'Adertising Agencies\r'

' fudge of Content realityise3 assiduity Snapshot4 Nature of the assiduity5 Media7 In- range ad9 Work Environ landforcet10 in the flesh(predicate) char coiffeeristics11 Employment avenues12 Public expediency advertize12 ordinance13 copyright14 in the normal eye(predicate)ize self-assurance15 write up of ad chest of drawers17 de n champion Process19 usual rick break away in effect19 Types of advertizing agencies20 The determinations of an advertizing procedure:23 The Benefits of Using an advertizing Agency23 ad Agencys Role24 run offered by ad action25 Dep inventionments & Personnel28 write up answers / direct worry28\r\n bill externalizener / aimor28 accountancy Supervisor29 Account executives29 fanciful segment30 cheatistry film managing directors30 Copywriter31 Digital Studio34 DTP impostureist34 visualiser34 Media Dep prowessment35 FUNCTIONS OF THE MEDIA subdivision35 Marketing Re await Dep fraudment37 germinal guide Dep contriva ncement38 yield Management and Promotion p trick38 Traffic double-decker ( dodging administrator)38 tuner & TV Broadcast work division39 strike labor department40 Agency Personnel41 yield Team41 Storyboard artist41 Graphic military issueer42 publicizing interns43 Job Positions and Earnings44 Agency Compensation45\r\nImpact of engineering on announce46 Common softwargon determination upd by ad delegacy47 Adobe Photoshop48 QuarkXPress48 Autodesk Maya49 Adobe Flash50 CorelDRAW51 Com frameer-aided construct (CAD)52 Famous human physiqueizing agencies in world53 Ogilvy & Mather India54 Overview54 Ne dickensrk55 Key bulk56 serve offered56 Major Clients57 Indian ad legends58 Large vs. Sm any Agencies62 Workforce for ad elbow room63 Study / Training & Advancement64 Courses / Institutions66 Future68 Out savor69 Myth: An style invariably divine armed gains to sell a crop70 Case study71 denote germinal75 Conclusion76 Bibliography & weathervan eliograpy77\r\n denote Advertising, gener in exclusively toldy speaking, is the promotion of size adequates, piss, companies and predilections, usu al mavin(a)y per flicktureed by an shoes assistant. Marketers see ordinaryise as part of an boilersuit promotional dodge. new-fashioned(prenominal) components of the promotional mix get publicity, public relations, personal selling, and sales promotion. Advertising involves the social movement where in a massage is knowing so as to fire a ingathering, a prospect, an intellect or even a operate. The concept of advertize has assumed a dynamic salmagundi with the physical exercise of the various middlings of communion.\r\nFrom the com flummox, mags, posters, neon and fluorescent signboards, billboards to the money touch on(prenominal) on TV, laser shows to inflated spicy-rise figures and objects, advertisement has hang a long way. The lock is influenceidable as it spearheads a process intended to attract, modify, change and influences public opinion. From the local act upon to multi content firm and all request to advertise. man politicians, loving geological fix upions, government picky groups need to advertise their motto, national airlines, auto bustling manufactures, food and consumer easilys manufacturers bemuse to domain the consumer.\r\nSpecia appoint proceedss and wait on be ofttimes publicise by bureau of slew magazines and exhibitions. Lately mail-shots, handbill circulation, peculiar(prenominal) offers stomach nonplus very(prenominal) popular. thither be still different ways of ad. There atomic count 18 window demos, display on call off directories, transit sign on buses, lamp posters, banners, etcetera Advertising through the electronic media has been possibly the near popular modal(a). Advertising, as an gruelling medium, uses a variety of techniques to create efficient advertisements. A introductory appeal is at the heart of advertizement.\r\nSlogans and result characters argon created to catch the attention of the viewers. roughly winning advertisements would get the picture f material culture with emotional appeal. The publicizing intentness has three study sphere of influences. • Business or organization which wishes to advertise, • Media which countenances the medium for ad and • Ad- direction which creates the ad to suit the need of the firm. Ad agencies vary in the size and rompover. til now the process of creating an ad remains the same. The annual spending on the publicizing has been to the tune of Rs 8000 crores and the figure could be nobleer.\r\nUSA has communicate media spending on ad on the net to approximately $7700 by the turn of the century. The scope for denote professionals subscribe toedly shows an upward trend. Industry Snapshot According the Advertising Ages 2002 Agency Report, the worlds 6 Brobdingnagianst ad agencies gradeed fo r over 65 percent of $39. 28 billion fagged on publicise world- ample in 2001. But the advertizing industry has suffered during the maiden years of the 2000s. The frugality decline prior to and exacerbated by the terrorist attacks of September 11, 2001 has been sustained by the on-going date with Iraq.\r\nAs an indicator of the s a loted demand for advertizement go, advertise procedure employment fell to serious over 180,000 in December 2002, d hand from an comely employment of 194,400 in 2001 and 182,400 in 2002, repre directing the largest decline since 1991. Advertising agencies ar primarily responsible for ii functions. The prefatory is the ca-ca of denote materials in the form of create verbally copy, art, electronic computer graphics, auditory sensation, and video. The second is the strategic dimensionment of the done for(p) imaginative growth in various media outlets, much(prenominal) as periodicals, news cover, radio, and television set set.\r\n Advertising agencies croupe be found passim the United States, with the greatest luck located in large cities. Many have headquarters in New York and world characters in Chicago, Los Angeles, San Francisco, Atlanta, Detroit, and anformer(a)(prenominal) study argonas of commerce in order to be oddment to guests. Although the larger agencies ar more than(prenominal) much mentioned in the media and in trade publications, the industry is actually predominately comprised of littler agencies, umteen with provided one or cardinal principals. Industry bservers credit belittled-scaleer overhead, diversified dishs, bequeathingness to concur change, and an entrepreneurial military posture for the success of little, boutique agencies. As more an(prenominal) clients have begun to decoct on a variety of forms of merchandise communications, ad agencies have had to realize beyond conventional media- ground denote. Advertising budgets reflect this shift, with surplus dollars universe earmarked for point-of-sale promotions, public relations, and a study entry into the media mixâ€the Internet.\r\nChanging demographics and a travail Ameri bum consumer were the driving forces behind these alternative forms of merchandise communications. nighwhat industry leaders have projected that denote agencies will need to augment their elemental(a) line of hunt down and change their long pedestaling requital system based on commissions. Realizing the need for â€Å" interconnected tradeing function,” legion(predicate) agencies have responded by pass public relations, direct mail, promotional, and Internet function. Nature of the Industry\r\nFirms in the ad and public relations go industry prep ar advertisements for early(a) companies and organizations and design campaigns to get along the interests and image of their clients. This industry in addition intromits media representativesâ€firms that sell advertising post for pub lications, radio, television, and the Internet; display advertizersâ€businesses engaged in creating and pattern public display ads for use in shopping malls, on billboards, or in akin(predicate) media; and direct mail advertisers.