What is the composition and division of labor of an advertising planning team?

Generally speaking, an advertising company has at least four departments under the general manager or president, and several deputy general managers are responsible for them. At the same time, there is a director in each department, who can be appointed by another person or deputy general manager.

1. Creation Department

The creative department is a functional department engaged in advertising copy writing, advertising pattern design and advertising conception creativity. The creative department consists of screenwriters, copywriters, creative personnel and artists.

The creative talents of large advertising companies are divided into: creative draft, art design, photography and production synthesis. Among them, creative personnel are engaged in creative ideas, copywriters are responsible for the writing of advertising content, artists are responsible for advertising painting and layout design, photographers are responsible for advertising photography, and production and synthesis personnel are responsible for the final performance of advertisements.

2. Sales Department

The business department is usually called customer service department or customer department. The main task of this department is to contact customers and keep in touch with them, and keep in close contact with other departments of the company. There are several business managers and salespeople in the business department under the director.

3. Sales Department

The marketing department has the service functions of media planning and purchasing, research and promotion, and is composed of three types of personnel. Marketing in the marketing department refers to the implementation of advertising plans and schemes of advertising companies.

In the marketing department, media, research and promotion are relatively professional and independent fields of work. Therefore, it can belong to the marketing department, or it can be divided into the media department, the market research department and the promotion department independently.

4. Administration and Finance Department

The administrative finance department is the administrative management and fund management department of the advertising company, and is responsible for managing and coordinating the fund, accounting, personnel and departmental work of the advertising company.

In advertising companies, there are also cases where administrative departments and financial departments are set up. Considering the role of administrative department in coordinating internal and external relations and communicating information, some advertising companies directly designate administrative department as public relations department.

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Functions of advertising companies

1. Plan advertisements as advertisers.

Advertising agency is the core of advertising companies, and planning advertisements on behalf of advertisers is the most essential function of advertising companies. Specifically, it includes conducting market research and analysis for advertisers, establishing market targets and advertising targets for enterprise development, formulating advertising plans and selecting media for agents. Starting from their own professional fields, advertising companies provide advertisers with advertising themes and realize their advertising creativity, conception and planning.

2. Making advertisements for advertisers

This refers to the activities of advertising companies to transform ideas and ideas into concrete external expressions of advertising products. Choosing the most expressive, influential and infectious methods to express creative advertising ideas objectively, truly, aesthetically and artistically is the fundamental requirement of advertising companies.

3. Publish advertisements for advertisers

After planning and making advertising works, advertising companies will deliver advertising information to the general public in time and quickly through the reasonable selection and application of advertising media. When advertising, advertising companies should consider the interests of customers, pay attention to choosing the media with the best performance and communication effect and the least investment, pass the advertising information to the most potential buyers, guide the public to recognize and accept the information of advertisers, and produce purchasing behavior.

4. Feedback advertising information for advertisers and evaluate the advertising effect.

After the advertising company publishes advertisements on behalf of its clients, it shall conduct market research and research on the published advertisements, scientifically measure and evaluate the advertising effect, and timely feed back relevant market sales information and relevant change information to advertisers.

5. Provide consulting services for customers

Advertising companies should provide advertisers with all-round information such as product planning, product design, market positioning, marketing strategy, advertising activities, public relations, etc., and provide customers with all-round consulting services to realize the rational flow and optimal allocation of enterprise resources and promote the development of operating enterprises.

6. Affect the level of advertising industry

For the advertising industry, advertising companies are one of the most important subjects in the advertising industry. The development of advertising company activities will affect the overall level and development of advertising industry. When advertising companies cooperate with customers and media, they have a certain regulatory effect on the capacity, distribution, flow direction and trend of the advertising market.

Operating principles of advertising companies

1. The principle of operating according to law

Operating according to law is the premise of the existence of advertising companies, or the life of advertising companies, which is the first principle that any advertising company must adhere to when engaging in advertising business activities.

Advertising activities are activities based on laws and activities stipulated by laws. Operating according to law includes two aspects: first, advertising companies should abide by advertising management laws and regulations, especially the Advertising Law and related management regulations. As the fundamental and supreme law in the field of advertising, advertising law regulates the behaviors and norms among advertisers, advertising agents and publishers, which is not only a constraint on advertising companies, but also a guarantee for advertising companies, that is, the legitimacy of their existence and activities. Laws and regulations clearly stipulate the rights, obligations and responsibilities of advertising companies, which makes advertising companies have laws to follow in advertising activities. Second, the activities of advertising companies should comply with relevant national laws and regulations, such as the Civil Law, the Anti-Unfair Competition Law, and the Consumer Protection Law.

2. The principle of talent management

High-quality and high-ability advertising professionals are the guarantee for the development of advertising companies' business activities. Advertising company is a knowledge-based, intelligent and technical enterprise legal person organization. The work of an advertising company is not a simple operation or repetitive operation, but a unique work with independence, innovation and skill. It relies entirely on the intelligence and creativity of the personnel in the advertising company to maintain its existence and continuous development. "The wealth of advertising companies disappears with employees leaving their jobs" just shows the remarkable difference between advertising companies and other companies.

Ogilvy & Mather Advertising Company would not have the glory of that era without David Ogilvy, Lord Thomas Advertising Company without John F. Kennedy and claude Hopkins, and DDB Advertising Company without william Bernbach.

3. The principle of advantage management

Dominant management means that advertising companies establish their own development strategies and form their own business characteristics according to their own specific conditions. The essence of advantage management is the business orientation of advertising companies.

Advertising companies should choose their business advantages and develop their business characteristics according to their own specific conditions, so as to promote the company to obtain greater economic and social benefits.

4. Non-commercial conflict principle

Advertising companies can only serve one customer of a certain product to prevent "business conflicts". Under normal circumstances, advertising companies should cherish the trust relationship formed with agents and should no longer accept advertising business that directly competes with the company. This has become an industry practice in the advertising industry in the United States, Britain and other countries.