How to open a small advertising shop

An advertising company refers to an enterprise specializing in advertising business activities, commonly known as an "advertising agency".

[Edit this paragraph] The emergence and development of western advertising companies

With the development of newspaper communication industry, the early forms of advertising companies appeared in Europe and America. In the United States, Volney B. Palmer was the first person to solicit advertisements for newspapers, and he started an advertising company in Philadelphia in 184 1. In many works, Palmer's newspaper advertising company is considered to be the first advertising company. Palmer set up companies in Boston and new york on 1845 and 1847. He is not only an intermediary between newspapers and advertisements, but also often writes copywriting for clients, and draws 25% commission from newspapers (later gradually reduced to 15%). George. P.RoWell bought a large number of pages from newspapers and magazines in his own advertising agency activities, and then sold them to advertisers at a slightly higher price. His advertising campaign was very popular with publishers at that time. From 65438 to 0888, Lowell founded printers lnk, the first advertising magazine in America. An advertising company with an approximate modern meaning should be the first to promote Eier & Son Advertising Company (N.W. Eier &; Welland Eier, who was only 20 years old at that time, borrowed $250 from his father to start an advertising company. Because he was afraid that others would think he was too young to be trusted, he called his father's name, namely Eier and Son Advertising Company. At first, Eier also engaged in intermediary business. 1890, he designed an open advertising rate, telling customers the bottom line of the purchase page and the conversion price including his commission. He provides various services for clients, such as designing, writing copywriting, suggesting and arranging suitable media. Therefore, Eier advertising company is called "the pioneer of modern advertising company" by advertising historians. The advertisements appearing at the end of 19 are mostly printed advertisements with newspapers and magazines as the media. Advertising has two characteristics: first, advertising works are mainly text, supplemented by illustrations, and many people even oppose the use of illustrations; Second, British and American advertising works show the creative tendency of "art for art's sake". Ballad advertisements are popular, flowery rhetoric becomes fashionable, and advertising manuscripts are regarded as sub-literary works. At the end of 19 and the first half of the 20th century, advertising companies got great development. The number of companies kept increasing, the service functions kept improving, the service fields kept expanding, advertising companies developed from home to abroad, and some multinational advertising companies showed themselves to the world at an amazing speed. As early as 1849, Mather & crowther Advertising Company (Mather &; The former Ogilvy Advertising Company has 65,438,000 employees, providing advertising services similar to Eier & Sons. /kloc-in 0/880, the first Japanese advertising agency "Hangtang Group" opened in Tokyo, and then "Hongbaotang", "advertising agency", "30% discount agency" and "Zhengxi Road agency" appeared one after another. In June 1895, "Bobo Hall" was officially opened, and in July 190 1, "Japan Advertising Co., Ltd." was established. In the United States, a series of professional advertising companies appeared during this period, such as Lord & Thomas advertising company. Thomas), J·w· Thompson, Yang &; Rubicam), BBDO advertising company, Leo Bona advertising company, McCann advertising company, Benton & Bowles advertising company, Ogilvy & Mather advertising company, DDB advertising company (Doyle Dane bernbach), Ted Bates advertising company and so on. Today, there are three major cities in the world called the world advertising centers, namely, new york, Tokyo and London, and tens of billions of dollars of advertisements come from these cities every year. New york is the cradle and capital of the advertising industry, and there are many advertising companies. Madison Avenue, home to many world-renowned advertising companies, has long been synonymous with the highest level in the world advertising industry. The headquarters of the International Advertising Association, the world advertising organization, is located in new york. In London, 199 1 year, advertising companies created a total of 12l billion dollars of advertisements, ranking third in the world. Since 1970s, some new advertising companies have appeared in London, such as J w Thompson Advertising Company, London Company and Raul Howard Spink Company. London has begun to enjoy the reputation of "advertising art center". But in the nature of advertising, some people think that "American advertising is business, while British advertising is entertainment." Tokyo has become one of the advertising centers in the world. Dentsu advertising company, one of the largest advertising companies in the world, is located in Tokyo. Since 1973, Dentsu's advertising turnover ranks among the best among all advertising companies in the world. Dentsu's headquarters is located in a 20-story gray building in Jinzuo District, Tokyo. 199 1 year, the advertising turnover of advertising companies including Dentsu in Tokyo reached US$ 24.5 billion, surpassing that of all advertising companies in new york for the first time. By 1994, the advertising turnover in Tokyo has reached $ 358.39l billion. Nearly $6 billion more than new york. Tokyo has a tendency to replace new york as the advertising capital of the world. There are many famous cities in the modern advertising industry, and the advertising industry plays an important role in the world advertising industry.

