Protestant Reformation and Martin Luther

Reformation Websites: Section 1: Life of Martin Luther 1. Fill out the graphic organizer using http://www. Luther. De/en/Enoch. HTML Life of Martin Luther After vaulting his parents, he was caught In a terrible thunderstorm. During the storm lightning struck near him, and he was thrown to the ground. At this moment he called to Saint Anne, and declared: â€Å"l will become a monk. † Why did he decide to become a Monk? When did he decide to become a Monk? During a terrible storm. When did he become a professor at Wattenberg (Germany) university? 1507 he started professed at 1 512 What did he do as a professor?He came into contact with the ideas of the humanists and embraced their slogan. 2. Answer these questions using the map at http://www. Circular. Net/history/ Marcel/Luther. HTML a. Where did followers of Martin Lather's ideas (Lutheran) live? Germany Denmark Sweden Norway Prussia a. Where did followers of another reformer, John Calvin (Calvinist) live? The city of Genoa Sw itzerland. Scotland, England, France, Italy, Bohemia, Poland, and the Dutch Netherlands. B. Was the majority of Europe Catholic or Protestant during the reformation? Protestants Section 2: Luther†s Beliefs 1.Find out what Martin Luther believed about Faith. Read the passage in the following link and fill out the chart. Http://www. Icicle. Org/pub/resources/text/ Wattenberg/Luther/Luther-faith. Txt What faith IS according to Luther What faith is NOT according to Luther living bold trust in Gods graces confidence and knowledge of goddesses makes you happy freely willingly do good things serve people love and praise god holy spiral Followed by good works or Better life Section 3: Luther Posts his 95 Theses 1. Use the following website to fill in the table below on Lather's 95 Theses. Www. Luther. De/en/nonchalant. HTMLCause Event Effect Why was Luther upset with the church? Http:// The people where no longer coming to hem for their confessions they were going to different towns. What did he do about it? He wrote 95 theses which were use as the basis for discussion on the topic. What was the reaction to the 95 Theses? Some humanists approved of these, but parts of the Roman Church completely rejected them What is an indulgence? They supposedly categorized Luther as a follower of the heretic Jan Hush and threatened to have him burned at the stake. What were the 95 Theses? Used for basic discussion on a topic.Section 4: Effects of the Reformation 1. Complete the following chart using http://www. Luther. De/en/banana. HTML and http:// Cause practically declared a heretic both churches wanted Luther to recant his teachings while he was there Luther is excommunicated (explain what happened) trip to worms Diet of Worms (explain what it was) repentance objective clever thought out Section 5: Printing Press 1. Use the following 3 links to answer the questions about the printing press. Http:// www. Definer. Com/history/inventions/story. HTML http://www. Gutenberg. De /English/refinery. HTML a.What is the printing press? Was screw press specially designed to achieve an effective an even transfer b. Who invented the printing press? Genius of Guttenberg c. How does it work? Pressing the letters down to then produce ink on paper d. How did the printing press help Martin Luther? It allowed them to write in a more advanced easier way Section 6: Changing Europe 1. Use the map found at the following link and what you have learned so far to answer the questions below: http://chlorofluorocarbon. Wiseacres. Com/Everything *Europe a. How would a map of the year 1400 be different? (Hint: think religions†¦ T would show where religions migrated or lived Catholic? Because of where their priest where located and what they were taught in that area c. What impact did Luther have on this map? With where religions lived a. What impact did the printing press have on this map? It allowed them to write clearly and readable to all. Section 7: Evaluation Task: You a re going to become a reporter during the early 1 ass's. You will be creating a newspaper article based on an event, the key figures, or problem. 1. You are to write an article on one of the topics listed below: a. Complaints with the Church .Key figures: Calvin, Woozily, Erasmus c. Martin Luther and his 95 Theses d. Compare and contrast common beliefs of the Catholic and Protestant Church (language, ultimate authority & salvation) 2. Research and answer the following questions using the suggested websites in #3. A. Why were people dissatisfied with the Catholic Church in the asses? B. What were Lather's criticisms of the Church? C. How did the printing press affect Reformation ideas? A. Why did Luther want the Bible translated from Latin into German and other languages? B. How did the Church respond to Lather's 95 Theses? C.How did the ideas of John Calvin, John Woozily, and Desires Erasmus influence the Reformation? D. How was Europe affected by the events following Lather's excomm unication? How did the map of Europe change? 2. Suggest website resources: John Woozily http://www. BBC. Co. UK/history John Calvin http://www. Unwanted. Org http://www. Excel. Org http://www. Immersed. Com http://www. Was. Du Desires Erasmus http://www. Gospel. Net http://en. Wisped. Org http://www. Studiously. Com/ Martin Luther http://www. PBS. Org http://www. U-s-history. Com Spreading of Lather's Ideas Church Dissatisfaction Lather's Criticism http://www. Calgary. Ca Reformation http://www. Encouragement. Org http://www. Wisped. Org * 95 theses 95 theses was written by Martin Luther this year 1 517 and is the catalyst for the protestant reformation. It was the sales of indulgence, it centers on the practices within the catholic church regarding baptism and absolution. It views upon how to repent and how to be less sinful. These should be strictly followed by anyone in the church. There are times where you are allowed to relieve your pain or frustration in purgatory. He is focus ing on catholic churches. Please be aware of the new movement. Protestant Reformation and Martin Luther Reformation Websites: Section 1: Life of Martin Luther 1. Fill out the graphic organizer using http://www. Luther. De/en/Enoch. HTML Life of Martin Luther After vaulting his parents, he was caught In a terrible thunderstorm. During the storm lightning struck near him, and he was thrown to the ground. At this moment he called to Saint Anne, and declared: â€Å"l will become a monk. † Why did he decide to become a Monk? When did he decide to become a Monk? During a terrible storm. When did he become a professor at Wattenberg (Germany) university? 