groups in advertising are
-advertisers(clients)- companies like McDonalds, Coca-Cola, and charities
-agencies: help the advertisers plan, create, and prepare ad campaigns and their promotional materials
-suppliers:photographers, illustrators, printers, digital service bureaus, con
Types of ad agencies
1) local agency- use ad agencies less extensively than national advertisers.
2) Regional and National agencies- particularly participate in a regional trade group
3) international agency- largest national agency. Have offices/affiliates around the world a
How agencies make money
-media commission-media allows agencies to retain a 15% media commission from the client (advertiser) on the space/time they purchased (on behalf of their client (advertiser))
-markup-the agency pays the suppliers charge(who they purchase extra things lik
how agencies get clients
1) referrals-referrals from existing clients, friends, review consultants, or other agencies
-agency review consultants-help arrange marriages between agencies and clients
2) Presentations- an advertiser may ask an agency to make a persentation
-speculati
pros and cons of in house advertising
PROS- saves money, tightens ctrl over advertising, sometimes gives them more attention bc they know products and markets better, management=more involved
CONS-usually they suffer more than they gain. Outside agencies typically offer greater experience, ve
how media and suppliers help
1) Print media-vast array of newspapers and magazines make it possible for both consumer and business advertisers to select target markets in a variety of fields or geographic locations
2) Electronic Media-(radio, TV) cable provides channels w specialized
Factors that affect agency-client relatioships
1) chemistry- most critical
2) communication- poor comm leads to misunderstandings about objectives, strategies, roles, expectations, and to poor advertising
3) conduct-dissatisfaction w agency conduct is the most commonly cited reason for agency switches
How advertisers organize
1) centralized organization- gives greatest control and offers efficiency and continuity across divisional boundaries. Many departments within a department. Structure enables it to administer, plan, and coordinate the promotion of more than 60.
2) decentr
Jobs in account management
account executives- liaison btwn agency and client. Responsible for formulating and executing advertising plans and representing the clients point of view to the agency.
management supervisiors-for large agencies; account executives report to them. They t
jobs in research and acct planning
acct planning- uses research to bridge the gap between account management and creatives. They defend the consumer's point of view and the creative strategy i the debate between the agency's creative team and the client. Study consumers needs/desires throu
Creative jobs
1) copywriters- people who create words for the ads
2) Art directors- determine how the ads verbal and visual symbols will fit together
3) creative director- copywriters and artists work as a creative team under the this person
Print and Broadcast jobs
1) print production manager/broadcast producer-once ad is approved it's turned over to either of these job titles to be produced
print- buys type, photos, illustrations, and other components and works with printers, engravers, and other suppliers
broadcas
Media Planning
come up with new media solutions to tough marketing problems
traffic management
coordinates all phases of production and makes sure everything is completed before client/media deadlines. Often the first stop for entry level college graduates
other jobs
sales promotion department- produces dealer ads, window posters, point of purchase displays, and dealer sales material. May also employ PR ppl and direct marketing specialists, web pg designers, or package designers.