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Integrated Marketing Communication 3

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Advertising Agencies
Roles
Types - In House Agencies - Direct Response Agencies - Sales Promotion Agencies - PR Firms - Interactive Agencies
Advertising Agency Structure
Client Agency Relationship
Agency Selection
Agency Compensation

Publicada em: Marketing
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Integrated Marketing Communication 3

  1. 1. .1 Advertising Agencies . -4L‘: I :11? J
  2. 2. Module 3 Advertising Agencies — Roles — Types Advertising Agency Structure Client Agency Relationship Agency Selection Agency Compensation.
  3. 3. Advertising Agency A firm that, > creates new promotional ideas, >designs print, radio, television, and internet advertisements, >books advertisement space and time, >p| ans and conducts advertising campaigns, >commissions research and surveys, and >provides other such services that help a client in entering and succeeding in a chosen market.
  4. 4. Advertising agency ll iii An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.
  5. 5. Advertising Agency xii An Advertising Agency or ad agency is a service provider that works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company positively in the eyes of its target customers.
  6. 6. According to American Association of Advertising ”An advertising agency is an independent organization of creative people and business people who specialize in developing and preparing market plans, advertisements, and other promotional too| s".
  7. 7. Primary services of Advertising agencies > Complete a marketing analysis > Develop an advertising plan > Prepare a creative strategy > Create advertising executions > Develop and implement a media plan > Handle billing and payments > Integrate other marketing communications
  8. 8. Types of Advertising Agencies
  9. 9. |n—House Agencies Full Service Agencies Other Types Specialized Service Agencies Creative Boutiques Media Specialist Companies Direct—Marketing Agencies Sales Promotion Agencies Public Relations Firms Interactive Agencies
  10. 10. In-House Agencies iii ‘ Some companies, in an effort to reduce costs and maintain greater control over agency activities, have set up their own advertising agencies internally.
  11. 11. In-House Agencies C I An in-house agency is an advertising agency that is set up, owned, and operated by an advertiser (company).
  12. 12. In-House Agencies It performs almost all functions that an outside advertising agency would perform and that's why some people refer to it as full-service advertising department of the advertiser.
  13. 13. In-House Agencies The difference between an in-house agency and an advertising department is that ” “’ Q , °{’ " the in-house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients.
  14. 14. Full-Service Agencies Full-Service Agencies offers its clients a full range of marketing, communications, and promotions services, including planning, creating, and producing the advertising; performing research; and selecting media.
  15. 15. Full-Service Agencies A fu| |—service agency may also offer non- advertising services such as strategic market planning; sales promotions, direct marketing, and interactive capabilities; package design; and public relations and publicity
  16. 16. Creative Boutiques Creative boutiques are small ad agencies that provide only creative services and have long been an important part of the advertising industry.
  17. 17. Creative Boutiques AC These specialized agencies have creative personnel such as writers and artists on staff but do not have media, research, or account planning capabilities.
  18. 18. Media Specialist Companies Media specialist companies are companies that specialize in the buying of media, particularly radio and television time.
  19. 19. Media Specialist Companies The task of purchasing advertising media has grown more complex as specialized media grow, so media buying services have found a niche by specializing in the analysis and purchase of advertising time and space.
  20. 20. Direct-Marketing Agencies 5) One of the fastest—growing areas of IMC is direct marketing, where companies communicate with consumers through telemarketing, direct mail, television, the Internet, and other forms of direct—response advertising.
  21. 21. Direct-Marketing Agencies Direct-marketing agencies provide a variety of services, including database management, direct mail, research, media services, and creative and production capabilities.
  22. 22. Sales Promotion Agencies Developing and managing sales promotion programs such as contests, sweepstakes, refunds and rebates, premium and incentive offers, and sampling programs are very complex tasks.
  23. 23. Sales Promotion Agencies Sales Promotion Agencies are those agencies who help the advertiser in coordinating the sales promotion activities
  24. 24. Sales Promotion Agencies Sales promotion agencies often work in conjunction with the client's advertising and/ or direct—response agencies to coordinate their efforts with the advertising and direct- marketing programs.
  25. 25. Public Relations Firms I Q5‘ The public relations firm develops and implements programs to manage the organization's publicity, image, and affairs with consumers and other relevant publics, including employees, suppliers, stockholders, government, labor groups, citizen action groups, and the general public.