1507 he started professed at 1 512 What did he do as a professor?He came into contact with the ideas of the humanists and embraced their slogan. 2. Answer these questions using the map at http://www. Circular. Net/history/ Marcel/Luther. HTML a. Where did followers of Martin Lather's ideas (Lutheran) live? Germany Denmark Sweden Norway Prussia a. Where did followers of another reformer, John Calvin (Calvinist) live? The city of Genoa Sw itzerland. Scotland, England, France, Italy, Bohemia, Poland, and the Dutch Netherlands. B. Was the majority of Europe Catholic or Protestant during the reformation? Protestants Section 2: Luther†s Beliefs 1.Find out what Martin Luther believed about Faith. Read the passage in the following link and fill out the chart. Http://www. Icicle. Org/pub/resources/text/ Wattenberg/Luther/Luther-faith. Txt What faith IS according to Luther What faith is NOT according to Luther living bold trust in Gods graces confidence and knowledge of goddesses makes you happy freely willingly do good things serve people love and praise god holy spiral Followed by good works or Better life Section 3: Luther Posts his 95 Theses 1. Use the following website to fill in the table below on Lather's 95 Theses. Www. Luther. De/en/nonchalant. HTMLCause Event Effect Why was Luther upset with the church? Http:// The people where no longer coming to hem for their confessions they were going to different towns. What did he do about it? He wrote 95 theses which were use as the basis for discussion on the topic. What was the reaction to the 95 Theses? Some humanists approved of these, but parts of the Roman Church completely rejected them What is an indulgence? They supposedly categorized Luther as a follower of the heretic Jan Hush and threatened to have him burned at the stake. What were the 95 Theses? Used for basic discussion on a topic.Section 4: Effects of the Reformation 1. Complete the following chart using http://www. Luther. De/en/banana. HTML and http:// Cause practically declared a heretic both churches wanted Luther to recant his teachings while he was there Luther is excommunicated (explain what happened) trip to worms Diet of Worms (explain what it was) repentance objective clever thought out Section 5: Printing Press 1. Use the following 3 links to answer the questions about the printing press. Http:// www. Definer. Com/history/inventions/story. HTML http://www. Gutenberg. De /English/refinery. HTML a.What is the printing press? Was screw press specially designed to achieve an effective an even transfer b. Who invented the printing press? Genius of Guttenberg c. How does it work? Pressing the letters down to then produce ink on paper d. How did the printing press help Martin Luther? It allowed them to write in a more advanced easier way Section 6: Changing Europe 1. Use the map found at the following link and what you have learned so far to answer the questions below: http://chlorofluorocarbon. Wiseacres. Com/Everything *Europe a. How would a map of the year 1400 be different? (Hint: think religions†¦ T would show where religions migrated or lived Catholic? Because of where their priest where located and what they were taught in that area c. What impact did Luther have on this map? With where religions lived a. What impact did the printing press have on this map? It allowed them to write clearly and readable to all. Section 7: Evaluation Task: You a re going to become a reporter during the early 1 ass's. You will be creating a newspaper article based on an event, the key figures, or problem. 1. You are to write an article on one of the topics listed below: a. Complaints with the Church .Key figures: Calvin, Woozily, Erasmus c. Martin Luther and his 95 Theses d. Compare and contrast common beliefs of the Catholic and Protestant Church (language, ultimate authority & salvation) 2. Research and answer the following questions using the suggested websites in #3. A. Why were people dissatisfied with the Catholic Church in the asses? B. What were Lather's criticisms of the Church? C. How did the printing press affect Reformation ideas? A. Why did Luther want the Bible translated from Latin into German and other languages? B. How did the Church respond to Lather's 95 Theses? C.How did the ideas of John Calvin, John Woozily, and Desires Erasmus influence the Reformation? D. How was Europe affected by the events following Lather's excomm unication? How did the map of Europe change? 2. Suggest website resources: John Woozily http://www. BBC. Co. UK/history John Calvin http://www. Unwanted. Org http://www. Excel. Org http://www. Immersed. Com http://www. Was. Du Desires Erasmus http://www. Gospel. Net http://en. Wisped. Org http://www. Studiously. Com/ Martin Luther http://www. PBS. Org http://www. U-s-history. Com Spreading of Lather's Ideas Church Dissatisfaction Lather's Criticism http://www. Calgary. Ca Reformation http://www. Encouragement. Org http://www. Wisped. Org * 95 theses 95 theses was written by Martin Luther this year 1 517 and is the catalyst for the protestant reformation. It was the sales of indulgence, it centers on the practices within the catholic church regarding baptism and absolution. It views upon how to repent and how to be less sinful. These should be strictly followed by anyone in the church. There are times where you are allowed to relieve your pain or frustration in purgatory. He is focus ing on catholic churches. Please be aware of the new movement.

