OUTLINE

• WHAT ARE ADVERTISING AGENCIES FUNCTIONS?
• POSITION IN ADVERTISING AGENCIES FUNCTION
• REPRODUCTION IN ADVERTISING AGENCIES FUNCTION
• PRINTING IN ADVERTISING AGENCIES FUNCTION
• ARTWORK IN ADVERTISING AGENCIES FUNCTION

What Are Advertising Agencies Functions?

Market Research:

They conduct market research to understand consumer behaviour, market trends, and competition. This helps in devising effective advertising strategies. This involves gathering data and analyzing trends in consumer behaviour, demographics, and preferences. Agencies conduct surveys, focus groups, and data analysis to understand what motivates consumers to buy, what they value in products or services, and how they interact with different media channels.

Creative Development:

 Agencies create ad campaigns, slogans, designs, and concepts that resonate with the target audience and effectively communicate the client's message. This is where the agency's creative team comes into play. They brainstorm ideas, develop concepts, design visuals, and craft messaging that resonates with the target audience. This can include creating advertisements for various media platforms, developing catchy slogans or taglines, and designing visually appealing graphics or videos.

Media Planning and Buying:

They determine the most appropriate media channels (TV, radio, print, digital, social media) for reaching the target audience and negotiate advertising space or time on behalf of the client. Once the creative elements are finalized, the agency's media planning team determines the best media channels to reach the target audience. This involves analyzing each media platform's reach, frequency, cost, and demographics. The agency then negotiates with media outlets to secure advertising space or airtime at the most favourable rates for the client.

Campaign Execution:

 Agencies manage the execution of advertising campaigns, ensuring that ads are produced and distributed according to the plan and schedule. With the creative assets and media plan in place, the agency oversees the production and distribution of advertising materials. This includes coordinating with production teams, managing timelines and budgets, and ensuring that ads are launched according to schedule across various media channels.

Brand Management:

They help clients build and maintain a strong brand image through consistent messaging and branding across all advertising channels. Advertising agencies help clients develop and maintain a consistent brand identity across all advertising and marketing efforts. This involves creating brand guidelines, ensuring that messaging and visuals align with the brand's values and personality, and monitoring brand perception among consumers.

Evaluation and Analysis:

 Agencies track the performance of advertising campaigns, gather feedback, and analyze data to measure the effectiveness of the ads and make recommendations for improvement. Throughout the campaign, agencies track key performance metrics such as reach, engagement, conversion rates, and return on investment (ROI). They use analytics software and consumer surveys to gather data on the ads' effectiveness and identify improvement areas. This data-driven approach helps agencies optimize future campaigns and deliver better client results.

Client Relations:

They serve as a liaison between the client and various stakeholders involved in the advertising process, ensuring client needs and expectations are met. Building and maintaining strong relationships with clients is essential for advertising agencies. Account managers serve as the main point of contact between the agency and the client, ensuring that communication is clear, expectations are managed, and client feedback is incorporated into the creative process. Good client relations are crucial for retaining clients and generating repeat business.

 

Overall, advertising agencies play a crucial role in helping businesses effectively promote their products or services to their target audience. By effectively performing these functions, advertising agencies help businesses connect with their target audience, build brand awareness, drive sales, and achieve their marketing objectives.

 

POSITION IN ADVERTISING AGENCIES FUNCTION

 

Each function within an advertising agency is typically managed by different positions or roles. Here's how the functions align with specific positions within the agency.

   1. Market Research Analyst or Research Strategist:

            Conducting surveys, analyzing data, interpreting consumer behaviour, identifying

          market trends, and providing insights to inform advertising strategies.

     - Conducting primary and secondary research to gather data on consumer behaviour, market trends, and competitor strategies.

     - Analyzing data using statistical techniques and interpreting findings to provide actionable insights.

     - Developing research reports and presentations to communicate findings and recommendations to internal teams and clients.

2. Creative Director, Copywriter, Graphic Designer, Art Director

    Conceptualizing and developing creative ideas, crafting messaging, designing visual elements, and overseeing the production of advertising materials.

     - Leading the creative team in generating innovative ideas and concepts for advertising campaigns.

     - Providing creative direction and feedback to copywriters, graphic designers, and art directors to ensure alignment with client objectives and brand guidelines.

     - Overseeing the development of creative assets, including advertisements, slogans, visual designs, and multimedia content.

3. Media Planner, Media Buyer

    Identifying optimal media channels, negotiating advertising space or airtime, developing media plans, and managing budgets to maximize the reach and effectiveness of advertising campaigns.

     - Researching and analyzing media consumption habits, audience demographics, and market trends to determine the most effective media channels for reaching the target audience.

