ITFT Media - Advertisement Agency Structure

1. Advertisement
Agency
Advertisement
Agency

2. Advertising
Promotion of goods, services, companies and ideas.
Marketers see advertising as part of an overall promotional
strategy.
Other components of the promotional mix includeOther components of the promotional mix include
publicity, public relations, personal selling, and sales
promotion.
Process where in a message is designed.

3. Advertising
Various mediums used for
communication.
Attract, modify, change and influences
public opinion.public opinion.
Everyone needs to advertise.
Various ways for advertising(trade
magazines, transit sign on buses, lamp
posters, banners, etc).

4. Advertising Industry Has Three Major
Sectors
Business or organization which wishes to advertise.
Media which provides the medium for advertising.Media which provides the medium for advertising.
Ad-agency which creates the ad to suit the need of the firm.

5. Advertising Agency
An independent business organization composed of
creative and business people who develop, prepare and
place advertising media for sellers seeking to findplace advertising media for sellers seeking to find
customers for their goods and services.”

6. Advertising Process
Writing an Ad
Getting Approval for the text of the Ad
Estimating the cost of the Ad
Placing Ads and posting announcements
Paying for Ads

7. Typical Work Flow in an Ad
Agency
Briefing Stage Creation Stage
Production Stage
Post Production
Stage

8. Types of Advertising
Agencies
All Sizes
In house work
Selecting an Ad Agency

9. Full Service Agency
Provides a range of marketing services.
Services directly related to advertising such as
copywriting, artwork, production of ads, mediacopywriting, artwork, production of ads, media
planning etc.

10. Modular agencies
A full service agency that sells its services on a piece
meal basis
Fee is charged for actual work undertaken

11. In House agencies
Owned completely by the advertiser
Can undertake to serve several other clients, if the
owner so desires

12. Creative Boutiques
Provide only creative functions and not full-service.
Copy writing, artwork and production of ads
Merge with other agencies to provide a wide range of
servicesservices

13. Organization Chart

16. Organization Chart
Copy writer
Artists
MediaMedia
Traffic Department
Production In Charge

17. Copywriter
The copywriter is responsible for taking a client's
advertising brief and generating original copy ideas that grab
the attention of the target audience.
Copywriters are responsible for creating taglines, slogans,
jingles and audio scripts that accompany advertising visuals.
Agency copywriters usually work in close partnership with
art directors and have lots of input to the visual elements.

18. Artists
This is a department of highly skilled people who work in
a team to give best results. It comprises of technical experts,
system architectures, graphics designers, art directors and
artists, film production section, computers programmingartists, film production section, computers programming
etc.
There work to create and produce ads and public services
messages for both Electronic and Print media as per demand
of client and as per instruction given to them.
They are equipped with latest technique and equipments.

19. Media
Members of the media team are known as media planners
and buyers.
These individuals are in charge of producing a media plan
for the client.
Once the plan has been approved, the media team mustOnce the plan has been approved, the media team must
purchase advertising space in a medium that serves the
campaign's target audience.

20. Traffic Department
The traffic department regulates the flow of work in the
agency.
It increase agency efficiency and profitability through
appropriate job
initiations, complete information sharing and answering the
phone calls.

21. Production In charge
The final review of an advertisement is handled by the
production team.
The production manager oversees print runs as well as the
filming of commercials.
The purpose is to ensure that everything looks and sounds
perfect

22. Account Planning
Advertising agencies typically have account planners who
work as the go-between for the client and the agent. They
ensure that client needs are expressed to the research and
creative teams.
They also work to ensure that necessary information is
transferred to the client regarding creative, research,
competition or any of other factor that may somehow affect
how the client's product gets marketed to consumers. Account
planning is where agencies start their initial interaction with
clients.

23. Marketing Research
Advertising agencies work with companies to establish the
characteristics of their target markets through marketing
research.
Advertising agencies spend a substantial amount of time
researching consumers to understand what they buy and
what motivates them to buy.

24. Creative
Advertising agencies are known for their creative output,
which can include website design, advertising copy, magazine
advertisements, and radio and television commercials.
The medium of advertising often varies by campaign.
Graphic designers, web designers, writers, editors and
creative directors make up an advertising agency's creative
department.

25. Selling Advertising Space
Advertising agencies don't just create advertising pieces for
clients; they also give clients insight as to which media will be
most effective for their product, service, event or cause.
In the process, they work to secure advertising placements
for customers either online, in print, on television or on the
radio. They negotiate terms and work to get clients the best
deals to maximize their money and their reach.

26. Function of and advertising agency
Account Services / Account Management
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27. Function of and advertising agency
Creative department
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28. Function of and advertising agency
The Creative Team
Art DirectorCopywriter
Creative Team
Creative Concept

29. Copywriting and the Creative Plan
Copywriting is theCopywriting is the A creative plan is theCopywriting is the
process of
expressing the value
and benefits a brand
has to offer.
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.

30. Creative Department people need following
attributesA good psychologist.
Willing and able to set high standards.
An efficient administrator & Research minded
Capable of strategic thinking – ‘positioning’ and all
that.
Equally good at package goods and other kinds ofEqually good at package goods and other kinds of
accounts
Well versed in graphics and photography
A hard worker and fast
Slow to quarrel
A good presenter & good recruiter

31. Media Department

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

33. Media scheduling
• After selecting media, marketers determine the most
effective timing and sequence for a series of
advertisements.
• Influenced by seasonal sales patterns, repurchase• Influenced by seasonal sales patterns, repurchase
cycles, and competitors’ activities.

34. Media scheduling
• Measure effectiveness in three ways
Reach - the number of people exposed to an
advertisement.
Frequency - the number of times an individual is exposedFrequency - 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.

35. Marketing research department
The identification of information needs
Data collection & interpretation
Analysis & evaluation

36. Agency Personnel
Production Team
Storyboard artist
Graphic designer