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Advertising Management
Novrita Widiyastuti, M.Si
[email protected]
Advertising Industry and Stakeholders
Advertising Roles
Advertising Stakeholders
Media
Advertiser /
Client
Advertising
Agency
Vendors /
Suppliers
Audience
Advertising Agency
• Is an independent organization of creative
and business people who specialized in
developing and preparing advertising plans,
advertisements and other promotional tools.
It purchases advertising space and time in the
media on behalf of their client. (AAAAAmerican Advertising Agencies Association)
Advertising Agency Structure /
Organization Chart
Company Head
(CEO)
Head of
Creative /
Creative
Director
Art
Director
Visualiser /
Graphic
Designer
Copywriter
Head of
Strategy /
Strategic
Planning /
Account
Planner
Head of
Client Service
/ Account
Director
Head of
Media /
Media
Director
Account
Supervisor/
Manager
Media
Manager
Planning
Media
Manager
Buying
Account
Executive
Media
Executives
Media
Executive
Head of
Production
Production
Manager
Audio /
Visual
Producer
Print
Producer
(Source: Mr Ernst Katoppo)
Flowchart Advertising Works in Agency
TEST
CREATIVE
CONCEPT
RESEARCH
TREATMENT
ACCOUNT
MEDIA
OBJECTIVE
AGENCY
MEDIA
COSTING
PROMOTION
BRIEF
start here
PRESENTATION
MARKETING
BOOKING
ASSESMENT
EXECUTION
PRESENTATION
APPROVAL
TIMETABLE
PRODUCTION
7
(Source: Mr Ernst Katoppo)
Advertising Communication Model
Advertising Agency
Account Management / Client Service
• Liasion between the client and the agency,
and summarize the client’s communication
needs and wants. Working with Strategic
Planner to make campaign’s strategy
• Responsible for initiating assignments within
the agency, providing deadline, outlining
budgets and ensuring that work is consistent
with strategy before the ad campaign is
presented to the client
Account Management  AE
• An AE is the go-between for day-to-day contact
between the two parties. He also communicates
with the client frequently to ensure that line of
communication between agency and client is
always open and healthy.
• AE should issuing written reports after every
meeting (contact/call report). These contact
report record every important client-agency
meeting and the client’s approval of each step in
the relationship.
• AE should be dynamic, adaptable and have loads
of initiative. Good AE are much, much more than
“bag carriers”
Strategic Planner / Account Planner
• Developing an advertising message concept
that focuses on the consumer’s perspective
and relationship with the brand.
• Gathers all available intelligence on the
market and consumers and acts as the voice
of the consumer
Creative Dept
• Creative department produces ideas &
concepts and one of the most important in
establishing the reputation of the agency
• “Be a sponge”-go and soak up as much
information as you can
Creative Dept 
Creative Director
• CD’s Responsibilities: to improve the agency’s
creative output, lead and inspire the creative
team, present concepts to clients and help
persuade them to buy the ideas
• CD have usually risen through the agency
structure from copywriting or art director
Creative Dept  CW & AD
• CW: The most important ability requirement is
the ability to write-not to copy what others
write, but to create original, fresh ideas.
• AD: AD are expected to have practical
typographic, layout and design skills, latest
techniques and technology
Media Dept
The Media department is split into three areas:
• Media research
• Media planning
• Media buying
Media Dept  Research
• Agencies have experts who can work through
all of the data available on the media, these
people are media researcher
• The media researcher can look at individual
publications, radio and television programs
which might have audience profiles similar
with the profile of the target audience, called
intramedia comparison.
• If comparison is made between different types
of medium (newspaper vs magazine), this is
known as intermedia comparison.
Media Dept  Planner
• Media planner takes the statistical research
taken by the media researcher as the basis for
deciding which medium, will be the most
appropriate to carry the advertising
• The media planner produces the media plan
which provide media objective and strategy,
including media schedule
• They also have a timetable to show actual
scheduling by month, week commencing as
well as actual date and broad indication of
time of the day
Media Dept  Buyer
• The final part of the process for the media
department is actually to buy the space or airtime.
• Media buyer is the person who has
responsibility to buy these space and air-time
with maximum discount for agency
Production Dept
• The responsibility of the production
department is make sure that everything that
is needed to produce the final advertisement
is prepared, cost effectively to the highest
quality and then delivered to the right place at
the right time and in the right format
• Coordinating and supervising the work of the
selected external production
suppliers/vendors.
Full-Service Advertising Agency
• Definition: An agency that handles all aspects
of the advertising process, including planning,
design, production, and placement. Today,
full-service generally suggests that the agency
also handles other aspects of marketing
communication, such as public relations, sales
promotion, Internet and direct marketing.
