Key players in the marketing communications industry

1. Key players in the marketing communications industry Organisation with marketing communications problem or opportunity Marketing communications objectives and strategy The brief Internal Sales team External Ad agency; PR agency Sponsorship agency SP agency; DM agency Integrated marketing communications solution Target audience

2. The brief • company and department details • nature of business • description of existing business environment • company's present business situation • corporate and marketing objectives (where the firm wants to be) • business strategy (how the firm intends getting from where they are to where they want to be) • previous marketing communications activity • marketing communications objectives • specific problem to be solved • desired consumer responses • description of target markets, their characteristics, behaviour and lifestyle, etc. • description of the product– features, advantages, customer benefits • key dates • restrictions or limitations, for example, corporate guidelines • budget • who makes the final decisions • who the agency should report to/contact names, telephone, fax, e-mail • role of market research before, during and after campaign • how campaign effectiveness will be measured • any other relevant information

3. Marketing communications agencies • advertising agency • public relations agency • sponsorship agency • sales promotion agency • direct marketing agency

4. Leading Irish ad agencies Source: MAPS Directory, 2002/2003

5. Phases in a marketing communications campaign Creation and design Production Implementation

6. stylists make-up artists model agencies photographers illustrators library shots freelance art directors and copywriters music composers musicians spell checkers/proof readers typesetters reprographics film directors actors and voice over artists studio and editing suites printers sign makers list brokers packaging companies display equipment manufacturers merchandisers Typical services used in production

7. Basic account management/client services structure Managing director Account director/client services director Account manager/client services manager Account executive/client services executive

8. Typical structure of a team in full-service agency

9. Client services • interface between client and agency • client business is referred to as an account • cost centre which adds value • account director holds responsibility for the profitability of existing accounts; formulates advertising brief; responsible for strategic issues relating to account; quality control issues • account manager acts as project manager

10. Planning department • planners represent consumer perspective and have significant input into development of the brief • ensure that the brief is properly interpreted and executed • not used on all accounts

11. Creative department • generates the ideas behind the advertising campaign • creative team consists of an art director and copywriter • art director: responsible for visual appeal of an ad • copywriter responsible for headlines, subheadings, main body copy • ideas are presented to client in a rough layout • approved work is translated into finished artwork by production team

12. Media department • media planner – main responsibility is the production of a media brief following liaison with account handler • media buyer – deals directly with various media to negotiate the best possible prices for their clients • media department is a profit centre

13. Guidelines for selecting agencies Identification of agency type Shortlisting Setting up contact Making the announcement Informing the media Formal agreement Identification of agency type Terms Criteria for choosing an agency Agency presentations The brief

14. Media commission A Transaction between agency and Irish Examiner Full-page colour ad in Irish Examiner €15,120.00* Less 15% commission € 2,268.00 Invoice to agency from Irish Examiner €12,852.00 Less 2% discount for early payment € 257.04 Total paid to Irish Examiner by agency €12,594.96 B Transaction between agency and client Invoice to client from agency €14,862.96 (less 2% for early payment of invoice) Media commission retained by agency € 2,268.00 * This price is based on figures quoted in the MAPS Directory 2002/2003