Today, advertising is used to promote goods and services. The profit from the sale of the enterprise depends on the correctness of such campaigns. Therefore, such work is trusted to professionals.
The issues of product promotion, its allocation from the mass of competing products are engaged in specialized organizations. These are advertising agencies. The structure, main types and features of the activities of such organizations should be considered to understand the features of their work.
The first advertising agency was opened in the United States by Walin B. Palmer in 1814. He entered into a series of major deals with newspapers on advertising at discounted prices. To those who wanted to place newspaper notes on products, goods or services, he resold this place at a higher cost. At the same time, advertisers prepared the text of their ads on their own.
Modern organizations that promote the goods and services of other companies operate on a different principle. They plan, organize advertising campaigns and receive rewards for this from advertisers. Depending on the type and characteristics of the structure of the advertising agency may vary slightly. However, the main components almost always remain unchanged.
Today, an advertising agency is an organization that provides a number of services for planning, creating and promoting advertising. Such companies may specialize in one form. For example, by promoting radio ads. If the company distributes information about the product in different sources, it is able to cover the contingent of consumers comprehensively. This is a full cycle advertising agency.
Varieties of Agencies
Promotion and development of advertising is a rather difficult task, requiring structural co-ordination of actions from the structural elements of the organization. There are several varieties of agencies that differ in their specialization.
Full-cycle organizations are developing a strategy and tactics for the campaign. They produce and promote advertising by posting it on different resources. These are large organizations that occupy leading positions in the market.
Specialized agencies perform primarily one function in promoting information about a product or service. Design studios develop campaign concepts, draw up information in accordance with the requirements of the market and the customer.
Media agencies mediate between the media and the customer. They can also provide campaign planning services, develop schedules and plans for the appearance of advertising on various sites.
BTL agencies organize promotions. PR-agencies contribute to the establishment among buyers of a positive opinion about the customer’s products. Also today, there are agencies involved in promoting sites on the Internet.
There are companies that manufacture and place outdoor advertising, as well as organizations that conduct market research.
Services of specialized agencies
The type of organization determines which services an advertising agency provides. A narrow list of services is provided by specialized companies. They may or may not have their own production.
Specialized agencies can create one type of advertising, for example, outdoor, print, posted on Internet resources, etc. Such companies can also purchase sites for the placement of necessary information, airtime, etc. The type of advertising may also vary. It can be political, promote a certain type of goods or services.
Specialized companies can also work with a specific audience, advertise abroad or within a country, a specific administrative unit.
Full cycle agency services
A full-cycle advertising agency is a large enterprise. His activities are carried out in several directions at once. The list of their services in the field of advertising is the most comprehensive.
Such companies conduct market research, which is to be mastered by the advertising campaign, as well as the target audience. The full-cycle agency also conducts strategic planning, sets goals and objectives, plans a budget and schedules for advertising output.
Tactical decisions on costing are also assigned to certain departments of similar companies.
After the research, the agency creates an advertisement. Television and radio commercials are designed, Internet sites are created, print ads or outdoor advertising. After that, the effectiveness of the developed campaign activities is examined. If necessary, adjustments are made in certain parts of its implementation.
Advertising development is carried out in the process of coordinated work of several major divisions of the agency. The structure may vary depending on the objectives of the organization. Large full-cycle agencies bring together employees of a certain specialization into departments. Each type of structural unit performs certain functions.
Almost all such organizations have the following departments:
- artistic (creative);
- execution of orders;
- financial and economic.
The structure may vary. Some large agencies prefer to use the services of specialized organizations in a particular issue. However, most often within their enterprise there are many departments that have their own specialization.
The organizational structure of an advertising agency may be different. One of the most common options is an organization led by a director. The managers of each department obey him. For example, these may be directors of the administrative, art, administrative department, as well as media relations. They are subject to employees with a certain specialization.
So, the managing director manages managers who are looking for advertising orders. The manager of the art department oversees the work of artists, performers, copywriters. The administration is subordinate to the office, accounting. The director of media relations can independently carry out all the functions assigned to the department or have a certain number of performers in his subordination.
Each agency in the process of its creation and development chooses such an organizational structure that will allow it to fulfill its tasks and goals as efficiently as possible with a minimum amount of cost.
The creative department in an advertising agency includes artists, authors, designers and other employees who work on the design of relevant information. They generate ideas for reaching out to the target audience, and also find optimal means for their implementation.
This department is one of the most important in the work of the agency. Its employees must combine not only the ability to correctly and beautifully present information, but also take into account the psychological factors affecting consumers.
Almost all major advertising agencies have their own creative or art departments. This allows you to develop a certain style of advertising, make the brand recognizable. Small agencies turn to the paid services of specialized organizations that help beautifully and correctly format advertising information.
The production department of an advertising agency coordinates the process of material production of developed products. They get a layout developed by art specialists, text. The production department puts on this material in the required form.
The employees of this specialization control the terms of production, the quality of the finished work and all stages of the technological cycle. This department includes print managers, directors, producers, etc.
To create, for example, printed materials, the production department buys all the necessary materials, fonts, illustrations for the design of their work. The agency cooperates with manufacturers of paints, photo albums, other materials.
The unit may include a printing house, workshops for the production of billboards, advertising media, etc.
The administrative department of an advertising agency includes an office, an accounting department. They are engaged in ensuring the normal operation of the entire enterprise. In the office, orders are made by the director about the organization's work process. Also, this department is responsible for the execution of various documentation required for the object of economic activity. With its help, employees are hired.
The secretariat may also be part of the structure of this agency. He is engaged in the transfer of information within the organization and external partners, customers. This is an auxiliary element, which also helps to ensure the normal functioning of the agency.
Bookkeeping deals with issues of remuneration, financing of the company. Here the appropriate accounting of the company's cash is kept, the economic performance of the enterprise is monitored.
Customer Service Department
Advertising agency customer service is also an important part of the organization. Employees of this specialization attract new customers, strengthen, maintain contacts within the existing customer base. In large agencies, employees who can deal with issues of cooperation with one large client or several small customers can be hired.
The well-being of the entire organization depends on the quality of the functioning of the customer service department. Therefore, the professionalism of employees in this area put forward increased requirements. Representatives of this department should understand the characteristics of the customer’s business, be well-versed in the industry. Also, employees should know the law.
In order to be able to conclude profitable large transactions, employees of the customer service department should study the structure of the market in which potential customers work, the level and characteristics of competition. They should also be aware of the potential consumer audience for which the ad will be targeted.
The media department of an advertising agency is engaged in establishing media relations. The functional responsibilities of employees in this area include the conclusion of contracts with various companies, on the resources of which you can put prepared information.
Employees in this department are responsible for finding the channels on which ads will be broadcast or placed. It can be print media, Internet sites, television, radio, etc.
Also, in some agencies, this department is engaged in monitoring the effectiveness of advertising posted on various resources.
The structure of an advertising agency may also include a marketing department. He conducts market research, develops an organization development strategy. This department studies the agency’s market position, develops measures to improve its competitive position.
Thanks to the marketing department, the company can maintain its position and strengthen it. At the same time, the existing needs of customers, the contingent of the target audience are assessed. This allows you to promote the brand, make it recognizable.
Having examined the features of the structure of an advertising agency, you can understand the features of the interaction of departments, their contribution to the overall development of the organization.