[Edit this paragraph] The current situation of advertising companies in China

As one of the main bodies of the advertising industry, advertising companies in China play an important role in the social economy, and the real development of advertising companies began in the early 1980s. After more than ten years of advertising practice, China's advertising activities have gradually formed the status quo of advertising companies with the realistic characteristics of China. 1. The number of advertising companies has increased rapidly. The number of employees in advertising companies has increased rapidly. If we compare the number of employees of professional advertising companies, the number of professional advertisers in China has surpassed that in the United States in recent years (1992). By the end of 1993,1900, the number of advertising employees in China exceeded that in the United States. 3. The advertising business volume has increased substantially. At the end of 1989, the advertising business in China reached nearly 2 billion yuan. By the end of 1993, the advertising business in China had exceeded10 billion yuan, reaching 13400876 million yuan. By the end of 1995, the national advertising turnover reached 2,732.69 billion yuan, more than 0/0 times that of 1990. 1994, China State Administration for Industry and Commerce and China Enterprise Evaluation Association made the first evaluation of China advertising company. Subsequently, the comprehensive strength of domestic advertising companies of 1994 and 1995 was evaluated, which was more scientific than last time. Shortcomings of professional advertising companies in China: 1. The scale operation and scale benefit of advertising companies have not yet appeared. At present, there are no competitive advertising companies in the international market in China. By the end of 1994, the number of advertising business units in China had exceeded 40,000, reaching 43,046. There are 18375 professional advertising companies, but most of them are small. Small staff, small booths, small workshop-style advertising companies or "patchwork" advertising teams account for a large proportion of professional advertising companies. If we put our strong domestic advertising companies into the system of international professional advertising companies, we will find that our advertising companies are not competitive. Take Rosroy Group (US$ 707 million), which ranks 30th in the advertising business of 1990, as an example, and Zhuhai Special Economic Zone Oriental Advertising Co., Ltd. (RMB 96 million), which ranks first in China in 1994, as a comparable unit. The latter is less than 1/60 of the former. 1995 The total turnover (636.4 million yuan) of Shi Sheng Great Wall International Advertising Co., Ltd., the largest advertising company in China, was only 5% of the 25th "child prodigy" company in the world (16.367 million US dollars), which was not as good as that of Dentsu Company (that year). The regional development of advertising companies in China is unbalanced. By the end of 1995, the advertising turnover of 30 provinces, municipalities and autonomous regions in China exceeded 1 100 million yuan, and that of 24 provinces, municipalities and autonomous regions exceeded 1 100 million yuan. The turnover of Beijing, Shanghai and Guangdong reached 6,063.32 million yuan (up by 57.4% over the previous year), 4,404,000 yuan (up by 48.5% over the previous year) and 3,723.53 million yuan (up by 16.2% over the previous year) respectively, and the advertising turnover in the above three regions accounted for 51.9 of the total turnover in China. From the ranking of China advertising companies over the years, it can be seen that Beijing, Guangdong and Shanghai, which have strong strength and rapid development, have higher ranking rates, such as Guangdong advertising company in Guangzhou, Alliance advertising in Shanghai and Nanpai Lingsi in Nanjing, all of which have developed rapidly and their creative strength cannot be underestimated. Many domestic advertising companies are congenitally deficient, which will inevitably lead to their acquired discomfort. For an information industry field that requires high personnel quality in knowledge, technology and ability, patting the head to find friends to eat and drink can't solve the development problem of advertising industry. It is not conducive to the healthy development of advertising companies, and it is also not conducive to China advertising companies to go global.

