Agency Structure of Advertising Agency

Broadly there are 6 departments in any advertising agency Account Servicing Account Planning Media Creative Production Finance and Accounting Account service department The account service, or the account management department, is the link between the ad agency and its clients. Depending upon the size of the account and its advertising budget one or two account executives serve as liason to the client. The account executives job requires high degree of diplomacy and tact as misunderstanding may lead to loss of an account. The account executive is mainly responsible to gain knowledge about the clients business, profit goals, marketing problems and advertising objectives. The account executive is responsible for getting approved the media schedules, budgets and rough ads or story boards from the client. The next task is to make sure that the agency personnel produce the advertising to the clients satisfaction. The biggest role of the account executive is keeping the agency ahead of the client through follow-up and communications. Media department The responsibility of the agencys media department is to develop a media plan to reach the target audience effectively in a cost effective manner. The staff analyses, selects and contracts for media time or space that will be used to deliver the ad message. This is one of the most important decisions since a significantly large part of the clients money is spent on the media time and/or space. The media department has acquired increasing importance in an agencys business as large advertisers seem to be more inclined to consolidate media buying with one or few agencies thereby saving money and improving media efficiency. Creative department To a large extent, the success of an ad agency depends upon the creative department responsible for the creation and execution of the advertisements. The creative specialists are known as copywriters. They are the ones who conceive ideas for the ads and wrte the i headlines, subheads and the body copy. They are also involved in deciding the basic theme of the advertising campaign, and often they do prepare the rough layout of the print ad or the

commercial story board. Creation of an ad is the responsibility of the copywriters and the art department decides how the ad should look. Production department After the completion and approval of the copy and the illustrations the ad is sent to the production department. Generally agencies do not actually produce the finished ads; instead they hire printers, photographers, engravers, typographers and others to complete the finished ad. For the production of the approved TV commercial, the production department may supervise the casting of actors to appear in the ad, the setting for scenes and selecting an independent production studio. The production department sometimes hires an outside director to transform the creative concept to a commercial. Finance and accounting department An advertising agency is in the business of providing services and must be managed that way. Thus, it has to perform various functions such as accounting, finance, human resources etc. it must also attempt to generate new business. Also this department is important since bulk of the agencys income approx. 65% goes as salary and benefits to the employees.

The Five M of Advertising Mission Money Measurement

The organizations handle their advertising in different ways. In small companies, advertising is handled by someone in the sales or marketing department, who works with an ad ageny. A large company will often set up its own advertising department or else hire an ad agency to do the job of preparing advertising programmes. In developing a program, marketing managers must always start by identifying the target market and the buyers motives. Then they can make the five major decisions in developing an advertising program, known as the five Ms, viz. Mission: what are the advertising objectives? Money: how much can be spent? Message: what message can be sent? Media: what media should be used Measurement: how should the results is evaluated? The above mentioned can be explained by the diagram given below

The 5Ms of Advertising Checklist for planning of a marketing or advertising campaign. Mission Money Message Media What are the objectives? What is the key objective? How much is it worth to reach my objectives? How much can be spent? What message should be sent? Is the message clear and easily understood? What media vehicles are available? What media vehicles should be used?

How should the results be measured? How should the results be evaluated and followed up? Measurement

Types of Advertisements
Consumer Advertising These are basically nothing but product or service advertisements directed towards the consumer or the customer as such. Such advertisements can be in the form of national or local advertisements also. Such kind of advertisements uses emotional or rational appeal in their advertisement. Advertisements such as that of DeBeers, pizza hut etc use the emotional appeal to attract the consumers. On the other hand advertisements such as the Kawasaki bajaj caliber, Vim Bar etc. use the rational appeal to address its target audience. The advertisement of DeBeers uses an emotional appeal because the statement I have my feet firmly planted on the ground except when Im wearing the millennium diamond suggests that by wearing them u can fly high in the sky and feel like what Urmila does in the advertisement

