Advertising and Communication Process

Advertising and Communication Process

• Advertising and communication are a complex process.
• Communication involves a sender, encoding, the message, a channel, decoding, and receiver .
• The process is often unsuccessful because of noise.
• Source's experience and receiver's experience affect communication.
• Language is a major barrier because of different languages around the world and dialects within a country.
• Linguistic nuances and vernacular contribute to communication barriers.

Communication Cycle

• The communication process begins when the sender selects words, symbols, or pictures to represent the message.
• Encoding puts thoughts, ideas, or information in a symbolic form.
• The sender aims to encode a message so it's understood by the receiver.

Message

• Messages can vary; one example is a poster about kidney care.
• Another example is a print ad for Nescafe.
• A third example is a NIVEA night cream.

Theory of Communication

• A sign is the object or thing.
• A signifier is the physical existence of the sign (sound, word, image).
• A signified is the mental concept that the sign represents (e.g., a red, round apple represents healthy fruit).

Relate Branding to Semiotics

• Brands use semiotics through many symbols to convey meaning.
• Brands represent various concepts and ideas through diverse logos (e.g., optimism, warmth, friendliness).

Perception

• Perception is the process of interpreting signs.
• The interpretations are influenced by frames of reference, experiences, and attitudes.
• An example of perception is how people perceive Disney.

Channel

• Personal channels involve direct, interpersonal contact.
• Non-personal channels don't involve interpersonal contact.

Receiver/Decoding

• Decoding is transforming a sender's message into thought.
• The receiver's frame of reference influences decoding.

Noise

• Noise can lead to a message not being received correctly.
• Noise can stem from issues with the communication medium.
• Noise can also come from personal communication barriers.

Forms of Encoding (Communication Methods)

• Encoding through pictures, drawings, and charts.
• Encoding via spoken word, written word, songs, and lyrics.
• Encoding using musical arrangements and instrumentations (i.e., sound).
• Encoding using animation, motion, speed, shape, and form.

TG (Target Audience)

• A target audience is a defined group; examples types are mass markets and niche markets.
• Target audience definition differentiates between individual, group, and market segments.

Structure and Functions of an Advertising Agency

• Advertising agency functions are categorized into research, planning, creative functions, media selection, advertising budget, sales promotion, and non-advertising functions.
• Departments include creative teams, media planners, production, and researchers.
• Account services are the most vital part of an advertising agency.
• Account management responsibilities include taking client decisions, acquiring clients and establishing advertising strategy.
• Account management personnel include account executives, assistants, coordinators, supervisors and directors.

Creative Team

• The creative team manages an advertising campaign and creates the final advertisement concept.
• The creative team consists specialists in creating advertisements, such as graphic design, film, audio production, copywriting, and programming.

Copywriting and the Creative Plan

• Copywriting is putting together a message to promote a product or service.
• A creative plan outlines how this message will be conveyed through a marketing plan.

Media Planners

• Media planners understand different media.
• They look at best media matches for clients and negotiate deals.
• They place advertisements into the right media.

Production

• Production creates an ad, such as a commercial, based on the creative and media plans.
• Production teams deal with external vendors and ensure ad completion.

Researchers

• Researchers analyze a client's market position.
• They test creative concepts and evaluate campaign effectiveness.

Organization Structure

• Ad agency activities have 4 broad groups: account management, the creative department, media buying, and research.
• Public relations, direct marketing, and promotional services are also included.

Organization Chart

• The chart displays how different parts of an ad agency connect.

Structure of a Full-Service Advertising Agency

• This is a detailed organizational chart of a full-service advertising agency with many departments and personnel who work in the advertising agency.

Services Offered by Ad Agency

• Agencies offer total advertising services, which include strategic planning, creative development, and media services.
• Marketing and sales promotions are also offered; examples are market research, PR, and event marketing.
• E-solutions and content business services are additional offered.

E-Solution Services

• Agencies offer internet-related solutions such as system integration, e-business consulting, and promotion through the internet and mobile; examples are CRM, SEM, e-promotions.
• Content production and distribution are part of the content business, (e.g., sports, film, TV media, etc.).

Integrated Media Services

• Integrated companies bring value to clients and media.
• They provide a wide range of media solutions.

Sales Promotion

• Agencies provide comprehensive sales promotions that work with various media.

Event Marketing

• Agencies conduct interactive events promoting their client products and services.

Integrated Branding Services

• Agencies deliver highest quality branding services meeting client needs.

Ad Agency Types

• Full-service agencies, specialist agencies, creative boutiques, and in-house agencies.

Full Service Agencies

• Full service agencies provide services, including copyright, artwork, production, media planning.
• They are associated with planning, creating and producing advertisements; also perform marketing research with client.
• Promotions are another service offered by these agencies.

Creative Boutiques

• Creative boutiques have specialized creative functions, including copywriting, artwork, and ad production.
• They focus on creating advertisements and branding.
• They may combine their services with other agencies.

Specialized Agencies

• Specialized agencies focus on specific activities in the communication process.
• They specialize in particular functions, audiences, industries, or aspects in the marketing communication process.

In-House Agencies

• In-house agencies are teams within a company focusing on selling the product/service.
• They handle all aspects of brand management related to that company.

Advantages of In-House Agencies

• Bulk media purchasing to obtain higher discounts
• Expertise in planning the best times and places for advertisement.
• Improving target market definition
• Overall easier management

Disadvantages of In-House Agencies

• Problems in communication
• Media buying discounts may not be readily attained by the in-house agency due to commission barriers.

Examples of Advertising Agencies

• Examples of advertising agencies are Ogilvy & Mather, JWT, Mudra, FCB Ulka, Grey Worldwide, etc.
• Some of their clients include Vodafone, Cadbury, Fevicol, Nestle, Ford, and others.

Explore the complexities of communication and advertising in this informative quiz. Understand the components of the communication cycle, the role of encoding and decoding, and how various barriers can impact the effectiveness of messages. Test your knowledge of practical examples and theories in advertising.