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Advertising
and Promotion (MKT621)
VU
Lesson
7
ROLE
AND FUNCTIONS OF
ADVERTISING
LECTURE
OVERVIEW
In
this lecture we will study
more about the role and
function of Advertising and
Advertising
agencies.
How do these work and what
are different types .We will
explain about their
structure
and
guide about the ways to
select an agency.
ROLE
& FUCTIONS OF ADVERTISING
·
Acquire
enhanced volumes of sales of products
& services.
·
Generate
awareness about
offerings.
·
Induce
trial of a new product &
service.
·
Motivate
& impress trade channels.
·
Change
perception & create
reassurance.
·
Acquire
enhanced volumes of sales of products
& services.
·
Generate
awareness about
offerings.
·
Induce
trial of a new product &
service.
·
Motivate
& impress trade channels.
·
Change
perception & create
reassurance.
·
Acquire
enhanced volumes of sales of products
& services.
·
Generate
awareness about
offerings.
·
Induce
trial of a new product &
service.
·
Motivate
& impress trade channels.
·
Change
perception & create
reassurance.
PURPOSE
OF ADVERTISING AGENCIES
·
Advise
& counsel on marketing
strategy.
·
Advise
& counsel on advertising and media
strategy.
·
Prepare
& develop, print, outdoor, and
electronic advertisement.
·
Carry
out collateral designs of
various items such as
display material & other
display
material.
·
Help
& counsel on sales promotion &
other communication tasks.
Different
Types of Agencies
Type
of Agency
Role
Full
Service Agency
Provides
all marketing communication
services.
Creative
Agency
Provides
writing of ad copy & design
service.
A
Media Independent
Offers
buying space & time &
related research.
A
Composite Agency
Offers
both creative & media services with
research
Structure
of an Advertising Agency
Account
Executive: Organizes the
resources of the agency to
solve the problems of the
client.
The
Creative Team: Basically comprises of a
writer and a designer.
Account
Planner or Researcher: Responsible for
the data and market
intelligence on the
account
Media
Planner: This team actually
makes the campaign come
live.
Account
Director: Overall responsible of
providing service to clientele of
the agency.
Creative
Director: Overall incharge
for the creative and the
artwork of agency's
clients.
14
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Advertising
and Promotion (MKT621)
VU
Media
Director: Responsible for media
planning of the buying
activities of the
agency
Production
House: This is the
department which brings
alive the creative art
work of creative
team.
Release
to Media: All finished material is
ensured to be with the media several days
before the
launch
date
How
are Advertising Agencies
Paid
·
Paid
by Media & not by Client by an
agreed percentage of commission
for
advertisements
released.
·
An
agreed commission is charged on services
like production cost
etc.
How
to Select an Advertising
Agency
Following
points should be considered before
selecting an agency:
·
Name
& Address etc.
·
Agency
History.
·
Year
of establishment.
·
Ownership
pattern.
·
Team
of professionals.
·
Size
of turnover... Annual
reports.
·
Growth
trends.
·
Revenue
& Billing for last 5
years.
·
Clients
won & lost in last 3
years.
·
Agency
mission.
SYNERGISTIC
FLOW BETWEEN
MARKETING
& ADVERTISING
Marketing
Marketing
Action
Objectives
Strategies
Plan
Advertising
Advertising
Objectives
Plan
FEED
BACK
Measuring
Advertising
Effectiveness
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