NUNC SYNC

THE WORKINGS OF ADVERTISING AGENCIESChao-Hui Yin Yu-Fan Huang Karen Beserra Chien-Hung Lee Yueh-

Hsun Lee

A firm that specializes in the creation, production, and placement of communications messages.

ADVERTISING AGENCY (AD AGENCY)

ADAGENCY

Traditionally

Focused on planning and organizing only

advertising programs

Currently

Involved in all manner of IMC work.

Including:Public Relations

Digital MarketingSales Promotion

IMC ADVERTISING IS A BIG BUSINESS

ADAGENCY

US ad agencies generated $43.6 Billion in revenue in 2014• Only approx. 27% came from traditional

services• 39.7% came from digital marketing alone• Top 300 companies billed 66% of revenue• Top 10 companies billed 20%

Over 15,000 ad agencies worldwide• Most of these have 10 employees or less

SO WHAT MAKES UP AN AD AGENCY?

Many people think they have an idea of what an advertising agency is, or what they do.

ADAGENCY

Usually this idea is formed from the media.

• Account Services• Account Planning• Creative• Production• Finance and Accounts• Media Buying

ADAGENCY

DEPARTMENTS AND FUNCTIONS OF MOST MODERN AGENCIES

ACCOUNT SERVICES - THE MIDDLEMEN BETWEEN AGENCY AND CLIENT

ADAGENCY

Account Executives

Meet with clientsCommunicate client’s wishes to other departmentsServe as client/agency liaison for small number of accounts

Account Supervisors

May only be found in larger agenciesOversee all executives on a larger number of client accountsMakes sure each of their accounts are running smoothlyMay sit in on important meetings only

Account Directors

Oversee departmentMake sure all accounts are handled appropriatelyNot typically involved in day to day tasks but may:

Handle an important pitchAssist on a special account

ACCOUNT PLANNINGADAGENCY

Combines consumer research with strategic thinking.Helps

• Plan overall campaign strategy needed to best serve clients goals

• Judge if individual proposed campaigns will meet client's stated goals

• Make sure all current campaigns are cohesive

• Understand and interpret consumer feedback and use it to suggest changes to current strategy

• Art Director - Designs visual aspects of ads, media, brochures, etc.

• Copywriter - Creates the verbal aspects of ads, media, brochures, etc.

• Graphic Designer or Studio Artist - Have more specialized knowledge in a given area

• Creative Director - Oversees department. Typically inspects all work before presented outside of the department

ADAGENCY

CREATIVE

Art Directors and Copywriters typically work in pairs or small teams to create the initial idea. Graphic Designers and Studio Artists help turn the initial concept into a layout or storyboard for presentation.

• Hires all outside agencies such as• Directors/Photographers• Actors/Models• Printers/Engravers

• Assists in choosing locations

• Handles any problems or details that arise during production

ADAGENCY

PRODUCTION

Turn approved ideas into its given medium. Because most agencies do not create the final product in-house, production:

• Makes sure that the project is completed on budget

• Liaisons with both creative and account services to make sure product is true to the approved concept

FINANCE & ACCOUNTS

• Large agencies: employing administrative, managerial, and clerical people to execute

• Smaller agencies: only one or two people handling .

• Handling the "Money".• Responsible for billing the client and handling

payment of salaries, benefits, vendor costs, travel and everything else you'd expect from running business

• Overseeing all money coming into, and going out of, the company. Being lucrative.

MEDIA BUYING

• Procuring the advertising time and/or space required for a successful advertising campaign.

• Such as TV and radio time, outdoor ( billboards), magazine and newspaper insertions, internet banners (like Google Ads) and anywhere else an ad can be placed for a fee.

• In 2016, Super Bowl spots cost a company up to $5 million for 30-second

ADAGENCY

LARGER AGENCIES MIGHT ALSO HAVE:

• Human Resources & Facilities: recruiting talented employees

• Research: conducting market researches on products or services

• Web development: digital and interactive website development providing clients with assistances in B2B or B2C business

• Traffic: A department responsible for the coordination of all phases of production

ADAGENCY TYPES OF AGENCIES

• Full Service - offering a full range of marketing, communications, account planning, account management and promotions services, including planning, creating, and producing the advertising; performing research; and selecting media. (Ogilvy&Mather, IDEO or Leo Burnett

• Specialist Advertising Agencies: undertaking advertising work only in certain area such as in publicity or only in point-of-purchase material etc.

