Today, advertising is used to promote goods and services. The profit from the sale of the enterprise depends on the correctness of such campaigns. Therefore, such work is entrusted to professionals.
Specialized organizations deal with issues of promoting a product and distinguishing it from the mass of competing products. These are advertising agencies. The structure, main types and features of the activities of such organizations should be considered to understand the features of their work.
The first advertising agency was opened in the United States by Walin B. Palmer in 1814. He entered into a number of large contracts with newspapers for advertising at reduced prices. For those who wanted to post about products, goods or services, he resold this place at a higher cost. At the same time, advertisers prepared the text of their advertisements themselves.
Modern organizations Those involved in promoting the goods and services of other companies operate on a different principle. They plan, organize advertising campaigns and receive compensation from advertisers for this. Depending on the type and features of the structure advertising agency may differ slightly. However, the main components almost always remain the same.
Today, an advertising agency is an organization that provides a range of services for planning, creating and promoting advertising. Such companies can specialize in one type of it. For example, promoting advertising on radio. If a company distributes information about a product in different sources, it is able to cover the consumer population comprehensively. This is a full service advertising agency.
Promotion and development of advertising is a rather complex task, requiring complete coordination of actions from the structural elements of the organization. There are several types of agencies that differ in their specialization.
Full cycle organizations develop strategy and campaign tactics. They produce and promote advertising, placing it on various resources. These are large organizations that occupy leading positions in the market.
Specialized agencies perform primarily one function in promoting information about a product or service. Design studios develop campaign concepts and prepare information in accordance with market and customer requirements.
Media agencies act as intermediaries between the media and the customer. They can also provide campaign planning services, develop schedules and plans for the appearance of advertising on certain platforms.
BTL agencies organize promotions. PR agencies help establish a positive opinion among buyers about the customer’s products. Also today there are agencies involved in promoting websites on the Internet.
There are companies that manufacture and place outdoor advertising, as well as organizations that conduct marketing research market.
The type of organization determines what services an advertising agency provides. A narrow range of services is provided by specialized companies. They may or may not have own production.
Specialized agencies can create one type of advertising, for example, outdoor, print, posted on Internet resources, etc. Such companies can also purchase platforms for placement necessary information, airtime, etc. The type of advertising may also vary. It can be political, promoting a certain type of product or service.
Also, specialized companies can work with a specific audience, place advertising abroad or within a country or a certain administrative unit.
Such companies conduct a study of the market that the advertising campaign is to develop, as well as the target audience. The full-service agency also conducts strategic planning, sets goals and objectives, plans budgets and advertising release schedules.
Tactical decisions on cost estimates are also assigned to certain departments of such companies.
After conducting research, the agency creates advertising. Television and radio commercials are designed, Internet sites, print advertisements or outdoor advertising are created. After this, the effectiveness of the developed campaign activities is examined. If necessary, adjustments are made in individual parts of its implementation.
Advertising development is carried out in the process of coordinated work of several main divisions of the agency. The structure may differ depending on the goals of the organization. Large full-cycle agencies unite employees of certain specializations into departments. Each type of structural unit performs certain functions.
Almost all such organizations have the following departments:
Structure may vary. Some large agencies prefer to use the services of specialized organizations in this or that matter. However, most often within their enterprise there are many departments that have their own specialization.
Organizational structure advertising agency may be different. One of the most common options is an organization headed by a director. Managers of each department report to him. For example, these could be directors of the administrative, artistic, administrative department, as well as media relations. Employees with a certain specialization report to them.
Thus, the managing director manages managers who are looking for orders for advertising. The manager of the art department supervises the work of artists, performers, and copywriters. The office and accounting department are subordinate to the administration. The director of media relations can independently perform all the functions assigned to the department or have a certain number of performers subordinate to him.
Each agency, in the process of its creation and development, chooses an organizational structure that will allow it to fulfill its tasks and goals as efficiently as possible with a minimum amount of costs.
The creative department in an advertising agency includes artists, authors, designers and other employees who work on the presentation of relevant information. They generate ideas to appeal to the target audience, and also find the optimal means for their implementation.
This department is one of the most important in the agency's work. Its employees must combine not only the ability to present information correctly and beautifully, but also take into account the psychological factors influencing consumers.
Almost all major advertising agencies have their own creative or art departments. This allows you to develop a certain advertising style and make the brand recognizable. Small agencies turn to the paid services of specialized organizations that help them present advertising information beautifully and correctly.
Production department The advertising agency coordinates the process of material production of the developed products. They receive a layout and text developed by artistic specialists. The production department puts this material into the required form.
Even companies that have strong in-house advertising departments resort to the services of advertising agencies. Agencies employ creative and technical specialists who are often able to perform advertising functions better and more efficiently than the company's full-time employees. In addition, agencies bring an outside perspective on the problems facing the firm, as well as a wealth of diverse experience working with different clients and in different situations. An agency is hired to bring its own unique ideas to the client's business development.
First of all, the client's products or services are studied to determine their strengths and weaknesses, and also analyzes the existing potential markets for this product. In addition, before starting to create advertising, it is necessary to conduct research on the application and benefits of the product or service, analyze existing and potential consumers and determine the factors influencing the purchasing decision.
After this, using its knowledge of the distribution channels of all available media, the agency draws up a plan for placing advertising materials for consumers, wholesale buyers, dealers and contractors. And finally, the turn to implement this plan comes: texts are compiled, advertising design is prepared, time and space in information media are purchased, advertisements and videos are actually produced, transferred to the media, checked for their publication or broadcast, and identification of invoices for one’s services and media services.
The agency also works with the client's marketing team to improve advertising effectiveness through packaging, sales research, training, literature and displays for sales personnel.
Most advertising is largely based on the textual material that makes up the headline and advertising message. Copywriters typically work closely with artists and the promotional production team.
Large advertising agencies that provide a wide range of advertising services feel the need to unite various specialists into departments. Typically, the department's activities are focused on fulfillment specific function. There are five main functional divisions:
1) creative or artistic department
2) order fulfillment department
3) production department
4) marketing department
5) financial and economic department
The work of departments is not like a conveyor belt on which a moving part is subjected to various technological operations. As a rule, representatives of the first four departments are included in working groups to complete a specific order. After setting the task for the working group, its employees, in close cooperation with each other and with all departments, develop the concept of the advertising message (advertising campaign plans, etc.). The concept is approved by the client and representatives of the agency's senior management or the editorial and artistic council. After this, the process of final development of appeals and production of advertising media begins.
The creative department brings together text writers, artists, graphic specialists, directors, editors and other creative workers. They generate advertising ideas and find the right means to implement them. Due to the fact that the role of the psychological factor in advertising appeal is very large and taking into account the certain proximity of advertising to art, the role of this department is extremely high.
The art department of the agency consists of artists and designers, whose main job is to develop the layout of advertising, illustrating in sketches how the various elements advertisement will look together. When artists are tasked with creating a television spot, they prepare a series of comic strips called a script.
Most large advertising agencies have their own art departments. Others prefer to use paid services independent studios or freelance artist-designers working on an individual basis under contracts.
After the original advertising layout has been developed and the text has been compiled, and the client has approved everything, it goes to the production department. This department coordinates the production of advertising at all stages, controls the quality and timing of work, and also ensures that all advertising materials are received by information means before the established deadlines. The agency's print advertising production managers or broadcast advertising producers and directors work here.
For print advertising, the production department purchases fonts, photographs, illustrations, and other components needed for the finished artwork. The department staff cooperates with manufacturers of photo cliches, color application elements and other materials required for transmission to the media.
The production department also produces advertising media and in some cases combines such units as a printing house, billboard production workshops, etc.
In addition to the chief, the order execution department includes the head of the working groups. The work team leader, called the project manager, or contactor, is the central figure in the entire order fulfillment process. He represents the interests of the customer in his agency and is the agency’s representative in relations with the customer. The head of the working group coordinates all work within the agency to complete the order from the beginning to its implementation.
In this regard, the level of requirements placed on the contactor is quite high. He must combine such qualities as professionalism in advertising and marketing, the ability to establish business connections with the customer and absolute communication skills, the ability to generate ideas, efficiency and accuracy, erudition, good taste and many others.
Employees of the marketing department carry out marketing research, analyze the markets for advertised goods and the market for advertising services, organize the collection of information about the client company and its products, and monitor the effectiveness advertising campaigns. In some cases, the functions of the department include purchasing space and airtime for advertising.
In addition to carrying out specific advertising functions, an advertising agency must effectively conduct its financial and economic activities and have material and technical supplies that correspond to its level. The financial and economic department is engaged in solving these problems.