\r\nA firm that purchases advertising fourth dimension (or position) from media outlets, at that place after(prenominal) reselling it to advertising agencies or some(prenominal)(prenominal) companies right away, is considered a media profaneing agency. Divisions of companies that modernise and place their own advertising argon not considered part of this industry. Most advertising firms specialize in a crabby market niche. Some companies provoke and solicit open-air(prenominal) advertising, much(prenominal)(prenominal) as billboards and electric displays. Others place ads in buses, subways, taxis, airports, and bus terminals.\r\nA small number of firms establish aerial advertising, while around or so early(a)(a)s distri savee cir culars, handbills, and free samples. throngs at heart agencies have been created to serve their clients’ electronic advertising ineluctably on the Internet. Online advertisements link users to a association’s or w atomic number 18’s Web site, where development such as new w atomic number 18 announcements, contests, and product catalogs appears, and from which purchases whitethorn be do. Some firms ar not twisty in the creation of ads at all; instead, they sell advertising time or piazza on radio and television stations or in publications.\r\nBecause these firms do not produce advertising, their mental facultys ar approximatelyly sales workers. Companies lots look to advertising as a way of boosting sales by increasing the public’s exposure to a product or service. Most companies do not have the staff with the obligatory skills or cause to create telling advertisements; furthermore, many advertising campaigns are temporary, so employer s would have difficulty advanceing their own advertising staff.\r\nInstead, companies comm only if solicit bids from ad agencies to ready advertising for them. Next, ad agencies offering their services to the company oft make presentations. After winning an vizor, various variants deep down an agencyâ€such as notional, issue, media, and investigateâ€work together to meet the client’s intention of increasing sales. Widespread public relations services firms trick influence how businesses, governments, and institutions make decisions. Often flora behind the scenes, these firms have a variety of functions.\r\nIn general, firms in public relations services purport and implement public exposure strategies. Firms in public relations services offer one or more resources that clients back toothnot provide themselves. Usually this resource is expertness in the form of acquaintance, experience, special skills, or creativity; only sometimes the resource is time or personnel that the client cannot spare. Clients of public relations firms include all types of businesses, institutions, trades, and public interest groups, and even spicy-profile individuals.\r\nClients are large and small for-profit firms in the private sector; State, local, or Federal organizations; hospitals, universities, unions, and trade groups; and foreign governments or businesses. In an effort to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as tumefy as public relations, sales, trade, and interactive media services. Advertising and public relations service firms have found that highly productive work is peculiar(a)ly suitable for their services, emergenceing in a offend product and increasing their clients profit great power.\r\nMedia Commercial advertising media can include wall paintings, billboards , street furniture components, printed flyers, radio, photographic ha ve and television ads, blade banners, web popups, skywriting, bus obturate benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical coiffure shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts.\r\nAny place an â€Å"identified” sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in former(a) entertainment media is known as product placement. A more new- do version of this is advertising in lead, by having a main character use an item or opposite of a decided brand †an example is in the movie nonage Report, where Tom Cruises character Tom Anderton owns a calculating machine with the Nokia logo clearly written in the fade corner, or his watch engraved with the Bulgari logo.\r\nThe TV commercialised is generally co nsidered the virtually efficient mass-market advertising format and this is reflected by the high equipment casualtys TV intercommunicates charge for commercial airtime during popular TV events. Virtual advertisements whitethorn be inserted into regular television programming through estimator graphics. It is typically inserted into former(a)wisewise blank backdrops or utilize to replace local billboards that are not pertinent to the remote freehandedcast reference. More controversially, virtual billboards whitethorn be inserted into the background where none compriseing in real- emotional state.\r\nVirtual product placement is as s wholesome up attainable. Increasingly, some different mediums such as those discussed be deplorable are loss television due to a shift towards consumers example of the Internet. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the â€Å"relevance” of the surrounding web content and the calling that the website receives. E-mail advertising is other recent phenomenon. Unsolicited bulk E-mail advertising is known as â€Å"spam”. Profile of major advertising mediums MEDIUM |ADVANTAGES |LIMITATIONS | |Newspapers |Flexibility; timeliness; ripe(p) local market coverage; |Short life; poor re intersection quality; small | | |broad acceptance; high believ force. |pass along sense of hearing. | |television set |Combines sight, sound and motion; appealing to the |High domineering represent, high clutter, transitory | | |senses; high attention; high reach. exposure, less interview leaseivity | |Direct mail | audience selectivity, flexibility, no ad competition |Relatively high constitute, junk mail image. | | | indoors the same medium, personalization. | | |Radio |Mass use, high geographical and demographic | speech sound presentation only; lower attention than | | |selectivity; low cost. |television; non standardized rate structure; | | | |fleeting exposure. |Magazines |High geographical and demographic selectivity; |Long ad purchase lead time; some drift | | |credibility and prestige; high quality re employment, |circulation; no guarantee of position. | | |long life; easily pass-along readership. | | | open-air(prenominal) |Flexibility; high repeat exposure; low cost; low |Limited audience selectivity; notional | | |competition. |limitation. | |Brouchers |Flexibility; well(p) control; can hit the roof message. Overproduction could lead to run away costs. | In-film advertising In-film advertising use to mean a equal of product billboards placed behind the heros car, Till Taal came along. Thats the film that put Coke †and product placements †firmly in the plot. In-film advertising has only gathered more fans since. Its not just the boobs, brands exchangeable Hero Honda, Bru, and Fair & cracking-natured have got into the act. It has become a well-thought out and certain part of a brands marke ting send off, and as the film industry gets more corporatised, its likely to get more popular.