in advertising in particular and making in general. According to American Advertising Agencies, an advertising agency is an independent business organization composed of creative business people, who develop, prepare and place advertising on advertising media, for sellers seeking to find customers for their goods and services.

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Purpose of advertising agency

1] Advice and counsel on marketing strategy. 2] Advice and counsel on advertising and media strategy and tactics. 3] Prepare and develop print, outdoor and electronic advertisements. 4] Carry out collateral designs of various items such as display material, and other promotional materials. 5] Help and counsel on sales promotion and other communication task.

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Structure of advertising agencies


Account executive:An account executive acts as the interface between the agencys service and the clients managers. It is the best paid and the harder job in the agency. It is the responsibility of the account executive to handle all matters within the agency and the place related to that particular client. The account executive organises the resources of the agency to solve the problems of the client.

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Structure of advertising agencies


The creative team:The team basically comprises a writer and a designer. The account executive discusses the clients problem on all aspects with the team. The writer and the designer will work and rework on the problem until they come up with a workable solution of the problem in terms of a print or electronic advertising campaign.

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Structure of advertising agencies

The account planner or researcher:It is this executive who is responsible for the data and market intelligence on the account. The account planner gathers the necessary information related to the clients problem.

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Structure of advertising agencies


The media planner and buyer:This is the team that actually makes the campaign come live. Depending upon the briefing the account executives has received from the client and the mutually agreed objectives, this team prepares the media budget, carries out the segmentation of audiences and decides the target audience. The timing, cost and design constraints are worked out with the client. If the plans are agreed, the team purchases the space and time in the chosen media vehicle.

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Structure of advertising agencies


Account director:The individuals who holds overall responsibility of servicing effectively the entire clientele of the agency.

The creative director:The individual who is responsible for the overall creative and the art work of the agencys client. The media director:The individual who is responsible for media planning and buying activities of the agency..
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Structure of advertising agencies


Production house:The department which brings alive the creative and art work of creative team. It makes T.V. films, press and magazines advertisements, cinema films, radio recordings and other promotional material. This is the budget other than the space and time.
Release to media:All finished creative and art work related to advertising should be with the media at least several days before it is due to appear in normal circumstances. A lead time of few days is necessary so as to have approval from the broadcasting authorities or editors.
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Types of advertising agency


Full service agency:It offers all marketing communication services. Develops ad copy and design, provides collateral art work, research services facilitating decision making, and offers media buying and production facilities.
Creative agency:Creative agency provides writing of ad copy and design service.

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Types of advertising agency


A media independent:It offers buying space and time, and may offer related research and audience measurement data.
A composite agency:It offers both creative and media buying services with accompanying research.

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Functions of advertising agency


Talent and creative productions : Research: Distribution and media planning: Monitoring and feedback:

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Creativity is an advertising agency's most valuable asset, because it is the rarest.


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