In foreign countries (and recently in Russia), advertising agency personnel usually include many specialists.
1. Account director is responsible for working with a group of clients, customers and reports to the board of directors for the profitability of the work.
2. The account executive interacts between the agency and the client, but this is not simple mediation. Such an employee must understand the needs of the client, as well as his business and production, and be able to convey his knowledge to agency employees. This is a delicate, diplomatic work, its goal is to retain the client. The employee leading the client must be well educated in the field of advertising and be able to work with all agency employees, coordinating their efforts in the interests of the customer. This could be a graduate working in an agency as an intern; a person pursuing a career as a manager or seeking better job in another agency; finally, his goal may be to create his own or joint agency or division within the company.
3. A marketing manager working in an agency performs a number of functions. Marketing services are offered to clients who do not have their own employees of the same profile. If an advertising agency specializes in marketing, the client's managers can consult with it. The agency employee responsible for market research may also commission research from independent organizations. Possible topics for custom marketing research may include product development, preparation of a name and trademark, packaging development, identification of target consumer groups (market segmentation), trial sales and delivery of goods to sellers.
A marketing manager can contribute to the success of an advertising campaign, especially when working with product distributors. Demand for a product caused by advertising depends on factors such as the time required for a company's sales representatives to visit individual retailers. It is also possible that it is clear to everyone which market segment the product is addressed to, what its brand, packaging, price and assortment are. It is also necessary to justify the choice of the topic of the advertising campaign and the media necessary for its implementation. Any element of marketing work affects sales success. Therefore, if they are not coordinated with each other, the advertising campaign will be a waste of money.
4. The layout artist prepares both the main original layout and its variants. The original advertising layout is an exact sample of the advertisement, made in compliance with metric requirements; You can print it on a printer or take pictures with it. Usually the layout was made with instructions on what font and what size should be used. For advertising media of different sizes, special versions of the original layout, or adaptation, were prepared. Computerization has greatly changed not only the artistic but also the technological work of agencies. Now all work can be done in electronic form. The two main advantages of working on a computer are accuracy and speed. Electronic layouts are made just as carefully as traditional paper ones. It became possible to immediately change the image to the desired scale without making proofreading notes.
5. The media buyer negotiates with the media on the purchase of advertising space and airtime. The acquisition depends on his skill and ability best place and time for advertising at the most favorable rates. Some media can be purchased several months in advance. In addition, certain arrangements must be made before the client approves the schedule. The purchasing manager must have a good relationship with sales representatives The media, which from time to time approach him with proposals. It does not matter whether they correspond to a specific schedule.
6. Author advertising texts, a copywriter is responsible for the verbal design of advertising. He must be able to imagine trade offers in an attractive way, put forward new ideas, create themes or main stories of advertising campaigns and transform arguments in favor of purchasing a product in the minimum number of characters required. His author's style is very individual.
7. An art director in a large agency should have a team that includes visual writers, visualizers, graphic designers, and technical editors. In a small agency, he, as the head of a design studio, must perform all these functions personally. If the agency does not have a special buyer for creative products, they can be purchased through agents working with the artist or from the artists themselves. Photos are ordered and models are selected, usually through a modeling agency.
8. A visualizer is a creative double of a copywriter, a first-class artist capable of visually presenting the copywriter’s ideas. They usually work together as a creative team and may collaborate with multiple clients. Using traditional techniques, the artist makes various blanks, goes through many options until the ideas are well expressed in sketches and handwritten inscriptions. Visual materials are usually shown to the client not in final form, such as a photo, drawing or typographic print. However, even semi-finished products can create a good idea of the final version of the advertisement. If the client approves the advertising solution found, contracts are concluded.
9. A press manager is, in general, a technical editor. Performing its functions requires knowledge of thousands of options for organizing material and possible types of fonts, and their skillful use to maximize the ease of perception of advertising text. Having received the text and sketch of the advertisement, he decides to use fonts of a certain type and size. From the manuscript of the text, he determines the number of words and messages and plans their placement in the empty spaces of the overall layout. Modern high-tech printing also has computers and publishing programs containing thousands of different fonts, the scale of which can be changed at the discretion of workers.
10. Television producer (television producer) is an employee who develops advertising campaigns on television and is also responsible for selecting actors and inviting a person representing a product or service, for musical accompaniment and choosing the organization and specific individuals who will perform the work.
