THE ADVERTISING AGENCY 15.10.2014. INTRODUCTION AN ADVERTISING AGENCY IS A TEAM OF EXPERTS WHICH SERVICES CLIENTS WHO ARE KNOWN AS ACCOUNTS. SOME PROVIDE.

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Presentation transcript:

THE ADVERTISING AGENCY

INTRODUCTION AN ADVERTISING AGENCY IS A TEAM OF EXPERTS WHICH SERVICES CLIENTS WHO ARE KNOWN AS ACCOUNTS. SOME PROVIDE PUBLIC RELATIONS TOO

HISTORY IN THE BEGINNING OF 19 TH CENTURY BRITAIN’S FIRST AGENCY – WHITE’S – 1800 CE SELLING PRESS ADVERTISING SPACE

TOP AD AGENCIES TODAY BBDO PUBLICIS MCCANN ERICSSON EURO RSCG GREY ADVERTISING DMB&B ETC...

ROLE OF THE ADVERTISING AGENCY TO PLAN, CREATE AND EXECUTE AD CAMPAIGNS FOR CLIENTS SPECIALISED AGENCIES – ONLY CREATE, ONLY BUY MEDIA or OTHER SPECIAL SERVICES ACT AS A MIDDLE MAN OR INTERMEDIARY

TYPES OF AGENCIES FULL-SERVICE AGENCIES – FOR COMPLETE ADVERTISING CAMPAIGN MEDIUM SIZE AGENCIES – MODEST ACCOUNTS AND TAKE FREE-LANCE OR SPECIALIST SERVICES B2B AGENCIES – SPECIALISE IN TECHNICAL OR INDUSTRIAL GOODS (AIRCRAFT/CONSTRUCTION)

A LA CARTE AGENCIES WORK ON AD HOC ASSIGNMENTS UNDERTAKE A VARIETY OF WORKS – NEW PRODUCT LAUNCHES, PACKAGING IDEAS, CORPORATE IDENTITY, ETC A.CREATIVE AGENCIES (WRITING JINGLES, MUSIC, CONTENTS) B.NEW PRODUCT DEVELOPMENT AGENCIES C.DIRECT RESPONSE AGENCIES (CAMPAIGNS FOR MAIL ORDER)

AGENCY PERSONNEL ADVERTISING MANAGER (INCHARGE OF CLIENT’S ADVERTISING DEPARTMENT) – EXTERNAL ACCOUNT DIRECTOR – RESPONSIBLE FOR A GROUP OF ACCOUNTS (CLIENTS) ACCOUNT EXECUTIVE – LIAISON BETWEEN THE CLIENT AND THE AGENCY AGENCY MARKETING MANAGER

CONTINUED COPYWRITER – WRITING THE WORDING OF ADVERTISEMENT ART DIRECTOR – HEAD OF THE STUDIO VISUALISER – CREATIVE COUNTERPART OF THE COPYWRITER, A FIRST CLASS ARTIST LAYOUT ARTIST – CREATING AN EXACT PLAN OF THE ADVERTISEMENT TYPOGRAPHER – KNOWS DISPLAY AND TEXT

MEDIA PLANNING INTIMATE KNOWLEDGE OF THE RANGE AND VALUES OF AVAILABLE MEDIA THOUSANDS OF NEWSPAPERS/TV CHANNELS/WEBSITES/ETC.

MEDIA RATES COST PER THOUSAND SALES VIEWS READERS LISTENERS SO ON...

REMUNERATION VARIES ACCORDING TO SIZE OF CLIENT AND KIND OF MEDIA COMMISSION BY MEDIA OR MIXTURE OF COMMISSION (MEDIA) AND FEES (CLIENTS)

MEDIA CINEMA OUTDOORS RADIO NEWSPAPERS MAGAZINES TELEVISIONS

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