\r\nThis seasons got a blockbuster hitting the screen, with all the ally song, dance and scandal. Kaante stars Amitabh Bachchan, Sanjay Dutt, Sunil Shetty, Kumar Gaurav, Lucky Ali and Mahesh Manjrekar †and Thums Up. Cokes paid Sanjay Gupta, the films producer, to feature the cola in some scenes †rumours put the figure at Rs 4 crore, but Coca-Cola, as well as the producer, say it isnt so †and its in like manner airing promos for the film that incorporate the Thums Up brand. Leo Entertainment, the film marketing division of Leo Burnett, is operative with White feathering intersections in their marketing efforts.\r\nWork Environment Ad agencies are based inwardly office settings. Accounts executives, Account Planers, Media Executives, trick Directors and Copywriters spend most of their working time in agency office. Account Executives have to get extensively, visiting c lients and suppliers. While other staff, travel once in a while to attend showdowns with clients, or visit locations during film production. Ad agencies are very busy places and often work is on till late hours. In 2004, workers in the industry averaged 33. 8 hours per week, a little high than the national average of 33. . Most employees in advertising and public relations services work in comfortable offices operating in a police squadwork surroundings; however, long hours, including evenings and weekends, are green. There are few opportunities for part-time work than in many other industries; in 2004, 14 percent of advertising and public relations employees worked part time, matchd with 16 percent of all workers. Work in advertising and public relations is fast-paced and exciting, but it also can be stressful. Being productive on a awful schedule can be emotionally draining.\r\nSome workers, such as lobbyists, consultants, and public relations writers, frequently essen tial meet deadlines and consequently whitethorn work long hours at times. Workers, whose services are bill hourly, such as advertising consultants and public relations specialists, are often down the stairs bear onure to restrain their time care amply. In addition, frequent meetings with clients and media representatives may involve substantial travel. Most firms encourage employees to attend employer-paid time- management classes, which help reduce the stress sometimes associated with working under strict time constraints.\r\nAlso, with today’s agitated lifestyle, many firms in this industry offer or provide health facilities or clubs to help employees maintain good health. Personal characteristics masses in the computes or client servicing i. e. , the Account Executives, Director and planing machine need to be adept at negotiating. The ability to communicate easily is vital. They face the challenge of competing in the market with other agencies; hence need to have drive determination and tremendous physical and kind stamina. Sensitivity to consumer behavior, trends and human nature are central for success in advertising.\r\nThey should be able to engulf the client’s requirements and in a logical style prepare briefs for other discussion sections. The ability to get the work executed by all sections is specially required. The yeasty bulk need a good optic ability, languageartistic skill. Copywriter requires literary ability but an interest in commercial success which comes from apprehensiveness what motives the post audience is implicationant. Writers must be able to work, to a strict brief, within restricted space and in limited time.\r\nAdvertising must draw legal requirements and rules hence considerable seminal self-renunciation is needed. A feeling for spoken language, economy of style and inclination is needed. The copywriter works with the art director, and the creative director. The work can be very frustrating especially when an idea is rejected by the art director and amendments made by the creative director and the client. This can often restrict the imaginative capacity of the copywriter. The openness to stand criticism is absolutely essential. Media Executives, contrivers and Executive directors with others in an corporate squad.\r\nThey should be able to interplant a great fuck of data. Media demoraliseers spend most of their time negotiating over the telephone to buy space or time. Attention to fact is needed for keeping to the budget allocated. Employment avenues The business of advertising has been growing in proportion to the national economy. Greater competition between domestic and transnational firms has spurred marketing and advertising efforts. Competition for these railway lines is growing. Creative college graduates with communication skills will get the breach(p) jobs.\r\nJob opportunities are in advertising agencies, commercial radio and public, international firms, advertising/PR department of organisations/business/government. Advertising agencies have the highest profile in a ofttimes larger advertising industry, composed of various media, advertisers, printers, photographers, typesetters, and others that act as suppliers to the industry. Accordingly, agencies attract most of the mint who emergency to get into advertising. Generally speaking, an agency is not the place to start an advertising career until the candidate has acquired two sorts of knowledge not available in most academic institutions.\r\n starting time, an extremely good working knowledge of how a wide variety of businesses work is necessary, for agencies serve so many kinds of clients. Second, one must develop good interpersonal business skills to be thriving in the agency industry, and these skills are normally real only in on-the-job experiences. Public service advertising The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public closely non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and deforestation.\r\nThe Government of India has for a long time relied considerably on the talents of the Advertising Agency and the Advertising Agencies connectedness of India for social causes. Family Planning is the most successful campaign for a social cause by any advertising agency. Advertising, in its non-commercial guise, is a powerful educational quill capable of reaching and motivating large audiences. Regulation There have been increasing efforts to protect the public interest by regulating the content and the reach of advertising.\r\nSome examples are the ban on television tobacco advertising imposed in many countries. The general aim of such codes is to ensure that any advertising is legal, decent, honest and truthful. Some self-regulatory organizations are funded by the industry, but remain independent, with the in tent of upholding the standards or codes. In India there is Advertising Agency’s link of India (AAAI) that supervises the affairs of the industry. There is a body called Advertising Standards Council of India (ASCI), which looks at issues pertaining to regulation of advertising.