sekilas mengenai advertising agency
DESCRIPTION
Marketing Communications SeriesTRANSCRIPT
Sekilas Mengenai Advertising Agency
Pengantar Periklanan dan Komunikasi Pemasaran Adv.&Marcomm, Fikom, UMB
Judhie Se?awan, M.Si
2
Profesi….. • Copywriter Penulis Naskah Iklan • Art Director Pengarah Seni Iklan • Media Planner Perencana Pemasangan
Iklan di Media • Account Executive
• Media Buyer, Account Manager, Creative Director, Account Planner, dll di industri komunikasi dan pemasaran
Pembina Usaha
what agencies do?
structure & organization
and how they’re organized
to do it.
7 primary services: complete a marke?ng analysis develop an adver?sing plan prepare a crea?ve strategy create adver?sing execu?ons develop and implement a media plan handle billing and payments integrate other marke?ng communica?ons
4 functions of full-service agencies
■ account management ■ creative ■ media planning and placement ■ research
agency organiza,on chart
Traffic
Production Production Broadcast Administration
Other Marketing Communications
Services [PR, etc.]
Asst. Account Executive
Account Executive
Management Supervisor
Account Mgmt. Director
Copy Spvr. & Copywriters Art Supervisor
& Art Directors
Creative Group:
Associate Creative Director
Creative Exec CD
Research Assistants
Project Managers
Research Director
Media Planner Media
Buyer
Media Supervisor
Associate Media
Director
Media Dept. Director
Strategy Review Board
[Managment Committee]
Office Management [Personnel,
Accounting, Legal, etc.]
President [COO]
Board of Directors
[Chairman/CEO]
• 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
account management
• Account Management Director • Management Supervisor • Account Supervisors • Account Executives • Assistant Account Executives • Account Coordinators • Traffic
account management
Traffic
Asst. AccountExecutive
AccountCoordinator
AccountExecutive
AccountSupervisor
Management.Supervisor
Account Mgmt.Director
Responsibility
crea,ve department
● 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
crea,ve department
• Executive & Group Creative Directors • Creative Director • Associate Creative Director • Copywriters • Art Directors • Broadcast producers • Print production managers • Traffic coordinators
Traffic
ProductionBroadcastProduction
Copy Spvr. &Copywriters
Art Supervisor& Art Directors
CreativeGroup:
AssociateCreative
Director (ACD)
CreativeDirector (CD)
ExecutiveCreative
Director (ECD)
StrategyReviewBoard
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.
Media director
Associate Media Director
Media Supervisors
Media Planners
Media Buyers
Media Administration
media department
Media Plan
Administration
Media Planner
Media Buyer
Media Supervisor
Associate Media
Director
Media Director
research department interpret market environment
gather and analyze research data. primary and secondary techniques
determine consumer needs/percep?ons understand problems
advise how ads can meet strategic goals help find solu?ons
Research Report
research director research project managers research assistants outside research specialists
research department
ResearchSuppliers
Outside
ResearchAssistants
ProjectManagers
ResearchDirector
Research
Report
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
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
“The critical objective and role of any ad agency is gaining new business.”
THANK YOU