11. The production manager monitors compliance with deadlines for work in the agency. If the advertising involves the use of flexography, photogravure or offset lithographic printing, he also places orders with the printing house and delivers ready-made advertising layouts there. Since offset lithographic printing is usually used in the production of newspapers and magazines, printing houses are provided with an advertisement layout that meets modern technological requirements. In large general agencies economic works supports the traffic controller, who delivers copies of orders to all departments. Because multiple orders can be processed simultaneously, status information is often required several times a day.
12. The responsible executor of the advertising project (OIRP manager) is the person responsible for the entire complex advertising campaign as a whole. He mostly communicates with the customer. The advertising campaign plan is also largely the fruit of his efforts. He also distributes “pieces” of the advertising campaign for its implementation to managers and heads of internal production. His task is to direct all financial and material flows, then collect all documents from all participants technological process Customer, check them and transfer them to the financial director.
13. Job responsibilities advertising manager:
* Provides leadership, planning and coordination of advertising campaigns. Develops plans for advertising events for one type or group of goods (services) and determines the costs of their implementation.
* Studies the sales market and consumer demand in order to determine the best time and place for advertising, the scale and timing of advertising campaigns, the circle of people to whom advertising should be directed, focusing it on target groups by profession, age, purchasing power, gender.
* Organizes the development of advertising texts, posters, prospectuses, catalogs, booklets, controls their quality, ensuring visibility and accessibility of advertising, compliance with public morality, avoiding violations of competition rules.
* Monitors the development and implementation of agreements and contracts for advertising products or services.
* Organizes connections with business partners, a system for collecting the necessary information and expansion external relations in order to improve advertising activities.
* Analyzes the motivation of demand for manufactured products or services provided, organizes a study of customer needs and determines the direction of advertising campaigns.
* Maintains necessary connections with others structural divisions enterprises, institutions, organizations in the process of developing and conducting advertising events, attracts consultants and experts to solve assigned problems, invites well-known and popular people to participate in advertising, concluding agreements with them on a commercial basis.
* Supervises subordinate employees.
15. PR Manager. Provides clients with publicity; acts as an intermediary between the client and the public; provides contacts with the press.
16. Brand or product manager. Responsible for organizing the sales of a specific product or brand, including commercial activities and advertising.
The structure of advertising agencies fully reflects and is subordinate to the goals of the agency. The diversity of agencies mentioned above predetermines the same diversity of organizational structures of each agency. In some cases, the agency's structure is affected by the traditions or customs of the country where it operates. However, despite the differences, there are also common methodological approaches to organizing the work of any advertising agency.
· functional - responsibility of an individual or group of persons for performing a functional task;
· product-functional - a combination of the above, when functional departments, fulfilling the responsibilities assigned to them in the context of a certain product group or brand, coordinate their actions.
Definition 1
All of them differ in the types and nature of the work performed, geographical location and other criteria.
Full service agencies or TTL agencies provide a full range of services from market research to advertising on any media. Typically, these agencies are corporate agencies of large enterprise clients.
Design studios (creative agencies) are engaged in various areas of advertising creativity, for example, development corporate identity Internet pages or company website, development of advertising concepts, etc. Typically, such agencies accept orders from medium-sized enterprises, then the developed creative product is transferred to advertising agencies for execution.
The specialization of media agencies is the preparation of media plans and programs, as well as the placement of advertising on various media: radio, television, press or outdoor advertising.
ATL agencies respectively work in the field of direct advertising, namely in the production of advertising television and audio clips and their placement in media mass media: on television channels, on radio stations and in press publications (newspapers and magazines).
BTL agencies specialize in planning and implementing sales promotion and product promotion activities. They also carry out orders for the production of various advertising materials: leaflets, posters, brochures or POS materials.
The account department consists of employees who connect the agency with their main clients. The essence of the activity of this unit is to collect the necessary information from the client, set goals and objectives and draw up rough plan work. Next, department employees, together with other departments, develop a concept and advertising plan, which are approved by the client. The customer service department is a kind of " business card» agency, so based on the results of work with the client, an opinion is formed about the activities and reputation of the entire agency.
The creative department is engaged in creative work, namely the development of initial creative briefs, advertising concepts and solutions, as well as the creation of an advertising campaign for the client. This division includes art editors, designers, text or copywriters, and graphic specialists.