  26. 26. Interactive Agencies With the rapid growth of the Internet and other forms of interactive media, a new type of specialized marketing communications organization has evo| ved—the interactive agency.
  27. 27. lnteractiveglgencies Interactive agencies are specialized in the development and strategic use of various interactive marketing tools such as web sites for the Internet, banner ads, search engine optimization, mobile marketing, and social media campaigns.
  28. 28. Interactive Agencies They recognize that the development of successful interactive marketing programs requires expertise in technology as well as areas such as creative web site design, database marketing, digital media, and customer relationship management.
  29. 29. Benefits of using an Advertising Agency
  30. 30. Benefits of using an Advertising Agency 1. They have the ability to buy media in bulk at rates that a single business cannot obtain. 2. They are educated as to the best times and places to run ads to reach your target market, ultimately minimizing wastage 3. They can help you fine tune your target market so that the message is designed to reach those you want to reach. 4. Easily Administered
  31. 31. Disadvantages of using an Advertising Agency
  32. 32. Disadvantages of using an Advertising Agency 1. The communication factor. If an agency does not communicate or relay it's clients goals and creative wishes properly problems can occur within a contract and lawyers may have to become involved. 2. Media buying discounts you may not be able to take full advantage of due to commission barriers within an agency,
  33. 33. Structure of Ad agency
  34. 34. Structure of Ad Agency Fu| |—function advertising agencies must develop an organizational structure that will meet their clients’ needs and serve their own internal requirements. Most medium-size and large agencies are structured under either a departmental or a group system.
  35. 35. Structure of Ad Agency Departmental system i u 6. 6 £1 Under the departmental system, each of the agency functions is set up as a separate department and is called on as needed to perform its specialty and serve all ofthe agency's clients.
  36. 36. Structure of Ad Agency Departmental system > Ad layout, writing, and production are done by the creative department; Marketing services is responsible for any research or media selection and purchases; > The account services department handles client contact. > Some agencies prefer the Departmental system because it gives employees the opportunity to develop expertise in servicing a variety of accounts.
  37. 37. Structure of Ad Agency Group system Many large agencies use the group system, in which individuals from each department work together in groups to service particular accounts.
  38. 38. Sample Organization Structure of a Full Service Ad Agency
  39. 39. Director Director ‘ Digital Director ‘ Planning Creative Creative Specialize I . Research Service 1 Director dservice I Director ' I Print Account Art Interactive Productio Accountan Planners Directors Producer n Managers ‘ Broadcast Productio Financial n . Manager Managers ‘ Account Market Interactive Supervisor Research Developer Team Interactive Graphic Designers Traffic Office Manager Manager Account Graphic Executives Designers my _
  40. 40. Departments of an Ad Agency
  41. 41. Departments of an Ad Agency Account Marketing Creative Management Services Services Services and Finance
  42. 42. Account Services Account services; or account management, is the link between the ad agency and its clients. Depending on the size of the client and its advertising budget; one or more account executives serve as liaison.
  43. 43. The account executive is responsible for understanding the advertiser's marketing and promotions needs and interpreting them to agency personnel.
  44. 44. Marketing Services Planning Marketing Service Department of a Full Service Ad Agency has three parts. Namely; 1. Market Research & Analysis Wing 2. Market Planning Wing 3. Media Wing
  45. 45. Creative Services The creative services department is responsible for the creation and execution of advertisements. The individuals who conceive the ideas for the ads and write the headlines, subheads, and body are known as copywriters.
  46. 46. Creative Services While copywriters are responsible for what the message says, the art department is responsible for how the ad looks.
  47. 47. Creative Services For print ads, the art director and graphic designers prepare layouts, For TV commercials, the layout is known as a storyboard.
  48. 48. Management and Finance Like any other business, an advertising agency must be managed and perform basic operating and administrative functions such as accounting, finance, and human resources. This department is responsible for maintaining these functions.
  49. 49. ROLE OF AN l¥‘. D/ ERT SING AGEIWC)’ Advertising agency's role start with the identification of its clients‘ goals and objectives. Advertising agencies work alongside clients to develop and enhance the image of, and sustaining a brand in the market. Helps in transforming of a product or service into a brand. Helps in making clients’ product stand out from among the rest. Helps in creating a demand for that particular product or service in a compelling manner through creative strategy and marketing. An advertising agency's professional teams put in their best efforts to develop attractive slogans, jingles, and body copy for ads.