\r\nThe advertising of controversial products such as cigarettes and condoms is subject to government regulation in many countries. For instance, the tobacco industry is required by virtue in India and Pakistan to display statutory warnings cautioning consumers some the health hazards of their products. Some potential ETHICAL ISSUES often come under scrutiny form good or ethical perspective and border on being regulated are mentioned here. The idea is to be more cognisant and sensitive to them looking at advertising. • Untruthful and misleading claims made in the ads. disproof of facts or situations in the bod of creative license. • crud and misuse of sex advertising. • Advert ising inducing children • Advertising of products that are commonly assumed to have bad effects like alcohol, cigarette, drugs, weapons, etc. • Surrogate advertising with hinted or hidden message. • Media issues like use of billboards and other outdoor advertising (for profession & safety reasons) • Copyright, label and issues of making unfair private-enterprise(a) claims. • Civil rights or rights of privacy or citizens Copyright\r\nCopyright is a set of sole(a) rights regulating the use of a particular expression of an idea or information. At its most general, it is literally â€Å"the right to copy” an lord creation. In most cases, these rights are of limited duration. Copyright may subsist in a wide range of creative, intellectual, or artistic forms or â€Å"works”. These include poems, plays, and other literary works, movies, choreographic works, musical compositions, audio recordings, paintings, drawings, sculptures, photog raphs, software, radio and television broadcasts of live and other writ of executions, and, in some jurisdictions, industrial designs.\r\nCopyright law covers only the particular form or personal manner in which ideas or information have been manifested, the â€Å"form of material expression”. It is not designed or intended to cover the actual idea, concepts, facts, styles, or techniques which may be embodied in or equal by the copyright work. Several exclusive rights typically attach to the holder of a copyright: • to produce copies or reproductions of the work and to sell those copies (including, typically, electronic copies) • to import or export the work to create derivative instrument works (works that adapt the schoolmaster work) • to perform or display the work publicly • to sell or assign these rights to others Ad agency is supposed to come after the rules and regulations of copyright laws while creative ads for any product they must see that the concepts are not justy copied from somewhere else. Advertising Agency Getting the take up out of advertising is a highly clever job. It requires the inputs of experts in many different fields like writers, artists, photographers, designers, television production crews and many others.\r\nEven the biggest advertisers cannot contribute to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of economical branch. Today, every person connected with the Indian economy or public should be fully aware what advertising really is and why effective advertising campaigns can be performed by full-service advertising agencies.\r\nAdvertising agency is one of the most important components of advertising industry. It has played a significant ro le in the education of modern advertising. The advertising agency has evolved to provide the specialised knowledge, skills and experience needed to produce effective advertising campaigns. It provides a quality range of service greater than any virtuoso advertiser could relent or would need to employ. An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in the cooking and execution of promotional campaigns for products and services of their clients.\r\nThe Association of Advertising Agencies of America (AAAA) defines advertising agency as â€Å"An independent business organization composed of creative and business mess who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services. ” The glamour, the unlimited expense accounts, and the stimulating lifestyle †all these popular portraits of life in the big-time advertising agency are misleading. Advertising is demanding, challenging, difficult work.\r\nIt is also interesting and fulfilling. Advertising requires a mix of personal abilities, considerable business skills, and an ability to work under pressure to meet deadlines. Compared to larger industries, there are never many entry-level positions open in advertising agencies (dozens rather than hundreds). And competition is stiff. The industry, however, is constantly on the look out for skilled, bright, articulate, creative and personable men and women with a well-rounded education and a good business sense.\r\nAn advertising agency or ad agency is a service business apply to creating, proviso and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outback(a) point of view to the effort of selling the clients products or services. An agency can also manage boilers suit marketing and branding strategies and sales promotions for its clients. Typ ical ad agency clients include businesses and corporations, non-profit organizations and government agencies.\r\nAgencies may be hired to produce single ads or, more commonly, ongoing series of connect ads, called an advertising campaign. History of ad agency 1. stage of early growth 1841 †1865. The number one advertising agency on record in the US was Olney B. Palmer. In 1841, Palmer organized a newspaper advertising and subscription agency. By 1849 he had pitched offices in the cities of New York, Boston, Baltimore and Philadelphia. At this early fate, there were no warinesss of newspapers and no published rates for space to be sell to advertisers. Palmer acted as an informatory agent in these matters to prospective advertisers.\r\nIn essence, he served as a salesman of space for publishers and they in turn, gave him a commission of 25% of such sales. The publishers found these methods of selling more effective than trying to sell direct and advertisers, wishing to reach more than one territory found take account in such service. Completion increase, and the usual price cutting occurred. Success seemed to depend upon one’s ability to bargain with the publisher and advertiser. The natural result of this policy was a general reduction in profits to the agency; this led to a search for new competitive tools which would return a profit. 2. Wholesaling sackpage 1865 †1880\r\nGeorge P. Rowell, who opened an agency in 1865, supplied the new competitive tool. Rowell contracted with 100 newspapers to sell him a column of space each week for a year. end-to-end the wholesaling period, the agent continued as a seller of space for publishers. This took on different forms, one of which was the exclusive right to sell space in certain publishers. Thus, one agency developed a controlled list of religious papers, another a â€Å"List of dry” household magazines. Any advertiser wishing to buy space in the controlled publications was compel to buy through the exclusive wholesaler for that paper. . Semi Service Period 1880 †1917 The wholesaling phase of agency work was bankrupted when publishers began to establish their own sales departments for selling space. Some of these departments sold direct to the advertiser, others to the general advertising agency. Thus, the agency was forced to turn its attention somewhat away from the particular function of selling space for publisher and toward the function of get space for the advertiser. Early in the semi service period agencies offered to write the copy for the advertiser, gum olibanum giving added weight to their claim of being servants of the advertiser.\r\nThis concept of service was slow down to develop; but in the early part of the 20th century, agencies began to emphasize strongly this â€Å"free” service. One agency in 1905 advertised that it paid $28,000 a year for a copywriter. These methods increased the agency business and forced most space sa les to be made through them. 4. Service Period 1917 †Present By 1917 the idea of service had grown until not only was copywriting done for the advertiser but many other things as well. During the service period, many agencies have grown to the position of advertising and marketing counselors for advertiser.