Popular Entertainment, Performing Arts Essay

Popular entertainment is â€Å"ideas, perspectives, altitudes, memes, and other phenomena that are preferred by an informal consensus within the mainstream of a given culture. † Now like me most people would think, â€Å"I still don’t get it. † Popular entertainment is basically a genre of entertainment based on the popularity it has gained. Many people often confuse popular culture which is basically popular entertainment with pop culture. The most important difference between the two is that popular culture is gained popularity regardless of the style whereas pop culture is based on a specific society and historic period which contains qualities of mass appeal. Popular Entertainment is often stereotyped as trivial and one could almost say dumbed down to be accepted by the masses of society, which allows those who aren’t part of the main stream such as religious groups and countercultural groups to heavily criticize it. These groups deem it superficial, consumerist, sensational and even corrupted. The Distinction between Popular and Higher Culture Popular entertainment can be traced back to the 19th century where it was considered education and general culture of the lower class as opposed to the official or dominant class of society. By the end of World War 2 the following big cultural and social changes brought by most media innovations caused Popular Entertainments meaning to overlap with that of mass culture, media culture, image culture and culture for mass consumption. It is believed that there are as many as six different meanings of Popular Entertainment. The quantitive meaning often sets in the confusion of certain â€Å"higher culture† that is also popular. * It is also described as the left over culture after â€Å"higher culture† has been defined and taken from the equation. * It is also said that it is equivalent to mass culture and ideas. Then it is described as commercial culture which is mass produced for mass consumption by mass media from Western Europe which can be compared to American Culture. * It has been known as the authenticate culture of the people * That it has a political dimension to it Personally I think it can be most relevantly described as the struggle between the resistant of lower groups in society and forces of incorporation of the dominant groups of society with regards to the entertainment world. Popular Entertainment or culture can easily be recognized by the distinction between that which is considered popular and that which is considered as high class. It has emerged from urbanisation of industrial revolution. Confusion comes in when Bart Simpsons for example, which is a television animation which can be considered as higher class has elements of popular entertainment in it. Studies of Shakespeare notice that many characteristic vitality of his drama in its participation in Renaissance Popular Culture while contemporary practitioners such as Dario Fo and John McGarth use popular culture in its Gramscian sense that includes ancient folk tradition like comedia dell‘arte. This makes it difficult for the average person to then differentiate between Popular Entertainment and Higher forms of entertainment. Popular entertainment constantly changes and occurs specifically in place and time. It boils down to that which represents a complex of mutually interdependent perspectives and values that influences society and its influences in various ways. Popular Entertainment is therefore commonly more appealing to the broader spectrum of society. Popular Entertainment can therefore be related to that which people can easily relate to. Popular culture is also associated with self-referentiality. This basically means that Popular Entertainment is mainly based on exploring every realm of corrective experience instead of just relying on reality. Many media outputs devote it to other images whereas self-referentiality is all-embracing. It is said that the side effect of mass consumerism reflects a fundamental paradox which is basically the increase in technological and cultural sophistication combined with the increase in superficial and dehumanization. What makes Popular Entertainment Popular? Anyone who enjoys the streets who enjoys feasting his eyes on shop windows piled high with all kinds of everyday wares and artful trifles; anyone who enjoys the cafes is unlikely to be moved by the polished art of the serious theatre. Unless the theatre shouts as lustily as the streets it won’t attract an audience for love or money. The Parisian derives far more enjoyment from the fetes and traveling theatres than from anything the dramatic theatre has to offer- Vsevolod Meyerhold We must give credit to the basic principles of the circus and the music hall. In olden times there was the influence of French comedians and of Chaplin. The first news of fox trot and jazz, this early love thrived. The music hall element was obviously eeded at the time for the emergence of a montage form of thought- Sergei Einstein, tr. Daniel Gerould Playfulness is a volatile sometimes dangerously explosive essence which cultural institutions seek to bottle or contain in the vials of games, of competition, chance, and strength in modes of simulation such as theatre and in control disorientation from roller coasters to dervish dancing- Victor Turner What is Popular Entertainment? Popular Entertainment is basically any form of entertainment that is considered relevant to those who form part of the lower and middle class. It is the entertainment which as gained popularity not for the specific style that is used, but for its relevance. Popular entertainment therefore cannot simply be associated with its level of popularity since there can be other, much higher levels of entertainment that can also be popular. This does not mean that the element of popularity is completely cut from what popular entertainment is, it just means that it is not solely based on the level of popularity but more so on the level of popularity the style of entertainment has gained regardless of it style. Genres in popular entertainment Folklore Folklore is a form Popular Entertainment but is not mass produced. Folklore persists today by word of mouth instead of through mass media, e. g. jokes and urban legends. Folklores element of popular entertainment engages big time with the commercial element. The public has its own tastes and it may not embrace all sorts of entertainment. Popular entertainment has an interconnected nature. Things such as when you sulk and the clock strikes 12:00 that your face would stay like that can be considered as folklore. Many people embrace this form, but instead of being spread in masses it gets carried over from generation to generation by word of mouth. Burlesque Burlesque is often stereotyped with strippers walking on a run way. This is not a complete myth although, burlesque in its essence was a form of popular entertainment that over stepped the boundaries of what was considered â€Å"right† in the time frame. Burlesque generally consists of music and comedy. The main attraction towards burlesque was its