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Types of advertising
it includes corporative advertising
strategic advertising
retail advertising
b-to-b advertising
public services advertising
Changing nature of advertising
With time passing by and the improvement in modern technology
do you think advertising is changing in its nature? of course, society changes with time and technology
and thus, advertising also needs changes
overall, advertising shifts
from mass media to fragmented audiences
For example, in the past, when internet was not yet invented, or when it was not
common and popular, advertisements often appeared on newspapers, radio and tv
it aimed at making instant communication and mass audience possible
from one production point to many receivers
the content, exposure and presentation of advertising were predictable
the most common advertising will be printed
and tv advertisements
therefore, advertising in the past created national and mass culture
nowadays, advertising changes in its nature
with advancement in technology
newspaper and radio play a less important role in people's source of information
with increasingly large amount of internet users
internet becomes another important channel and medium of advertising
today channels are no longer scarce
e.g. cable
satellite
digital media
and internet are parts of our daily lives
therefore, it causes
fragmentation of target audiences
MTV, news channel, sports channel, etc
it also causes fragmentation of communication: MSN, news groups, twitter and facebook
computer and digital advertising is common
yet, television is still largely a mass medium of advertising
content, presentation
and exposure
of advertisements are not predictable
it requires regular evaluation
and should be innovative
it becomes interactive
e.g. more advertising campaign and audience involvement
The goal of advertising is to both attract new customers and to show interested people where they can
find what they want
If this can't be accomplished
through traditional media, then the ad must be dropped and changed
advertising agency structure
there's a board of directors and presidents/international management
in the structure of
advertising agency
under the board of directors, it has
administrative services
marketing services and production services
creative services and media services
account services
administrative services
is responsible for
finance services such as accounting
billing and traffic
marketing service is responsible for marketing director, public relations
event sponsorship
sales promotion and interactive
the account service department includes strategic planner
directors of account services,
account executives and asistant account executives
the creative service has executive creative director
group creative directors, associate creative directors
copywriters, art directors, junior copywriters
and assistant art directors
the media service department includes
media services directors, media planner
media buyers
the production service includes production director
senior tv producers/senior output producers
tv producers
and output producers
The range of services provided by full-service
advertising agencies
destruction
The structure of an advertising agency can differ
depending on the type of clients that it serves. There is a general organizational structure for a traditional advertising agency, however.
An established agency contains five different departments
marketing service, account services,creative services
media planning service and protection service
The five different departments are broken down into focused departments
with particular responsibilities that complete the advertising process in a successful and effective manner.
marketing planning service
this department onducts research to define
the target audience in terms of buying behaviours
interests, opinions and attitudes
account service: The account services department members are responsible for maintaining
a strong and productive relationship between the agency and its clients
Creative service: The creative department is composed of
copywriters and art directors. It is headed by the creative director
in most agencies, or by an executive creative director in large agencies
They incorporate input from the account services team, prepare final layouts
and present the work to the client.
Media planning service
Media planners make recommendations on the best media to use to reach
the target for the advertising
Production service
Production services are generally divided into two divisions --- print production
and broadcast production
Print production finalizes layouts and materials for newspapers
, magazines, billboards,and online publications.
The broadcast production department concentrates on radio and television commercials
and producing videos used for online advertising.
What is the role of art director in advertising?
the head of an art department, and visual aspects.
create or develop specific parts of an art piece or scene
the charge of a sole art director to supervise and unify the vision
the charge of the overall visual appearance
and how it communicates visually, stimulates moods, contrasts features
and psychologically
appeals to target audiences
makes decisions about visual elements used, what artistic style to use, and when to use motion.
translate desired moods, messages, concepts, and underdeveloped
ideas into imagery
for solidifying the vision of the collective imagination
charge of the visual looks of the message
in one word, art director is called
"the chief designer
Then what is the role of copywriter in advertising?
copyrighted is responsible for the textual content
who writes advertising materials to be used in printed documents and media broadcasts
to promote the sale of goods and offering of services
to make revisions and edits to ensure that the finished product
is absolutely perfect
responsible for preparing sales letters and articles relating to their job
as a copywriter or the product which they are promoting.
clear and concise in their writing as well
prepare and give speeches regarding the products which they are working on
produce the best product name or slogan that they can
to use their creative mind to think up catchy names
and phrases for products
In general, the copywriter may come up with the headline or other copy
and the art director may suggest a visual
or the aesthetic approach. This is the role they play in advertising industry
how they work together