The production department is a division for the production of already developed advertising. He interacts with subcontractors who are directly manufacturers or suppliers of individual elements of the advertising product. These are printing houses, photo and television studios, radio stations, etc.
The media department specializes in planning and placing developed advertising materials on various media.
The main activities of this division:
Even companies that have strong in-house advertising departments resort to the services of advertising agencies. Agencies employ creative and technical specialists who are often able to perform advertising functions better and more efficiently than the company's full-time employees. In addition, agencies bring an outside perspective on the problems facing the firm, as well as a wealth of diverse experience working with different clients and in different situations. An agency is hired to bring its own unique ideas to the client's business development.
First of all, the client’s products or services are studied to determine their strengths and weaknesses, and the existing potential market for this product is also analyzed. In addition, before starting to create advertising, it is necessary to conduct research on the application and benefits of the product or service, analyze existing and potential consumers and determine the factors influencing the purchasing decision.
After that, using its knowledge of distribution channels of all available media, the agency creates a plan for placing advertising materials for consumers, wholesale buyers, dealers and contractors. And finally, the turn to implement this plan comes: texts are compiled, advertising design is prepared, time and space in information media are purchased, advertisements and videos are actually produced, transferred to the media, checked for their publication or broadcast, and identification of invoices for one’s services and media services.
The agency also works with the client's marketing team to improve advertising effectiveness through packaging, sales research, training, literature and displays for sales personnel.
Most advertising is largely based on the textual material that makes up the headline and advertising message. Copywriters typically work closely with artists and the promotional production team.
Large advertising agencies that provide a wide range of advertising services feel the need to unite various specialists into departments. Typically, the activities of a department are focused on performing a specific function. There are five main functional divisions:
1) creative or artistic department
2) order fulfillment department
3) production department
4) marketing department
5) financial and economic department
The work of the departments is not like a conveyor belt on which a moving part is subjected to various technological operations. As a rule, representatives of the first four departments are included in working groups to complete a specific order. After setting the task for the working group, its employees, in close cooperation with each other and with all departments, develop the concept of the advertising message (advertising campaign plans, etc.). The concept is approved by the client and representatives of the agency's senior management or the editorial and artistic council. After this, the process of final development of appeals and production of advertising media begins.
The creative department brings together text writers, artists, graphic specialists, directors, editors and other creative workers. They generate advertising ideas and find the right means to implement them. Due to the fact that the role of the psychological factor in advertising appeal is very large and taking into account the certain proximity of advertising to art, the role of this department is extremely high.
An agency's art department consists of artists and designers whose main job is to design the layout of the advertisement, illustrating in sketches how the various elements of the advertisement will look together. When artists are tasked with creating a television spot, they prepare a series of comic strips called a script.
Most large advertising agencies have their own art departments. Others prefer to use the paid services of independent studios or freelance artist-designers working on an individual basis under contracts.
After the original advertising layout has been developed and the text has been compiled, and the client has approved everything, it goes to the production department. This department coordinates the production of advertising at all stages, controls the quality and timing of work, and also ensures that all advertising materials are received by information means before the established deadlines. The agency's print advertising production managers or broadcast advertising producers and directors work here.
For print advertising, the production department purchases fonts, photographs, illustrations, and other components needed for the finished artwork. The department staff cooperates with manufacturers of photo cliches, color application elements and other materials required for transmission to the media.
The production department also produces advertising media and in some cases combines departments such as printing houses, billboard workshops, etc.
In addition to the chief, the order execution department includes the head of the working groups. The work team leader, called the project manager, or contactor, is the central figure in the entire order fulfillment process. He represents the interests of the customer in his agency and is the agency’s representative in relations with the customer. The head of the working group coordinates all work within the agency to complete the order from the beginning to its implementation.
In this regard, the level of requirements placed on the contactor is quite high. He must combine such qualities as professionalism in advertising and marketing, the ability to establish business relationships with the customer and absolute communication skills, the ability to generate ideas, efficiency and accuracy, erudition, good taste and many others.
Employees of the marketing department carry out marketing research, analyze the markets for advertised goods and the market for advertising services, organize the collection of information about the client company and its products, and monitor the effectiveness of advertising campaigns. In some cases, the functions of the department include purchasing space and airtime for advertising.