sense of making fun of sex. This is one of the main reasons why the female cast members bodies were exposed in sexy tight fitting and short costumes. Burlesque in the period of its peak was very popular mainly because the form of exposure was considered immoral in that time. The woman of that time covered their bodies’ true form with frills and puffs of material while those on the burlesque stage had their garters sticking out with tights and body suits, leaving very little for the imagination. Its sense of humour was solely based on exposed humans’ sexual nature and they relied on comedy with double meanings. It was a very clever way of getting people to laugh as they would make comments like I’m sorry I was late, but my gadget broke. Allowing the audience to wonder what was she late for and what gadget broke. She could mean she was late or she didn’t â€Å"come† in time because her g-string broke. This form of comedy an exposure of the female body made burlesque a leading genre through the 1840s up until the 1960s. Burlesque then introduced other genres such as vaudeville to fill the show, but at the time many vaudeville performers considered burlesque as demoralising but when they times were tough they would perform in burlesque under aliases. The female cast members were soon playing men roles. Burlesque was never really about a strong script but more about the power of the star playing the role to keep audiences stimulated and coming back for more, â€Å"Underdressed woman playing sexual aggressors, combining good looks with impertinent comedy- in a production written and managed by woman? Unthinkable! † Burlesque was basically dominated by daring woman who with enough will power believed that they could accomplish anything. Burlesque evolved into making fun of relevant topics and popular shows along with a sexual connotation which kept audiences intrigued. Burlesque became a variety act that included song, dance, juggling, comics, etc. Burlesque soon took on the format of a minstrel show. It was when males took over the management of Burlesque that female wit was replaced with trying to reveal as much of the female body as possible. Millie Deleon, Burlesques biggest star in the 20th century, threw her garters in the audiences and at times did not wear tights. This got her arrested but also assisted in giving burlesque a bad reputation. A typical burlesque stage setting was based on common places that the middle and lower class audience could relate to as they were the target audience. Common settings were courtrooms, street corners, class rooms, as well as examining rooms. Burlesque comedy focussed a lot of misunderstandings which kept it interesting. Cabaret Cabaret is unique for its venue. Originally the word means a place where alcohol is served. Cabaret in the world of entertainment refers to a performance in an intimate restaurant or nightclub setting where adults can enjoy entertainment that stretches the boundaries of what was permitted in the time of origin. A cabaret can more so be described as intellectuals that gathered in an intimate environment to share ideas by means of comedy, song, dance and theatre. These ideas were mainly based on politics and themes that had social relevance. The first Cabaret â€Å"Cabaret Artistique† opened in 1881 in Paris, France. It was later renamed to â€Å"Le Chat Noir. Its main attraction was not the half dressed woman as in Burlesque but rather the sharing of ideas in the associated venue. Cabarets can be considered as the outcasts or those who went against the norms of society and performed their opinions through skits that they would often come up with in a span of an evening or during the day. Cabarets content is almost always relevant to society of its time frame. The comedy used in cabaret was not just any old jokes or random making fun of whatever was relevant but rather very clever. The comedy they used was satire which is often described as being tickled with a blade. Cabarets relied on using content that was sensitive in society and they would make fun of that only to later make the audience later realise that they were laughing about something that is actually very serious. For example the news may show how babies get raped on a regular basis then cabaret performers would satirically perform these rapes but with the idea that they want people to be aware of the seriousness of the problem. This may seem complicated as they make are making fun of very sensitive things but most cabarets was a very clever way of influencing an audience member’s frame of thought. Cabaret is also unique for its audience interaction. A typical cabaret often involved the audience completely in the performance. In cabaret it is specifically important to keep the audience intrigued by the performance, but also being able to allow them a chance to embrace the intimate space they are in with whoever they are with. Cabarets gave room for the audience to interact with one another. It is vital to know that a cabaret is specifically targeted at the adult audience and is not appropriate for all ages or families. Cabaret is about being able to explore the boundaries that have been set by society in this intimate environment. Cabaret also has variety acts like jugglers, singers, dances, clowns, etc. but it was mainly based on the message that they are trying to bring across. In a cabaret the audience did not have to abide by the laws of society, so the audience was automatically comfortable. The audience did not have to sit in a specific way or take off their hats when they came to the cabaret instead they were free to be, socialise as they pleased and also enjoy the entertainment of a cabaret. Later cabaret gained a jazz element to it but its main focus has barely changed besides the misconceptions modern society has. Vaudeville This is basically any form of inoffensive entertainment which solely relied on the audience response. Vaudeville could include anything from juggling, freak acts to dumb acts. It focuses on entertaining, fascinating and reaching the unthinkable. Anyone could enjoy a vaudeville act and while it often included song and dance the core of a vaudeville act was doing something extraordinarily. The audience is very interactive in this style of entertainment and an audience response could either make or break an act. For a vaudevillian it is vital to always be at their best as a slip up in one act could ruin their reputation for good. Vaudevilles format was never about the importance of the act but rather based on the order of appearance. Vaudeville affected the normal comedy world as vaudeville was fun, entertaining and often humorous. It was only later that comics were emerged into vaudeville by means of a master of ceremonies which also assisted in making certain bills hit shows instead of just normal. It is vital to realise that vaudeville bills weren’t always entertaining. Some were really boring and others just average, vaudeville relies on the fact that it consists of 8acts and if an audience does not like a particular act they had the next act to rely on, to fulfil the audience taste. Comparisons and contrasts The one thing almost all the genres within popular entertainment have in common is that their target audience are all the lower class or working class of its time. The difference is evident where it’s a given that Burlesque is more specifically targeted at male audience, while cabaret is targeted at adults who don’t always agree with government and vaudeville is targeted at everyone. Burlesque and cabaret can compare in the sense that they both are more appropriate at night but while burlesque relies on its sexual connotation and exposed females, cabaret relies on the relevance of the topics that they use and the ideas they share. Vaudeville is basically any type of entertainment within the parameters of society while burlesque and cabaret is more anti-society than anything else. It is evident that dominant classes of the time of each of these genres basically looked down on all the styles mentioned, but this is what kept the middle and lower classes entertained. In each style, song, dance and comedy is relevant but while vaudeville relied on slapstick and amusing comedy cabaret relies of clever, satirical and black humour and burlesque makes use of confusing or misinterpreting or even witty comedy. Wit and satire can be very closely associated but satires method to tickle with a blade makes it unique to cabaret. While vaudeville could be showed in a theatre or even a park and burlesque can be showed in any theatre or circuit it is vital that the cabaret has the intimate bar or restaurant vibe attached to it. While vaudeville can be identified for its entertainment and fascinations, burlesque can be identified for its guts while cabaret can be identified by the roughness and the â€Å"balls† in its skits. Cabaret and Burlesque is very closely associated while they both may contain vaudeville acts it is strictly prohibited to have any sort of burlesque or cabaret acts or skits in vaudeville as it is not sociably accepted. Many vaudevillians considered Burlesque as demoralising and if any vaudevillian act offends an audience member they could be dismissed. Cabaret almost everything is allowed the cast could cleverly insult an audience member often cabarets are successful for the odd uncomfortable feeling that the audience may feel during skits or a scene. The historical developments of Popular Entertainment Ancient Greek history Popular entertainment in its essence can be traced as far back as the 5th century BC. This is linked by the ancient Greeks who added song and dance in their comedies and tragedies. Athenian playwrights also had songs in their plays which were sometimes self-composed. These plays were staged in open air amphitheatres which included sexual humour, political and social satire, jugglers and everything else that might entertain the majority. The songs were often a way to allow the chorus to comment on the action on stage. It is evident that ancient musicals had no direct on modern musicals or popular culture. It does prove that the concept has been present for approximately 25 hundred years.

Adertising Agencies

Table of Content Advertising3 Industry Snapshot4 Nature of the Industry5 Media7 In-film advertising9 Work Environment10 Personal characteristics11 Employment avenues12 Public service advertising12 Regulation13 Copyright14 Advertising Agency15 History of ad agency17 Advertising Process19 Typical work flow in agency19 Types of advertising agencies20 The functions of an advertising agency:23 The Benefits of Using an Advertising Agency23 Advertising Agency's Role24 Services offered by ad agency25 Departments & Personnel28 Account Services / Account Management28 Account planner / Director28 Account Supervisor29 Account executives29 Creative department30 Art Directors30 Copywriter31 Digital Studio34 DTP Artist34 Visualizer34 Media Department35 FUNCTIONS OF THE MEDIA DEPARTMENT35 Marketing Research Department37 Creative Services Department38 Event Management and Promotion department38 Traffic Manager (system administrator)38 Radio & TV Broadcast Production Department39 Print Production Department40 Agency Personnel41 Production Team41 Storyboard artist41 Graphic designer42 Advertising interns43 Job Positions and Earnings44 Agency Compensation45 Impact of technology on advertising46 Common software used by ad agency47 Adobe Photoshop48 QuarkXPress48 Autodesk Maya49 Adobe Flash50 CorelDRAW51 Computer-aided design (CAD)52 Famous advertising agencies in world53 Ogilvy & Mather India54 Overview54 Network55 Key people56 Services offered56 Major Clients57 Indian ad legends58 Large vs. Small Agencies62 Workforce for ad agency63 Study / Training & Advancement64 Courses / Institutions66 Future68 Outlook69 Myth: An agency always helps to sell a product70 Case study71 Advertising creative75 Conclusion76 Bibliography & Webliograpy77 Advertising Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising involves the process where in a massage is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication. From the newspaper, magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV, laser shows to inflated high-rise figures and objects, advertising has come a long way. The work is formidable as it spearheads a process intended to attract, modify, change and influences public opinion. From the local business to multinational firm and all need to advertise. While politicians, social organizations, government special groups need to advertise their motto, national airlines, auto mobile manufactures, food and consumer goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have become very popular. There are still other ways of advertising. There are window displays, display on telephone directories, transit sign on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the most popular medium. Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors. †¢ Business or organization which wishes to advertise, †¢ Media which provides the medium for advertising and †¢ Ad-agency which creates the ad to suit the need of the firm. Ad agencies vary in the size and turnover. Nevertheless the process of creating an ad remains the same. The annual expenditure on the advertising has been to the tune of Rs 8000 crores and the figure could be higher. USA has projected media spending on advertising on the net to approximately $7700 by the turn of the century. The scope for advertising professionals certainly shows an upward trend. Industry Snapshot According the Advertising Age's 2002 Agency Report, the world's six largest advertising agencies accounted for over 65 percent of $39. 