1. ADVERTISING AGENCY AND IT’S FUNCTIONS

10. Advertising Process

11. Typical Work Flow in an Ad Agency

23. Organization Chart Board of Directors Managing Director Client Services Director Creative Director Servicing Group Media Research Creative Groups Audio Visual Language Studio Production Finance / Accounts Secretarial / Legal Personnel

24. Structure of an advertising agency

25. What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising

30. The Creative Team Creative Team Creative Concept Art Director Copywriter

31. Copywriting and the Creative Plan Copywriting is the process of expressing the value and benefits a brand has to offer. A creative plan is the guideline that specifies the message elements of advertising copy.

33. Copy Approval Process Senior Executives Product Manager, Brand Manager, Marketing Staff Client Account Management Team Legal Department Agency Senior Writer Creative Director Copywriter Account Planning

35. Media selection Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet

36. Media scheduling • After selecting media, marketers determine the most effective timing and sequence for a series of advertisements. • Influenced by seasonal sales patterns, repurchase cycles, and competitors’ activities. • Measure effectiveness in three ways: • Reach—the number of people exposed to an advertisement. • Frequency—the number of times an individual is exposed to an advertisement. Minimum of three exposures is recommended. • Gross rating point—the product of the reach times the frequency.

42. Case study

47. Chief clients

50. JWT Exemplar !!

53. THANK YOU