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Advertising Agency
1
Meaning
 An advertising agency or ad agency or advert agency is a service
based business dedicated to creating, planning,...
FUNCTIONS OF ADVERTISING
AGENCIES
 ACCOUNT MANAGEMENT
 RESEARCH TARGET MARKET AND ENVIRONMENT FOR THE
CLIENT
 CREATIVE ...
Agency Organization Chart
Print
Traffic
Production Production
Broadcast Analysts
Other Marketing
Communications
S ervices
...
Account Management
 liaison between agency and client
 responsible for understanding...
 the client’s business
 the cl...
 account management director
 management supervisor
 account supervisors
 account executives
 assistant account execs...
Creative Department
Responsibility
 The creative department is responsible for creating and producing
the print and broad...
 executive & group creative directors
 creative director
 associate creative director
 copywriters
 art directors
 b...
Media Department
 The media department has two main functions - planning and buying.
 The planning group handles more st...
 media director
 associate media directors
 media supervisors
 media planners
 media buyers
 media analysts
Analysts...
 mega-agency media departments have now become profit centers

 agencies have set up their media departments as free-st...
Research department
 interpret market environment
 gather and analyze research data.
 primary and secondary techniques
...
 research director
 research project managers
 research assistants
 outside research specialists
Research
Suppliers
Ou...
Auxiliary Agency Functions
 Account planning
 Strategy/creative review board
 Office management
 human resources
 leg...
3 ways agencies make money
 Commissions
 usually 15% of gross costs
 Fees
 usually based on negotiated hourly rate
 I...
Agency Commissions
 Media commission system
 15% media commission
 Adjustable commission rates
 negotiate to match cli...
4 Types of Fee Systems
 Fixed fee (retainer)
 Cost-plus fee
 Performance fee
 Hybrid fee & commission
17
Incentives
 In the theory, a good way to work
 Get paid based on how well you do, not how much you bill
 In practice, d...
New Business
 Three primary sources
 build existing client’s business
 add and sell new IMC services
 solicit new acco...
Types of Ad Agency
 Full service agencies
 Creative agencies
 Specialized agencies
 In-house advertising agencies
 Di...
Thank You!!
21
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What is an advertising agency , types of agency - Basics of advertising

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Every organization broadcast their products or services through the medium of advertising agency. In this lesson, students will study about how advertising agencies assist marketers by providing the correct medium of broadcasting their ad.

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What is an advertising agency , types of agency - Basics of advertising

  1. 1. Advertising Agency 1
  2. 2. Meaning  An advertising agency or ad agency or advert agency is a service based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients.  An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services.  An agency can also handle overall marketing and branding strategies and sales promotions for its clients. 2
  3. 3. FUNCTIONS OF ADVERTISING AGENCIES  ACCOUNT MANAGEMENT  RESEARCH TARGET MARKET AND ENVIRONMENT FOR THE CLIENT  CREATIVE CONCEPT  ADVERTISING PRODUCTION-PRINT AND BROADCAST  MEDIA PLANNING AND BUYING  MEET TARGET DATES ON CAMPAIGNS  ESTABLISH STRONG RELATIONSHIP WITH CLIENT 3
  4. 4. Agency Organization Chart Print Traffic Production Production Broadcast Analysts Other Marketing Communications S ervices [PR, etc.] Asst. Account Executive Account Executive Management S upervisor Account Mgmt. Director Copy S pvr. & Copywriters Art S upervisor & Art Directors Creative Group: Associate Creative Director Creative Exec CD Research Assistants Project Managers Research Director Media Planner Media Buyer Media S upervisor Associate Media Director Media Dept. Director S trategy Review Board [Managment Committee] Office Management [Personnel, Accounting, Legal, etc.] President [COO] Board of Directors [Chairman/CEO] 4
  5. 5. Account Management  liaison between agency and client  responsible for understanding...  the client’s business  the client’s marketing needs  strategy development  representing client point of view within the agency 5
  6. 6.  account management director  management supervisor  account supervisors  account executives  assistant account execs  account coordinators  traffic Traffic Asst. Account Executive Account Coordinator Account Executive Account Supervisor Management. Supervisor Account Mgmt. Director 6
  7. 7. Creative Department Responsibility  The creative department is responsible for creating and producing the print and broadcast advertising  strategy is key  Good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed 7
  8. 8.  executive & group creative directors  creative director  associate creative director  copywriters  art directors  broadcast producers  print production managers  traffic coordinators Print Traffic Production Broadcast Production Copy Spvr. & Copywriters Art Supervisor & Art Directors Creative Group: Associate Creative Director (ACD) Creative Director (CD) Executive Creative Director (ECD) Strategy Review Board 8
  9. 9. Media Department  The media department has two main functions - planning and buying.  The planning group handles more strategic marketing and media issues.  The buying group handles media negotiations and implementation. 9
  10. 10.  media director  associate media directors  media supervisors  media planners  media buyers  media analysts Analysts Media Planner Media Buyer Media Supervisor Associate Media Director Media Director 10
  11. 11.  mega-agency media departments have now become profit centers   agencies have set up their media departments as free-standing units  many large clients now look at media as a separate service Big changes in the media department 11
  12. 12. Research department  interpret market environment  gather and analyze research data.  primary and secondary techniques  determine consumer needs/perceptions  understand problems  advise how ads can meet strategic goals  help find solutions 12
  13. 13.  research director  research project managers  research assistants  outside research specialists Research Suppliers Outside Research Assistants Project Managers Research Director 13
  14. 14. Auxiliary Agency Functions  Account planning  Strategy/creative review board  Office management  human resources  legal services  accounting  recruitment 14
  15. 15. 3 ways agencies make money  Commissions  usually 15% of gross costs  Fees  usually based on negotiated hourly rate  Incentives  still relatively new and problematic  usually based on performance goals 15
  16. 16. Agency Commissions  Media commission system  15% media commission  Adjustable commission rates  negotiate to match client budget  sliding scale  Markups-production & service  add a percentage markup to costs  17.65% of net = 15% of gross 16
  17. 17. 4 Types of Fee Systems  Fixed fee (retainer)  Cost-plus fee  Performance fee  Hybrid fee & commission 17
  18. 18. Incentives  In the theory, a good way to work  Get paid based on how well you do, not how much you bill  In practice, difficult to implement  If client makes final decision (instead of agency), how can agency be responsible for final results?  Results based on many factors, such as competitive efforts, not just advertising 18
  19. 19. New Business  Three primary sources  build existing client’s business  add and sell new IMC services  solicit new accounts  Two ongoing problems  “spec” work  teams “walking” with accounts 19
  20. 20. Types of Ad Agency  Full service agencies  Creative agencies  Specialized agencies  In-house advertising agencies  Digital agencies  Search engine agencies  Social media agencies  Healthcare communications agencies  Medical education agencies 20
  21. 21. Thank You!! 21

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