advertisement and sales promotion-adl 41

ADVERTISEMENT AND SALES PROMOTION-ADL 41

FROM ROOPAK GUPTA

PLAYERS IN THE ADVERTISING WORLD

1.THE ADVERTISER- THEY CAN BE CLASSIFIED IN TO GOVERNMENT OR PRIVATE.

• Further budget allotted with company policies and interests of stakeholders

• Nature of the product

• MNC OR NATIONAL

AGENCY

• The agency is an organisation that deals with the advertiser in meeting the communication requirements of the product

• Agencies include advertising agencies,sales promotion agencies,PR agencies,interactive agencies etc.

Categories of Agencies

• MNC vs National vs Regional- origin outside india includes JWT, Lowe, Ogilvy vs Mudra, Dattaram, Chaitra or outdoor such as Selvel.

• Big vs Small- mudra, chaitra, rediffusion made it to big league. There are 3000 ad agencies in India

• Niche Agencies-specialised in to creatrive hot shops ex Dhar , hoon. They take interest in not only planning but also execution.

Ad Agency Functions

• Non-core Functions• Studio operations• Production • HR

• Finance Legal Administration

• Core Functions

• Client servicing

• Account planning

• Creative

• Media

5 - 7

Choosing an Agency

1. Set goals.2. Select process and criteria.3. Screen initial list of applicants.4. Request client references.5. Reduce list to 2-3 viable agencies.6. Request creative pitch.7. Select agency.

5 - 8

Evaluation CriteriaSelecting Advertising Agency• Size of agency• Relevant experience• Conflicts of interest• Creative reputation• Product capabilities• Media purchasing capabilities• Other services available• Client retention rates• Personal chemistry

5-9

Key Advertising Personnel

ClientMarketing Manager

AccountExecutive

Creative

CreativeDirector

TrafficManager

MediaBuyers

&Planners

ClientMarketing Manager

ClientMarketing Manager

Creative Creative Creative

ArtistsArtists

Ad Agencies Have Skilled Specialists

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WritersWriters ResearchersResearchers

PhotographersPhotographers Media AnalystsMedia Analysts Other SkillsOther Skills

Services Provided by Agencies

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Agency ServicesAgency Services

The link between agency and client

Managed by the Account Executive

The link between agency and client

Managed by the Account Executive

Research department may design and execute research programs

Media department may analyze, select and contract media resources

Research department may design and execute research programs

Media department may analyze, select and contract media resources

Creation and execution of ads

Copywriters, artists, other specialists

Creation and execution of ads

Copywriters, artists, other specialists

Marketing Services

Marketing Services

Account Service

Account Service

Creative ServicesCreative Services

Marketing Services

Marketing Services

Account Service

Account Service

CommissionsMethod

CommissionsMethod

Cost-PlusAgreementsCost-Plus

Agreements

PercentageCharges

PercentageCharges

FeeArrangements

FeeArrangements

Incentive-BasedPayment

Incentive-BasedPayment

CommissionsMethod

CommissionsMethod

Cost-PlusAgreementsCost-Plus

Agreements

PercentageCharges

PercentageCharges

FeeArrangements

FeeArrangements

Methods of Agency Compensation

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CompensationMethods

CompensationMethods

ReferralsReferrals

How Agencies Gain Clients

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SolicitationsSolicitations

PresentationsPresentations

Public RelationsPublic Relations Image, ReputationImage, Reputation

AudioAudio

Special EffectsSpecial Effects

VideoVideo

WebBanner Ads

WebBanner Ads

KiosksKiosks

Web SitesWeb Sites

CD-ROMsCD-ROMs

Special EffectsSpecial Effects

VideoVideoAudioAudio

KiosksKiosksCD-ROMsCD-ROMs

Web SitesWeb SitesWebBanner Ads

WebBanner Ads

Functions performed by Interactive Agencies

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Interactive Media Creation

Interactive Media Creation

DigitalContentDigital

Content

AnimationAnimation

Media

• The media represents the channel through which the advertisement is carried. It includes Print, radio, TV, internet, newspapers etc.

OTHER PARTICIPANTS

• Freelancers- copy writing, mining, photography

• The Third parties- audit firms

• The Audience-

• The Regulatory Bodies- Governement, INS, IBF, ASCI