28 billion spent on advertising worldwide in 2001. But the advertising industry has suffered during the first years of the 2000s. The economy decline prior to and exacerbated by the terrorist attacks of September 11, 2001 has been sustained by the ongoing conflict with Iraq. As an indicator of the softened demand for advertising services, advertising agency employment fell to just over 180,000 in December 2002, down from an average employment of 194,400 in 2001 and 182,400 in 2002, representing the largest decline since 1991. Advertising agencies are primarily responsible for two functions. The first is the production of advertising materials in the form of written copy, art, graphics, audio, and video. The second is the strategic placement of the finished creative product in various media outlets, such as periodicals, newspapers, radio, and television. Advertising agencies can be found throughout the United States, with the greatest percentage located in large cities. Many have headquarters in New York and field offices in Chicago, Los Angeles, San Francisco, Atlanta, Detroit, and other major areas of commerce in order to be close to clients. Although the larger agencies are more frequently mentioned in the media and in trade publications, the industry is actually predominately comprised of smaller agencies, many with only one or two principals. Industry bservers credit lower overhead, diversified services, willingness to accommodate change, and an entrepreneurial attitude for the success of smaller, boutique agencies. As many clients have begun to focus on a variety of forms of marketing communications, advertising agencies have had to look beyond conventional media-based advertising. Advertising budgets reflect this shift, with additional dollars being earmarked for point-of-sale promotions, public relations, and a major entry in to the media mix—the Internet. Changing demographics and a savvy American consumer were the driving forces behind these alternative forms of marketing communications. Some industry leaders have projected that advertising agencies will need to augment their primary line of work and change their longstanding compensation system based on commissions. Realizing the need for â€Å"integrated marketing services,† many agencies have responded by offering public relations, direct mail, promotional, and Internet services. Nature of the Industry Firms in the advertising and public relations services industry prepare advertisements for other companies and organizations and design campaigns to promote the interests and image of their clients. This industry also includes media representatives—firms that sell advertising space for publications, radio, television, and the Internet; display advertisers—businesses engaged in creating and designing public display ads for use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A firm that purchases advertising time (or space) from media outlets, thereafter reselling it to advertising agencies or individual companies directly, is considered a media buying agency. Divisions of companies that produce and place their own advertising are not considered part of this industry. Most advertising firms specialize in a particular market niche. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. Others place ads in buses, subways, taxis, airports, and bus terminals. A small number of firms produce aerial advertising, while others distribute circulars, handbills, and free samples. Groups within agencies have been created to serve their clients’ electronic advertising needs on the Internet. Online advertisements link users to a company’s or product’s Web site, where information such as new product announcements, contests, and product catalogs appears, and from which purchases may be made. Some firms are not involved in the creation of ads at all; instead, they sell advertising time or space on radio and television stations or in publications. Because these firms do not produce advertising, their staffs are mostly sales workers. Companies often look to advertising as a way of boosting sales by increasing the public’s exposure to a product or service. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for them. Next, ad agencies offering their services to the company often make presentations. After winning an account, various departments within an agency—such as creative, production, media, and research—work together to meet the client’s goal of increasing sales. Widespread public relations services firms can influence how businesses, governments, and institutions make decisions. Often working behind the scenes, these firms have a variety of functions. In general, firms in public relations services advise and implement public exposure strategies. Firms in public relations services offer one or more resources that clients cannot provide themselves. Usually this resource is expertise in the form of knowledge, experience, special skills, or creativity; but sometimes the resource is time or personnel that the client cannot spare. Clients of public relations firms include all types of businesses, institutions, trades, and public interest groups, and even high-profile individuals. Clients are large and small for-profit firms in the private sector; State, local, or Federal Governments; hospitals, universities, unions, and trade groups; and foreign governments or businesses. In an effort to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as well as public relations, sales, marketing, and interactive media services. Advertising and public relations service firms have found that highly creative work is particularly suitable for their services, resulting in a better product and increasing their clients' profitability. Media Commercial advertising media can include wall paintings, billboards , street furniture components, printed flyers, radio, cinema and television ads, web banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts. Any place an â€Å"identified† sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement. A more recent version of this is advertising in film, by having a main character use an item or other of a definite brand – an example is in the movie Minority Report, where Tom Cruise's character Tom Anderton owns a computer with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none existing in real-life. Virtual product placement is also possible. Increasingly, other mediums such as those discussed below are overtaking television due to a shift towards consumer's usage of the Internet. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the â€Å"relevance† of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as â€Å"spam†. Profile of major advertising mediums MEDIUM |ADVANTAGES |LIMITATIONS | |Newspapers |Flexibility; timeliness; good local market coverage; |Short life; poor reproduction quality; small | | |broad acceptance; high believability. |pass along audience. | |Television |Combines sight, sound and motion; appealing to the |High absolute cost, high clutter, fleeting | | |senses; high attention; high reach. exposure, less audience selectivity | |Direct mail |Audience selectivity, flexibil ity, no ad competition |Relatively high cost, junk mail image. | | |within the same medium, personalization. | | |Radio |Mass use, high geographical and demographic |Audio presentation only; lower attention than | | |selectivity; low cost. |television; non standardized rate structure; | | | |fleeting exposure. |Magazines |High geographical and demographic selectivity; |Long ad purchase lead time; some waste | | |credibility and prestige; high quality reproduction, |circulation; no guarantee of position. | | |long life; good pass-along readership. | | |Outdoor |Flexibility; high repeat exposure; low cost; low |Limited audience selectivity; creative | | |competition. |limitation. | |Brouchers |Flexibility; full control; can dramatize message. Overproduction could lead to run away costs. | In-film advertising In-film advertising used to mean a couple of product billboards placed behind the hero's car, Till Taal came along. That's the film that put Coke — and product placements à ¢â‚¬â€ firmly in the plot. In-film advertising has only gathered more fans since. It's not just the colas, brands like Hero Honda, Bru, and Fair & Lovely have got into the act. It has become a well-thought out and legitimate part of a brand's marketing plan, and as the film industry gets more corporatised, it's likely to get more popular. This season's got a blockbuster hitting the screen, with all the attendant song, dance and scandal. Kaante stars Amitabh Bachchan, Sanjay Dutt, Sunil Shetty, Kumar Gaurav, Lucky Ali and Mahesh Manjrekar — and Thums Up. Coke's paid Sanjay Gupta, the film's producer, to feature the cola in some scenes — rumours put the figure at Rs 4 crore, but Coca-Cola, as well as the producer, say it isn't so — and it's also airing promos for the film that incorporate the Thums Up brand. Leo Entertainment, the film marketing division of Leo Burnett, is working with White Feather Productions in their marketing efforts. Work Environment Ad agencies are based within office settings. Accounts Executives, Account Planers, Media Executives, Art Directors and Copywriters spend most of their working time in agency office. Account Executives have to travel extensively, visiting clients and suppliers. While other staff, travel occasionally to attend meetings with clients, or visit locations during film production. Ad agencies are very busy places and often work is on till late hours. In 2004, workers in the industry averaged 33. 8 hours per week, a little higher than the national average of 33. . Most employees in advertising and public relations services work in comfortable offices operating in a teamwork environment; however, long hours, including evenings and weekends, are common. There are fewer opportunities for part-time work than in many other industries; in 2004, 14 percent of advertising and public relations employees worked part time, compared with 16 percent of all workers. Work in advertising an d public relations is fast-paced and exciting, but it also can be stressful. Being creative on a tight schedule can be emotionally draining. Some workers, such as lobbyists, consultants, and public relations writers, frequently must meet deadlines and consequently may work long hours at times. Workers, whose services are billed hourly, such as advertising consultants and public relations specialists, are often under pressure to manage their time carefully. In addition, frequent meetings with clients and media representatives may involve substantial travel. Most firms encourage employees to attend employer-paid time-management classes, which help reduce the stress sometimes associated with working under strict time constraints. Also, with today’s hectic lifestyle, many firms in this industry offer or provide health facilities or clubs to help employees maintain good health. Personal characteristics People in the accounts or client servicing i. e. , the Account Executives, Director and planer need to be adept at negotiating. The ability to communicate easily is vital. They face the challenge of competing in the market with other agencies; hence need to have drive determination and tremendous physical and mental stamina. Sensitivity to consumer behavior, trends and human nature are important for success in advertising. They should be able to assimilate the client’s requirements and in a lucid style prepare briefs for other departments. The ability to get the work executed by all departments is specially required. The creative people need a good visual ability, languageartistic skill. Copywriter requires literary ability but an interest in commercial success which comes from understanding what motives the target audience is important. Writers must be able to work, to a strict brief, within restricted space and in limited time. Advertising must follow legal requirements and rules hence considerable creative self-discipline is needed. A feeling for words, economy of style and imagination is needed. The copywriter works with the art director, and the creative director. The work can be very frustrating particularly when an idea is rejected by the art director and amendments made by the creative director and the client. This can often restrict the imaginative capacity of the copywriter. The openness to stand criticism is absolutely essential. Media Executives, Planners and Executive directors with others in an integrated team. They should be able to interplant a great deal of information. Media buyers spend most of their time negotiating over the telephone to buy space or time. Attention to detail is needed for keeping to the budget allocated. Employment avenues The business of advertising has been growing in proportion to the national economy. Greater competition between domestic and multinational firms has spurred marketing and advertising efforts. Competition for these jobs is growing. Creative college graduates with communication skills will get the best jobs. Job opportunities are in advertising agencies, commercial radio and public, Multinational firms, advertising/PR department of organisations/business/government. Advertising agencies have the highest profile in a much larger advertising industry, composed of various media, advertisers, printers, photographers, typesetters, and others that act as suppliers to the industry. Accordingly, agencies attract most of the people who want to get into advertising. Generally speaking, an agency is not the place to start an advertising career until the candidate has acquired two sorts of knowledge not available in most academic institutions. First, an extremely good working knowledge of how a wide variety of businesses work is necessary, for agencies serve so many kinds of clients. Second, one must develop good interpersonal business skills to be successful in the agency industry, and these skills are usually developed only in on-the-job experiences. Public service advertising The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and deforestation. The Government of India has for a long time relied considerably on the talents of the Advertising Agency and the Advertising Agencies Association of India for social causes. Family Planning is the most successful campaign for a social cause by any advertising agency. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. Regulation There have been increasing efforts to protect the public interest by regulating the content and the reach of advertising. Some examples are the ban on television tobacco advertising imposed in many countries. The general aim of such codes is to ensure that any advertising is legal, decent, honest and truthful. