Culture, Creativity, and Decolonizing the Curriculum
Delve into the intersection of culture, creativity, and the vital process of decolonizing the curriculum across disciplines. Explore the unique policies of four nations, each contributing to the rich tapestry of cultural expression and educational reform. Uncover the essence of creativity in various contexts and reflect on the evolving landscape of cultural appreciation and academic frameworks.
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ADVERTISING SEM. III MODULE 2 Dr. Jayashri Kulkarni
ADVERTING AGENCY Ad. Agency-Meaning, Features,Functions, Structure, Types. Agency and Client-Relationship, Client turn over, Agency Compensation-types, Creative Pitch. Careers in Advertising
MODULE 2.1 AD. AGENCY Advertising Agencies Association of America- , an independent business organisation,composed of creative and business people, who develop, prepare and place advertising in the media for sellers seeking to find customers for their goods and services. It is a specialised institution that consists of a creative team and experts in advertising who hire their services in the field of advertising. It is an independent service institution involved in advertising and allied activities. It is a link between the Advertiser and the media.
AD AGENCY-FEATURES Specialsed organisation Independent institution Link between advertiser and media Service institution Creative team Expertise Agency compensation Various types Accreditation
AD. AGENCY ORGANISATIONAL STRUCTUREPresident/CEO Accounts services Creative services Media Services Managem ent Media Planning Planning Copy & Art Budget Media Buying Decision Making Finance Productio n Media Research Accounting Routine management Traffic
AD AGENCY-FUNCTIONS AND SEVICES Creative services/functions Accounts Services/Functions Media Services/Functions Management Client related Services
AD AGENCY-TYPES Full service agency Modular agency Creative Boutique Global /Local agency Mega agency Media Buying agency Specialised agency Interactive agency B2B agency In House agency
AD AGENCY-SELECTION CRITERIA Types /Nature of services offered Location-proximity Quality/performance Reputation Accreditation Compensation Creative staff-Art director/copy writer Size Media Rapport Specialisation Other clients-competitive accounts
MODULE 2.2 AD. AGENCY-CLIENT RELATION Transparency Mutual faith Communication Sorting out differences Business ethics Regular supply of funds by the client Reasonable compensation paid by the client Qualitative performance by the Agency Timely performance by the agency Protecting interest of the client by the agency
AD. AGENCY-CLIENT TURNOVER Meaning--The no. of clients leaving the Agency and joining another agency Reasons: Types/ nature of services not available No good quality/ performance Higher compensation Delayed performance Change in personnel Change in location No proper promotion of agency Loss of reputation Difference of opinions Withdrawal of the product from the market Loss of or no accreditation Dissatisfaction No proper treatment Lack of public liaison i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv.
AD AGENCY-COMPENSATION Methods/Types Commission Charges Fees Cost plus system Bonus/Incentive
AD. AGENCY-CREATIVE PITCH Meaning: Presentation by an Ad. Agency to its clients to secure an account It is a team of creative people in the Agency who prepare a presentation.
CREATIVE PITCH-PROCEDURE Identify the client Meeting to the prospective client Preparing brief Selection of Pitch team Preparing outline of the Pitch Rehearsals Presentation of the Pitch Follow up Additional Presentation Signing the contract
MODULES 2.3 CAREER IN ADVERTISING-SKILLS REQUIRED Conceptual Skills-Copy, Visualisation, Art work Creative Skills Communication Skills Human Skills Stress Releasing Skills Time management Skills Problem Solving Skills Decision Making Skills Leadership Skills Human Relations Skills Administrative Skills Other Skills
CAREER OPTIONS IN ADVERTISING Ad. Agency Copy Writer Visualiser Photographer Media Planner Researcher Back office- Accounts, Records, Computer operations Client Relations Production house e.g. Balaji Telefilms Printing Press Graphics, Animation Modeling Free Lancing
FREE LANCER AS A CAREER OPTION IN ADVERTISING Scope for free lancing Photography, copy writing, preparing art work, ad. research, media planning Importance a. Flexible Timing b. Profit c. Self employment d. High Status e. Scope for creativity f. Experience
FREE LANCER AS A CAREER OPTION IN ADVERTISING Essentials a. Specify area b. Approach right people c. Social Media d. Promotion e. Proper pricing f. Prompt services g. Up-dation h. Public relations i. Innovation
QUESTIONS Define Ad. Agency. What are its features? Explain the functions/services of ad. Agency. What are various types of Ad.agencies? What do you mean by Agency compensation? What are its methods? What are the ways of getting clients? Describe the structure of Ad. Agency. What are various career options in advertising? Write a note on free lancing as the career option in advertising. What are the factors considered in selection of Ad. Agency?