     - Developing media plans that allocate advertising budgets across various media platforms, such as TV, radio, print, digital, and social media.

     - Negotiating with media vendors to secure advertising placements at competitive rates and optimal timeslots.

4. Project Manager, Production Coordinator

    Managing timelines, budgets, and resources for advertising campaigns, coordinating with creative and production teams, ensuring timely delivery of materials, and overseeing the execution of campaign tactics.

     - Planning, organizing, and overseeing the execution of advertising campaigns from start to finish.

     - Creating project timelines, setting milestones, and allocating resources to meet campaign objectives and deadlines.

     - Coordinating with internal teams, external vendors, and clients to ensure smooth workflow and timely delivery of deliverables.

5. Brand Manager, Brand Strategist

    Developing brand strategies, creating brand guidelines, ensuring consistency in messaging and visuals across all advertising channels, and monitoring brand perception among consumers.

     - Developing brand strategies and positioning statements based on market research and consumer insights.

     - Creating brand guidelines that define the brand's visual identity, voice, and personality across all advertising and marketing channels.

     - Monitoring brand performance and perception, conducting brand audits, and implementing strategies to strengthen brand equity and relevance.

6. Data Analyst, Analytics Specialist

    Tracking key performance metrics, analyzing campaign data, measuring ROI, identifying trends and insights, and providing recommendations for optimizing future advertising efforts.

     - Collecting and analyzing data from advertising campaigns, website traffic, social media engagement, and other sources to measure performance and effectiveness.

     - Identifying trends, patterns, and correlations in data to generate actionable insights and recommendations for optimizing future advertising efforts.

     - Creating dashboards, reports, and presentations to communicate findings to internal teams and clients.

7. Account Manager, Client Services Manager

    Serving as the main point of contact between the agency and the client, managing client relationships, understanding client needs and objectives, communicating feedback to internal teams, and ensuring client satisfaction with agency services.   

 - Serving as the main point of contact between the agency and the client, building and maintaining strong client relationships.

     - Understanding client needs, objectives, and expectations, and communicating them effectively to internal teams.

     - Managing client projects, budgets, and timelines, and ensuring that deliverables meet quality standards and client satisfaction.

 

Each position plays a crucial role in the overall functioning of the advertising agency, working collaboratively to deliver successful advertising campaigns for clients.

 

REPRODUCTION IN ADVERTISING AGENCIES FUNCTION

 

Reproduction (Production Coordinator, Print Production Manager)

  - Coordinating with external vendors, such as printing companies, to produce advertising materials according to client specifications and deadlines.

  - Ensuring that creative assets are prepared and formatted correctly for printing, including selecting appropriate paper stock, colours, and printing techniques.

  - Managing the printing process, including proofing, colour correction, and quality control, to ensure that the final products meet quality standards.

  - Overseeing the distribution and delivery of printed materials to appropriate locations, such as retail stores, event venues, or direct mail recipients.

  - Maintaining relationships with printing vendors, negotiating pricing and contracts, and staying updated on industry trends and technologies to ensure cost-effectiveness and efficiency in the reproduction process.

In summary, reproduction within an advertising agency involves the logistical coordination and management of the printing and production process for advertising materials, ensuring that they are produced accurately, efficiently, and according to client specifications.

 

PRE – REPRODUCTION, PRODUCTION, POST-PRODUCTION

Let's break down the process of reproduction within an advertising agency:

Pre-Production:

Reviewing Creative Assets:

The reproduction process begins with the review of creative assets developed by the agency's creative team. These assets could include digital designs, layouts, and copy for various advertising materials.

Preparing Files for Printing:

Once the creative assets are finalized, they need to be prepared for printing. This involves ensuring that the files are formatted correctly, with the appropriate colour profiles, resolutions, and dimensions for the intended print medium.

Selecting Printing Methods and Materials:

Depending on the requirements of the project and the client's preferences, the reproduction team selects the most suitable printing methods and materials. This could include offset printing, digital printing, or speciality printing techniques, as well as choosing the right paper stock, finishes, and coatings.

 

Production:

Coordinating with Printing Vendors:

 The reproduction team liaises with external printing vendors to obtain quotes, place orders, and coordinate the printing process. This involves providing the printing vendor with the finalized files and specifications for the project.

Proofing and Color Correction:

Before proceeding with the full print run, proofs are produced to ensure accuracy and quality. The reproduction team reviews the proofs for any errors or discrepancies and performs colour correction if necessary to match the intended design.

Managing Printing Schedule and Budget:

The reproduction team oversees the printing schedule to ensure that deadlines are met and that the project stays within budget. They coordinate with the printing vendor to monitor progress and address any issues that may arise during the production process.

