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Transcript of Advertising
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
Advertising agency structure
How agencies do business
Challenges & How to deal with them
Work & Vision How do agencies do business 3 types of Remuneration
All services are charged against a pre-set “menu”
Clients essentially rents a part of productive capacity against a monthly sum
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
"Know your numbers & Programs" Media Good Account Management
Manage the Account / Client
Ensure C&D delivers quality
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
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.
A boss who is convinced of his own infallibility
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
When the client insists on pushing his own “brilliant” concept
“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
When client expects a full-blown nationwide ATL and BTL campaign with extra topping within a budget of Rs. 50,000
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