THE ADVERTISING PROCESS

DEFINITION

Advertising is to call public attention to, especially by emphasizing desirable qualities so as to arouse a desire to buy or patronize a product or service

TOP AGENCIES IN INDIA

LARGE

• Ogilvy & Mather, J. Walter Thompson, Lintas

T/O Rs. 800 to 1500 cr.

MEDIUM

• Rediffusion, Ulka, Mudra, Leo Burnet, Saatchi & Saatchi, Densu, etc. T/O Rs. 100 cr. to 500 cr.

SMALL

• About 250 agencies T/O Rs. 10cr. to 100cr.

DEPARTMENTS OF AN AGENCY

• Client Servicing Department

• Creative Department

• Media Department

• Studio

• Print Production Department

• Films & Radio Production Department

• Direct Marketing

• Market Research

• Commercial Department

• General Administration Department

CLIENT SERVICING

• Represents client within the agency & the agency to the client

• Responsible to maintain/generate agency revenues

• The buck stops with servicing

• The buck stops with servicing

Initiates

Co-ordinate

Follows Up

Presents

Estimates

Collects

ACCOUNT PLANNER

• Essentially a highly experienced client servicing person

• Very involved in every aspect of a brand

• However, is not involved in day to day operations of a brand

• He/She does long term planning for a brand or set of brands

• Has to be very clued in on consumer behavior and different types of marketing research

• Has to feel the pulse and keep tab of the behavior of a brand

CREATIVE

• The output of any advertising agency is its creative product

Creative Director Copy Chief

Art Director Copy Writer

Visualiser Copy Person

D.T.P. Operator

MEDIA

• Co-ordinate with print medium, TV, Radio, Outdoor, Special vendors, and internet service providers

Media Planner Media Buyer Media Operators

Recommendation Negotiator Material Dispatch

Buyer Release Order

STUDIO• Department where the art directors output &

copy writers output is put together as one piece

• Highly trained and computer savvy personnel

• Need to be well versed with computer softwares like:

– Photoshop– Corel draw– Illustrator– 3D Animation– Flash– Freehand

MARKETS RESEARCH

• Normally a client servicing professional

• Needs to be well versed with– M.R. Tool– Analysing Method– MR Techniques

• Procures secondary data

• In charge of pre & post tests of communication

• Tries to link communication effectiveness to off take

COMMERCIAL

• The accounts department of an agency

• Needs to know– INS rules– Payment terms– Draws up client & agency LOA– Outstanding monitoring– Agency commission norms

GENERAL ADMINISTRATION

• H.R. Policies

• Service responsibilities

• IT/Systems

• Maintenance crew

• Travel desk

• Emergency services

VENDOR SERVICES

• Production of Films

• Production of Radio Spots

• Market Research Field Work

• Printing

• Event Management (Urban or Rural)

• Still Photography

• Stylists

• Fixers

Agency Assets

An advertising agency’s

assets are its people

THE ADVERTISING PROCESS

CLIENT BRIEFING PROCESS

• The Client has a product that needs to be communicated

• Agency responsibility to extract a brief which must have » Target audience» Competitors» Market» Product pricing» Width of distribution» Distribution channel» Understanding the product» Sales targets» Communication budgets» Launch dates

CREATIVE BRIEFING PROCESS

• Client servicing & creative work the market to identify competition, product placement

• Client’s product & competitors product are experienced wherever possible

• Market/consumer research is initiated depending on availability of time and money. Else a dip stick study

• Client servicing/ account planner provides a written (cold) brief

• Client servicing meets department heads on a warm brief

THE CREATIVE BRIEF

• Background of the manufacturer

• Absolute details of the product

• Demographics & Psychographics of the target group

• Existing market scenario

• Consumer insites

• Product differentiator

• Objective of communication

• Proposition / Positioning

• Substantiation for proposition

• Creative requirement

• Deadline

POSITIONING A BRAND

• Brand positioning involves identifying perceptions that the brand should own in minds of its target market

• Need a Brand Positioning Statement (Manufacturers Speak)

• Need an Advertising Positioning Statement

BRAND POSITIONING STATEMENT

Air One offers their passengers the opportunity to reach their destinations at a very affordable cost. Their State-of-art aircrafts are technically wellmaintained to ensure passenger safety.

ADVERTISING POSITIONING STATEMENT

I Can travel on Air One with an assurance of my safety. What’s more! The cost of travel

issame as any other low cost airline

POSITIONING

‘Air One – Your Safety Our Assurance’

MEDIA

• Media Planning Process

• Media Buying

• Media Operations

MEDIA PLANNING

• Client Servicing gives a written media brief to planner

• Media plan will throw up numbers for :– Target Consumers– Readership– Viewer ship– Listener ship– Costing

MEDIA BUYING

• Normally a hard bargainer for :

– Prime time / Space / Slot

– Rate card costing

– Package deals

– Time frame

MEDIA OPERATIONS

• In charge of material dispatch to:

– TV Channels

– Radio Stations

– Publications

– Hoarding Contractors

• Complete knowledge on technical format of material for each media

Agency Remuneration Options

• 15% agency commission from all media17.65% agency commission form all production houses

• A monthly retainer fee

• A combination or compromise on above two

THE JOB

• Lot of hard work with a wrong perception of glamour

• Opportunity to learn and handle various product categories

Welcome to Advertising