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    Add as Friendadvertising agencies

    by: Rogers

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    1 : advertising agencies
    2 : what agencies do. structure & organization and how they’re organized to do it.
    3 : 7 primary services: complete a marketing analysis develop an advertising plan prepare a creative strategy create advertising executions develop and implement a media plan handle billing and payments integrate other marketing communications
    4 : 4 functions of full-service agencies account management creative media planning and placement research
    5 : agency organization chart
    6 : 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
    7 : account management director management supervisor account supervisors account executives assistant account execs account coordinators traffic account management
    8 : responsibility 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 creative department
    9 : creative department executive & group creative directors creative director associate creative director copywriters art directors broadcast producers print production managers traffic coordinators
    10 : 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.
    11 : media director associate media directors media supervisors media planners media buyers media analysts Media Plan media department
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    13 : research department interpret market environment gather and analyze research data. primary and secondary techniques determine consumer needs/perceptions understand problems advise how ads can meet strategic goals help find solutions Research Report
    14 : research director research project managers research assistants outside research specialists research department Research Report
    15 : auxiliary agency functions account planning strategy/creative review board office management human resources legal services accounting recruitment
    16 : 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
    17 : agency commissions media commission system 15% media commission adjustable commission rates negotiate to match client budget sliding scale markups-production & service add a percentage markup to costs 17.65% of net = 15% of gross
    18 : 4 types of fee systems fixed fee (retainer) cost-plus fee performance fee hybrid fee & commission
    19 : incentives in theory, a good way to work get paid based on how well you do, not how much you bill in practice, difficult to implement if client makes final decision (instead of agency), how can agency be responsible for final results? results based on many factors, such as competitive efforts, not just advertising
    20 : 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.”
    21 : things to think about: why might you be interested in going into the agency business? what might keep you from choosing a career in the agency business?

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