Advertising Management Novrita Widiyastuti, M.Si

Advertising Industry and Stakeholders

Advertising Roles

Advertising Stakeholders Advertiser / Client Audience Advertising Agency Media Vendors / Suppliers

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. (AAAA- American Advertising Agencies Association)

Advertising Agency Structure / Organization Chart Visualiser / Graphic Designer Art Director Copywriter Head of Creative / Creative Director Account Executive Account Supervisor/ Manager Media Executives Media Manager Planning Media Executive Media Manager Buying Audio / Visual Producer Print Producer Production Manager Company Head (CEO) (Source: Mr Ernst Katoppo) Head of Strategy / Strategic Planning / Account Planner Head of Client Service / Account Director Head of Media / Media Director Head of Production

7 Flowchart Advertising Works in Agency RESEARCH AGENCY ACCOUNT CREATIVE MEDIA PROMOTION BRIEF MARKETING ASSESMENTEXECUTION PRESENTATION BOOKING PRODUCTION OBJECTIVE MEDIACOSTING CONCEPT TEST TREATMENT PRESENTATION APPROVAL TIMETABLE start here (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 one of the most important in establishing the reputation of the agency 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 air- time. 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 Background research SWOT Key Communication Problem to be solved II.Key Strategic Campaign Decisions Objectives Target Audience Positioning Campaign Strategy (key strategic approach and marcomm tools)

III.Media Strategy Media Objectives Media Selection Media Planning and Buying (budget and schedule) IV.Message Strategy Key consumer insight Message objectives Selling promise (USP) Big Idea Message design and executions

V.Other Marcom Tools Used in Support PR Direct Marketing Sales Promotion Personal Selling Sponsorship Merchandising, Packaging, Point of Purchase Integration Strategy VI.Campaign Management 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 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 Information Role Entertainment Role Social Role Word-of-Mouth Role