Chapter 2 - Agency/Client Relations
Marketing 483 with Purdy at Western Washington University
About this deck
By: Joey Sunseri
Textbook:
Advertising and Integrated Brand Promotion
Created: 2011-05-15
Size: 24 flashcards
Views: 8
Textbook:
Advertising and Integrated Brand PromotionCreated: 2011-05-15
Size: 24 flashcards
Views: 8
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Key Players in the Advertising Agencies (FSA)
- Full Service Agency (FSA)
- Plans, produces, and places advertising campaigns
- Works with the marketing department of the advertiser
- May provide other services to facilitated integration of communication mix
Key Players in the Advertiser/Client
- Pays bills and has name associated with ads
- Responsible for all final decisions RE: advertising and promotions
- Develops and implements marketing plan
- Centralized (adv. Dept.) vs. Decentralized (brand mgmt.)
Positions of FSA
President/General Manager
- Account Services
- Marketing Services
- Creative Services
- Production Services
- Media Services
- Administrative Services
Account Services
Account Director
- Account Supervisor
- Account Execuitive
- Assistant Account Executive
Marketing Services
Marketing Services Director
- Reserach
- Direct Marketing
- Interactive
- Public Relations
- Event Sponsorship
- Sales Promotion
Creative Services
Creative Director
Creative Supervisor
Associate Director
Art Director
Copywriter
Productive Services
Director
Senior Producers (TV)
Producers (TV)
Senior Producers (Print)
Producer (Print)
Media Services
Media Services Director
Media Supervisor
Media Buyer
Administrative Director
Administrative Services Director
Billing
Traffic
Functions of FSA: Planning
Plans Board
Formulation of promotional objective
Estimates budget
Outline of creative/media strategies
Must approve plan before moving ahead
Functions of FSA: Account Service (Marketing Job)
Liaison between agency and client
Administration and coordination of IMC program
Marketing Coordinator and Assistant Account Executive
Account Executive and Account Supervisor
Functions of FSA: Marketing Service
Research - client and basic research
Account Planner usually has marketing reserach background
Sales Promotions, PR, Events Sponsorship, Brand placement, interactive media
Functions of FSA: Creative Services
Development of copy and art
Copywriter and Art Directer
Functions of FSA: Production Services
Outsourced except for Director
Functions of FSA: Media Services
Buys Media client
Based on budget and target market media habits
Media Buyer and Supervisor
Functions of FSA: Administration
Accounting
Traffic - department coordinator, insures ad reach media on time, legal approvals
Importance of New Business Solicitation Process
Major job for plans board and top management
Respond to request from potential clients
Respond to request for a review
Go out and find business
Ads in trade magazines
Big Four Agency Firms
- WPP - 2.02 billion
- Interpublic - 1.97 billion
- Omnicom - 1.93 billion
- Publicis Group - 1.61 billion
Agency & Client Trends
Consumer Control - Blogs and DVR
Undoing of Agency Consolidation and Clobalization BUT still "big 4"
Media proliferation and consolidation
Media Clutter and Fragmentation
Agency Compensation Systems
Commissions (about 15% of airtime fees)
Markup Charges (production cost + fixed %)
Fee system (hourly rates or by project)
Pay for results (Specified objectives)
Commissions
Once the most common but now make up about 4% of compensation systems
Mark Up Charges
About 17% - 20% markup
Usually used when reselling a service by outside contractor
Art/Photography
Printing and production Research
Fee Systems
Agreed Upon hourly rate
Fixed Fee (Contract) or specific project
Retainer often used with new product to bring agency on board before the introduction of products
Con: out of scope work results in extra cost and lower profits margin
Pay-For-Results
75% of compensation plans now
Results = sales, profits, clicks or communication
Becoming the norm for serach engine and other internet advertising
About this deck
By: Joey Sunseri
Textbook: Advertising and Integrated Brand Promotion
Created: 2011-05-15
Size: 24 flashcards
Views: 8
Textbook:
Advertising and Integrated Brand PromotionCreated: 2011-05-15
Size: 24 flashcards
Views: 8
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy