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    ADV 2102 VISCOMM DESIGN 1 - Lesson 2

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    Kim Rei
    The document provides an introduction to the advertising industry, including the different types of agencies, how they earn income, and career paths within account services, creative, and media departments. It describes the roles of account executives, copywriters, art directors, media planners and buyers. It also covers the media planning process and considerations like reach, frequency, weight, and cost. Key agency departments include account planning, creative, production, and media.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    ADV 2102 VISCOMM DESIGN 1 - Lesson 2

    Uploaded by

    Kim Rei
    45 views25 pages
    The document provides an introduction to the advertising industry, including the different types of agencies, how they earn income, and career paths within account services, creative, and media departments. It describes the roles of account executives, copywriters, art directors, media planners and buyers. It also covers the media planning process and considerations like reach, frequency, weight, and cost. Key agency departments include account planning, creative, production, and media.

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    ADV 2102 VISCOMM DESIGN 1_Lesson 2

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    The document provides an introduction to the advertising industry, including the different types of agencies, how they earn income, and career paths within account services, creative, and media departments. It describes the roles of account executives, copywriters, art directors, media planners and buyers. It also covers the media planning process and considerations like reach, frequency, weight, and cost. Key agency departments include account planning, creative, production, and media.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    45 views25 pages

    ADV 2102 VISCOMM DESIGN 1 - Lesson 2

    Uploaded by

    Kim Rei
    The document provides an introduction to the advertising industry, including the different types of agencies, how they earn income, and career paths within account services, creative, and media departments. It describes the roles of account executives, copywriters, art directors, media planners and buyers. It also covers the media planning process and considerations like reach, frequency, weight, and cost. Key agency departments include account planning, creative, production, and media.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 25

    INTRODUCTION TO ADVERTISING

    ADV 2102 VISUAL COMMUNICATION DESIGN 1


    WHERE CAN YOU FIT INTO
    ADVERTISING?
    HOW DO AGENCIES EARN THEIR
    INCOME?

    • COMMISSION SYSTEM
    {traditionally 15%
    commission for any time
    or space purchased}

    • FEE-COMMISSION
    SYSTEM {encompassed
    fixed-fee system and
    cost-plus agreements}
    WHAT ARE THE DIFFERENT
    TYPES OF AGENCIES?

    • FULL SERVICE AGENCIES


    offers an entire range of services,
    starting with advertising strategy
    formulation, creating a full-
    fledged advertising and
    promotions campaign, producing
    it and working out the media plan.

    • SPECIALIST AGENCIES
    are mainly local. Fashionably
    known as ‘boutique’ agencies and
    tend to concentrate on small
    creative jobs
    GETTING
    STARTED IN
    ADVERTISING
    THE ACCOUNT
    SERVICE DEPARTMENT

    THE CREATIVE
    DEPARTMENT

    THE MEDIA
    DEPARTMENT
    ACCOUNT SERVICE CAREER
    LADDER

    • CLIENT SERVICE HEAD

    • ACCOUNT DIRECTOR

    • ACCOUNT MANAGER

    • ACCOUNT SUPERVISOR

    • ACCOUNT EXECUTIVE

    • JUNIOR ACCOUNT
    EXECUTIVE
    WHAT IS A
    ‘CALL
    REPORT’?
    • THE DECISIONS MADE AT
    MEETINGS ARE RECORDED
    IN A CALL REPORT THAT IS
    INTENDED FOR THE
    AGENCY’S PERMANENT
    RECORDS.
    • IT RECORDS DEADLINES
    AGREED BY THE CLIENT
    AND THE AGENCY
    WHAT IS
    ‘PLANNING’
    ACCOUNT PLANNING IS A
    PROCESS OF DISCOVERY
    THAT LETS THE AGENCY
    UNDERSTAND MORE
    ABOUT THE BRAND AND
    MORE ABOUT THE
    CONSUMER’S
    RELATIONSHIP WITH THE
    BRAND.
    THE CREATIVE DEPARTMENT:
    A COPYWRITER’S CAREER LADDER

