Advertising Sem. III Module 2 Dr. Jayashri

Transcript:Advertising Sem. III Module 2 Dr. Jayashri:
Advertising Sem. III Module 2 Dr. Jayashri Kulkarni Adverting Agency Ad. Agency-Meaning, Features,Functions, Structure, Types. Agency and Client-Relationship, Client turn over, Agency Compensation-types, Creative Pitch. Careers in Advertising Module 2.1 Ad. Agency Advertising Agencies Association of America- , “an independent business organisation,composed of creative and business people, who develop, prepare and place advertising in the media for sellers seeking to find customers for their goods and services.” It is a specialised institution that consists of a creative team and experts in advertising who hire their services in the field of advertising. It is an independent service institution involved in advertising and allied activities. It is a link between the Advertiser and the media. Ad Agency-Features Specialsed organisation Independent institution Link between advertiser and media Service institution Creative team Expertise Agency compensation Various types Accreditation Ad. Agency –Organisational Structure President/CEO Media Services Creative services Accounts services Management Copy & Art Production Traffic Media Planning Media Buying Media Research Budget Finance Accounting Planning Decision Making Routine management Ad Agency-Functions and Sevices Creative services/functions Accounts Services/Functions Media Services/Functions Management Client related Services Ad Agency-Types Full service agency Modular agency Creative Boutique Global /Local agency Mega agency Media Buying agency Specialised agency Interactive agency B2B agency In House agency Ad Agency-Selection Criteria Types /Nature of services offered Location-proximity Quality/performance Reputation Accreditation Compensation Creative staff-Art director/copy writer Size Media Rapport Specialisation Other clients-competitive accounts Module 2.2 Ad. Agency-client relation Transparency Mutual faith Communication Sorting out differences Business ethics Regular supply of funds by the client Reasonable compensation paid by the client Qualitative performance by the Agency Timely performance by the agency Protecting interest of the client by the agency Ad. Agency-Client Turnover Meaning--The no. of clients leaving the Agency and joining another agency Reasons: Types/ nature of services –not available No good quality/ performance Higher compensation Delayed performance Change in personnel Change in location No proper promotion of agency Loss of reputation Difference of opinions Withdrawal of the product from the market Loss of or no accreditation Dissatisfaction No proper treatment Lack of public liaison Ad Agency-Compensation Methods/Types Commission Charges Fees Cost plus system Bonus/Incentive Ad. Agency-Creative Pitch Meaning: Presentation by an Ad. Agency to its clients to secure an account It is a team of creative people in the Agency who prepare a presentation. Creative Pitch-Procedure Identify the client Meeting to the prospective client Preparing brief Selection of Pitch team Preparing outline of the