ad org structure_functions

7/29/2019 Ad Org Structure_functions

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advertising agencies


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what agencies do.

structure & organization

and how theyre organized

to do it.


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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


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functions of full-service agencies

account management

creative media planning and placement

research


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agency organization chart

Print

Traffic

Production ProductionBroadcast Analysts

Other Marke ting

CommunicationsServices

[PR, e tc.]

Asst. Account

Executive

Account

Executive

Management

Supe rvisor

Account Mgmt.

Director

Copy Spvr. &

Copywriters

Art Supervisor

& Art Directors

Creative

Group:

Associate

Creative

Director

Creative

Exec CD

Rese arch

Assistants

Project

Managers

Rese arch

Director

Media

Planner

Media

Buyer

Media

Supe rvisor

Associate

Media

Director

Media Dept.

Director

Strate gy

Review Board[Managment

Committee]

Office Management

[Personnel,Accounting,

Legal, etc.]

Pre sident

[COO]

Board of

Directors

[Chairman/CEO]


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liaison between agency and client

responsible for understanding...the clients business

the clients marketing needs

strategy development

representing client point of viewwithin the agency

account management


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The very first law in advertising is

to avoid the concrete promiseand cultivate the delightfully

vague.

creative department
http://www.quotationspage.com/quote/31746.htmlhttp://www.quotationspage.com/quote/31746.htmlhttp://www.quotationspage.com/quote/31746.htmlhttp://www.quotationspage.com/quote/31746.htmlhttp://www.quotationspage.com/quote/31746.htmlhttp://www.quotationspage.com/quote/31746.htmlhttp://www.quotationspage.com/quote/31746.htmlhttp://www.quotationspage.com/quote/31746.html


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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 tobe accomplished and key message

points to be relayed

creative department


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creative department

executive & group creativedirectors

creative director

associate creative director

copywriters

art directors

broadcast producers

print production managers

traffic coordinatorsPrint

Traffic

ProductionBroadcastProduction

Copy Spvr. &Copywriters

Art Supervisor& Art Directors

CreativeGroup:

Associate

CreativeDirector (ACD)

CreativeDirector (CD)

Executive

CreativeDirector (ECD)

StrategyReview

Board


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Traffic

The traffic department regulates the flow of work in theagency. It is typically headed by a traffic manager (or

system administrator).

Traffic increases an agency's efficiency and

profitability through the reduction of false job starts,

inappropriate job initiation,

incomplete information sharing,

over- and under-cost estimation and

In small agencies without a dedicated traffic manager,one employee may be responsible for managing

workflow, gathering cost estimates and answering the

phone, for example. Large agencies may have a traffic

department of five or more employees.


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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.


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media director

associate media directors

media supervisors

media planners

media buyers

media analystsAnalysts

Media

Planner

Media

Buyer

Media

Supervisor

Associate

MediaDirector

Media

Director

MediaPlan

media department


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mega-agency media departments

have now become profit centers agencies have set up their media

departments as free-standing units

many large clients now look at mediaas a separate service

big changes in the

media department


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research department

interpret market environment gather and analyze research data.

primary and secondary techniques determine consumer needs/perceptions

understand problems

advise how ads can meetstrategic goals

help find solutions

ResearchReport


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research director

research project managers

research assistants

outside researchspecialists

research department

ResearchSuppliers

Outside

Research

Assistants

ProjectManagers

Research

Director

Research

Report


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auxiliary agency functions

account planning

strategy/creative review board

office management

human resources

legal services accounting

recruitment


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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


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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


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4 types of fee systems

fixed fee (retainer)

cost-plus fee

performance fee

hybrid fee &

commission


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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


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new business

three primary sources

build existing clients business

add and sell new IMC services

solicit new accounts

two ongoing problems

spec work

teams walking with accounts

The cri t ical ob ject ive and ro le

of any ad agency is gaining

new business.


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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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Types of Advertising

Product-Oriented AdvertisingMost advertising spending is directed toward an

organizations product.

In most cases the goal of product advertising is to

clearly promote a specific product to a targetedaudience.

Marketers can accomplish this in several waysfrom a low-key approach that simply providesbasic information about a product (informativeadvertising) to blatant appeals that try to convincecustomers to purchase a product (persuasiveadvertising)

It may include direct comparisons between themarketers product and its competitors offerings(comparative advertising).


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Sometimes marketers intentionally produceproduct advertising where the target audiencecannot readily see a connection to a specific

product.Marketers of new products may follow this

teaser approach in advance of a newproduct introduction to prepare the market for

the product. For instance, one week before the launch of

a new product a marketer may air a televisionadvertisement proclaiming After next week

the world will never be the same


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Image Advertising Image advertising is undertaken primarily to enhance an

organizations perceived importance to a target market.

Image advertising does not focus on specific products but itpresents what an organization has to offer.

In these types of ads, if products are mentioned it is withinthe context of what we do rather than a message toutingthe benefits of a specific product.

Image advertising is often used in situations where anorganization needs to educate the targeted audience onsome issue. For instance, where a merger has occurredbetween two companies and the newly formed company hastaken on a new name,


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Advocacy Advertising

Organizations also use advertising to send amessage intended to influence a targetedaudience. In most cases there is anunderlying benefit sought by an organizationwhen they engage in advocacyadvertising. For instance, an organization

may take a stand on a political issue whichthey feel could negatively impact theorganization and will target advertisements tovoice their position on the issue.


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Public Service Advertising

In some countries, not-for-profit organizations arepermitted to run advertisements through certain

media outlets free-of-charge if the messagecontained in the ad concerns an issue viewed as forthe greater good of society. For instance, adsdirected at social causes, such as teen-age smoking,illegal drug use and mental illness, may run ontelevision, radio and other media without cost toorganizations sponsoring the advertisement.

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