04-08-2012, 12:55 PM
Organizational Structure of Advertising Agencies
1Organizational Structure.ppt (Size: 686 KB / Downloads: 31)
Why…
Companies have to seek a channel of communication.
Advertising agencies exist to help companies:
communicate with the public
market the company's product
How…
The process of advertising involves considerable specialized knowledge and expertise
About people - their interests, preferences, needs, wants, lifestyles, expectations
About media - their "reach", their effectiveness, their specific appeal
About the company and its product – and about competing companies and their products
account management
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 personnel, used to their fullest capabilities, perform a dual function as consultants and co-ordinators:
advise the client on a variety of marketing/strategic/financial issues.
identify and motivate the correct agency resources to build the client's business.
co-ordinate overall agency involvement and projects between client and agency.
expert on consumer behaviour
research department
Marketing research is three things:
The identification of information needs (i.e. defining the problem)
The systematic gathering, recording, analyzing and interpreting of data (i.e. providing a solution to the problem)
The analysis and evaluation of action taken on the basis of information (i.e. monitoring and modifying the initial solution).