...HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY Lecturer PhD. Cristina LEOVARIDIS State University of Political and Administrative Studies Bucharest Abstract: The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies. Key words: knowledge-intensive organization, advertising agency, human resources management, competences Introduction Nowadays, competition between organizations - becoming more flexible and innovative adhocracies - is "moving" more and...
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...(Adopted September 19, 1990) To improve and strengthen the advertising agency business in the United States by counseling members on operations and management, by providing the collective experience of the many to each, by fostering professional development, by encouraging the highest creative and business standards,and by attracting excellent people to the business. To work with Federal, state, and local governments to help achieve desirable social and civic goals, to influence public policy, to resist unwise or unfair legislation and regulation, and to be the principal source of information and advice about advertising. To be an advocate of advertising, studying the ways in which it contributes to the economy and society and promoting the results of those studies to all appropriate audiences. To represent the agency point of view to advertisers, helping solve mutual problems, helping improve our members’ value to them, helping resolve collectively those issues that individual agencies and clients cannot resolve singly. To represent the agency point of view to media, providing constructive suggestions, solutions to problems, and technical help—while receiving and acting upon similar information from them. To facilitate the application of our members’ skills and talents to pro bono efforts on behalf of worthwhile social and community causes. To serve our members’ needs for information, agency management counsel, professional development, employee benefit programs—and...
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...INTRODUCTION TO ADVERTISING TOPIC- AD AGENCIES STRUCTURE GROUP MEMBERS: RUSHABH BHEDA 302 KANCHI DAVE 306 JINAL INAMDAR 311 HEENA KHAN 318 DEVKUMAR MISTRY 327 JINALI SHAH 337 HISTORY Founded in the year 1980, by Mr Abhinav mistry, White‘n’Black is one of India’s most prestigious ad agencies. The founder Mr Abhinav started his career as a cartoonist in the newspaper “Dainik Bhaskar”. On the birth of their son, Dev Kumar, on December 1980, the Mistry family inaugurated their main headquarters in Delhi. As newspapers and pencils were a main part of his life, Mr Mistry decided to name his company White ‘n’ Black. Today the company boasts of a clientele of names such as Coca Cola, Fritolay and many more with the son now holding the reins. CLIENTELE Johnson & Johnson Airtel Axe deodorant Coca cola Fritolay Maruti SX4 Amul Imperial blue soda Jockey Snap deal.com Saffola oil Tropicana Cadbury Airwick L’oreal Parle-G Britannia Parker Raymond SUCCESS We believe that excellence in an organisation stems from its people. It is the talent combined with passion and integrity that makes a place successful. At White ‘n’ Black, the thing we care most about is ‘dedication’. After all, dedication is what...
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...between Tesco Management and Advert Agency is that they can’t always meet up to have a meeting so other ways will be needed such as the written communication method (Email). The source of the Email will be Tesco’s email address. The written communication method Tesco has chosen to use is Email they’d need to email each other to update each other about changes on their advert; the purpose of the written communication between Tesco Management and Advert Agency is that they can’t always meet up to have a meeting so other ways will be needed such as the written communication method (Email). The source of the Email will be Tesco’s email address. Tesco will be using a meeting as their verbal communication method, the main purpose for this meeting will be to speak about the Christmas Advert as ideas will need to be shared between Tesco and Advert Agency also for confirmation of the final advert; the source will be Tesco Offices. Tesco will be using a meeting as their verbal communication method, the main purpose for this meeting will be to speak about the Christmas Advert as ideas will need to be shared between Tesco and Advert Agency also for confirmation of the final advert; the source will be Tesco Offices. The Web Based communication will the adverting agency website and the purpose for Tesco will be able to see any adverts the agency has previously done but also for Tesco can find the contact details of the agency to contact them; the source of will be the advertising agency’s...
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...Functions of Advertising Agencies Today advertising agencies are found in virtually every major city on the world and their role in stimulating economic growth is solidly established. To understand advertising, we need to examine the functions of an Ad Agency. These are: - a)Talent & Creative productions: The basic function of an Ad Agency is providing talent. The creative efforts of the art director, the detailed analysis of the research director and the political understanding of the campaign director, are just a few examples of the many abilities of Ad Agency personal have to offer. A business organization or person will contract the services of an ad agency to help market a product. This function involves processing the information collected from the client and through research and designing communication material in the form of advertisements and other publicity material. This also includes planning creative strategies, copy or script writing, visualization, designing, layout, shooting of films, editing, giving music, etc. b)Research: The second function of an Ad agency is research. In order to distribute the message to the public successfully, the agency must first know all that it can about the product. One of the first jobs is to research the product and the company, one must learn, one possibly can about both. The research must even take one close to the heart of the firm’s inner operations. Ad agencies use research as a tool to test consumer...