 

Post-Production:

Quality Control and Finishing:

Once the printing is complete, the reproduction team conducts quality control checks to ensure that the printed materials meet the desired standards for colour accuracy, clarity, and consistency. They may also oversee finishing processes such as trimming, folding, binding, or laminating, depending on the specifications of the project.

Distribution and Delivery:

Finally, the reproduced advertising materials are distributed to their intended destinations. This could involve shipping them to retail locations, event venues, or direct mail recipients, or arranging for distribution through other channels.

 

Throughout the reproduction process, the reproduction team ensures that the advertising materials are produced accurately, efficiently, and according to the client's specifications and deadlines. They play a crucial role in bringing the agency's creative vision to life and delivering high-quality promotional materials to effectively promote the client's products or services.

PRINTING IN ADVERTISING AGENCIES FUNCTION

 

Printing methods play a crucial role in determining the quality, cost, and production timeline of advertising materials. Here are some common printing methods used by advertising agencies:

1. Offset Printing:

Offset printing is a widely used method where ink is transferred from a metal plate to a rubber blanket and then onto the printing surface. It's called "offset" because the ink is not directly transferred to the paper.

   Offset printing produces high-quality prints with sharp details and vibrant colours. It's cost-effective for large print runs because the unit cost decreases as the quantity increases.

This method is commonly used for printing brochures, catalogues, magazines, posters, and other high-volume advertising materials.

2. Digital Printing:

Digital printing involves directly transferring digital files onto various printing surfaces without the need for printing plates. It uses toner or liquid ink and is driven by computer technology.

   Digital printing offers quick turnaround times, variable data printing capabilities (such as personalization), and cost-effectiveness for short to medium-print runs. It's ideal for on-demand printing and prototyping.

Digital printing is suitable for printing flyers, business cards, postcards, personalized mailers, and other short-run promotional materials.

3. Large Format Printing:

Large-format printing is used to produce oversized prints on various materials like paper, vinyl, fabric, and rigid substrates. It utilizes wide-format printers capable of handling large-sized graphics.

   Large-format printing allows for the creation of eye-catching, high-resolution graphics suitable for indoor and outdoor advertising displays. It's highly versatile and can accommodate various applications.

This method is commonly used for printing banners, trade show displays, posters, vehicle wraps, wall graphics, and other large-scale signage.

4. Screen Printing:

Screen printing involves pushing ink through a fine mesh screen onto the printing surface. Each colour requires a separate screen, making it a multistep process.

   Screen printing offers durability, versatility, and the ability to print on a wide range of materials. It's suitable for producing vibrant colours, special effects, and textured finishes.

Screen printing is used for printing apparel (such as t-shirts and hoodies), promotional products (like pens and tote bags), decals, signage, and special items.

5. Flexography:

Flexography, or flexo printing, utilizes flexible relief plates mounted on rotating cylinders to transfer ink onto various substrates. It's commonly used for packaging materials.

   Flexography offers fast production speeds, consistent print quality, and the ability to print on a variety of substrates, including paper, plastics, and films. It's ideal for high-volume printing.

Flexo printing is used for printing packaging labels, flexible packaging materials, corrugated boxes, cartons, and other packaging applications.

6. Gravure Printing:

Gravure printing uses engraved cylinders to transfer ink onto the printing surface. It's a high-speed, high-quality printing process suitable for long print runs.

   Gravure printing produces consistent, high-quality prints with sharp detail and rich colours. It's well-suited for printing magazines, newspapers, packaging, and decorative materials.

This method is commonly used for printing magazines, catalogues, newspapers, packaging, decorative materials, and high-end promotional materials.

Each printing method offers unique advantages and is chosen based on factors such as the project requirements, budget, timeline, quantity, and desired quality. Understanding the characteristics and applications of each method helps advertising agencies select the most appropriate option to achieve the desired results for their clients.

Printing methods are essential components of the production process within an advertising agency.

Here's how printing methods function within the agency's workflow:

1. Selection of Printing Method:

   - The advertising agency evaluates the specific requirements of each project, considering factors such as the type of advertising materials (e.g., brochures, posters, banners), the quantity needed, budget constraints, and desired quality standards.

   - Based on these considerations, the agency chooses the most appropriate printing method from available options, such as offset printing, digital printing, large format printing, screen printing, flexography, or gravure printing.

2. Preparation of Artwork for Printing:

   - The agency's creative team develops the artwork for the advertising materials, ensuring that it aligns with the client's objectives, brand guidelines, and target audience preferences.

   - Artwork preparation involves creating or finalizing designs, layouts, and copy, as well as optimizing digital files for printing by adjusting factors such as colour profiles, resolutions, and file formats.