ADAGENCY

2 COMMON TYPES OFSPECIALIST AGENCIES

• Creative Boutiques:• Specializing in just the creative services,

leaving it up to the client to handle all other areas

• Less expensive and provide faster materials• Media Specialist Companies:• Specializing just in the media buying process,

particularly television and radio time (like Starcom, MediaVest Group& OMD Worldwide)

• Execs pitch • Account Service • Creative• Production

ADAGENCY

WORKINGS OF FULL SERVICE AGENCY

ADAGENCY

WORKINGS OF FULL SERVICE AGENCY • Pre-executed preparation

• Creative Advertising • Brand Strategy Service • Measurement and

Analytics • Experiential Marketing

• Produce the final work• Production: Detail oriented, project deadline.• Creative: Copywriters, Art Directors & Campaign• Media Buying: TV, Radio, Print, internet, etc.

ADAGENCY

WORKINGS OF FULL SERVICE AGENCY

UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI TATION

• Present to the client• Work release• Agency monitor success• Bounce Rate Report

ADAGENCY

WORKINGS OF FULL SERVICE AGENCY

UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI TATION

• Payment• Commission• Fee• Cost-Plus• Incentive-Based

ADAGENCY

WORKINGS OF FULL SERVICE AGENCY

ADAGENCY

IF YOU WANT TO WORK AT AD AGENCY

Say Goodbye to Regular 9-5 Hours

Talk to people who work there,

or who have worked there.

Clean your social house.

Go Beyond the Walls of the

Agency

Advertising is the art of winning people over.

ADAGENCY

IF YOU WANT TO WORK AT AD AGENCY

• Say Goodbye to Regular 9-5 HoursBe prepared for long nights, weekends

and a whole lot of rejection.• Talk to people who work there, or

who have worked there. Their experience can help you to adapt

to the energetic and competitive environment.• Clean your social house.

If you want to work in social media at an agency, make your personal accounts public, and tidy up your pages.

ADAGENCY

IF YOU WANT TO WORK AT AD AGENCY

• Go Beyond the Walls of the Agency A well-furnished mind is a good

advertising brain. The best agencies will expect you to fill yours with experiences that will benefit the work.

• Advertising is the art of winning people over. it's the art of understanding.

Q&A

ADAGENCY

Which is the last process of working in the full service?

A.Account PlannerB.Work ReleaseC.PaymentD.Media Buying

.

Which is the last process of working in the full service?

A.Account PlannerB.Work ReleaseC.PaymentD.Media Buying

.

Q&A

ADAGENCYWhich of following is a

service provide by Brand Strategy Service?

A.Consumer behavior research

B.Brand Identity and position

C.Product launchD.All of above

.

Which of following is a service provide by Brand Strategy Service?

A.Consumer behavior research

B.Brand Identity and position

C.Product launchD.All of above

.

Q&A

ADAGENCY

A Full-Service Agency will offer which of the following services:

A.Producing the advertising

B.Account planning and management

C.planning, creating, and producing the advertising

D.Selecting MediaE.All of them

.

A Full-Service Agency will offer which of the following services:

A.Producing the advertising

B.Account planning and management

C.planning, creating, and producing the advertising

D.Selecting MediaE.All of them

.

Q&A

ADAGENCY

If you want to work at an agency, what condition you might face?

A.Say Goodbye to Regular 9-5 Hours.

B.Go Beyond the Walls of the Agency.

C.Clean your social house.

D.All of above.

.

If you want to work at an agency, what condition you might face?

A.Say Goodbye to Regular 9-5 Hours.

B.Go Beyond the Walls of the Agency.

C.Clean your social house.

D.All of above.

.

Q&A

ADAGENCY

Which of the following is not a role in the Account Services Department?

A.Account ExecutiveB.Account PlannerC.Account SupervisorD.Account Director

.

Which of the following is not a role in the Account Services Department?

A.Account ExecutiveB.Account PlannerC.Account SupervisorD.Account Director

.