Structure of an Advertising Agency

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En provenance du cours de IE Business School

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

518 notes

IE Business School

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

518 notes

Cours 4 sur 5 dans Specialization Marketing Mix Implementation

Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.

À partir de la leçon

What is IMC? IMC Planning Background

This course is designed as an introduction to the field of Integrated Marketing Communications (IMC), to help you make better marketing communications decisions. We will define what integrated marketing communications is. We will run through the marketing process and how to elaborate on the important decisions that marketing managers need to take through the marketing process. Additionally, we will learn about the latest trends in the market and how we can establish brand equity and loyalty, and talk to several experts in the field.

How to Choose a Marketing Communications Agency?3:10

Structure of an Advertising Agency5:18

What are the Main Skills Required to Work in an Advertising Agency?3:02

Rencontrer les enseignants

Eda Sayin
Professor
Marketing

[MUSIC]

Advertising agencies initially began when newspapers first started producing ads

of companies and products.

After seeing how customers trust these ads, the artists who created the ads for

the newspapers decided to be independent of the newspapers and

created their own companies.

Advertisements at the beginning had very simple structures.

However with time, they became more and

more complex to give the customers all possible communication.

The main role of an advertising agency is to develop strategic and

creative ideas to communicate a product, a service, or a brand.

Today communication agency has basically three main departments.

The account department handles the contact and relationship with the clients.

The creative department that creates and produce the communication pieces and

the traffic department that plans the creative process in a timely manner.

Structures of account in creative departments are similar

to restaurants structure.

The maid and

the waiters who had in contact with the clients will be the account people.

And the chef and the cooks who create the websites are the creators.

The success of any agency depends on understanding and

collaboration between these two departments.

Account planners are the bridge between the account and credit departments.

The job is to understand the consumers of our clients and

defend the consumer's point of view when the agency's debating

which approach is the right one for the campaign.

Inside the account department there is a hierarchical

structure divided in account director, account supervisor and account secretary.

The credit department is managed by the executive credit director.

This department is composed of different teams of copywriters and

a director who work together to create ideas.

Ideas have to be validated by the creative director, and the account director.

Copywriters are responsible for the text and

art directors manage everything related with an image.

Design of the graphic layout, pictures,

composition, story board, when we make a TV commercial.

Within the credit department, we actually have audiovisual producers and

graphic producers.

Audiovisual producers is in charge of the technical production of videos,

TV commercials, radio commercial.

And the graphic producer prepares the final arts to publish print ads,

billboards, brochures and posters.

Because artists always work with strict deadlines for it's campaign,

especially due to the increase the miasma of the market.

Family planning of the creative process is very critical.

There is a responsibility of the traffic department to plan all the steps of

the process, to improve the use of the time and profitability of their work.

Account planners, creatives, producers are all coordinated by traffic department.

So far, I have been explaining the classic structure of a big advertising agency.

However, recently with the economic crisis,

fees paid to agencies have decreased drastically.

So this kind of classical structure can no longer be maintained.

Rather than having an organization within the company,

I just start working with other companies.

For example, we work with strategic marketing consultants,

creative freelance, digital and social network specialists, and so on.

There are doubts whether advertising agencies will survive in the long run.

Type the phrase, the ad as you see it,

is there in Google and you will get more than 47 million results.

Book titled My Son Slaughter,

written by Michael Former that explains the process that [INAUDIBLE] led to

questions regarding the future of both advertising agencies.

Anyway, we, the people who are working in agencies are optimistic.

It's a fundamental condition to work in advertising.

And we know that form of advertising may change.

The need for advertising agencies will remain.

There will always be clients buying talent in one way or

another to develop that communication.

[MUSIC]

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