the advertising business_ agencies and clients.pdf

8/18/2019 The Advertising Business_ agencies and clients.pdf

1/29

THE ADVERTISING BUSINEAGENCIES AND CLIENT


2/29

CHAPTER 1:ADVERTISING

Part 1PrinciplBasics

COPYRIGHT © 2015 PEARSON EDUCAT


3/29

WHO ARE THE KEY PLAYERS?

The Organization

The message sponsor or advertiser

Likely to have a marketing team that initiates the advertising effort

Hires the advertising agency



4/29


The Agency

Creates, produces, and distributes the messages.

Employs experts who are passionate about their work.

Can negotiate the best media deals for clients.



5/29

AD AGENCIES

The best agencies create value:By giving a product personalityBy communicating so as to shape a basic understanding of the productBy creating an image or memorable picture of the productBy setting the product apart from its competitors

Great advertising must do more than inform, it must “tailor the product story to apotential customer ”


6/29


The Media

Channels of communication that deliver messages and engage audiences.

Many are large media conglomerates such as Time Warner and Viacom.

Malaysia: Astro and Media Prima

The mass media enable advertisers to reach many people with a singlemessage in a cost-efficient manner.



7/29


Professional Suppliersand Consultants

Provide specialized servicesto advertisers and agencies.

Includes artists, writers, photographers, producers,printers, and vendors who supply user-generatedcontent online



8/29

TWO ADVERTISING ORGANIZATSTRUCTURES


9/29

TYPES OF AGENCIES

The A-List of Advertising AgenciesHere are a select few:

Grey Kuala Lumpur: http:// grey.com/malaysiaBrandThink:http://www.brandthinkasia.com /JWT Malaysia: https://www .jwt.com/malaysiaLion & Lion:http://lionandlion.com /



10/29

TYPES OF AGENCIES

Full-Service AgenciesEncompasses account management, creative services, media planning, anaccount planning.

In-House AgenciesIs a part of the advertiser’s organization; helps to control costs and maintaincontrol over brand image.http://global.ralphlauren.com/en-us/About/Philanthropy/Pages/pink_pony.aspx ?



11/29


12/29


13/29

TYPES OF AGENCIES…..

Specialized AgenciesSpecialize in certain functions, audiences, industries or markets.

Creative BoutiquesSmall agencies that work only on the creative execution of an idea orproduct.

Media-Buying ServicesSpecialize in the purchase of media for clients



14/29

HOW ARE AGENCY JOBS ORGAN

The five main areas:

1. Account management2. Account planning and research

3. Creative development and research4. Media research, planning, and buying

5. Internal operations

Let’s take a look at each one……



15/29

AGENCY JOBS......

Account management

This team acts as a liaison between the client and agency.The account executive interprets the client’s marketing research, strategy forthe agency.

Account planning and research

This team gathers market intelligence and acts as the voice of the consumeStrategic specialists research consumers’ wants, needs and brand relationships.



16/29

AGENCY JOBS......

Creative development and production

Includes copywriters, art directors, and producers.

Media research, planning, and buying

This department provides research, planning, and buying services.

Internal operations

Includes traffic, print production, finance, and human resources.



17/29

HOW ARE AGENCIES PAID?

From three main sources:

1. Commissions: based on media billings.

2. Fees: based on an hourly rate or project. Also covers travel and variouexpenses.

3. Retainers: A regular amount billed each month, based on projected w



18/29

HOW ARE AGENCIES PAID?

Two recent trends:

1. Based on performance: the agency is paid a percentage of the client’ssales or marketing budget.

2. Value billing: the agency is paid for its creative and strategic ideasrather than for executions and media placements.



19/29

BREAK 10 MINS


20/29

HOW IS THE PRACTICEOF ADVERTISING CHANGIN


21/29

CONSUMER IN CHARGE

The days of pounding people with images, shoving them down their eyebalare over.

Consumer-generated advertising creates valuable brand publicity.

Consumers have taken control of media and marketing through the Web ansocial media.



22/29

BLURRING LINESAND CONVERGING MEDIATelevision is still a major player, but the number of cable channels hasexploded.

Digital media has fragmented the media world with new, ever-changing fo

Agencies must take a stronger leadership role in the development of brandstrategy.



23/29

ACCOUNTABILITY AND EFFECTI

Accountability: This has grown in importance over the past two decades.

Effectiveness: In tight economic times, it is more critical than ever to deliresults.



24/29

A QUESTION FOR YOU……

What is an effective ad?

Answer:

Effective ads deliver the message the advertiser intended, and that consumerespond to as the advertiser hoped they would.

Effectiveness is gauged according to predetermined objectives.



25/29

LOOKING AHEAD

In Chapter 2, we will :

Explain the bigger picture of advertising and its role in marketingcommunication and marketing.

Explore new ways that agencies are working to interact with customers andcement brand relationships.



26/29

IT’S A WRAP“OLD SPICE: THE SMELL OF SUCCESS”

Old Spice generated excitement with guys who were not current customersand women who typically made most body wash purchases.

The “hunk” atop the horse captivated the audience – think “eye candy!”



27/29

OLD SPICE CAMPAIGN: THE MANCOULD SMELL LIKE


28/29

IT’S A WRAP“OLD SPICE: THE SMELL OF SUCCESS”

Key lessons

Old Spice used research to generate insights that drove the campaign.

They involved both men and women in the conversation about what a guyshould smell like.

The campaign generated an incredible amount of free public relations andsocial media buzz.



29/29

THANKS

Any questions?You can find me at

[email protected]

the advertising business_ agencies and clients.pdf

Documents