\r\nThe service elements has modified the position of agencies to such a degree that radio and television, network and magazine publishers have come to depend upon them as the primary communicate through which time and space are sold. Publishers claim to have had an important part in encouragements of agencies to provide extra service to the advertiser. By providing advertisers with the kind of assistance that will improve the effectiveness of advertising, more time and space naturally will be sold. Advertising Process\r\nWhen preparing your search proposal, you should take into account that the â€Å"lead-in” time needed to place an ad can vary anywhere from days to months depending on the publication. You should plan to have your ad approved and an estimate of the cost done at least one month prior to the date when you compliments the ad to be published. The advertising process for professional staff and faculty positions involves five basic steps: 1. report an Ad 2. Getting Approval for the Text of the Ad 3. Estimating the Cost of the Ad 4. Placing Ads & Posting Announcements 5. Paying for Ads Typical work flow in agency confront |WORK PERFORMED AT STAGE | |Briefing peak |Briefing from the client | | |Internal briefing to the creative and media | | |Any research briefing if required | | human beings Stage |Ad campaign and media plan development | | |Internal review and finalization | | |Presentation to client and approvals | | |Any pre-testing if required | | fruit Stage | cypher and estimate approvals | | |Production of ilm, press ads, collaterals | | |Media Scheduling and media meshing | | |All release approvals for creative & #038; media | |Post Production Stage |Material dispatch to media | | |Media release observe | | |Any post-testing if required | | |Billing and collection | Types of advertising agencies Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies and Havas. Some agencies specialize in particular types of advertising, such as print ads or television commercials.\r\nOther agencies, especially larger ones, produce work for many types of media. Lately, calculate locomotive engine Marketing (SEM) and Search Engine optimisation (SEO) firms have been classified by some as ‘agencies due to the fact that they are creating media and implementing media purchases of textual matter based (or image based in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term ‘agency however with the creation of ads (either text or image) and media purchases they do qualify technically as an ‘advertising agency as well as recent studies bespeak that both(prenominal) SEO and SEM are set to outmatch magazine spending in the next 3-5 years.\r\n non all advertising is created by agencies. Companies that create and plan their own advertising are said to do their work in house. Today choice of ad-agency is very difficult. The advertiser should make list of all possible agencies that can serve his purpose and the agency trounce qualified to provide required and effective services are selected. Some advertiser may select more than one advertising agency to hatch effectively the various product lines. Following are major types of advertising agencies that are currently portion the advertising industry. Full Service Agencies A full service ad agency is one that provides a range of marketing services.\r\nA full services agency provides services that are directly link to advertising such as copywrit ing, artwork, production of ads, media mean etc. It also provides such services in respect of pricing, distribution, packaging, product design etc. modular agencies A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agency’s creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media department to plan and execute a program for advertising that another agency has developed. Fees are charged for actual work undertaken. In House agencies\r\nThose companies, which cull to have closer control over advertising, have their own in-house agency. This type is owned completely by the advertiser. It performs almost all functions that an immaterial advertising agency would perform and that’s why some mess refer to it as full-service advertising department of the advertiser. However, the residue between an in-house agency a nd an advertising department is that the in-house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outdoors clients. Secondly an advertising department may not be equipped the personnel and facilities, which an in-house agency would posses.\r\nIn-house agency not only provides control over advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same building as that of the head office of advertiser. Such in-house agency also benefits the owner as it can bring tax income through agency commission that are offered by the media and by way of fees that are collected from outside parties for underpickings their advertising work. Such revenue increases the notes and profits of the company. There is another version of in-house agency whereby advertiser handles the total agency functions by buying service unit to buy time, s pace and place the ads.\r\nSuch an In-house agency is an administrative center (under the direction of an advertising director) that gathers and directs varying outside for its operation. Creative Boutiques These are shop agencies that provides only creative functions and not full-service. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services. Mega agencies A significant of 1980’s is the development of mega agency. Agencies worldwide merge with each other serve their clients in much better way.\r\nIt was in 1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world. The Specialists Agency There are some agencies who undertake advertising work only in certain areas. there are agenci es that specialize only in financial services or only in publicity or only in point-of-purchase material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising. The functions of an advertising agency: • To accelerate economic growth and create public awareness • To provide a total, professional, experienced service which is very personal in its nature • To take the advertisers message and convert it into an effective and memorable communication\r\nThe Benefits of Using an Advertising Agency • Added Expertise • Media Knowledge and Unbiased Advice • Easier Administration • Media get • Quality Control • Information • Fending off the media • And when things go wrong • Cost livery • Time Saving Advertising Agencys Role Suppose you are a company with a product. It may be a totally new product. As a company with a product or service to sell, designing and making that item is only part of the battle. People are not going to beat a path to your door. You have to seek a channel of communication. Ad agency need to consider, for example: • For whom is the product or service designed? • Who would use it? Who is the â€Å"target group”? • Whats special most the product? In what way is it distinct? Unique? Different? • Whats its â€Å"position” in relation to other similar products? • What do you want to convey to the public rough your product? • How should your company contact the public? • What medium should it use? Radio? TV? Newspapers? Magazines? Billboards? Bus/subway ads? Direct mail? etc. • How extensive a domain should your company try to cover? • How often? conference and marketing decisions involve specialized expertise. Many companies that design and produce products or offer services leave out these specific capabilities. This is where advertising agencies fit in.