In addition to carrying out specific advertising functions, an advertising agency must effectively conduct its financial and economic activities and have material and technical supplies that correspond to its level. The financial and economic department is engaged in solving these problems.
In foreign countries (and recently in Russia), advertising agency personnel usually include many specialists.
1. Account director is responsible for working with a group of clients, customers and reports to the board of directors for the profitability of the work.
2. The account executive interacts between the agency and the client, but this is not simple mediation. Such an employee must understand the needs of the client, as well as his business and production, and be able to convey his knowledge to agency employees. This is a delicate, diplomatic work, its goal is to retain the client. The employee leading the client must be well educated in the field of advertising and be able to work with all agency employees, coordinating their efforts in the interests of the customer. This could be a graduate working in an agency as an intern; a person pursuing a management career or looking for a better job in another agency; finally, his goal may be to create his own or joint agency or division within the company.
3. A marketing manager working in an agency performs a number of functions. Marketing services are offered to clients who do not have their own employees in the same profile. If an advertising agency specializes in marketing, the client's managers can consult with it. The agency employee responsible for market research may also commission research from independent organizations. Possible topics for custom marketing research may include product development, preparation of a name and trademark, packaging development, identification of target consumer groups (market segmentation), trial sales and delivery of goods to sellers.
A marketing manager can contribute to the success of an advertising campaign, especially when working with product distributors. Demand for a product caused by advertising depends on factors such as the time required for a company's sales representatives to visit individual retailers. It is also possible that it is clear to everyone which market segment the product is addressed to, what its brand, packaging, price and assortment are. It is also necessary to justify the choice of the topic of the advertising campaign and the media necessary for its implementation. Any element of marketing work affects sales success. Therefore, if they are not coordinated with each other, the advertising campaign will be a waste of money.
4. The layout artist prepares both the main original layout and its variants. The original advertising layout is an exact sample of the advertisement, made in compliance with metric requirements; You can print it on a printer or take pictures with it. Usually the layout was made with instructions on what font and what size should be used. For advertising media of different sizes, special versions of the original layout, or adaptation, were prepared. Computerization has greatly changed not only the artistic but also the technological work of agencies. Now all work can be done electronically. The two main advantages of working on a computer are accuracy and speed. Electronic layouts are made just as carefully as traditional paper ones. It became possible to immediately change the image to the desired scale without making proofreading notes.
5. The media buyer negotiates with the media on the purchase of advertising space and airtime. The acquisition of the best place and time for advertising at the most favorable prices depends on his skill and ability. Some media can be purchased several months in advance. In addition, certain arrangements must be made before the client approves the schedule. The purchasing manager must have a good relationship with the media sales representatives who approach him with proposals from time to time. It does not matter whether they correspond to a specific schedule.
6. The author of advertising texts, copywriter (copywriter) is responsible for the verbal design of advertising. He must be able to present sales proposals in an attractive manner, come up with new ideas, create themes or main stories of advertising campaigns, and convert arguments in favor of purchasing a product into the minimum number of characters required. His author's style is very individual.
7. An art director in a large agency should have a team that includes visual writers, visualizers, graphic designers, and technical editors. In a small agency, he, as the head of a design studio, must perform all these functions personally. If the agency does not have a special buyer for creative products, they can be purchased through agents working with the artist or from the artists themselves. Photos are ordered and models are selected, usually through a modeling agency.
8. A visualizer is a creative double of a copywriter, a first-class artist capable of visually presenting the copywriter’s ideas. They usually work together as a creative team and may collaborate with multiple clients. Using traditional techniques, the artist makes various blanks, goes through many options until the ideas are well expressed in sketches and handwritten inscriptions. Visual materials are usually shown to the client not in final form, such as a photo, drawing or typographic print. However, even semi-finished products can create a good idea of the final version of the advertisement. If the client approves the advertising solution found, contracts are concluded.
9. A press manager is, in general, a technical editor. Performing its functions requires knowledge of thousands of options for organizing material and possible types of fonts, and their skillful use to maximize the ease of perception of advertising text. Having received the text and sketch of the advertisement, he decides to use fonts of a certain type and size. From the manuscript of the text, he determines the number of words and messages and plans their placement in the empty spaces of the overall layout. Modern high-tech printing also has computers and publishing programs containing thousands of different fonts, the scale of which can be changed at the discretion of workers.