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...to not only look after one account, but work with several accounts like Unilever, Bkash, Edison Properties, Symphony, Aarong, Mi-amore, BATB etc, so that my learning is more widespread. In the course of this internship, I got to learn how advertising is not all about producing billboards and TVCs, but how it has integrated itself into a vast network and how it intends to get into a consumer’s lifestyle rather than bombard them with information. Which is why, the topic I have decided to work on is the Evolution of Advertising and how Ogilvy Bangladesh has adapted to the changes and how those changes reflect on their campaign effectiveness. I have also gotten the chance to experience what life is like in the corporate world and all in all, it was a fantastic learning experience. Thank you for being there as a support whenever I needed it. It was a challenge in completing this project and compiling this report and I hope I have fulfilled your hopes and expectations. Yours sincerely, Mahmuda Sarker Acknowledgement Over the past few months I have had a wonderful experience full of challenges and satisfaction over completing my project and contributing significantly to one of the largest multinational advertising agencies in Bangladesh. First of...
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...understanding of the workings of the advertising agency and the level of impact of the advertisements on the targeted audiences. The advertising agency Media&TA’s client, D.S. Kulkarni Developers are the scope of this project. The impact of DSK ads in the minds of the audiences is studied here. Following are the results: • 58% of the people recall DSK advertisement. • 98% of the people are familiar with the slogan of the advertisement and the company. • 84% of the people like the DSK advertisement. • 58% of the people have seen the Television advertisement of the DSK group. • 32% of the people know the DSK group through the radio advertisements, making it the most popular and successful media. • 74% people like the DSK group advertisements run on the radio and Television. Research Design Findings [pic] • DSK has the most effective real-estate advertisement from the electronic media. 58% of the people recognise the brand immediately. • The slogan “Gharala gharpan denari mansa...” is very popular and 98% people recognised and recalled it as the DSK slogan. • 84% of the people like the slogan “Gharala gharpan denari mansa...”. • Majority of the people have seen the DSK advertisement on the television. • Majority of the people have liked the electronic media advertisements of the DSK Group very much. Suggestions [pic] Following are the Suggestions for the advertising agency Media&TA with respect to their...
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...influenced through advertisement. When a company introduces an advertisement, its motto is to increase sales volume in the market. The term paper focuses on how an advertisement starts and how it comes to an end through commercialization. It includes the role of company’s branding department, ad-firm and TV channels marketing team. It also highlights post advertisement feedback and advertisement in present age. * INTRODUCTION There are many ways of advertising a product or service, Television commercial is one of them. In present age, advertisement and television are part and parcel of each other. Electronic media has been explored in a great range by the help of advertisement. Advertisement also comes out with a huge success by using the popularity of this media. Advertisement means a public promotion of any product or service. In today’s world, advertising is considered most vital promotional tool. According to Philip Kotler, “Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified person.” If we look at the history we come to know that, the very first television ad appeared on July 1, 1941 during a baseball game on a local New York channel. It was a 10-second ad which advertised Bulova watches and cost only four dollars; it completely revolutionized television! Because...
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...Ad Agency Report Jodie L. Hebner Grantham University GSD&M was established in 1971 in Austin, TX by a group of men who did not want to leave the area after graduating from the University of Texas. Over the years the company has went through many ups and downs while embracing many challenges to become one of the top 30 advertising agencies in the United States.to include opening and operating a second location in Chicago, IL. GDS&M is owned by third largest advertising agency in the world, Omnicom Group. (Answers, n.d) The company has now grown to have over 500 employees who help the company promote many popular organizations to include Wal-Greens, the Air Force, AT&T, John Deere, and Campbell Soup. GSD&M has a different take on how ideas can be created for their customers. GSD&M uses four primary approaches to creating ideas. First off, GSD&M believes, “your butt’s connected to your brain” this is seen in the many “war rooms” that are used throughout GSD&M when creating new ads for their customers. “It turns out that thinking outside the box requires deep immersion in the here and now: where you sit determines what you think.” (Imperato, 1997) Employees can visit the Chili’s Grill & Bar war room, which is almost an exact replica giving the employees the needed information needed to come up with great ideas. The second item used to generate ideas is known as the thought “big ideas come from small groups”. “To grow big and yet think fast, GSD&M...
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...OF ADVERTISING AGENCIES IN BANGLADESH: AN EMPIRICAL STUDY ON AD AGENCY CLIENTS Farhana Khan∗ Farhana Khan.(2010). An Analysis of the Service Gap of Advertising Agencies in Bangladesh: An empirical Study on Ad Agency Clients. Bangladesh Res. Pub. J. 3(4): 1171-1180. Retrieve from http://www.bdresearchpublications.com/admin/journal/upload/09138/09138.pdf Abstract An Advertising Agency or ad agency is a service provider that works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company positively in the eyes of its target customers. Businesses hire advertising agencies to connect with their target customers. In the face of stiff competition, every Co / brand wants to break through this clutter and create a favorable space for itself. Ad agencies help clients to do just this by creating attention grabbing, persuasive and unique ad campaigns that make the brand stand out in the minds of customers. Many businesses organizations are involved with different advertising agencies in order to maintain their activities effectively and efficiently. But till now, this sector has not developed their service up to level of expectation of user. There are plenty of reasons behind such condition of this sector, but one of the important reasons is that Ad agencies failed to meet the expectations of the clients regarding services. This study aims to compare the client’s perceptions and expectations of services offered by the advertising agencies...
