the advertising agency
DESCRIPTION
Lecture NoteTRANSCRIPT
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THE ADVERTISING AGENCY
15.10.2014
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INTRODUCTION
• AN ADVERTISING AGENCY IS A TEAM OF EXPERTS WHICH SERVICES CLIENTS WHO ARE KNOWN AS ACCOUNTS.• SOME PROVIDE PUBLIC
RELATIONS TOO
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HISTORY
• IN THE BEGINNING OF 19TH CENTURY• BRITAIN’S FIRST AGENCY – WHITE’S – 1800 CE• SELLING PRESS ADVERTISING SPACE
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TOP AD AGENCIES TODAY
• BBDO• PUBLICIS• MCCANN ERICSSON• EURO RSCG• GREY ADVERTISING• DMB&BETC ...
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ROLE OF THE ADVERTISING AGENCY
• TO PLAN, CREATE AND EXECUTE AD CAMPAIGNS FOR CLIENTS
• SPECIALISED AGENCIES – ONLY CREATE, ONLY BUY MEDIA or OTHER SPECIAL SERVICES
• ACT AS A MIDDLE MAN OR INTERMEDIARY
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TYPES OF AGENCIES
• FULL-SERVICE AGENCIES – FOR COMPLETE ADVERTISING CAMPAIGN
• MEDIUM SIZE AGENCIES – MODEST ACCOUNTS AND TAKE FREE-LANCE OR SPECIALIST SERVICES
• B2B AGENCIES – SPECIALISE IN TECHNICAL OR INDUSTRIAL GOODS (AIRCRAFT/CONSTRUCTION)
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A LA CARTE AGENCIES
• WORK ON AD HOC ASSIGNMENTS• UNDERTAKE A VARIETY OF WORKS – NEW
PRODUCT LAUNCHES, PACKAGING IDEAS, CORPORATE IDENTITY, ETC
A. CREATIVE AGENCIES (WRITING JINGLES, MUSIC, CONTENTS)
B. NEW PRODUCT DEVELOPMENT AGENCIESC. DIRECT RESPONSE AGENCIES (CAMPAIGNS
FOR MAIL ORDER)
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AGENCY PERSONNEL
• ADVERTISING MANAGER (INCHARGE OF CLIENT’S ADVERTISING DEPARTMENT) – EXTERNAL
• ACCOUNT DIRECTOR – RESPONSIBLE FOR A GROUP OF ACCOUNTS (CLIENTS)
• ACCOUNT EXECUTIVE – LIAISON BETWEEN THE CLIENT AND THE AGENCY
• AGENCY MARKETING MANAGER
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CONTINUED
• COPYWRITER – WRITING THE WORDING OF ADVERTISEMENT
• ART DIRECTOR – HEAD OF THE STUDIO• VISUALISER – CREATIVE COUNTERPART OF
THE COPYWRITER, A FIRST CLASS ARTIST • LAYOUT ARTIST – CREATING AN EXACT PLAN
OF THE ADVERTISEMENT• TYPOGRAPHER – KNOWS DISPLAY AND TEXT
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MEDIA PLANNING
• INTIMATE KNOWLEDGE OF THE RANGE AND VALUES OF AVAILABLE MEDIA
• THOUSANDS OF NEWSPAPERS/TV CHANNELS/WEBSITES/ETC.
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MEDIA RATES
COST PER THOUSAND • SALES• VIEWS• READERS• LISTENERSSO ON ...
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REMUNERATION
• VARIES ACCORDING TO SIZE OF CLIENT AND KIND OF MEDIA
• COMMISSION BY MEDIA OR MIXTURE OF COMMISSION (MEDIA) AND FEES (CLIENTS)
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MEDIA
• CINEMA• OUTDOORS• RADIO• NEWSPAPERS• MAGAZINES• TELEVISIONS