Professional Documents
Culture Documents
Marketing
SESSION 4
mousetrap!
In most consumer-oriented
firms
...Marketing has a major say in
the way a product is
conceived, designed,
tested, produced,
branded, packaged,
priced, distributed &
promoted.
10
11
13
15
ACCOUNT
MANAGEMENT
[CLIENT
SERVICE]
CREATIVE
PLANNING &
DEVELOPME
NT
STRATEGIC
PLANNING
MEDIA
PLANNING &
BUYING
16
CREATIVE
DEPARTMENT
The persons
responsible for
maintaining a constant
link between the
agency & the client.
The Creative-Copy-Art
team responsible for
creating, inspiring,
delivering advertising.
17
STRATEGIC
PLNNING
The persons
responsible for
planning, buying media
(time or space) and
placing advertisements
in them.
A specialist function
requiring in-depth
understanding of clients
business & directing
development of
advertising in the agency.
18
Monitoring is generally
outsourced.
21
23
24
25
26
27
Commission Basis
A fixed percentage commission,
traditionally 15% of Media Cost (now
about 7-10% on average) paid to fullservice agencies.
28
Fee Basis
An annual fee agreed & paid by the
Client based on a calculation of:
a. Man-hours spent on a client
(workload);
b. Agreed % Overhead &
c. Agreed % Profit.
Fee works better for larger clients!
29
Briefs
Contact Reports
Presentations & rework
Finalization of Campaigns
Campaign Approvals
Media Planning & Scheduling
Media Approvals, Placements &
Monitoring
Invoices & Bills Collection
32
Advertisings role in
Society
SESSION 5
advertising create a
materialistic culture, or does it
simply reflect the culture it exists
in?
Critics believe advertising shapes
social trends.
Advertising professionals argue
advertising simply mirrors
prevailing value system.
35
36
Advertisings
Societal
Role
2. Shaping or mirroring society:
Does advertising cross line
between reflecting social values &
creating them?
Do Size 0 models in advertising
cause young women to have eating
disorders?
Can advertising manipulate
peoples choices through nonstop TV,
radio, print, Internet, and outdoor
advertising?
37
39
40
41
42
44
45
46
47
48
49
Finding solutions:
WHO IS RESPONSIBLE?
Government?
Regulatory authorities?
Professional groups, Customer
protection agencies?
Industry?
First: understanding
Trademark & Copyright.
50
Finding solutions :
WHO IS RESPONSIBLE?
Understanding trademarks and
copyright:
Trademark: a name or distinctive
symbol that identifies the sellers
brand and differentiates it from
others in the market; TM Registrar /
Patent Office.
Copyright: the exclusive right to
use or reproduce an original work for
a specified time. International
Proprietary Rights Organization.
51
Finding solutions :
WHO IS RESPONSIBLE?
PEMRA: Pakistan Electronic Media
Regulatory Authority formed in March
2002, responsible for:
Regulating and developing lowercost media;
Improving standards of information,
education and entertainment on
broadcast media;
Issuing licenses for establishment of
channels radio stations.
52
Finding solutions :
WHO IS RESPONSIBLE?
TV censorship: Censor Board at
PTV;
Print media: Editors responsibility;
Radio: Channels responsibility;
Outdoor: No regulation;
Exception: Tobacco control laws:
Pakistan is a signatory to the WHO
Framework Convention of November
2004.
53
Ethics:
Is
54
55
56