Looking for the business model of an advertising company (experts please come in)

The business model and department functions of advertising companies

1. Customer agents or media agents

Advertising companies refer to companies that are registered in accordance with the law and established upon approval. Specialized advertising services company. The most obvious feature of an advertising company's business is agency, which means accepting commissions and providing services. Advertising companies can be divided into client agencies and media agencies according to the objects they represent.

Customer agency, that is, the advertising company accepts the entrustment of the advertiser to implement all or part of the advertising business such as market research, advertising strategy formulation, and advertising creation. Since advertising companies have expertise and experience in advertising services, it is more economical and scientific for advertisers to entrust advertising companies to implement advertising plans. Advertising companies have professionals in marketing, media, and creativity. After being entrusted by clients, they use their professional knowledge and the company's resources to help clients achieve their advertising and marketing goals. For enterprises, entrusting advertising companies to do advertising allows them to concentrate on production and marketing. The advertiser entrusts the advertising company to implement the advertising plan and pays the advertising company corresponding funds or agency fees.

Media agency refers to an advertising company that accepts entrustment from the media to sell space or time slots. The media can be mass media such as newspapers, television, radio, magazines, etc., or outdoor media such as street signs, light boxes, car bodies, large-screen displays, etc., and can be engaged in sports events, theatrical performances or other activities. Advertising companies engaged in media agency must not only be familiar with media layout, time or space to recommend to advertisers or agency advertising companies. By acting as media agents, advertising companies can promote the improvement of media content, such as increasing the ratings of TV programs and improving the artistry of outdoor media. When the media entrusts an advertising company to represent the media, it usually pays the agency a commission, usually in the form of a certain percentage of sales or an annual contract fee.

Customer agency and media agency are the way of survival for most domestic advertising companies. In actual operation, some advertising companies that mainly focus on customer agency are also involved in media agency, and media agency advertising companies also serve as some customers. services, but as the advertising market matures and develops, the division of this type of professional companies will become more and more obvious.

2. Functions of the advertising company's business department

(1) Customer Service Department

The main function of the customer service department is to contact customers and plan, manage and control the advertising company's advertising activities. internal resources. The customer service department is the window of the advertising company to customers and the liaison for information; customer service personnel are commonly known as customer representatives (AE). Customer representatives should have strong communication skills and negotiation skills. They understand the advertising operation process and have a keen understanding of the advertising process. insights and strong organizational skills. The account representative is responsible for regular contact with customers, carrying out the customer's advertising business on behalf of the company, and is responsible for organizing and implementing the customer's advertising activities. The customer representative represents the company externally and the customer within the company. He is the organizer of maintaining and developing customers, and is the ultimate "benefit manager" of the advertising company.

The customer service department is the leader of the advertising company in serving customers, and other departments must work around the customer service department.

(2) Creative Department

The important task of an advertising company is to sell its creative products to customers, so the creative department can be called the core department of the advertising company. The creative department is responsible for visually representing the "selling points" of the client's products and creating advertising works through film, television, sound, graphics and other means.

(1) Media Department

After the advertising works are completed, the advertising company arranges media publication according to the advertising strategy, and uses mass media and other media to deliver advertising messages. The responsibility of the media department is to formulate and implement the most effective and reasonable media plan. Most of the client's advertising budget is spent through the media department.

(2) Market Research Department

The entire process of advertising campaigns is inseparable from research, so the market research department is an indispensable business department of advertising companies.

Market research is responsible for the collection, compilation and analysis of information about the market, consumers, media, etc., and is responsible for independently completing or supervising market research, media research and other investigation and research work related to communication and marketing directions entrusted by customers, and assisting the customer service department, The media department and creative department completed relevant advertising research.