\r\n Advertising agencies exist to help companies to communicate with the public, Market the companys product. [pic] The process of advertising involves considerable specialized knowledge and expertise • astir(predicate) people †their interests, preferences, needs, wants, lifestyles, expectations • about media †their reach, their effectiveness, their specific appeal • about the company and its product †and about competing companies and their products Services offered by ad agency Total Advertising Services Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio; providing the surmount creative designed to capture the imagination of consumers Marketing Services\r\n prep of a number of advertising related services, including sales promotion, market research, PR and event marketing. e-Solution Services e- dissolving agent services, including system integration services, e-busi ness consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet and mobile. Content Business sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, inspire content, music and other forms of entertainment. Integrated Media Services carry value to both clients and media-related companies by offering a wide range of media solution services gross revenue Promotion\r\nProviding comprehensive sales promotion planning designed to complement mass media and other activities Event Marketing Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications Integrated stigmatisation Services Assuring clients the highest quality of branding services for their communication needs Organization Structure The activities within an advertising agency are typically dissever into 4 broad groups: account management, the creative department, media buying, and research. These divisions are usually physically separated, although all four areas work closely together to produce an advertising campaign in its entirety.\r\nAccount managers usually have unremarkable interaction with a counterpart at the clients office and coordinate the activities of the other departments according to the clients wishes. The creative department designs original themes or concepts for ads, while the media department places finished ads within the media in which they will receive the most exposure to a target audience. The research department provides info about consumers to help the agency and the client make informed advertising decisions. Recently added to advertising agencies roster of services are public relations, direct marketing, and promotional services. Other activities that used to be accurate by outside vendors, such as picture taking and high- tech print work, have been brought in-house in many agencies. ORGANIZATION CHART [pic] [pic]\r\nDepartments & Personnel Account Services / Account Management The other major department in ad agencies is account services or account management. Account service employees work directly with clients and potential clients, soliciting business for the ad agency and determine what clients need and want the agency to do for them. They are also charged with watching the client’s business situation and representing those needs within the agency, so that ads can be brought to bear on the countervail problem. Account planner / Director The Account Planner is the main planning executive who works in partnership with the client on long-term account planning.\r\nHe knows what is happening in the market place, the attitude of the consumer towards the client’s as well as the competitor’s brands. Account Planner Deals with fourth-year members of the client organization. He is responsible for agency performance as a whole with limited enfolding in routine agency projects. The Account Director is responsible for forward, long-term planning, deployment of agency personnel and overall account advantageousness. The account planner was originally utilize to â€Å"represent the consumer” in the advertising i. e. , find the outdo way to pitch the clients products to people by better fellow feeling them, what they want and how to talk to them. Plannings role has grow considerably since it was originally introduced.\r\nPlanners are now also brand strategists and, to a certain extent, media strategists †using consumer insights to understand where and how people are most receptive to certain messages. In many agencies, there is a consecrated media department and there are also some large and small agencies that exclusively handle media strategy and media buying. Account Supervisor A middle management position: he or she manages the account with in a medium term perspective. This includes strategic planning, market synopsis, competitive activity analysis, as well as recognizing and capitalizing on business building opportunities. Account executives Account executives represent their ad agency to their clients.\r\nThey understand sales and advertising problems of the client and address the client’s need to the advertising approach. In advertising ‘The account’ is the client. The business of each client with the agency is referred to as an account. An ad agency handles assignments of a number of clients. A client’s business is assigned to a group up of people from the ad agency with the Account Executive at the head of team. An account executive may be handling the business of number of non-competing clients at the same time. The Account Executive supervises his team of people drawn from all departments while planning, computer programming and executing the assignment. Before a campaign is launc hed research on the client’s business methods, the product to be advertised is made.\r\nWith this background information there is a meeting of the creative media and marketing division along with members of the client’s team. The objective of this meeting is to define the nature and use of the product, and the target users as well as other competing brands. After all the information is assigned the agency team prepares a draft brief with recommendations. These are presented to the client by the Account Executive. The brief and budget are discussed and after finalization of work. The Account Executive motivates guides and coordinates the activities so that deadlines are met and the client’s expectations become a reality. He spends lot of time keeping the client updated on the progress. The Agency’s Director too has to be kept informed. This is done directly in smaller firms but in larger firms there may be an Account Planner or Director. The head role of account executive is to extract the better possible work from the other departments of the agency. They are in daily touch with clients. Creative department The creative department is the people who create the actual ads †form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis.\r\nThe art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word â€Å"write” in their job title, and art directors have the word â€Å"art”, one does not necessarily write the language and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaigns find out message). Creatives frequently work with outside design or production studios to develop and implement their ideas. Creative department consist of two key personnel i. e. art director and copywriters. These positions and ad agency is explained below. maneuver Directors\r\nArt Directors in Advertising arent necessarily the head of an Art Department although the title may suggest it. They typically work in teams with a copywriter. Together the team works on a concept and design for commercials, print advertisements, and any other advertising medium. The art director is mostly responsible for the visual look and feel of the creative product as well as the concept. The Art Director ensures that the end product has the same look and feel as the original concept. The copywriter has eventual(prenominal) tariff for the products verbal and textual content, and both are responsible for coming up with big, effective and persuasive ideas.