    • EXECUTIVE CREATIVE
    DIRECTOR

    • CREATIVE DIRECTOR

    • HEAD OF COPY

    • CREATIVE GROUP HEAD

    • SENIOR COPYWRITER

    • COPYWRITER

    • JUNIOR COPYWRITER
    THE CREATIVE DEPARTMENT:
    AN ART DIRECTOR’S CAREER LADDER

    • EXECUTIVE CREATIVE
    DIRECTOR

    • CREATIVE DIRECTOR

    • HEAD OF ART

    • CREATIVE GROUP HEAD

    • SENIOR ART DIRECTOR

    • ART DIRECTOR

    • JUNIOR ART DIRECTOR OR


    VISUALISER
    CAREERS IN CREATIVE CRAFTS

    • ILLUSTRATORS

    • TYPOGRAPHERS

    • ART BUYERS

    • TRAFFIC MANAGER

    • STUDIO MANAGERS

    • PRINT PRODUCTION
    MANAGERS

    • BROADCAST PRODUCTION
    MANAGER OR HEAD OF
    BROADCAST
    THE MEDIA DEPARTMENT:
    THE MEDIA PLANNING PROCESS

    1. SELECTING TARGET
    AUDIENCE

    2. SPECIFYING MEDIA
    OBJECTIVES

    3. SELECTING MEDIA
    CATEGORIES

    4. BUYING MEDIA
    THE MEDIA PLANNING PROCESS
    FACTORS FOR SELECTING
    TARGET AUDIENCE
    GENERAL MEDIA INFORMATIO

    • REACH

    • FREQUENCY

    • WEIGHT

    • CONTINUITY

    • COST
    REACH
    PERCENTAGE OF TARGET
    AUDIENCE EXPOSED TO
    AN AD ATLEAST ONCE
    DURING A CERTAIN TIME
    FRAME
    FACTORS INFLUENCING REACH:
    • MORE PEOPLE ARE REACHED WHEN
    A SCHEDULE USES MULTIPLE MEDIA
    • NUMBER AND DIVERSITY OF MEDIA
    USED
    FREQUENCY
    AVERAGE NUMBER
    OF TIMES AN AD
    REACHES THE
    TARGET AUDIENCE
    IN A FOUR-WEEK
    PERIOD
    WEIGHT
    GROSS RATING POINTS
    OR GRP INDICATE THE
    AMOUNT OF GROSS
    WEIGHT THAT A
    PARTICULAR AD
    SCHEDULE IS CAPABLE
    OF DELIVERING
    GRP =REACH (R) X FREQUENCY (F)
    CONTINUITY
    HOW ADVERTISING IS
    ALLOCATED DURING
    THE COURSE OF AN
    AD CAMPAIGN
    BLITZING
    CONTINUOUS SCHEDULE
    PULSING
    FLIGHT
    COST
    COST OF REACHING
    AUDIENCE OF 1,000
    COST CONSIDERATIONS
    • COST PER THOUSAND (CPM)
    • TARGET MARKET (TM)

    CPM = AD COST___
    # OF CONTACTS

    CPM - TM = _AD COST_____


    # OF TM CONTACTS
    MEDIA CAREER LADDER

    • MEDIA DIRECTOR

    • MEDIA GROUP HEAD

    • MEDIA PLANNER

    • MEDIA BUYER

    • MEDIA ASSISTANT
    A CRASH COURSE IN MEDIA:
    THE PROS AND CONS
    TELEVISION - PROS

    • WIDER REACH

    • CAN BE MERCHANDISED

    TELEVISION - CONS

    • VIRTUALLY IMPOSSIBLE TO
    TARGET A SPECIFIC
    AUDIENCE

    • NOT ATTRACTIVE TO
    UPSCALE CONSUMER
    A CRASH COURSE IN MEDIA:
    THE PROS AND CONS

    RADIO - PROS

    • EXCELLENT IN TARGETING A
    FIXED AUDIENCE

    • CAN BE MERCHANDISED

    • FASTEST WAY TO
    COMMUNICATE A MESSAGE
    TO THE AUDIENCE

    RADIO - CONS

    • PASSIVE LISTENING
    A CRASH COURSE IN MEDIA:
    THE PROS AND CONS

    MAGAZINE - PROS

    • EXCELLENT IN TARGETING A
    FIXED AUDIENCE

    • EXTENDED LIFE / PASS-ON


    READERSHIP

    MAGAZINE - CONS

    • LEADTIME

    • COVER THE TOTAL AUDIENCE


    IN A VERY LONG TIME
    A CRASH COURSE IN MEDIA:
    THE PROS AND CONS
    NEWSPAPER - PROS

    • COVER THE TOTAL AUDIENCE


    IN A VERY SHORT SPACE OF
    TIME

    • AN ACTION MEDIUM

    • SHORT LEAD-TIME

    • IMPRESSIVE PENETRATION TO
    LOCAL MARKETS.

    NEWSAPER - CONS

    • EXPENSIVE

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