[Edit this paragraph] full-service advertising company

Generally speaking, a full-service advertising company has at least four departments below 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. The main job of the creative department is to conceive advertisements and carry out advertising creativity. The key person is the Executive Creative Director (ECD). Generally speaking, there is only one person for this position in each advertising company. However, in recent years, Co-Executive creative director has appeared, that is, two people handle different customers separately or jointly handle the same customer. The work of the administrative creative director is mainly responsible for the administrative work of the creative department, formulating creative routes, controlling the level of works and so on. Under the leadership of the executive creative director, it will be divided into several groups according to the manpower situation. Each group will be led by one or two creative directors (CD) or assistant creative directors (ACD), one of whom is a copywriter and the other is an artist. But there are also many creative directors who hold two jobs. The creative director's job is not only to conceive advertisements, but also to guide and train subordinates. There will be different groups under the creative art director AD, and each group consists of a copywriter (CW) and a production designer (AD). Basically, they will jointly conceive advertisements, but the copywriter is responsible for text modification and the production designer is responsible for art retouching. Because the implementation in production designer is usually very complicated, most companies have an Assistant Product Designer (AAD) to assist in the implementation. Experienced copywriters and production designers will be promoted to Senior Copywriter (SCW) and Senior Production Designer (SAD). However, the nature of the work is the same as before. The creative department also includes four small departments: TV production, graphic production, studio and flow. The TV production department has producers, who are mainly responsible for the overall planning of TV advertisements, while the actual advertising shooting is the responsibility of the advertising production company (production office). No advertising company in Hong Kong will shoot its own TV advertisements. The printing production department has a printing production manager, who is mainly responsible for following up the printing of printing advertisements. The studio is equipped with visualizers, computer visualizers, artists and other positions, responsible for the production of different print advertisements. Graphic production coordinator is responsible for coordinating graphic production matters. The main job of customer service department is to contact customers and make creative guidelines. The focus is on customer service director (DCS). The following are divided into different account directors (AD), assistant account directors (AAD), account managers and account assistants (account managers). AE) according to different customers. 3. The main job of the media department is to suggest suitable advertising media (such as TV, newspapers, magazines, posters, direct sales, etc.) for customers. ) and strive for the most reasonable fees for customers and the media. The center of gravity is the media director, with different positions such as media supervisor and media planner. 4. Administrative Finance Department The administrative finance department is the administrative and fund management department of the advertising company, responsible for the management and coordination of funds, accounting, personnel and departments 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.

[Edit this paragraph] Limited service advertising company

Limited service advertising companies are usually called partial service advertising companies or advertising service retail companies (A 1a cart). Small and medium-sized advertising companies mostly belong to this kind of advertising companies. This is mainly because advertising companies do not have the ability to carry out agency work in all directions. Generally, this kind of advertising companies only undertake single advertising work, or some advertisements with special requirements, such as giant advertisements, street signs, neon lights, light boxes, balloons, airships, and airborne smoke advertisements.

[Edit this paragraph] Advertising company

Advertising agents, also known as advertising agents or middlemen. Its main business is to act as a bridge between advertisers, advertising companies and advertising media.

[Edit this paragraph] Advertising production organization (research institute)

Advertising production agency (institute) is a special form of advertising company, which mainly provides services for all kinds of advertising products. Specifically, it includes: art, clothing, photography, printing, light boxes, street signs, neon lights, specialty products and other production departments. They don't provide comprehensive advertising services,

[Edit this paragraph] Internal advertising company

In order to save money, advertisers have more initiative in advertising activities and set up their own advertising companies within the enterprise. Companies can buy time and space directly from the media and get commission as needed, and can also provide various advertising services for enterprises.