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...The leaders traits, knowledge and skills How the leader changed the organization Explain the leaders success or failure Ways to increase the leaders effectiveness Key learning principles q Charlotte Beers The case examines Charlotte Beers actions on assuming leadership of Ogilvy & Mather Worlwide, the sixth largest advertising agency in the world, during a period of rapid industry change and organizational crisis. q Charlotte Beers Case Objectives The case examines leadership and managing organizational change. Specifically it focuses on: q Charlotte Beers Problems facing the leader Ogilvy & Mather is in a leadership vacuum, desperate for someone to provide a new vision for the futuure the complex process of formulating a vision or new direction the need for communication to align employees to the new direction the need to align structures and systems to the new direction Situation confronting the leader Industry challenges q shift in expenditure away from mass media to targeted marketing channels q declining media expenditures q many firms inefficient in their internal operations Charlotte Beers q globalization fosters growth opportunities for those agencies which have developed international presence q as clients expand internationally, they expect great coordination across regions Personal challenges q fourth executive in 4 years q first outsider q first woman q no experience with international or multiple offices q needs to build credibility quickly as key Charlotte Beers...
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...The leaders traits, knowledge and skills How the leader changed the organization Explain the leaders success or failure Ways to increase the leaders effectiveness Key learning principles q Charlotte Beers The case examines Charlotte Beers actions on assuming leadership of Ogilvy & Mather Worlwide, the sixth largest advertising agency in the world, during a period of rapid industry change and organizational crisis. q Charlotte Beers Case Objectives The case examines leadership and managing organizational change. Specifically it focuses on: q Charlotte Beers Problems facing the leader Ogilvy & Mather is in a leadership vacuum, desperate for someone to provide a new vision for the futuure the complex process of formulating a vision or new direction the need for communication to align employees to the new direction the need to align structures and systems to the new direction Situation confronting the leader Industry challenges q shift in expenditure away from mass media to targeted marketing channels q declining media expenditures q many firms inefficient in their internal operations Charlotte Beers q globalization fosters growth opportunities for those agencies which have developed international presence q as clients expand internationally, they expect great coordination across regions Personal challenges q fourth executive in 4 years q first outsider q first woman q no experience with international or multiple offices q needs to build credibility quickly as key Charlotte Beers...
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...Aquarius Advertising Agency Case 1. Goals: The goal of Aquarius is to offer quality services to their clients. They also wanted to reorganize their organization structure to help them improve efficiency, respond to environmental changes and increase communication between apartments. Environment: Aquarius is a traditional organization and has a hierarchy system that makes the company inflexible to change. They need to change this in order to keep their organization alive from other advertising firms (competitors) and current customers changing advertisement firms. Size: Aquarius is a middle-sized firm that offers two services to their clients. They currently have an organization structure that was a hierarchy structure which included upper management, managers and other operational staff. Culture: Aquarius wanted to improve on their communication of their departments so they can sustain and increase their excellence of attracting and maintaining their clients. Technology: Aquarius had many different communication methods and tools to deal with their clients. They contacted clients through email, telephone and made formal meetings with their clients. They also had the technology and software to create ads for televisions, newspapers, the radio, the internet and billboards 2. I think Aquarius should move towards more of a horizontal structure rather than a vertical or traditional (hierarchy) structure. I think they need to integrate their Accounts, Operations...
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...|How Did Advertising Start in India? | | |By B Sumangal; Illustration by Anup Singh | |The first newspaper in India was brought out by an Englishman James Augustus Hickey in 1780 who was stationed at Calcutta. The | |paper was brought out on Saturdays and was first called the Calcutta General Advertiser or Hickey's Bengal Gazette. | | | |Publishing a newspaper is an expensive business as Hickey realised to his cost. He was losing money faster than the newspapers | |came out of the printing press. To make ends meet, Hickey decided to take on advertisements or ads. | | | |The earliest ads consisted of simple messages 'classified' into different categories for easy reference with a mailing address | |from where they could be ordered. These became the forerunner of today's classified advertisements in newspapers. For instance, | |today's newspaper carry sale of autos, electronic items, domestic services, pets, etc under these headings. | | ...
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...Name: Shirl Fayson-Miles Date: October 4, 2011 APA Citation of the Source: Rhee, E.,& McIntyre, S. (2009), How current targeting can hinder targeting in the future and what to do about it, Journal of Database Marketing & Customer Strategy Management, 16(1) 15-28, Retrieved on October 2,2011 from Business Source Complete Database. Part 1: Synopsis of the article: This article discusses how current targeting of customers by a direct marketing firm can result in misleading models of customer response due to the truncation of observations for the customers who are not contacted, as well as the inevitable mis-specification of the explanatory variables in the models. The authors discuss the importance of adopting a diversity of different nations’ populations and, encourage advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. However, the article states that while such targeting has been favorably received among the targeted minorities, it has also engendered unfavorable reactions among majority members. Part 2: Analysis of article based on the course topic: This article is relevant to the course content because it focuses on the importance of determining relative concentration of a product's consumers in mass media audiences and the vital element in targeting, as it reflects consumer motivation. As we are participating in the simulation market game, it...
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