Business Management
26) Explore how design professionals and companies calculate profit.
27) Describe the components of a basic contract document for design work by
analyzing an example contract.
QPI 7_All aspects
Items 8, 1, 2
Item 8
8. Labor
Employee rights and responsibilities, role of labor organizations
1. Business Planning
Strategic Planning, Goals, Objectives, Form of Business
2. Management
Organizational Structure, Mission Statement, Employee Handbook, Corporate Culture
Directions:
At the top left side of your paper, write your first and last name and block number
example........
Steve Campbell Block 3b
QPI 7_items 8, 1 and 2
Read the information below and answer the information below on separate paper. You do not need to write the questions, just the answers. The answers to the questions a found below the questions.
Advertising agency overview
An advertising agency is firm that is hired to help businesses sell products and services.
An ad agency:
(1) creates new promotional ideas,
(2) designs print, radio, television, and internet advertisements,
(3) books advertisement space and time,
(4) plans and conducts advertising campaigns,
(5) commissions research and surveys, and
(6) provides other such services that help a client in entering and succeeding in a chosen market.
The agency business structure could be sole proprietorship, partnership or corporation.
Ad agency corporate culture
Graphic designers working in ad agencies generally work in studios where they have access to drafting tables, computers, and the software necessary to create their designs. Although many graphic designers work independently, those who work for specialized graphic design firms often work as part of a design team. Many graphic designers collaborate with colleagues or work with clients on projects.
Most graphic designers work full time, but schedules can vary depending on workloads and deadlines.
In 2014, about 1 in 5 graphic designers were self-employed. Graphic designers who are self-employed may need to adjust their workday to meet with clients in the evenings or on weekends. In addition, they may spend some of their time looking for new projects or competing with other designers for contracts.
An ad agency usually has these typical departments:
Account Service
Account Planning
Creative
Finance & Accounts
Media Buying
Production
The Art Director
An Art Director (AD) is the person responsible for designing ads, websites, outdoor media and brochures for an advertising agency on behalf of its clients. The AD creates and then maintains the visual look for all the work on an account, making sure the client's marketing materials are visually engaging and the selling message is clear.
In a world increasingly driven by computer and mobile phone screens, the visual component of marketing has become even more important, elevating an AD's importance.
An art directors main responsibility is to design and supervise artwork
Strategic growth plan
Small ad agencies must take many factors into consideration when writing their strategic growth plans. Increasing revenue and improving service may be their primary objectives, but agency owners also must determine how to attain these objectives. They must evaluate their service offerings and staff, including account management, creative services and media buying. They may need to rearrange departments. Look at all of these considerations when devising a strategic growth plan for your advertising agency.
Outlining Key Objectives
Start by outlining your key objectives for your advertising agency. Your objectives may include increasing sales or market share, which is the percentage of advertising sales you control out of all sales in your markets. You may want to increase your client base and obtain more business out of existing customers. Whatever the case, write down all your key objectives. Meet with your management team to ensure you have covered all objectives. Assign specific numbers to your objectives, as they must be measurable. For example, indicate that you want to increase sales by 30 percent, which may require a 20 percent increase in new business and a 10 percent increase among existing clients. Create objectives that are realistic and attainable.
Labor
There are no labor organizations, but the American Association of Advertising Agencies is a nation The 4A's provides proprietary access to the people, information, tools and training that advertising agencies need to become more successful.
Safety
Workers in the advertising agency are protected by a federal government agency – Occupational Safety and Health Organization. It is often referred to as OSHA.
Questions:
1. What Is an Ad Agency?
2. List 5 activities of an ad agency
3. What are 3 business forms an ad agency could utilize?
4. In 2 sentences, describe the culture (work environment) of designers an ad agency.
5. List the 6 departments (organizational structure) usually found in an ad agency.
6. Think for yourself: To which department (above) do you think a designer or art director would belong?
7. Read the Art Director text. In your own words, what is the responsibility of a designer or art director in an agency?
8. Read the text and answer 8 a and 8b.
a. What are the 2 primary objectives of an ad agency?
b. Once an an ad agency has established objectives, how will it determine if they have been met?
9. Do ad agencies have labor organizations? Where do labor organizations fit into an ad agency?
10. OSHA is a federal organization would regulate safety in an ad agency. What do the letters OSHA stand for?