Advertising to business or profession This type of advertising is aimed at resellers and professionals. The media used here is direct mail or professional magazines. These are ads which are not directed towards the final consumers. Corporate ads are also a part of these types of ads. The target groups of corporate advertising are most often customers, stockholders, employees, financial institutions, political leaders and government. The objectives of the corporate or the institutional ads may be to establish or boost corporate identity and image, counter negative attitudes towards a company, industry or to promote and relate the company to some worthwhile social public interest cause. The recent Aditya Birla group campaign would fit into this category Non- product advertising In this type of advertising advertisements depicting an idea, a social cause etc is included. Surrogate advertisements are also a part of such non- product advertisements. Planning an advertising campaign Certain businesses choose to advertise when their target audience is most likely to buy their product or service. Sometimes this can be seasonal - a toy retailer, for example, will focus its advertising efforts around the run-up to Christmas. If you're selling to other businesses, it's worth identifying when your customers and potential customers will have the budget to spend. However, some businesses choose to focus more attention on their quieter times on the basis that the busier times will naturally see an increase in sales. Advertising during quieter times might mean you won't have to work as hard to stand out from other competitors, as they won't be advertising, but there may be fewer customers to target. Gaining a greater market share during these periods could not only help during the busier times - you will have already developed a bigger customer base - but will improve your cashflow and minimise your reliance on certain trading periods. The reasons behind a campaign Many businesses launch advertising campaigns simply to boost sales or increase brand awareness.

The launch of a new product will almost certainly require you to step up your advertising. New businesses will want to consider some form of advertising just to let people know they exist. You could combine it with an introductory offer to give people an incentive to visit or call. Can you plan the campaign yourself? You need to think carefully about what you want to achieve and the message you want the reader, viewer or listener to take away. Remember - advertising is only effective if you reach your target audience with a message that makes them want to find out more. However, most print advertising organisations have in-house services if you can't do it yourself. If your advertising needs are more demanding than an occasional, low-priced local advertisement, it may be worth outsourcing the campaign to an advertising agency.

Taking on your own advertising campaign is no easy task. You can do it on your own but get ready to roll up your sleeves and get to work. Your Marketing Plan Nothing can help you identify your goals more than your marketing plan. You learn a lot about your company, your competitors and your long-term goals by creating and following your marketing plan. This is crucial to knowing what type of advertising is best for you. Create a Plan of Action Once you have your marketing plan, you must create a plan of action. This model shows you how freelancers and agencies put their own plan of action in place. Your plan of action also gives you crucial info you can use in executing your ad strategy. Define Your Advertising Budget How you advertise depends on your ad budget. You need to strategically use your advertising money. If you're only allowing a small portion of money to advertising, you wouldn't

want to throw it all into the production of one commercial that runs at 2 a.m. Know exactly how much you will spend on your advertising first so you can make wise decisions in the creation and placement of all ad mediums. Hunt for Affordable Opportunities Running your own ad campaign means you have to be your own media director. You've got to find the best ad placement and the most affordable opportunities to fit into your budget. If you're limited to a very small budget, you can find many ways to bypass high advertising costs. Know Your Target Audience You can't advertise effectively if you don't hit your target audience. Know who they are before you start creating your ads. If your company sells scooters to seniors, you don't want to invest in cable ads to run on MTV. Advertise in Appropriate Mediums Of all the different advertising mediums you can use, you have to be able to use these mediums to your benefit. Spending all of your money on a direct mail campaign when your ad dollars would be better spent on print ads is going to limit how many customers you could've gained. Take a look at each medium, think about your target audience, take a look at your marketing plan and your plan of action and decide which medium(s) will be best for your ad dollars. Don't Be Afraid to Hire Freelancers If you can't turn your advertising over to an agency, still consider hiring a freelance copywriter and/or graphic designer . These professionals know what makes a good advertisement. Many freelancers have worked in advertising agencies so you get the benefit of their expertise. Plus, freelancers can give you professional copy and materials at an affordable cost. Consistency is Key If you're running TV and radio commercials, print ads and a direct mail campaign, keep them consistent. Use the same announcer and music for your commercials. Print materials should use the same colors and fonts. Use the same tag line. You want to keep everything consistent so your potential customers

start identifying your tag line, your colors, your font, your announcer, jingle - everything - that relates to your company's ad campaign. Frequency Buying space for one radio commercial that airs once at 4:30 in the morning isn't going to get much of a response. You want commercials to have a larger frequency so you can increase your chances of hitting that target audience. If you're running a direct mail campaign, decide the frequency of your materials up front. Once you send your initial materials out, how many times will you send out follow up materials? Know the answers before you begin to help maximize your strategy's success. Books When all else fails and you still run into questions, there are plenty of books you can use to give you guidance. Also be on the lookout for titles that have just been released so you can keep on top of current advertising trends.

