Marketing Communications Series

1. Sekilas Mengenai
Advertising Agency
Pengantar
Periklanan
dan
Komunikasi
Pemasaran
Adv.&Marcomm,
Fikom,
UMB
Judhie
Se?awan,
M.Si

2. Profesi…..
• Copywriter
Penulis Naskah Iklan
• Art Director
Pengarah Seni Iklan
• Media Planner
• Account Executive
Perencana Pemasangan
Iklan di Media
Pembina Usaha
• Media Buyer, Account Manager, Creative Director,
Account Planner, dll di industri komunikasi dan
pemasaran
2

3. structure & organization
what agencies do?
and how they’re
organized
to do it.

4. 7 primary services:
complete
a
marke?ng
analysis
develop
an
adver?sing
plan
prepare
a
crea?ve
strategy
create
adver?sing
execu?ons
develop
and
implement
a
media
plan
handle
billing
and
payments
integrate
other
marke?ng
communica?ons

5. 4 functions of full-service agencies
■ account management
■ creative
■ media planning and placement
■ research

6. agency
organiza,on
chart
Board of
Directors
[Chairman/CEO]
President
[COO]
Strategy
Review Board
[Managment
Committee]
Other Marketing
Communications
Services
[PR, etc.]
Office Management
[Personnel,
Accounting,
Legal, etc.]
Account Mgmt.
Director
Creative
Exec CD
Research
Director
Media Dept.
Director
Management
Supervisor
Associate
Creative
Director
Project
Managers
Associate
Media
Director
Creative
Group:
Research
Assistants
Media
Supervisor
Account
Executive
Asst. Account
Executive
Copy Spvr. &
Copywriters
Broadcast
Production
Traffic
Art Supervisor
& Art Directors
Print
Production
Media
Planner
Media
Buyer
Administration

7. 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

8. account
management
Account Mgmt.
Director
Management.
Supervisor
Account
Supervisor
Account
Executive
Asst. Account
Executive
Account
Coordinator
Traffic
• Account Management Director
• Management Supervisor
• Account Supervisors
• Account Executives
• Assistant Account Executives
• Account Coordinators
• Traffic

9. crea,ve
department
Responsibility
● the creative department is responsible
for creating and producing the print and
broadcast advertising
■ strategy is key
● good creative work is always guided by a
creative strategy that sets forth goals to
be accomplished and key message
points to be relayed

10. crea,ve
department
Strategy
Review
Board
Executive
Creative
Director (ECD)
Creative
Director (CD)
Associate
Creative
Director (ACD)
Creative
Group:
Copy Spvr. &
Copywriters
Art Supervisor
& Art Directors
Broadcast
Production
Traffic
Print
Production
• Executive & Group Creative Directors
• Creative Director
• Associate Creative Director
• Copywriters
• Art Directors
• Broadcast producers
• Print production managers
• Traffic coordinators

11. media
department
The media department has two main
functions - planning and buying.
■ The planning group handles more
strategic marketing and media issues.
■ The buying group handles media
negotiations and implementation.

12. media
department
Media director
Media
Director
Associate Media Director
Media Supervisors
Associate
Media
Director
Media
Supervisor
Media
Planner
Media
Buyer
Administration
Media Planners
Media Buyers
Media Administration
Media
Plan

13. research department
interpret
market
environment
gather
and
analyze
research
data.
primary
and
secondary
techniques
determine
consumer
needs/percep?ons
understand
problems
advise
how
ads
can
meet
strategic
goals
help
find
solu?ons
Research
Report

14. research department
Research
Director
Project
Managers
Research
Assistants
Outside
Research
Suppliers
research director
research project managers
research assistants
outside research specialists
Research
Report

15. 3
ways
agencies
make
money
commissions
usually 15% of gross costs
fees
usually based on negotiated hourly rate
incentives
still relatively new and problematic
usually based on performance goals

16. new
business
“The critical objective and role of any ad
agency is gaining new business.”
three primary sources
build existing client’s business
add and sell new IMC services
solicit new accounts
two ongoing problems
“spec” work
teams “walking” with accounts

17. THANK YOU