Advertising a mix of science and art

How advertising works

 Key points

01 Understanding of advertising as an art or science

02 How advertising works

03 Overview of Account Management

Advertising - Art or Science?
• It’s a long debate
• Supporters of Art :
– Art lies in the ability to create appealing visual that has a selling proposition in it
– Art also lies in the ability to follow a strategy to incorporate the visual in print ad
or tvc
• Supporters of Science:
– Involves research for understanding TG behavior patterns and their differences to d
evelop a strategy
– It helps in understanding how to connect with people
– Science involves all the methodologies marketers use to make the communication
effective
 So…
• Advertising is a mix of art and science

• Effectiveness (message) and efficiency (reach) go hand in hand in brand

building
 Advertising
• Advertising is intended to inform, educate, persuade and remind individuals
of product or business
• Use their language in all your communication platforms – TVC, print, blogs, f
acebook posts, emails etc
• Better understanding leads to persuasion
 Qualities of good ad
• Advertising should be clear and consistently reflect the unique brand positioning
statement
• Advertisements should be interruptive – make you to stop
• Communicate a simple, single message to make them remember – value for mo
ney, saving, taste, comfort etc.
 Design communicates brand
• Advertisements are most effective when the graphics stand out while maintai
ning relevance and clarity of the message
• Right graphic can attract attention and increase the likelihood of buying a pro
duct
• It is a significant part of brand marketing and brand identity – logos, print ads,
product design, tvc etc
 Share a Coke

Most awarded campaign in Coca Coal’s history

Apple logo – death of Steve Job

Bite in the apple became the silhouette of Steve Job

What are Accounts?
Agency Client

Account Person
 Account Management

• All that you have learned boils down here

• Brand management, media planning, principles of marketing, research etc
• Your command in all these makes you eligible for face of the agency
Usual Teams Structure in an Agency
CEO

Account / Client
Servicing Team Strategy Creative Finance HR

Team 1
Account
Director Audio /
Art Copy
visual

Account
Manager

Account
Executive
Every day is different for an Account Manager – be ready
for surprises

Account management is not a simple job, its fast paced

and sometimes stressful and not everyone’s piece of
cake

It requires wearing many hats and balancing the

demands of client and resources of the agency
Personality traits and skills of a Client Servicing Person
1. Good communicator
2. Motivator
3. Multi tasking and detail oriented
4. Interpersonal skills
5. Problem solver
6. Team player
7. Updated
8. Asking questions
9. Emotions & Stress management