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Advertising Management

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ContentsAdvertising agency

Facilitating Institutions

Regulatory Board

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Advertising Management Advertising management is focused on

the analysis, planning, control anddecision making activities of Advertiser.

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The Advertiser

In developing and managing an advertisingcampaign the advertiser basically dealswith numerous institutions.

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Major institutions involved in

Advertising Management

Markets and consumer behavior

Advertiser

Advertising Agency

Media

Research Suppliers

Government

Competition

Control InstitutionsFacilitating Agencies

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The AdvertiserAdvertiser is the core institution in Ad

Management

Expenditures of advertisers provides theestimated size and growth of the AdIndustry

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The Advertiser (Contd.) Small and large scale advertisers can be

distinguished from the degree to which they

use the facilitating agencies.

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The Advertiser (Contd.)Advertisers differ from the markets they

serve, the goods and services they

produce and the media they serve. Consumer Advertisers

TV, radio, Consumer magazines

Industrial Advertisers Trade Magazines, Business News Papers, direct

mail, trade shows

Retail Advertisers Local Newspaper and Radio

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The Advertiser (Contd.) Brand manager does the advertising

Management internally, since he/she isresponsible for all the marketing relatedactivities of the brand.

Ad Managers / Category Managers

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Advertising Expenditures Consumer Products

Industrial Products

Retail Products

Non Profit Organizations

Advocacy advertising

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Facilitating InstitutionsAd Agency

Makes creative and media decisions

Supportive MR

Total Marketing Plan

Today agencies create worldwide servicingnetworks

They form mega agencies offering multiplemarketing services and also thereby reduceaccount conflict

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Role of facilitating Institutions

Advertiser Agency Media

Research Suppliers

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Employs three different types ofpeople

1. Creative Services Group

1. Includes copy writers, artists and peopleconcerned with ad production

2. Prepares and develops advertisingcampaigns, prepares the theme, creates theactual advertisements.

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2. Marketing Services Group1. Responsible for Media and Market Research

2.Co

ntains the technical specialists, Psychologists( MR),Operational Specialists for Media Buying Models.

3. Client Services groups1. Accounts Executive

2. Contribute to the developmentof clients Advertising

Objective and communicate it to the creative servicesand marketing services group.

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Full Services Agency and

Alternatives Market Research

New Product Intr

oducti

on Plans

Creative Services

Media Purchases

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Media

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Research Suppliers

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Advertising Standards Council

of IndiaAdvertising Standards Council of India

is a self regulatoryvoluntary organization of theadvertising industry.

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The Role and Functioning of the

ASCI & CCC is:

dealing with Complaints received fromConsumers and Industry, against

Advertisements which are considered asFalse, Misleading, Indecent, Illegal,leading to Unsafe practices, or Unfair to

competition, and consequently incontravention of the ASCI Code for Self-Regulation in Advertising.

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The Genesis The advertisers' association, namely the

Indian Society of Advertisers, theadvertising agencies' association,namely The Advertising Agencies

Association of India, the media owner's

association, namely The IndianNewspapers Society, came together andtook the initiative to form the ASCI (thecouncil).

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The Council Code The Council's Code for Self-Regulation

in Advertising specifies that alladvertising should be truthful, honest,decent, legal, safe for consumersparticularly minors, and fair to the

competition.

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Board of Governors Council is managed by a Board of

Governors consisting of 16 electedmembers, constituted as follows:

Four each from Advertisers fromAdvertising Agencies from Media, and from

Allied Professions like outdoor contractorsaudio-visual producers/distributorsconsumer researchersprinters/blockmakers, etc.

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Advertising Standards Council

of India

P&G drags HUL to advertising council

P&G, according to sources,is irked by HUL's commercials, oneof which says that consumers preferthe latters brand Fair & Lovely

Multivitamin 99 outof the 100 timesas against the other internationalskin cream brands in the market.

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Advertising Agency Structure Broadly there are 6 departments

Account Servicing

Account Planning

Media

Account Servicing

Account Planning

Media

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Account service

department The Department is the link between the

ad agency and its clients. Depending

upon the size of the account and itsadvertising budgetone or two accountexecutives serve as liason to the client.

The account executives job requireshigh degree of diplomacy and tact asmisunderstanding may lead to loss ofan account.

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Creative department To a large extent, the success of an ad agency

depends upon the creative department responsible

for the creati

on and executi

on

of the advertisements.The creative specialists are known as copywriters.

They are the ones who conceive ideas for the adsand write the headlines, subheads and the bodycopy. They are also involved in deciding the basic

theme of the advertising campaign, and often theydo prepare the rough layoutof the print ad or thecommercial story board.

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Production department

After the completion and approval of the copy andthe illustrations the ad is sent to the production

department. Generally agencies do

not actuallyproduce the finished ads; instead they hire printers,

photographers, engravers, typographers and othersto complete the finished ad. For the production of theapproved TV commercial, the production department

may supervise the casting of actors to appear in thead, the setting for scenes and selecting anindependent production studio. The productiondepartment sometimes hires an outside director totransform the creative concept to a commercial.

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Finance and accounting

department An advertising agency is in the business of

providing services and must be managed that

way. Thus, it has to perform various functionssuch as accounting, finance, humanresources etc. it must also attempt togenerate new business. Also this department

is important since bulk of the agencysincome approx. 65% goes as salary andbenefits to the employees.