  50. 50. F’ . . $ 3, . . --s . _.-m, . / r : ;_. . , '1“ M Q 3 > V; ,, I 3: : awe’ ' LAW g. » ‘I , ,—. Z.. % WA“, '1‘! V, all it [ht 1 I It 9 SEl. ECT| I3l' or AN AD / ?‘. GEi| I:C‘I. ' I
  51. 51. SELECTION OF AN AD AGENCY . , 5 / . ’I' / I1 ’IVl"i '. I '. I >Se| ecting an ad agency is not an easy process. > It is more than looking up names on Google and calling for prices. >To really achieve the heftier ROI management expects, marketers have to take the time to find the right partner.
  52. 52. Factors ‘to be considered in selecting an Ad Agency Location Size Agency working for competitors Image of agency Services offered by Ad Agency Rates charged Creative skills & New ideas Past record of Agency Quality & Caliber of Staff Financially Sound Agency Experience VVVVVVVVVVV
  53. 53. SELECTION OF AN AD AGENCY > So Ad-Agency should not be selected hurriedly. > The advertiser should first develop its Job description, decide its needs, Ad—budget, & then look for a suitable agency whose talent. > Image, experience & record matches closely with clients description, needs & Budget
  54. 54. Defining the requirem ents Agency Selection Process Assessing Client- Agency Fit Assessing Capabiliti Assessmg Chemistry Agencies I
  55. 55. Defining the requirements Short listing Agencies 1 Assessing C| ient- ‘ Agency Fit Assessing Capabilities Assessing Chemistry Final Decision
  56. 56. Defining the requirements Short listing Agencies Iv Assessing Client- Agency Fit Assessing Capabilities Assessing Chemistry Final Decision Past Experience Current Relations
  57. 57. Defining the requirements Short listing Agencies Resources Experience J; ::": Ii:3:. Reputation Range of Services Chemistry Assessing Client- Agency Fit Final Decision
  58. 58. Defining the requirements Short listing Agencies Assessing Capabilities Assessing Chemistry Final Decision A Assessing C| ient- ’ Agency Fit
  59. 59. Defining the requirements Short listing Agencies Assessing Client- Agency Fit Assessing Capabilities Assessing Chemistry Final Decision Interaction Quality
  60. 60. Defining the requirements Short listing Agencies Assessing Client- Agency Fit Assessing Capabilities Assessing Chemistry Final Decision Choose an Agency
  61. 61. Agency Compensation
  62. 62. Agency Compensation Commissions from Media Fee, cost, and incentive-based systems Agency Compensation Percentage charges
  63. 63. Agency Compensation Because the type and amount of service an agency performs can vary from one client to another, a variety of methods are used to compensate them for their services.
  64. 64. Commission method Traditional method, whereby the agency receives a specified commission (usually 15%) from the media on any advertising time or space it purchases for a client.
  65. 65. F F F F T Figure 3-8 Example of commission system payment Media Bills Agency Costs for magazine space $100,000 Less 15% commission —15,000 Cost of media space Less 2% cash discount -1 ,700 Agency pays media Agency Bills Advertiser Costs for magazine space Less 2% cash discount Advertiser pays agency Agency income $100,000 -1 ,700 $ 98,300 $ 15,000
  66. 66. Fee, cost, and ii‘i, Cei‘li'iille-EDEESEC: systems: Fee arrangement Cest-Plus arrangement Incentive-based
  67. 67. Fee, cost, and iitrcerrtitle-leased systems: , , FEE ARRANGEMENT — the agency charges a basic monthly fee for all of its services. Agency and client agree on work to be done and the amount to be paid. This is the primary method accounting for 68% of the compensation plans.
  68. 68. Fee, cost, and iitrcerrtitle-leased svsten1s: ) ‘ COST-PLUS ARRANGEMENT — the client pays a fee based on the costs of its work plus some agreed—on profit margin (a percentage of total costs). This method requires careful accounting and detailed records of agency costs.
  69. 69. Fee, cost, and iitrcerrtitle-leased systems: INCENTIVE-BASED - fee is based on how well the agency meets its performance goals such as sales or market share. There is a general movement toward the use of this method by many companies.
  70. 70. Percentage Charges °/ o Adding a markup to the various services the agency purchases from outside providers. These may include market research, artwork, printing, photography, etc. , and range from 17.65% - 20%.

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