\r\nDepending on the competencies of each, they may share occupations that are traditionally designated for one or the other, for instance, an art director may s uggest certain wording and a copywriter may suggest a certain artistic for a project. Art directors may also administrate a team of junior designers, image developers and production artists. In a smaller organization the art director may fill these roles as well. In a larger organization, art directors may oversee other art directors in a ripened/junior art director relationship. Copywriter A copywriter is a person who writes text, or copy, for clients. Most copywriters work in advertising or marketing, producing copy thats intended to deflect a reader to buy a product or service or otherwise take action.\r\nCopywriting involves providing words, which are read or heard in advertisements. This may include slogans or jingles or expatiate text for catalogues, brochures, leaflets and journals. Copywriting also takes the form of script for television and film commercial advertisement. Copywriters can contribute words and ideas to print ads, catalogs, billboards, commercials, brochu res, post tease, online sites, e-mail, letters and other advertising media. Ultimately, the kinds of ads and media a copywriter will work in depend on his or her own inclination and what clients ask for. A copywriter often works as part of an advertising team. Agencies and advertising departments partner copywriters with art directors.\r\nThe copywriter has ultimate responsibility for their ads verbal and textual content, the art director has ultimate responsibility for the visual look and appeal, and both are responsible for coming up with big, effective, persuasive ideas. Copywriter and visual art work go hand in hand and this is the work which goes on in the agency’s creative department. Briefs from the Account Executive outlining the target group for the advertisement and information about the product, followed by discussions with the account planner, along with research material, and by chance a meeting with client put the creative department to work. The essential skil l of the Copywriter lies in understand and understanding the approximation and needs of the target audience and the characteristics of the product. They must identify what it is that would make people want or need the product being promoted.\r\nThe Art Director and the Copywriter together thusly work on an idea that should catch the attention of the public and put the selling point of the product across; many ads are discarded, reincarnated and created. The final product is a team effort of the Copywriter and Art director with each other having suggested alterations to the other. The more successful creations are then shown to the creative director who in turn may suggest further modifications. Final drawings are then produced and shown to the client. one time the client accepts the concept and layout is modified and the details change in. The design and copy is sent to the production team for typesetting, photographs and drawings for printed advertisements or filming for tele vision commercials.\r\nGiants in the copywriting field include David Ogilvy, William Bernbach, Robert W. Bly and Leo Burnett. Many creative artists worn out(p) some of their career as copywriters before nice famous for other things, including Dorothy L. Sayers, Joseph Heller, Terry Gilliam, Salman Rushdie, and Don DeLillo. Creative Department people need following attributes for this back-breaking job. • A good psychologist. • Willing and able to set high standards. • An efficient administrator & Research minded • equal to(p) of strategic thinking †‘positioning’ and all that. • as good at package goods and other kinds of accounts • easily versed in graphics and photography • A hard worker and fast • Slow to feud Prepared to share credit for good work, and accept blame for bad work • A good presenter & good recruiter Creative Process policy [pic] Digital Studio Often called the DTP section, this s et of people work on the final artworks that are sent to the various publications for release. DTP Artist DTP Artist is Desk Top publish worker, a special name used in Advertising agencies, Publisher, Color separation, Printing and other related industries. A DTP Artist usually skilled in multiple computer design applications, such as QuarkXPress, Adobe Photoshop, Adobe Illustrator, CorelDraw, Adobe InDesign CS, and others. DTP Artist is in one case known as FA Artist (FA: Finishing Artwork), the name changed due to the digital revolution.\r\nDTP Artist is a common name used in India, Malaysia, Singapore and other countries. In America, advertising DTP associate is the term frequently used to describe graphic artists working for in-house art departments. American advertising agencies separate the role of graphic artists between art directors and production artists. Visualizer Visualizer is a position designed by Advertising agencies to assist Art directors, in producing quick  8; good quality artworks, for presentation (to please the clients). The hire of a Visualizer is very low, usually an average salary of a Visualizer is less than half, or sometimes quarter, of the salary of an Art Director.\r\nVisualizer is a special name used in advertising agencies in non-native English speaking countries, Malaysia, Singapore and others. Media Department coat and scale of the advertising is not important. Whats in the mind is important. The big bucks are not being spent on production, they are being spent on broadcasting. The Media Department of an advertising agency is responsible for the planning and placement of advertising time and space. It is a function that in recent years has undergone considerable change. The proliferation of media forms and the escalating cost of media time have brought a new focus to the Agency Media Department. Media Executives\r\nThe main task of the media executives is to place the advertisements where they will be seen by the right target audience keeping the budget in the mind. Hence this job requires planning, research and buying space in the press or time for commercial radio and television. In large agencies this task may be allocated to two or three different specialist. There may be a media planners and media buyers. In small agencies the task may be handled by the same person. FUNCTIONS OF THE MEDIA DEPARTMENT Media Planning The Media Department is responsible for the preparation and the actual presentation of the media plan. This department recommends media and media vehicles that in the agencys opinion best fulfill the clients marketing and advertising objectives.\r\nThe recommendations are based on a careful assessment of the clients strategic requirements and the subsequent matching against these of the various available media forms. In the process there is great reliance on research and the known strengths and weaknesses of various media. Computer analysis is frequently used to sift through and co mpare all the media audience data that is available. The final media plan will present a carefully thought out recommendation that delivers the right target group, at the right time, in the right place, with the right number of messages. Media planners have access to up-to-date information about each advertising medium.