[Edit this paragraph] Functions of advertising companies

1. Advertising agency is the core of advertising agency planning, and advertising agency planning 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 turn ideas and ideas into specific external performance 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 producing advertising works, advertising companies will deliver advertising information to the general public in a timely and rapid manner 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 the advertising information and evaluate the advertising effect for advertisers. 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. Affecting 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.

[Edit this paragraph] Operating principles of advertising companies

1. The principle of operating according to law is the prerequisite for the survival of advertising companies, or the life of advertising companies. This 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 The development of advertising company's business activities is guaranteed by high-quality and high-ability advertising professionals. 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. Advantage Management Principle Advantage management refers to the advertising company establishing its own development strategy and forming its own business characteristics according to its own specific situation. 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 An advertising company can only serve one customer of a certain product to prevent "commercial conflict". 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. 1973, the American Association of Advertising Companies issued a guiding document entitled "The Ideal Policy of Business Conflict". The document suggests: "When defining the business conflict between advertising companies and advertisers, it is best to take each product type as the basic boundary, not the whole product line. An American soft drink manufacturer has set a limit: any other kind or brand of beverage consumed by anyone conflicts with the beverage he sells. According to this definition, the advertising company that undertakes the advertising business of beer, mineral water and even cough syrup cannot be his agent. Internationally, except for Japan (before 1992 1, Dentsu advertising company owned advertising agencies for both Toyota and Nissan, and Nissan turned to Bobaotang as an agent), most advertising companies in the United States and Britain avoided the phenomenon of "business conflict" in their business operations. With the rapid development of advertising companies in China, only by gradually adapting to foreign business practices and principles can we be in line with international advertising operations.

[Edit this paragraph] The specific business content of the advertising company

1. Business Contents of American Advertising Companies The American Advertising Industry Association has formulated a "Business Guide" for domestic advertising companies, which stipulates the capabilities and business activities that advertising companies must have. Specifically, it includes the following aspects: it is necessary to study the position of the goods or services that advertisers want to advertise in the market competition, and find out their advantages and disadvantages by comparing with other similar goods or substitutes. It is necessary to locate the emerging and potential markets of advertisers' goods and services. Advertising companies must conduct market research on the target market situation of advertisers' goods or services, the possible sales volume of advertisers' goods in the market, the changes of sales period and season, the sales situation of similar goods in the market now, the main competitors of advertisers and the number and competitiveness of competitors. Study the main factors that affect advertisers' products and marketing. Understand the performance, characteristics, communication targets and conditions of use of various specific media. Propose advertising plans and suggestions to advertisers. Implement an advertising plan. Specifically, it includes: advertising design and production, cooperation with media companies to determine the time and space for use, sending advertising products to media companies, measuring advertising effects, and sharing advertising fees. Assist advertisers in sales activities. Including non-personnel sales activities, such as celebrations, social activities, public relations activities such as social welfare funding and some business promotion activities. Other projects. Such as packaging design, sales research, salesman training, brochure design to promote the use of goods and so on. 2. The business content of China Advertising Company: Introduce the function of advertisements and the functions of various advertisements to advertisers. According to the requirements of advertisers, provide market research, research forecast and advertising strategy. Provide advertising advice and advertising-related consultation for advertisers. Provide advertising planning, design, production and planning for advertisers. Design a unified corporate image and identification system for advertisers. Contact the media and provide media strategy and advertising implementation plan. :: Implement advertising programmes. Investigate, detect and evaluate the advertising effect.

