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7 primary services:
Strategy
ReviewBoard
[Managment
Committee]
OfficeManagement
[Personnel,
Accounting,
Legal,etc.]
Creative
ExecCD
Research
Director
MediaDept.
Director
Management
Supervisor
Associate
Creative
Director
Project
Managers
Associate
Media
Director
Account
Executive
Creative
Group:
Research
Assistants
Media
Supervisor
Asst.Account
Executive
CopySpvr.&
Copywriters
Broadcast
Production
Traffic
ArtSupervisor
&ArtDirectors
Print
Production
Media
Planner
Media
Buyer
Analysts
account management
liaison between agency and client
responsible for understanding...
the clients business
the clients marketing needs
strategy development
account management
AccountMgmt.
Director
Management.
Supervisor
Account
Supervisor
Account
Executive
Asst.Account
Executive
Account
Coordinator
Traffic
creative department
responsibility
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
creative department
Strategy
Review
Board
Executive
Creative
Director(ECD)
Creative
Director(CD)
Associate
Creative
Director(ACD)
Creative
Group:
CopySpvr.&
Copywriters
ArtSupervisor
&ArtDirectors
Broadcast
Production
Traffic
Print
Production
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 department
Media
Director
Associate
Media
Director
media director
associate media directors
media supervisors
media planners
Media
Supervisor
Media
Planner
Media
Buyer
Analysts
media buyers
media analysts
Media
Plan
research department
interpret market environment
gather and analyze research data.
Research
Report
research department
Research
Director
Project
Managers
research director
research project managers
research assistants
outside research
specialists
Research
Assistants
Outside
Research
Suppliers
Research
Report
fees
usually based on negotiated hourly rate
incentives
still relatively new and problematic
usually based on performance goals
agency commissions
media commission system
15% media commission
incentives
in theory, a good way to work
get paid based on how well you do, not
how much you bill
in practice, difficult to implement
if client makes final decision (instead of
agency), how can agency be responsible
for final results?
results based on many factors, such as
competitive efforts, not just advertising
new business
three primary sources
The
critical
objective
and role
build
existing
clients business
of any
agency
is IMC
gaining
new
addad
and
sell new
services
business.
solicit new
accounts
two ongoing problems
spec work
teams walking with accounts