Business of Advertising 09/5/2013 Design for AdvertisingBusiness of Advertising

09/5/2013 Design for AdvertisingBusiness of Advertising Careers in Advertising There are five main areas of work within advertising agencies, to which graduates of any discipline may be recruited: Account executives Media planners/buyers Account planners Creatives Computing

09/5/2013 Design for AdvertisingBusiness of Advertising Careers in Advertising Account executives are the link between the agency and the client. They co-ordinate all aspects of the planning, production and implementation of advertising campaigns, working with colleagues, clients and outside organizations. Media planners/buyers place advertisements to achieve optimum impact, deciding on the appropriate timing, vehicle etc to reach maximum target audience at minimum price. Account planners are concerned with research, analysis and strategic thinking. They are “the consumer’s representative at the agency”, ensuring that campaigns receive input from those at whom the products and advertising are aimed and that they are accurately focused. Extroverts are more persuaded by adverts than introverts! They tend to want rewards more strongly. Creatives (copywriters and art directors) provide the message (verbal and/or visual) that will sell the product, according to the brief determined with client and colleagues. Computing. Agencies are increasingly recruiting IT grads. They are using IT to analyze the effect of advertising which enables them to give customers real information about the costs and benefits of advertising in a variety of locations and media. The second use for IT/Multimedia is the increasing variety of platforms available for advertising including Twitter, Facebook, LinkedIn and keeping abreast of new trends in technology.

09/5/2013 Design for AdvertisingBusiness of Advertising Ad Agency vs Design Firm First person to raise your hand gets a prize!

Ad Agency vs Design Firm Ad Agency: Business Account executives Media planners/buyers Account planners Creatives Computing Design Firm: Talent Creatives 09/5/2013 Design for AdvertisingBusiness of Advertising

Corporate Communications Activities that manage and orchestrate all internal and external communications Aimed at creating favorable point-of-view among stakeholders. The messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all their stakeholders, to transmit coherence, credibility and ethic. Corporate Communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders. 09/5/2013 Design for AdvertisingBusiness of Advertising

Corporate Communications Branding Corporate Identity Responsibility Reputation Internal/ employee communications Public relations 09/5/2013 Design for AdvertisingBusiness of Advertising

Name that Brand 09/5/2013 Design for AdvertisingBusiness of Advertising

Name that Brand 09/5/2013 Design for AdvertisingBusiness of Advertising

Branding Strategies 09/5/2013 Design for AdvertisingBusiness of Advertising First person to raise your hand gets a prize!

Intellectual Property Intellectual property (IP) refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images, and designs used in commerce. IP is divided into two categories: Industrial property, which includes inventions (patents), trademarks, industrial designs, and geographic indications of source; and Copyright, which includes literary and artistic works such as novels, poems and plays, films, musical works, artistic works such as drawings, paintings, photographs and sculptures, and architectural designs. Rights related to copyright include those of performing artists in their performances, producers of phonograms in their recordings, and those of broadcasters in their radio and television programs. 09/5/2013 Design for AdvertisingBusiness of Advertising

Trademarks/ Brand Names a distinctive sign which identifies certain goods or services as those produced or provided by a specific person or enterprise. Its origin dates back to ancient times, when craftsmen reproduced their signatures, or "marks" on their artistic or utilitarian products. Over the years these marks evolved into today's system of trademark registration and protection. The system helps consumers identify and purchase a product or service because its nature and quality, indicated by its unique trademark, meets their needs. 09/5/2013 Design for AdvertisingBusiness of Advertising

Copyrights the exclusive legal right, given to an originator or an assignee to print, publish, perform, film, or record literary, artistic, or musical material, and to authorize others to do the same. 09/5/2013 Design for AdvertisingBusiness of Advertising