[Edit this paragraph] The internal management of advertising companies

Strengthening the self-management of advertising companies is of great significance to the survival and development of advertising companies and advertisers. The management of advertising companies includes business management, financial management, personnel management and administrative management. 1. Business management Advertising business is the pillar of advertising companies, and effective business management of advertising companies is the foundation of their existence. In the operation and management of advertising companies, it is necessary to clarify the division of labor and cooperation, perform their duties, and require mutual coordination and close cooperation. 2. Financial Management The financial management of an advertising company is to plan, organize, coordinate, control, supervise and account for the formation, distribution and use of funds in the company's business activities. The specific contents are: collecting advertising fees, participating in the formulation of advertising budget, supervising the implementation of advertising budget, managing the administrative expenses of the company, managing the import and export of property and materials, managing special funds, paying taxes, etc. 3. Personnel management Personnel management refers to the management of employees by advertising companies. "Advertising is a knowledge-intensive, technology-intensive and talent-intensive high-tech industry." The core of the existence and development of advertising industry is high-quality and high-ability talents. The competition of enterprises is the competition of the market, and the competition of the market is ultimately the competition of talents, so the talent management of advertising companies is particularly important. Personnel management of advertising companies includes the following aspects: personnel recruitment, personnel assessment, personnel grading, promotion, rewards and punishments, and personnel training. 4. Administrative management The administrative management of an advertising company is a process of planning, organizing, directing, coordinating and controlling around the realization of the company's advertising strategy and advertising objectives. The purpose of administrative management is to realize the orderliness of internal work of enterprises.

[Edit this paragraph] Advertising company scale operation and personnel flow system

1. The scale operation of foreign advertising companies was as early as 1950s. A survey of American advertising companies showed that the expansion of company scale meant the increase of profits. Since 1980s, there has been a trend of great merger of advertising companies in modern advertising industry, which has made the scale of advertising groups bigger and bigger. Leading the wave of merger is Saatchi Brothers (Saatchi &; Sacchi). 1984, the turnover of the top five advertising companies in the world accounted for 10% of the global advertising turnover, reaching1565438+200 million US dollars. By 1989, the top five advertising groups in the world accounted for 20% of the global advertising turnover, reaching $60,353.2 million, and the share of big advertising groups in the world advertising industry is still rising in recent years. 2. The personnel flow system of foreign advertising companies is abroad, and the employment of advertising companies keeps a certain proportion with the company's turnover. The number of employees is closely related to the size of the company and the advertising business represented by the company. In the United States, the size of advertising companies is divided into three levels, namely, small advertising companies, medium advertising companies and large advertising companies. Companies with turnover less than 1 100 million dollars belong to small advertising companies; 1 billion to 500 million dollars belongs to medium-sized advertising companies; More than 500 million dollars belong to large advertising companies. The annual salary of the president of 654l3008+0987 Lexus Advertising Company is about $3 million. From 65438 to 0988, the Saatchi brothers, the top executives of the Saatchi advertising company in Britain, each received a basic salary of about 500,000 pounds. The basic annual salary of the chairman of WCRS Company is about 250,000 pounds.

[Edit this paragraph] The charging system of advertising companies

1. The fixed commission system originated in the United States in the 1920s. It started with Ayers & Sons Advertising Company. In the 1950s and 1960s, the United States, Canada, Japan, Western Europe and other countries began to accept 15% commission, making10.5% commission an international practice. 1In July, 1993, the State Administration for Industry and Commerce issued "Several Provisions on the Pilot Work of Advertising Agency System (Trial)", which clearly stipulated that the charging standard of agency fee for advertising agency system in China was l 5%% of advertising fee. 2. Actual fee system The actual fee system is a system in which an advertising company conducts business according to the requirements put forward by advertisers, determines the time and energy used by various advertisers in the whole advertising activity, and the advertising company converts these into workload based on working hours, and formulates the unit price of each employee's working hours, so as to calculate the fees that should be charged according to the actual working hours and unit price. According to the data, at present, the unit price of working hours of senior writers, intermediate writers and junior writers in large American advertising companies is about $65,438+$050, 100 and $50 respectively. In order to record the time spent on advertising activities, each employee is required to record the time spent on various businesses every day. Some advertising companies even require everyone to record the contents of 32 or more jobs every day within a quarter of an hour. 3. The whole egg system, also known as the whole egg system, refers to the way that the advertising company obtains and distributes profits to the advertising company based on the profits of the advertisers according to the agreement of both parties when charging the advertising agency fees. This charging method means that advertising fees are linked to advertising benefits, and advertising companies participate in the whole process of advertisers' operation, sharing profits and risks.