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Agency Management

Agency Management. Lecture 11. Lecture break ups. Growing an Ad Agency. Digital Advertising. Channels that reach consumers in a timely, relevant, personal and cost effective manner. Provides an interactive angle to Advertising which is also one-on-one communication

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Agency Management

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  1. Agency Management Lecture 11 Agency Management – Ruia – TYBMM 2010

  2. Lecture break ups

  3. Growing an Ad Agency

  4. Digital Advertising • Channels that reach consumers in a timely, relevant, personal and cost effective manner. • Provides an interactive angle to Advertising which is also one-on-one communication • Possibility of instant feedback plus tracking capabilities • Types • Cellphone • CD • Digital TV – slowly being introduced • E-books/blogs • Internet banners/pop ups/classifieds • Video games • Social Networks • Organic and paid searches • Emails • Widgets • User generated content, Viral engines – YoutTube • Online Videos • GPS/Mapping devices

  5. Growth with clients • Growth with existing clients – offering more services – 360 degree pitch offering Direct Marketing, Public Relations, Social Media etc. or servicing them on a completely new diversification • Growth with new clients – • Referrals through good relationships with present clients • Solicitation or approaching or cold calling new clients • Presentation or pitching by invitation • Public relations efforts by the agency or visibility in associations like the Ad Club • Image and reputation that an aency builds for itself due too their portfolio

  6. Speculative Pitches • Not always successful, but can giev unexpected results • Involves aggressive selling and taking the first step • Can be terribly disappointing, but that’s to be expected • Five steps • Research Market, zero down on companies to be targeted, do primary research for zeroed down companies • Approach companies, normally through phone calls, or sometimes a detailed email explaining your understanding of their business and how your agency can help them • Set up meeting with interested companies • Pitch through your presentation with a speculative campaign and mock ads • Follow up after pitching to figure out whether they want to close or not..

  7. That’s it!

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