10. Television producer (television producer) is an employee who develops advertising campaigns on television and is also responsible for selecting actors and inviting a person representing a product or service, for musical accompaniment and choosing the organization and specific individuals who will perform the work.
11. The production manager monitors compliance with deadlines for work in the agency. If the advertising involves the use of flexography, photogravure or offset lithographic printing, he also places orders with the printing house and delivers ready-made advertising layouts there. Since offset lithographic printing is usually used in the production of newspapers and magazines, printing houses are provided with an advertisement layout that meets modern technological requirements. In large agencies, general housekeeping is supported by a traffic controller who delivers copies of orders to all departments. Because multiple orders can be processed simultaneously, status information is often required several times a day.
12. The responsible executor of the advertising project (OIRP manager) is the person responsible for the entire complex advertising campaign as a whole. He mostly communicates with the customer. The advertising campaign plan is also largely the fruit of his efforts. He also distributes “pieces” of the advertising campaign for its implementation to managers and heads of internal production. His task is to direct all financial and material flows in the right directions, then collect all documents from all participants in the Customer’s technological process, check them and transfer them to the financial director.
13. Job responsibilities of the advertising manager:
* Provides leadership, planning and coordination of advertising campaigns. Develops plans for advertising events for one type or group of goods (services) and determines the costs of their implementation.
* Studies the sales market and consumer demand in order to determine the best time and place for advertising, the scale and timing of advertising campaigns, the circle of people to whom advertising should be directed, focusing it on target groups by profession, age, purchasing power, gender.
* Organizes the development of advertising texts, posters, prospectuses, catalogs, booklets, controls their quality, ensuring visibility and accessibility of advertising, compliance with public morality, avoiding violations of competition rules.
* Monitors the development and implementation of agreements and contracts for advertising products or services.
* Organizes connections with business partners, a system for collecting the necessary information and expanding external relations in order to improve advertising activities.
* Analyzes the motivation of demand for manufactured products or services provided, organizes a study of customer needs and determines the direction of advertising campaigns.
* Maintains the necessary connections with other structural divisions of the enterprise, institution, organization in the process of developing and conducting advertising events, attracts consultants and experts to solve assigned problems, invites well-known and popular persons to participate in advertising, concluding agreements with them on a commercial basis.
* Supervises subordinate employees.
15. PR Manager. Provides clients with publicity; acts as an intermediary between the client and the public; provides contacts with the press.
16. Brand or product manager. Responsible for organizing the sales of a specific product or brand, including commercial activities and advertising.
The structure of advertising agencies fully reflects and is subordinate to the goals of the agency. The diversity of agencies mentioned above predetermines the same diversity of organizational structures of each agency. In some cases, the agency's structure is affected by the traditions or customs of the country where it operates. However, despite the differences, there are also common methodological approaches to organizing the work of any advertising agency.
· functional - responsibility of an individual or group of persons for performing a functional task;
· product-functional - a combination of the above, when functional departments, fulfilling the responsibilities assigned to them in the context of a certain product group or brand, coordinate their actions.
Table 1 - Strengths and weaknesses of building advertising services
|
Strengths |
Weaknesses |
|
Functional organization |
|
|
Commodity organization |
|
|
A wide range of responsibilities of each advertising specialist for assigned functions |
|
|
Market organization |
|
|
Good coordination of services when entering markets. Ability to develop a comprehensive go-to-market program. More reliable market forecast taking into account its specifics |
Complex structure. Low degree of specialization of workers. Poor knowledge of the entire range of advertised products |
|
Product-functional structure |
|
|
Better coordination of services when entering the market. Sufficiently complete knowledge of the specifics of the advertised product |
The highest cost of maintaining the service. Possibility of conflicts when functions intersect |
Let's take a closer look at the general structure of a full-cycle advertising agency, the so-called backbone of the structure, which in certain specific situations can be either expanded or reduced. Such an agency, as we know, carries out the entire advertising order, as they say, “turnkey”: from the inception of the idea to the receipt of the advertising product.
The structure and functional diagram of the work is shown in Fig. 1 (based on the scheme of the advertising agency “S - Media (Sovero Media)”).
The structure of an advertising agency fully reflects and is subordinate to the goals of the agency. The diversity of agencies mentioned above predetermines the same diversity of organizational structures of each agency. In some cases, the agency's structure is affected by the tradition or customs of the country in which it operates. However, despite the differences, there are also common methodological approaches to organizing the work of any Advertising agency. We will look at the general structure of a full-cycle advertising agency, the so-called backbone of the structure, which in certain specific situations can be either expanded or reduced. Such an agency, as we know, carries out the entire advertising order, as they say, “turnkey”: from the inception of the idea to the training of the advertising product.
The structure and functional diagram of the work is shown in Fig. 7.2. (based on the scheme of the advertising agency "S-Media (Sovero Media)".
In Table 7.3. characteristics of the divisions included in the structure of the advertising agency are given. Conventionally, divisions are divided into main (functional) and auxiliary.
Table 7.3 - Characteristics of the main divisions of the advertising agency
|
Name* |
|
|
Work department with clients |
Structurally, the department is divided into working groups, each of which he handles the affairs of a specific client. The composition of working groups to carry out specific Customer orders include representatives from the creative, production and marketing departments. After setting the task, the working group prepares budget proposals for presentation to the client. Then its employees, in collaboration with other departments, develop an advertising concept, an advertising campaign plan, etc. The concept is approved by the client and representatives of the agency’s management, and sometimes by an expert council agencies. After this, the process of finalizing the advertising message and clarifying production details begins. The head of the group (“account executive” or contactor) represents the interests of the agency in negotiations with the client and the interests of the client within his agency. He coordinates all work on order fulfillment from the beginning to its implementation and reports to the Director of Customer Relations |
|
Creative department |
The role of creative department workers is extremely important. juice From their professionalism and talent of envy body They generate advertising ideas and find the final options for their implementation. The creative department unites text writers (copywriters), art directors, and advertising designers. Sometimes directors, editors and other creative workers are included. The department reports to the creative director |
|
Media department |
The department is engaged in media planning and media purchasing, is responsible for selecting advertising distribution channels, conducts media research and other types of advertising media, and purchases advertising space. The department’s task also includes monitoring the progress and execution of advertising campaigns, checking the actual results of the distribution of advertising messages. The department prepares photomonitoring for clients, carries out all work with contractors (owners of outdoor advertising networks, media editors or their agencies) |
|
Production department |
The department produces advertising developed by the agency. To this end, he maintains constant business contacts with service companies and organizations that own facilities, such as printing houses, companies producing metal and plastic structures, producing souvenirs, etc. The production department, if necessary, orders photo models from the relevant companies, production of television and film clips, audio recordings for radio, etc. The department’s responsibilities also include preparing POS materials |
* The names of units in different agencies may be different: divisions, departments, sectors, services, etc.
Sometimes in the agency structure there is a marketing department who carries out marketing research (himself or orders research from specialized companies), analyzes the markets for advertised goods and the advertising market, organizes the collection of information about the client company and its products, and monitors the effectiveness of advertising campaigns.
In addition to these departments, an agency may also have supervisory board , consisting of authoritative people of the agency who analyze and evaluate all advertising campaigns developed in the agency.
TO auxiliary units advertising agency include such as financial, business departments, accounting, courier service.
In large agencies, if there are a large number of clients, a position is introduced traffic manager, which daily monitors the progress of customer orders, coordinates the work of all areas involved in the development and implementation of advertising campaigns.
Agency personnel
Let's talk in more detail about those who work in an advertising agency and its staff. The agency's structure determines which professions should be represented.
At first glance, it may seem that everyone working in an advertising agency is exclusively engaged in creative work. In fact, more than 2/3 of the staff do not solve creative problems at all. Their range of activities is completely different: working with the media, research work, working with contractors and clients, etc.
But first of all we need to talk about creative employees, working in the agency. They are the "generators" of the agency. They judge the level of his work. Such workers have creative professions: artistic, philological, journalistic education. They are responsible for developing advertising texts and graphic design for advertising, they write scripts and develop an advertising concept.
The second group of employees are marketing specialists responsible for market and media research, specialists who know the media business well: planning and purchasing advertising space.
The third group of employees are those who work directly with the client. What is important here are such qualities as professional knowledge of advertising and marketing, the ability to establish business relationships with a client, communication skills, the ability to generate ideas, erudition, good taste and much more.
The agency cannot do without representatives of technical professions who deal with the production of advertising messages - printers, technologists, etc. They are directly related to manufacturers: production companies, agencies for the production of POS materials, agencies for production, souvenirs, etc.
