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Advertising

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by

Yasir Farooq

on 24 February 2013

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Transcript of Advertising

Definition Advertising History Main Departments of Agency Any Questions? Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action Strategy Creativity Execution Account Management Creative Design Media Egyptians used papyrus to make sales messages and wall posters
Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.
‘Lost and found’ advertising on papyrus was common in Ancient Greece and Ancient Rome. The advertising process Outline Advertising – A short history

The process

Advertising agency structure
Departments
Job Descriptions
Requirements

How agencies do business

Challenges & How to deal with them

Work & Vision How do agencies do business 3 types of Remuneration

Tariff:
All services are charged against a pre-set “menu”

Retainer:
Clients essentially rents a part of productive capacity against a monthly sum

Media Commission:
The basis for the ad industry, this is still the most common way for agencies to make their money What? How? Where & When? Media Strategy
Planning
Buying
Tracking

"Know your numbers & Programs" Media Good Account Management
Manage the Account / Client
Ensure Delivery
Ensure C&D delivers quality
Billing
Expand Business
Great Account Management
Discover and Understand client needs
Brand Custodians Account Management Develop Communication

Develop new ideas

Create Brand through Language, Media, Design Creative & Design Be one step ahead of the client
Add value and you add trust
Don’t waste time criticizing the client
Ensure integrity of your work
Own your successes and your failures
Go beyond your comfort zone
Seek constant improvement Dealing with Challenges Lack of relevant education on client’s side

Lack of culture of trust

Lack of acceptance of Advertising as a professional skill

Lack of research and information Other Challenges Creatosupremartistocracy
When Creatives think they are “artists” and clients are primitive barbarians unable to understand the brilliantness of the concept


Vocabudestructoidiocreationite
Person who makes up new words owing to an excess of free time Advertodictionalizer Postprintactivalterizationalist
Somebody who thinks changes can be made to the material when it’s in the printing phase.

Infallimperialdictonarcissist
A boss who is convinced of his own infallibility


Anticohesocommunifragmentalite
A client who is so keen on including every single product USP that the message gets diluted Advertodictionalizer Relaxificationalizationism
Institutionalized non-involvement with a side order of criticism


Countercompositionaritation
When the client insists on pushing his own “brilliant” concept


Depresentacceptofinality
“we like it, but the management has a few concerns…” Advertodictionalizer What you will face in the agency world explained with made-up words The Challenges Campaignokayopostponostasis
3 enthusiastically received presentations, but no feedback yet

Megaimplementominibudgetarianism
When client expects a full-blown nationwide ATL and BTL campaign with extra topping within a budget of Rs. 50,000


Briefoconfusicryptopocalypse
Campaign is due tomorrow and we are still trying to decipher the client’s brief. Advertodictionalizer Ancient Advertising A few thousand years later town criers were the main conduit for news to a primarily illiterate population

1836 – La Presse (French News Paper) first one in history to include paid advertising

Allowed them to sell each paper at half of market price, increasing circulation and profits

1869 – First full service agency was N.W. Ayer & Sons that took the full responsibility of communication of brand

Thomas J. Barratt from London has been called "the father of modern advertising" History of Modern Advertising With the concept of the advertising agency formulated, changes since then have been technological rather than in principle Work & Vision vision
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