Advertising Process

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

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

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Creative Department

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Media Department

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Studio

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Print Production Department

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Films & Radio Production Department

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Direct Marketing

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Market Research

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Commercial Department

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General Administration Department

CLIENT SERVICING 

Represents client within the agency & the agency to the client

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Responsible to maintain/generate agency revenues

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The buck stops with servicing

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The buck stops with servicing Initiates Co-ordinate Follows Up Presents Estimates

 ACCOUNT PLANNER 

Essentially a highly experienced client servicing person

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Very involved in every aspect of a brand

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However,

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is not involved in day to day operations of a

brand

He/She

brands

does long term planning for a brand or set of 

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Has

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

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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 Recommendation

Media Buyer

Media Operators

Negotiator Material Dispatch Buyer

Release Order  

STUDIO 

Department where the art directors output & copy writers output is put together as one piece

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Highly

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Need to be well versed with computer softwares like: ± Photoshop ± Corel draw  ± Illustrator  ± 3D Animation ± Flash ± Freehand

trained and computer savvy personnel

MARKETS RESEARCH 

Normally a client servicing professional

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

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Procures secondary data

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In charge of pre & post tests of communication

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Tries to link communication effectiveness to off take

COMMERCIAL 

The accounts department of an agency

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

GENERAL ADMINISTRATION 

H.R.

Policies

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Service responsibilities

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IT/Systems

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Maintenance crew

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Travel desk

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Emergency services

VENDOR SERVICES 

Production of Films

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Production of Radio Spots

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Market Research Field Work

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Printing

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Event Management (Urban or Rural)

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Still Photography

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Stylists

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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

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Client¶s product & competitors product are experienced wherever possible

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

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

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Client servicing meets department heads on a warm brief 

THE CREATIVE BRIEF  

Background of the manufacturer   Absolute details of the product

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Demographics & Psychographics of the target group

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Existing market scenario

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Consumer insites

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Product differentiator 

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Objective of communication

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Proposition / Positioning

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Substantiation for proposition

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Creative requirement

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Deadline

POSITIONING A BRAND

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

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Need a Brand Positioning Statement (Manufacturers Speak)

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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 well maintained 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 is same as any other low cost airline

POSITIONING

µAir One ± Your Safety Our Assurance¶

MEDIA

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Media Planning Process

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Media Buying

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Media Operations

MEDIA PLANNING 

Client Servicing gives a written media brief to planner 

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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  ±

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Hoarding

Contractors

Complete knowledge on technical format of material for each media

 Agency Remuneration Options

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15% agency commission from all media 17.65% agency commission form all production houses

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 A monthly retainer fee

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 A combination or compromise on above two

THE JOB

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Lot of hard work with a wrong perception of glamour 

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Opportunity to learn and handle various product categories