1. Introduction to Advertising

2. the advertising industry

3. Players in the Advertising Industry
The Marketer or Business Owner who will outsource advertising services
Advertiser
Are the ‘brand owners’ or clients. Handle the Marketing or PR plans, projects and budgets
Responsible for development of advertising and other communications
Agencies
Include advertising agencies, to placement agencies (Media), PR, Event and Activations, Digital Agencies etc
Specialists who provide skills and services to the agencies
Suppliers
Include printers, Film, Video, Photography, Web design, illustrators, Research companies etc
Are media owners from whom media agencies will buy space or PR will
Media
Include traditional (TV, Radio, Print, Out of home) and non traditional including Digital and Social Media.

4. The Advertisers Global Regional Local Global Strategy Biggest spenders
Local Adaptation of ATL
Local Strategy for BTL
Work with global affiliated agencies
Regional
Central Strategy from H/0
Same execution across markets with less/ minimal adaptation
Use large and medium sized regional agencies
Local insights driving local communication
Smaller budgets/direct booking
Less sophisticated
In-house or small mostly local agencies
Local

5. Source: Ipsos Synovate Kenya News March 2014
The Top Spenders
Source: Ipsos Synovate Kenya News March 2014

6. Industry Trended
Analysis source:

7. (TTL: Through the Line)
The Agencies
Above the line (ATL)
Strategy, Creative development
TV, Radio, Print Production
Design; Logos, Brochures, Packaging
Traditional Agency
Below the Line (BTL)
“Alternative media” Agency
Promotions, Experiential, Direct/CRM, Sponsorship, Events, Design, Internal Communications
Strong mechanics/consumer touch-points focus
Full Service Agency
(TTL: Through the Line)
Media:
Media/Channel strategy
Media planning and buying
Specialist media eg Digital, Content Management
Specialist:
Public Relations
Research
Brand Strategy and Design
Consumer Insights

8. Through the Line Marketing Services

9. Speciality Agencies Brand Strategy Media Independents Digital
Experiential
Research

10. All can be Globally Aligned (Majority or Minority share ownership) or Local/Independent

11. Top 10 Global Agencies
Source:

12. Top 10 Global Agencies
Source:

13. Top 6 Global Marketing Groups
Source:

14. Suppliers Art studios & web designers Printers & related specialists
Film & video houses
Research companies

15. Media Print Out-of-home Electronic Direct mail Digital interactive
Other

16. How advertising works

17. Client Role- The Genesis
Develops overall marketing goals, strategies and plans
Derived from the overall marketing strategy and plan, a
brand plan and advertising strategy is developed
Derived from the brand plan and advertising strategy, an agency communication brief is developed. This is shared with the appropriate agency

18. Agency Role- Bring to Life
Advertising Agency will interpret the brand plan into communication strategy
The communication strategy will be distilled into an inspiring creative brief
The Creative will develop the creative strategy and campaign

19. Agencies: People Media buying & planning Research & account planning/
Account management
Research & account planning/
Strategy
Creative concepts
Traffic control
Production
Media buying & planning
Talk about skills in specialist agencies
Admin
Other services

20. Account Management Role’s
Interpret
Manage
Motivate
Quality
Sell
Grow
To give your Client sound marketing advice;
Know about the marketing mix, where advertising fits. This will help you understand your client’s world a bit better.
Know their business, their competitors, their playing field.
Observe, question and read.
To help translate your Client’s business and marketing objectives into the best, most efficient, most effective communication campaign;
Know how to distill and interpret a business brief into a great communications brief;
Know the options that are available in terms of communication;
Know about target markets, about their habits, and about their media consumption;
Use your experts, but know enough to know when they’re bluffing.
To build your own agency’s business, both in reputation and profit.
Know how your own business makes money;
Know what great creative is, and how to get it;
Do all of the above, and what follows in this programme…

21. Process
Client:
Approves what is said and how it’s said so it fits into business objectives, budget and brand vision
Acct Mgt:
Leads the process, guides the agency to say it on time, on budget and according to client specs.
Strategy:
Determines what to say: and how relevant and persuasive the communication is
Creative:
How you say it..determine potential impact and how well it will be remembered.
Media:
Reaching the people you want to say it to.
All:
Review and evaluate results

22. In a nutshell Agency roles Develop Communication Plans
Create ads & implement plan
Manage integrated communication

23. Why is advertising important?

24. The Agency Business
Art is creativity, advertising is creativity with strategy
Jef I. Richards (1997), advertising professor

25. But does creative advertising produce Results?

26. “Nobody reads advertising. People read what interests them.
Sometimes it’s an ad”
Howard Gossage, 1950 ì

27. “If your advertising goes unnoticed, everything else is
academic”
Bill Bernbach ì

28. ì
After two decades of
research there is conclusive proof that creatively awarded advertising works better.

29. Why Why? ì It stands out from the clutter. ì It is remembered.
ì  It sticks in your mind in the days following its viewing.
ì  It has talkability: shown to have the greatest impact on sales.
ì  It is more persuasive.

31. What is Advertising ?
Advertising is communication crafted on behalf of a brand, aimed at eliciting some sort of behaviour or attitude change from its intended target audience.

32. Types of Advertising

33. Influence Perceptions
Brand Advertising
Influence Perceptions
Remind and Reassure
Features brand theme, drives positioning and aimed at building strong, long-term consumer attitude and loyalty.

34. Tactical Advertising
Informative
Persuasive
Features short term activity, event but aligned to overall brand theme and positioning.
Includes announcements, Retail ads, promotions, trade ads

35. Message Strategy
Emotional
Functional
Self Expressive

36. Issues facing the advertising industry

37. A survey conducted in 2013 by Forbes Magazine amongst 1,850 CMO’s in the UK established the following as the issues facing Advertising Agencies

38. Integrated Marketing Communications skills
..that 68% of the respondents put integrated marketing communications ahead of “effective advertising” (65%), when they were asked what the most important thing is that they want from an agency.
54%, point to the fact that marketing is becoming more complex due to the explosion of communication channel options that is making their job more challenging. An agency partner that can integrate messages holistically across channel is at a premium.

39. Accountability
Accountability and measurement is clearly keeping marketers up at night as the economy continues to be sluggish across industries and as marketing budgets come under greater scrutiny by the CEO and the board.
“For years agencies weren’t accountable. Now they are and the model is crumbling. Advertising that doesn’t drive business will lead to a quick end to the ad budget and perhaps the agency as well.”

40. The Digital Age
48% say that agencies “[Are] struggling to transition their business models in adapting to the digital age ” while another 26% say that agencies “Are acquiring assets, but are having difficulty integrating digital capabilities.”
In other words, almost three-quarters of the marketers are not impressed by the way traditional agencies are transforming themselves to adopt digital marketing capabilities.

41. What clients can do better
For their part, marketers recognize that they can make improvements by writing better briefs (74%) and getting senior client management involved in projects earlier (52%).

42. Thank You