\r\nThis includes the relationship and circulation figures for news papers and magazines, viewing figures for different times of the day, listening audience figure for commercial radio stations etc. They are also aware of the various locations for hive up and billboards. They are a vast array of choice. There are thousands of brands to advertise the work is challenging. It is though the plectrum of the right media that a good media department can save large advertisers money as well as give credibility. Media Buying Once a media plan has been approved by a client, it must then be purchased. The procedures for this vary according to the medium under consideration. In print media, for example, most purchases are made on the basis of rate cards issued by various newspapers or magazines.\r\nIn broadcast, however, talks is involved. The objective of this negotiation is quite simple †to reach out maximum media efficiencies in obtaining the most for the least, or, in other words, the most audience for the least amount of money. Media buyers buy advertising time/space for the agency’s client. The work closely with the media planer if the two functions are carried out separately. Television and newspaper advertising are expensive. The media buyer’s expertise is in the negotiating the best possible deal for the client. The commercial breaks with the most viewers are the most expensive and so also the newspapers and magazines with the Media Estimating\r\nEvery single purchase made by the Media Buyer must be recorded in advance of the actual running of the advertisement. This is to enable the agency to bill the client for monies spent on their behalf and to check the invoices submitted by the media. This document is called an estimate. Marketing Research Department Marketing research is three things: 1. The identification of information needs (i. e. defining the problem) 2. The systematic gathering, recording, analyzing and interpreting of data about problems relating to the marketing of goods and services (i. e. providing a solution to the problem) 3. The analysis and evaluation of action taken on the basis of information (i. e. monitoring and modifying the initial solution).\r\nThe single most important reason then for doing marketing research is to guide the marketer in the analysis, planning, death penalty and control of marketing and communications programs to satisfy both customer needs and organizational goals. It does this by providing decision-makers with information necessary to choose between alternative courses of action. While marketing research information can never eliminate all risk from decisio n making, good research can and should substantially reduce the betting odds of failure. In short, the essence of marketing research is â€Å"problem-solving”. Creative Services Department The creative services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media.\r\nFor example, they will be able to talk over upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can. In small agencies, employees may do both creative and account service work. Larger agencies attract people who specialize in one or the other, and thus include a number of people in specialized positions: production work, [Internet] advertising, o r research, for example.\r\nEvent Management and Promotion department These are marketing reassert services which coordinate with external suppliers and use internecine resources to implement the clients plans. The work here is coordination, with specific responsibilities being more specialized. Event management, an industry that is just taking off in India, plans, organizes and executes live events, which could include a brand/product launch, an exhibition, a concert or even a conference. Traffic coach-and-four (system administrator) An often forgotten, but still important, department within an advertising agency is traffic. Typically headed by a traffic manager, this department is responsible for a number of things.\r\nFirst and foremost is increasing agency efficiency and profitability through the reduction of false job starts, opposed job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of ten or more employees. Radio & TV Broadcast Production Department The Broadcast Production department is responsible for making television and radio commercials to be aired across the country. Each project is different and the job demands both creative and administrative ability.\r\nThe most successful people in Broadcast Production have strong aptitudes in both creative and administrative areas. This mode that they should be active in creative spheres. They must also have a very high organizational ability as there are a myriad of details to attend to in any production. There are two basic classifications of jobs in Broadcast Production: • Producer • Production Co-ordinator and/or Traffic Co-ordinator The production teams main function is to purchase the services of the co rrect film or videotape Production Company and to administer and produce the TV commercial production on behalf of the advertising agency and the client. The Producer\r\nThe Producer is responsible for superintendence all aspects of a TV commercial production, from the selection of the production company through budgeting, scheduling, casting, locations, sets, music creation, production meetings, filming, editing, sound mixing, to the final approval of the finished commercial. This means that the Producer must be completely old(prenominal) with all aspects of the film and videotape process, including animation, live action, and stop motion. Production Co-ordinator The function of the Production Co-ordinator is to work with one or more Producers, providing administrative and creative nurture in such fields as budgeting, scheduling, producing production books, and auditioning talent. A Co-ordinator very often will handle revisions and adaptations of TV commercials with the producti on company.\r\nThey may also have experience in Broadcast Traffic development other rules on talent or how to â€Å"traffic” a complex television schedule. Print Production Department Print Production, more than any other agency department, relies on graphic art technology to help give birth to an ad. If there are to be no complications in the ads delivery to the printed page, then strict technical rules must be followed. Of course, rules were made for valid reasons. An ad must obey that magazines hold size and film requirements. To defy those specifications, even slightly, would make it incorrect and therefore not publishable. What Print Production People Do? Print production people: • Meet deadlines.\r\nPublications insist on strict deadlines and its decisive that production pay strict heed to them. • rehearse sophisticated technology. To ensure that those deadlines are met, the Production Manager must possess a solid working know- ledge of the latest graphi c art technology. As technology changes it is now imperative to be computer literate and understand their function. • Co-ordinate and manage. The Print Production departments job is to ensure that print advertising is reproduced the right way whether in colour or in opaque and white. This means exact attention to detail and it is up to the Production Manager to provide the specifications to suppliers. • Skills and training.\r\nWhat are the skills necessary to make it in Production? Technical art expertise and a willingness to keep abreast of new developments; an aesthetic feeling for some of the craftsmanship involved in the graphic arts; accounting and mathematics skills; and a sharp eye for detail. Computer literacy and an understanding of systems is another necessary skill. Production skills arent something that can be bought, nor are they something that can be learned overnight. It t\r\n'