The AIDA Model to convey communication objectives

AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase.

The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. yIt demonstrates that consumers must be aware of a product's existence, yBe interested enough to pay attention to the product's features/benefits, and yHave a desire to benefit from the product's offerings. yAction, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research.

Reliance India Mobile campaign can be used to explain this model better.
Awareness- the elaborate advertisement where Mukesh Ambani spoke about the new project being introduced on his fathers 70th birthday.

Interest- was generated as the company spokesperson featured in the ad, as a representative of the company image and also spoke about introducing a new technology CDMA. Desire- was created with various offers like free SMS, 40paise STD calls, easy payment schemes, and discount coupons worth Rs. 1 lakh. Action- Dhirubhai Ambani Pioneer offers induced people to go for the product. Also the model can be applied to marketing movies: Where in the initial stage awareness may be created with attention by airing the promos on television. Attention is created with the help of key features like starcaste, music, locations, etc. Interest is then created with the release of the music and by introducing the theme and sales of audiocassettes and CDs indicate the same. Desire is created with hoardings of the movie and also with the help of several contests and free prizes and attractions like stars visiting the music shops. In the last stage people are moved to actionin the form of buying tickets as a result of the ratings given to the movies in the dailies, etc To illustrate one such movie through the AIDA model is

BEND IT LIKE BECKHAM

A - Promos had David Beckham and Football I - Introduced Music and Dialogues of film. Also the tag-line: Who wants to cook Aloo Gobi when you can bend a ball like Beckham. D - A fresh movie with a different theme. The film also talked about the success of film overseas A - Got 3 and 4star ratings and publicized that in promos.

CRITICISM Hierarchy of effects model has been criticized on some points, such as that people do not exactly follow these sequences People in all the cases may not strictly follow a series of stages as are explained in the hierarchy of effects model. They may in certain situations, directly jump to a particular stage, not following the stages in a logical pattern. For e.g. a child accompanying mother to a grocery store is likely to demand a product without indulging in stages like becoming aware about it, being interested by it and then buying it. He may just be lured by the display

our mission
"Value each partnership and work toward the success of our clients by providing marketing and communications services that deliver results."

Vision Statement
Bagwell Marketing is dedicated to providing our clients with results-oriented advertising, public relations, and total marketing support. We are committed to providing products and services that benefit our clients. We will maintain a financially strong, growth-oriented company for the protection of our employees and clients.

Mission Statement
The mission of Bagwell Marketing is to provide results-oriented advertising, public relations, and marketing designed to meet our client's objectives by providing strong marketing concepts and excelling at customer service. We seek to become a marketing partner with our clients. We desire to measure success for our clients through awareness, increased sales, or other criteria mutually agreed upon between the agency and the clients. We are committed to maintaining a rewarding environment in which we can accomplish our mission.

To our employees, our most important resource, we offer:

A healthy, enjoyable, exciting, and motivational work atmosphere in which individuals are empowered to take on responsibility, develop and present ideas, educate themselves

and others, and use their talents and abilities to their fullest capacity. We will continually promote teamwork, quality improvement, and excellence in all phases of business. This environment is upheld and promoted by open and direct communication, availability of information resources, and an organizationalwide commitment to motivating employees to reach their maximum potential in everything they do.

To our clients we offer:

A professional marketing system that provides the highest standards of quality and efficiency where service, creativity, reliability, and integrity are the hallmarks of every aspect of our work. Our effort is to ensure that we are satisfying the client's needs and providing materials that are strategically on target as well as having the ability to produce superior results. Through creative thinking and strategic planning we will reach the marketing objectives of our clients. We expect to be accountable for helping our clients obtain measurable goals, which may include (but are not limited to) sales or awareness.

To our future:
As we build our agency and our relationships with our partners, we will continue to focus on the long-term health of our company through steady and controlled growth and search for new and creative ways to work.
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