Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency скачать в хорошем качестве

Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency

I guess the first question a business should be asking is ‘do I need an advertising agency?’ However, if the answer is ‘yes’, you’ll need to know what advertising agencies do, how to select one that’s right for you, and how to prepare a brief for yours. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.5 Program 8: Managing Customers & Clients Course 3: Marketing for Managers Section 5: Advertising Other videos in this section include: 🎬 What is Advertising? And What are its Benefits?    • What is Advertising? And What are its Bene...   🎬 Planning an Advertising Campaign: Campaign Objective and Budget    • Planning an Advertising Campaign: Campaign...   🎬 The Creative Process: Developing, Writing, and Producing an Advert    • The Creative Process: Developing, Writing,...   🎬 Top 20 Strategies for Persuasive Ad Copy    • Top 20 Strategies for Persuasive Ad Copy: ...   🎬 All of the Advertising Media I Can Think of    • All of the Advertising Media I Can Think of   🎬 Media Buying: The Three Stages    • Media Buying: The Three Stages   🎬 Advertising Campaign Monitoring & Evaluation    • Advertising Campaign Monitoring & Evaluation   LESSON NOTES What services does an advertising agency offer? Typical roles include: • Consultancy services • Developing an advertising strategy • Creative work: copywriting, design, production • Media planning, negotiation, buying, and administration • Integrated services that link advertising to other marketing and communications activities Advertising agencies come in a variety of types, from: • Full-service agencies that cover all of the aspects of your campaign, • Integrated agencies that also deal with other aspects of marketing and communications, to • Specialists that deal with single parts of the process, and independent agencies Selection Ask: • Will they make the effort to properly understand your business, brand, and products? • Do they understand your customers? • What is strength, creatively, and does it fit with your brand image and values? • What are their project management processes like, for protecting timescales, budget, client communication, and quality? • How much clout do they have to get a good deal when buying media placement? Advertising Brief It will need to cover: • Background: Company, brand, product, marketing strategy, competitor analysis • Research data • Target audience • Campaign objectives The more specific you make your objectives, the better. Be sure to get your campaign brief fully signed-off internally, before you release it to the agency. And be crystal clear about the commercial terms. Finally, set out the process by which you will review and evaluate the agency’s performance, and also the performance of the campaign. DOWNLOADS Free Resources 🧰 CPD Tools - https://gum.co/MC-CPD Paid resources 🧳 Management Courses Onboarding Kit - https://gum.co/MC-ObK ($3) RECOMMENDED READING 📖 Very quick overview Marketing: A Very Short Introduction https://geni.us/ozSJF 📖 Good general overviews Kotler on Marketing https://geni.us/JNeVHy Positioning: The Battle for Your Mind https://geni.us/kGj4KCA The 22 Immutable Laws of Marketing https://geni.us/RVU1 Marketing For Dummies https://geni.us/sZXAw 📖 Small business marketing The 1-Page Marketing Plan https://geni.us/Xb4wBk 📖 For a textbook, you can’t go wrong with Kotler’s name on it! Marketing: An Introduction https://geni.us/q4gzVOw Principles of Marketing https://geni.us/gsFeMT5 Marketing Management https://geni.us/i3FO ⭕️ Links to our book recommendations are affiliated through Amazon Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-... (the links are affiliated) MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS You can record your Management Courses CPD points on our free, downloadable CPD record log. 📓 Download it at: https://gum.co/MC-CPD Each video has two levels of MC CPD points. For this video: If you simply watched the video, record 2 MC CPD points 00:00 - If you need an Advertising Agency… 00:26 - The services advertising agencies offer 01:20 - Advertising Agencies come in a wide variety of forms 01:50 - Advertising agency selection criteria 03:08 - Advertising brief 03:39 - Creating well-formed campaign objectives 04:05 - An integrated advertising brief 04:19 - Advertising performance measures 04:59 - Internal sign-off 05:20 - Campaign Brief and commercial terms 05:37 - Commercial terms 06:03 - Advertising review processes 06:50 - Engaging an advertising agency needs good procurement practices #AdvertisingAgencies #ManagementCourses #Advertising