Sekilas Mengenai Advertising Agency

Pengantar  Periklanan  dan  Komunikasi  Pemasaran  Adv.&Marcomm,  Fikom,  UMB  

Judhie  Se?awan,  M.Si  

2

Profesi….. •  Copywriter Penulis Naskah Iklan •  Art Director Pengarah Seni Iklan •  Media Planner Perencana Pemasangan

Iklan di Media •  Account Executive

•  Media Buyer, Account Manager, Creative Director, Account Planner, dll di industri komunikasi dan pemasaran

Pembina Usaha

what agencies do?

structure & organization

and how they’re organized

to do it.

7 primary services:  complete  a  marke?ng  analysis    develop  an  adver?sing  plan    prepare  a  crea?ve  strategy    create  adver?sing  execu?ons    develop  and  implement  a  media  plan    handle  billing  and  payments    integrate  other  marke?ng  communica?ons  

4 functions of full-service agencies

■  account management ■  creative ■  media planning and placement ■  research

agency  organiza,on  chart  

Print

Traffic

Production Production Broadcast Administration

Other Marketing Communications

Services [PR, etc.]

Asst. Account Executive

Account Executive

Management Supervisor

Account Mgmt. Director

Copy Spvr. & Copywriters Art Supervisor

& Art Directors

Creative Group:

Associate Creative Director

Creative Exec CD

Research Assistants

Project Managers

Research Director

Media Planner Media

Buyer

Media Supervisor

Associate Media

Director

Media Dept. Director

Strategy Review Board

[Managment Committee]

Office Management [Personnel,

Accounting, Legal, etc.]

President [COO]

Board of Directors

[Chairman/CEO]

•  liaison between agency and client •  responsible for understanding...

the client’s business the client’s marketing needs strategy development

•  representing client point of view within the agency

account  management    

•  Account Management Director •  Management Supervisor •  Account Supervisors •  Account Executives •  Assistant Account Executives •  Account Coordinators •  Traffic

account  management    

Traffic

Asst. AccountExecutive

AccountCoordinator

AccountExecutive

AccountSupervisor

Management.Supervisor

Account Mgmt.Director

 Responsibility  

crea,ve  department  

●  the creative department is responsible for creating and producing the print and broadcast advertising

■  strategy is key ●  good creative work is always guided by a

creative strategy that sets forth goals to be accomplished and key message points to be relayed

crea,ve  department  

•  Executive & Group Creative Directors •  Creative Director •  Associate Creative Director •  Copywriters •  Art Directors •  Broadcast producers •  Print production managers •  Traffic coordinators

Print

Traffic

ProductionBroadcastProduction

Copy Spvr. &Copywriters

Art Supervisor& Art Directors

CreativeGroup:

AssociateCreative

Director (ACD)

CreativeDirector (CD)

ExecutiveCreative

Director (ECD)

StrategyReviewBoard

media  department  

The media department has two main functions - planning and buying.

■  The planning group handles more strategic marketing and media issues.

■  The buying group handles media negotiations and implementation.

Media director

Associate Media Director

Media Supervisors

Media Planners

Media Buyers

Media Administration

media  department  

Media Plan

Administration

Media Planner

Media Buyer

Media Supervisor

Associate Media

Director

Media Director

research department  interpret  market  environment    

 gather  and  analyze  research  data.        primary  and  secondary  techniques    

 determine  consumer  needs/percep?ons    understand  problems    

 advise  how  ads  can  meet  strategic  goals    help  find  solu?ons  

Research Report

research director research project managers research assistants outside research specialists

research department

ResearchSuppliers

Outside

ResearchAssistants

ProjectManagers

ResearchDirector

Research

Report

3    ways  agencies  make  money  

commissions usually 15% of gross costs

fees usually based on negotiated hourly rate

incentives still relatively new and problematic usually based on performance goals

new  business  

three primary sources build existing client’s business add and sell new IMC services solicit new accounts

two ongoing problems “spec” work teams “walking” with accounts

“The critical objective and role of any ad agency is gaining new business.”

THANK YOU