Transcript 4210-03a.ppt

ADVERTISING:
Agencies and Other Organizations
April 26, 2020
Advertising
1
Industry Participants
Clients
(Advertisers)
•Advertising
Department
Ad Agency
•Client services
•Creative services
•Media buying
•Finance
•Research
April 26, 2020
Advertising
Media
•Print
•Broadcast
•Out-of-Home
•Direct
2
The CLIENT
President
Finance
Advertising
April 26, 2020
HRM
Marketing Production
Product
Planning
Research
Advertising
R&D
Sales
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The ADVERTISING AGENCY
President
Accounts
Account
Executives
April 26, 2020
Creative
Media
Finance
Writers
&
Artists
Media
Buyers
Accountants
Advertising
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Advertising Salaries
TITLE
AVERAGE SALARY
CEO
$250,000
Creative director
150,000
Chief financial officer
100,000
Art director
50,000
Copywriter
40,000
Account executive
30,000
Media buyer
27,500
Assistant (starting)
25,000
April 26, 2020
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Types of Ad Agencies
Agencies provide 4 different services:
 Account management
Creative Services
Media Buying Services
Research Services
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The Full Service Agency
• Account Management
Full
Service
Agency
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• Creative
• Media Buying
• Research
Advertising
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Specialty Shops
• Creative Boutiques
• Media Buying
• Public Relations
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Other Types of Specialties
• Direct Response
• Sales
Promotions
• Interactive
• Research
• Branding
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“Personalities”
• But even full service agencies
have their own personalities
and specialties….
• [video on Fallon (McElligott)]
• McCann-Erickson
• TBWA/Chiat Day
April 26, 2020
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Fallon
Fallon
Fallon
Fallon
April 26, 2020
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Fallon
April 26, 2020
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McCann-Erickson
“OLD RELIABLE”
• CLIENTS:
• Exxon
• 90 years
• GM (Buick, Cadillac, Pontiac…)
• 70 years
• Coca-Cola
• 60 years
• Nestles
April 26, 2020
• 60 years
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McCann-Erickson
April 26, 2020
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McCann-Erickson
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TBWA/Chiat Day
A “Hip” agency
• Based in Venice Beach CA and NY
Clients:
• Absolut vodka
• Apple Computer
• Nissan
• Sony Playstation
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TBWA/Chiat Day
TBWA/Chiat Day
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COKE HONCHO: AD
AGENCIES MATTER
LESS NOW
Steven Heyer Warns That
Creative Isn't Enough
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Advertising
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Quote of the Day
No agency is better than its
account executives…
The ultimate test of a finished
account executive is his ability to
write a sound marketing plan.
• Morris Hite
(Tracy-Locke, BBDO, Allcom)
April 26, 2020
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