Advertising and PR Business
Thursday, October 03, 2013
How Marketers Work
•Marketers include all the manufactures, service businesses and non-commercial
enterprise worldwide that use advertising/PR in their marketing communications
•Different firms put together different ways of handling advertising and PR
How firms organize for advertising/PR
•Small vs. Large companies
•Different communication needs
Different Market needs
o Geographic market locations or actual sediments of the market
• Centralized structure: One ad/PR manager or team at the corporate level handles
advertising/PR for all regions or divisions
•Decentralized structure: each region or division has its own advertising/PR department
Models for Managing
•Functional model divides advertising/PR responsibilities by the jobs people do
•Product or brand management system which every brand or product group is managed
as a separate and independent profit unit within the larger company
•Integrates communications model, a company is divided into units based on the
consumers it serves, under a Marketing Communications or "MarCom" Manager rather
than a product manager.
• Marketing Communications Manager
•Chief marketing officer
•The "Manager's" Responsibilities
o AD/PR manager -- daily responsibility for an organization's advertising/pr
program and will be held most directly accountable for its results
1. Planning: marketing objectives/ad/pr plans
1. Coordinating: handles the ad/pr agency
1. Evaluating: recommendations/agency performance
1. Getting results: monitor success of campaign
•Successful AD/PR Managers
o Sales and marketing ability
o Experience to look at proposed adv/pr and judge its likelihood of success
o "At the end of the day, an effective ad/pr manager needs to determine what kind
of communication **** The Advertising/PR Agency
• Why use an agency?
o Creating and placing advertising/PR is both technical specialty and a sensitive
Agency services today are a bargain compared to setting up a similar capacity
inside the firm itself or "in-house"
o Most companies don't really want to get into the ad/pr agency business
How Agencies Work
• Advertising/PR agencies include all the firms that do advertising/PR planning, create
ads, produce and place those ads in the media, etc.
• 25,000 ad agencies in the U.S.
• 12,000 PR agencies in the U.S.
• Full-service: agencies will do everything (creating product packages, doing market
research, consumer research and posting ads)
Why is the agency business so attractive?
• "They're running my ad"
• Working with different businesses
• Volatility and opportunity
The Full-Service Agency
• Offers all the services needed to help a wide variety of different advertisers
• Studying the client's product or service to find both advantages and disadvantages,
relative to the competition
• Knowing all the media that can be used to convey messages.
• Organization consists of:
• Agency philosophy, guiding principle that differentiates their agency from
others and provides its reason for being
• Attracting ****
1. Account planning
• The peopl