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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 32
CLIENT ­ AGENCY RELATIONSHIP
OVERVIEW
In the last lecture essentials to manage advertising agency were explained in detail. To continue
to explain about the various aspects of advertising agency the duty as the owner / boss of the
advertising agency will be explained besides identifying Cardinal Rules for running an agency.
There may be cases where clients would like to advertise without an agency in this regard it
will be explained as how to do it and what are its different implications. Primarily such an
effort is always made to reduce the cost of advertising. Further more the word about logo and
corporate identity its usage, evaluation and the definition of corporate identity will also be
discussed.
THE DUTY OF OWNER / BOSS OF AN ADVERTISING AGENCY:
Following are basically the duties of an owner / boss of an advertising agency in fact the boss
should listen more and say less:
·  Be fair to staff & be firm: A boss should always be ready to make un-popular decisions
to create an atmosphere of stability.
·  Maintain forward thrust of the agency: He or she should try to get things done quickly
win more business thus maintaining its growth / forward thrust.
·  Try to build agency by getting more accounts: As is necessary for different business
houses to grow the advertising agencies boss has to ensure to get more and more accounts
for improving profitability.
·  Win confidence of clients at highest level: Unlike the account executive that has to keep
contact with all levels of a client, the boss should have direct repo with the client's top
executive.
·  Try to make sufficient profits: The profitability means more benefits for the employees
thus creating confidence and job security.
·  Plan policies far into the future are good enough to succeed them: The future growth
plan of the agency provides future vision of the company and the growth pattern shows
the futuristic trends and the growth path for the employees.
·  Try to recruit highest quality of people: The selection of high quality of people will
always produce the best and productive results thereby attracting more clients.
·  Try to get the best out of every staff: How to get the best out of every staff is what
should be identified and implemented. In fact the old philosophy of right person for the
right job can always help in this context.
CARDINAL RULES FOR RUNNING AN AGENCY:
Running an agency means focused effort and to face eventualities. In this the following
Cardinal Rules for running an agency are identified and explain below:
·  Affection to henchmen: Basically the people who are running the agency should ensure
that their creative team is give due regards and affection.
·  Tolerance to their shortcomings: It is also essential that the managers running the
advertising agency should show tolerance to the shortcomings of their employees.
·  An unerring eye for main chance: Moreover the owner / boss should have the ability
and capability to grab the opportunity once it is offered to you.
·  Morality of people working in agency: The people who are working in the agency have
to be very credible so that it does not reflect in any way on the company.
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Advertising and Promotion (MKT621)
VU
Head of the agency should know how to delegate powers and work in the pursuit of excellence
but more satisfying in the pursuit of beginners.
ADVERTISING WITHOUT AN AGENCY:
For whatever reason, you decide not to use an agency for your advertisement program; the most
important role is to give creative & strategic direction to your advertising program. The
question is HOW TO DO IT?
To Keep Advertising Program on Track:
As you will be working without an advertising agency you have to ensure to devise a program
and implement it by keeping it on tract such as written below:
1. Do it yourself.
2. Stay focused on your positioning.
3. Have a written strategy.
4. Adopt brainstorming strategy.
5. Let someone else handle day to day advertising.
6. Hire freelancers.
a.
Copywriter.
b.
Graphic Designer.
c.
Desk top publisher.
d.
Photographer.
e.
Other Specialists.
7. Take care about copyrights: As the world is growing there are stringent regulations of
copyrights act. So the copyrights should be taken into consideration before using idea etc.
8. Taming media reps.
a.
Media plan & budget for campaigns.
b.
Copywriting & ad production skills.
c.
Audience surveys.
9. Trade directories.
Effective Use of Money Saving Resources:
While doing your own publicity and effort to save money and yet remain effective following
inexpensive methods are explained.
Co-Op: In this case generally the sharing of the media cost can be done with other advertisers
such as combined advertising effort or various similar products.
Trade outs: Another effective and money saving method of advertising is trade outs in which
advertising is done in exchange of the products of the companies desiring to advertise them.
Free Expertise: You can also use the free expertise by attending seminars and talking to
government agencies and delegates of chamber of commerce's.
LOGO AND CORPORATE IDENTITY:
Almost all businesses have a logo, logotype or both for distinct identity. A Logo is generally a
symbol which identifies your company, while the logo type is the distinctive way of presenting
the company name.
What makes a good Logo Design?
A logo is a symbol it stands for your company but it need not and should not be a picture of
everything you do. The ideal logo gives in a single glance a sense of your positioning. The
good logo design should have following components:
a.
Focus on one image & one concept.
b.
Should evoke a feeling or create an image of the business or event.
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Advertising and Promotion (MKT621)
VU
Following are few illustrations of logos for
you to understand the importance of logos:
The illustrations given above are
regarding logo types.
Logos or Logotype
Whether you use a logo, logotype or combination of both you want to ensure that logos or
logotypes should:
a) Convey instantly a feeling about your company.
b) Be distinctively recognizable as yours.
c) Be versatile enough to be used in every application.
DEVELOPING A NEW LOGO:
In order to develop a new logo or modify an existing one there are various questions which
need to be answered before doing so.
1. What is the single thing I most want my logo to convey about my company?
2. Are their any particular colors I feel drawn to using in my logo? If so, what colors?
3. What do these colors say about my business, and do they enhance the concepts out of
above?
4. If I want my logo to contain a pictorial image of my company?
EVALUATING PRESENT LOGO:
In order to evaluate the present logo besides answering the questions written above following
positive and negative concepts expressed with regard to the logo have to be evaluated.
Positive Concepts Expressed: Professional ­ Friendly ­ Bold ­ Expensive ­ Exciting ­ Caring
­ Creative ­ Powerful ­ Fast ­ Intelligent ­ For adults ­ Loving ­ Loving ­ Spiritual ­ Trendy
­ Affordable.
Negative Concepts Expressed: Sloppy ­ Unfriendly ­ Cheap ­ Confused ­ Vague ­ Dishonest
­ Boring ­ Aggressive.
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Advertising and Promotion (MKT621)
VU
In the above perspective of evaluating of present logo to make up ones mind it will be helpful if
the following appraisal questionnaire is filled which will help in taking and appropriate
decision.
What is the single thing I least like about my present logo?
Should I keep using my old logo-
Yes
No
Should I use a modified version-
Yes
No
Should I do a new design -
Yes
No
Why: __________________________________________________________
DEFINING YOUR CORPORATE IDENTITY:
In the world of design and advertising corporate identity refers to your logo and all related
items identifying your company such as Letter Heads, Business Cards, Vehicles and Store
Signs etc.
Corporate identity is not advertising yet as it is a highly visible expression of your positioning,
it greatly affects the impact of your advertising.
A corporate identity program is a set of standards established to govern the look of all identity
items and such identity programs covers, logo design, colors, typefaces, placement of graphics
and size relationships between your logo and other graphic or copy elements.
Having a corporate identity program and spelling out your standards determines the way you
want to identify your product or company.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD