THE ADVERTISING AGENCY

15.10.2014

INTRODUCTION

• AN ADVERTISING AGENCY IS A TEAM OF EXPERTS WHICH SERVICES CLIENTS WHO ARE KNOWN AS ACCOUNTS.• SOME PROVIDE PUBLIC

RELATIONS TOO

HISTORY

• IN THE BEGINNING OF 19TH CENTURY• BRITAIN’S FIRST AGENCY – WHITE’S – 1800 CE• SELLING PRESS ADVERTISING SPACE

TOP AD AGENCIES TODAY

• BBDO• PUBLICIS• MCCANN ERICSSON• EURO RSCG• GREY ADVERTISING• DMB&BETC ...

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

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)

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)

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

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

MEDIA PLANNING

• INTIMATE KNOWLEDGE OF THE RANGE AND VALUES OF AVAILABLE MEDIA

• THOUSANDS OF NEWSPAPERS/TV CHANNELS/WEBSITES/ETC.

MEDIA RATES

COST PER THOUSAND • SALES• VIEWS• READERS• LISTENERSSO ON ...

REMUNERATION

• VARIES ACCORDING TO SIZE OF CLIENT AND KIND OF MEDIA

• COMMISSION BY MEDIA OR MIXTURE OF COMMISSION (MEDIA) AND FEES (CLIENTS)

MEDIA

• CINEMA• OUTDOORS• RADIO• NEWSPAPERS• MAGAZINES• TELEVISIONS