In-House Agencies
• Produces ads and places them in the media,
but the agency is part of the advertiser’s /
client’s organization
• Companies that need closer control over their
advertising have their own internal in-house
agencies.
Specialized Agency
• Creative boutiques: ad agencies, usually small (2
to 12 people), concentrate entirely on preparing
the creative execution of the idea, or the creative
product. No staff for media, research, or strategic
planning
• Media-buying Services: act independently of the
ad agency and the media dept selling space and
air-time. This company therefore have immense
buying power and so can negotiate favourable
prices
Advertising & Promotion Plan
The Ad or IMC Plan
• An ad plan seeks to match the right audience
to the right message and present the message
in the right medium to reach that audience.
• 3 elements: insight, message and medium—
are the heart of the advertising plan
Campaign Plan Outline
I. Situation Analysis
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Background research
SWOT
Key Communication Problem to be solved
II. Key Strategic Campaign Decisions
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Objectives
Target Audience
Positioning
Campaign Strategy (key strategic approach and
marcomm tools)
III. Media Strategy
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Media Objectives
Media Selection
Media Planning and Buying (budget and schedule)
IV. Message Strategy
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Key consumer insight
Message objectives
Selling promise (USP)
Big Idea
Message design and executions
V. Other Marcom Tools Used in Support
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PR
Direct Marketing
Sales Promotion
Personal Selling
Sponsorship
Merchandising, Packaging, Point of Purchase
Integration Strategy
VI. Campaign Management
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Evaluation of Effectiveness
Campaign Budget
I.
Situation Analysis
• SWOT:
– Strength of the business are its positive traits, conditions and good
situations
– Weakness of a business are traits, conditions and situations that are
perceived as negatives
– Opportunity is an are in which the comapny could develop an
advantage over its competition
– Threat is a trend or development in the environment that will erode
business unless the company takes action
• Key Problem: the market situation for communication problem that
affect the successful marketing of a product, as well as
opportunities te advertising can create or exploit. Advertising can
solve only message-related problems such as image, attitude,
perception, and knowledge or information.
II. Key Strategic Campaign Decisions
•
•
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Objective
Targeting (Market and Audience)
Positioning
Campaign Strategy
III. Media
Strategy
IV. Message
Strategy
Message Strategy
• Creative brief:
+ Expected Response
+ Creative Direction: provides suggestion on how to
stimulate the desired consumer response (tone
and style)
10 Creative
Tips
Radio Copywriting
• Theatre of Mind
• Voice, Music, Sound Effect
Creative Plan
Characteristic Creative People
• Problem Solving, creative problem solvers are
alert, watchful and observant and reach
conclusions through intuition rather that through
intuition rather than through logic
• Playful, mental playfulness
• The ability to visualize, can see products, people
and scenes in the mind’s eye
• Open to new experiences, openness may give
many adventures from which to draw
• Conceptual thinking
Message Format
• Straightforward, factual or informational,
conveys information without any gimmicks,
emotions or special effects.
• Demonstration, how to use the product or
what it can do for you
• Comparison, contrast two or more product to
show the superiority of the advertiser’s brand
• Problem solution, product-as-hero, begins
with a problem and then showcases the
product as the solutions
• Humor, grabs attention and memorable
• Slice-of-life, elaborate version of a problem
solution staged in the form of a drama in
which ‘typical people’ talk about a common
problem and resolve it
• Spokeperson, the ad features celebrites we
like
• Teasers, mystery ads that dont identify the
product or dont deliver enough information to
make sense, but they designed to arouse
curiosity
Principle
A message needs to
• Stop (get attention),
• Pull (create interest),
• Stick (be memorable).
Taglines and Slogans
• Taglines: a short phrase that wraps up the key
idea or creative concept that usually appears
at the end of body copy
• Slogans: a distinctive catch phrase that serves
as a motto for a campaign, brand or company
Advertising Media
New and Alternative Form of Medium
• Packaging: the last ad a customer sees before making
the decision to buy a brand. It is both a container
and a communication vehicle
New and Alternative Form of Medium
• Guerilla Marketing: uses the power of involvement to
create memorable brand experiences
New and Alternative Form of Medium
• Product Placement: a brand appears in a television
program, movie or even in print as a prop
New and Alternative Form of Media
• Video Games: offer opportunities for
advertising, but also for product placement
New and Alternative Form of Media
• Branded entertainment/advertainment:
companies produce films where the brand is
integrated into the storyline
New and Alternative Form of Medium
• Mobile advertising:
strategy based on
reaching people on the
run via their cell phones
• Branded apps: a piece
of software that runs in
computer, cell phone or
social networking site
New and Alternative Form of Medium
• Other digital media:
– Streaming video from professional media
companies;
– Viral video  Mizone, Blendtech
Digital Media Functions
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Information Role
Entertainment Role
Social Role
Word-of-Mouth Role