3. Coordination with Printing Partners:

   - The agency communicates with printing vendors or partners to coordinate the printing process. This may involve obtaining quotes, negotiating pricing and production timelines, and finalizing specifications for the project.

   - Clear communication and collaboration with printing partners ensure that expectations are aligned, and the printing process runs smoothly from start to finish.

4. Production and Printing:

   - Once the printing vendor is selected and all details are finalized, production begins. Skilled technicians or operators operate the printing equipment and oversee the production process to ensure that the printed materials meet quality standards.

   - Depending on the chosen printing method, ink is applied to the printing surface through various techniques, such as offset lithography, digital inkjet printing, screen stencil printing, or flexographic plate printing.

5. Quality Control and Inspection:

   - Throughout the printing process, the agency conducts rigorous quality control checks to ensure that the printed materials meet the required standards for colour accuracy, clarity, consistency, and overall print quality.

   - Quality control measures may include reviewing proofs, inspecting printed samples, conducting colour matching tests, and making any necessary adjustments or corrections to optimize print quality.

6. Post-Printing Finishing:

   - After printing is completed, additional finishing processes may be employed to enhance the appearance or functionality of the advertising materials. This could include trimming, binding, laminating, embossing, foil stamping, or applying special coatings or finishes.

   - Finishing techniques add aesthetic appeal, durability, and tactile qualities to the printed materials, enhancing their overall effectiveness in conveying the intended message to the target audience.

7. Delivery and Distribution:

   - Once the printing and finishing processes are finalized, the advertising materials are packaged securely and prepared for delivery to the client or distribution to the intended recipients.

   - The agency ensures that the printed materials are delivered to the designated locations on time, meeting project deadlines and client expectations for timely delivery and distribution.

 

By meticulously managing each stage of the printing process, advertising agencies ensure that the final advertising materials meet the client's objectives in terms of quality, aesthetics, functionality, and overall impact on the target audience.

 

ARTWORK IN ADVERTISING AGENCIES FUNCTION

 

In the context of an advertising agency, "artwork" refers to the visual components of advertising materials, including graphics, illustrations, photographs, and typography. Here's how artwork functions within the agency's workflow:

1. Conceptualization and Ideation:

   - The artwork creation process begins with conceptualization and ideation, where the agency's creative team brainstorms ideas and develops visual concepts that align with the client's objectives, target audience, and brand identity.

   - Creative brainstorming sessions may involve sketching rough ideas, mood boards, or visual references to explore different artistic styles, themes, and visual treatments.

2. Design and Development:

   - Once a concept is approved, the creative team proceeds with designing and developing the artwork for the advertising materials. This involves translating conceptual ideas into polished visual designs that effectively communicate the desired message and evoke the desired emotional response from the target audience.

   - Graphic designers, illustrators, photographers, and typographers collaborate to create visually compelling layouts, compositions, and visual elements that capture the viewer's attention and convey the intended brand message.

3. Digital Artwork Creation:

   - In today's digital age, much of the artwork creation process takes place using digital tools and software programs. Graphic design software like Adobe Photoshop, Illustrator, and InDesign are commonly used for creating and manipulating digital artwork.

   - Digital artwork creation allows for flexibility, precision, and scalability in designing advertising materials across various formats and platforms, including print, web, mobile, and social media.

4. Integration with Copywriting:

   - Artwork is integrated with copywriting, where visual elements complement and enhance the written content to create a cohesive and impactful advertising message. Copywriters collaborate with designers to ensure that the visual and verbal components of the advertisement work together harmoniously to convey the desired brand message and call to action.

5. Review and Approval:

   - Once the artwork is developed, it undergoes review and approval by both internal stakeholders (such as creative directors, account managers, and production managers) and external clients. Feedback is solicited, and revisions may be made to refine and improve the artwork until it meets the client's expectations and brand standards.

6. Preparation for Production:

   - After final approval, the artwork is prepared for production, which may involve optimizing digital files for printing, formatting graphics for online use, or preparing assets for multimedia presentations.

   - Artwork preparation ensures that the visual components are correctly sized, formatted, and colour-managed for the intended output medium and production process, whether it's print, digital, or multimedia.

7. Versioning and Adaptation:

   - In some cases, artwork may need to be versioned or adapted for different applications, formats, or platforms. This could involve creating variations of the artwork tailored to specific target audiences, geographic regions, or cultural contexts.

   - Versioning and adaptation ensure that the artwork remains relevant, impactful, and culturally sensitive across diverse audiences and markets.

 

By effectively managing the creation and integration of artwork within the advertising agency's workflow, creative teams can produce visually compelling and effective advertising materials that resonate with the target audience, reinforce brand identity, and drive desired outcomes for the client.