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes. In India there is Advertising Agency’s Association of India (AAAI) that supervises the affairs of the industry. There is a body called Advertising Standards Council of India (ASCI), which looks at issues pertaining to regulation of advertising. The advertising of controversial products such as cigarettes and condoms is subject to government regulation in many countries. For instance, the tobacco industry is required by law in India and Pakistan to display statutory warnings cautioning consumers about the health hazards of their products. Some potential ETHICAL ISSUES often come under scrutiny form moral or ethical perspective and border on being regulated are mentioned here. The idea is to be more aware and sensitive to them looking at advertising. †¢ Untruthful and misleading claims made in the ads. Misrepresentation of facts or situations in the name of creative license. †¢ Obscenity and misuse of sex advertising. †¢ Advertising inducing children †¢ Advertising of products that are commonly assumed to have harmful effects like alcohol, cigarette, drugs, weapons, etc. †¢ Surrogate advertising with hinted or hidden message. †¢ Media issues like use of billboards and other outdoor advertising (f or traffic & safety reasons) †¢ Copyright, trademark and issues of making unfair competitive claims. †¢ Civil rights or rights of privacy or citizens Copyright Copyright is a set of exclusive rights regulating the use of a particular expression of an idea or information. At its most general, it is literally â€Å"the right to copy† an original creation. In most cases, these rights are of limited duration. Copyright may subsist in a wide range of creative, intellectual, or artistic forms or â€Å"works†. These include poems, plays, and other literary works, movies, choreographic works, musical compositions, audio recordings, paintings, drawings, sculptures, photographs, software, radio and television broadcasts of live and other performances, and, in some jurisdictions, industrial designs. Copyright law covers only the particular form or manner in which ideas or information have been manifested, the â€Å"form of material expression†. It is not designed or intended to cover the actual idea, concepts, facts, styles, or techniques which may be embodied in or represented by the copyright work. Several exclusive rights typically attach to the holder of a copyright: †¢ to produce copies or reproductions of the work and to sell those copies (including, typically, electronic copies) †¢ to import or export the work to create derivative works (works that adapt the original work) †¢ to perform or display the work publicly †¢ to sell or assign these rights to others Ad agency is supposed to follow the rules and regulations of copyright laws while creative ads for any product they must see that the concepts are not fully copied from somewhere else. Advertising Agency Getting the best out of advertising is a highly skilled job. It requires the inputs of e xperts in many different fields like writers, artists, photographers, designers, television production crews and many others. Even the biggest advertisers cannot afford to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of economic growth. Today, every person connected with the Indian economy or public should be fully aware what advertising really is and why effective advertising campaigns can be performed by full-service advertising agencies. Advertising agency is one of the most important components of advertising industry. It has played a significant role in the development of modern advertising. The advertising agency has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns. It provides a quality range of service greater than any single advertiser could afford or would need to employ. An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in the planning and execution of promotional campaigns for products and services of their clients. The Association of Advertising Agencies of America (AAAA) defines advertising agency as â€Å"An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services. † The glamour, the unlimited expense accounts, and the exhilarating lifestyle – all these popular portraits of life in the big-time advertising agency are misleading. Advertising is demanding, challenging, hard work. It is also interesting and fulfilling. Advertising requires a mix of personal abilities, considerable business skills, and an ability to work under pressure to meet deadlines. Compared to larger industries, there are never many entry-level positions open in advertising agencies (dozens rather than hundreds). And competition is stiff. The industry, however, is constantly on the look out for skilled, bright, articulate, creative and personable men and women with a well-rounded education and a good business sense. An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. History of ad agency 1. Period of early growth 1841 – 1865. The first advertising agency on record in the US was Olney B. Palmer. In 1841, Palmer organized a newspaper advertising and subscription agency. By 1849 he had established offices in the cities of New York, Boston, Baltimore and Philadelphia. At this early fate, there were no directions of newspapers and no published rates for space to be sold to advertisers. Palmer acted as an informatory agent in these matters to prospective advertisers. In essence, he served as a salesman of space for publishers and they in turn, gave him a commission of 25% of such sales. The publishers found these methods of selling more effective than trying to sell direct and advertisers, wishing to reach more than one territory found value in such service. Completion increased, and the usual price cutting occurred. Success seemed to depend upon one’s ability to bargain with the publisher and advertiser. The natural result of this policy was a general reduction in profits to the agency; this led to a search for new competitive tools which would return a profit. 2. Wholesaling Period 1865 – 1880 George P. Rowell, who opened an agency in 1865, supplied the new competitive tool. Rowell contracted with 100 newspapers to sell him a column of space each week for a year. Throughout the wholesaling period, the agent continued as a seller of space for publishers. This took on different forms, one of which was the exclusive right to sell space in certain publishers. Thus, one agency developed a controlled list of religious papers, another a â€Å"List of Thirsty† household magazines. Any advertiser wishing to buy space in the controlled publications was forced to buy through the exclusive wholesaler for that paper. . Semi Service Period 1880 – 1917 The wholesaling phase of agency work was checked when publishers began to establish their own sales departments for selling space. Some of these departments sold direct to the advertiser, others to the general advertising agency. Thus, the agency was forced to turn its attention somewhat away from the particular function of s elling space for publisher and toward the function of buying space for the advertiser. Early in the semi service period agencies offered to write the copy for the advertiser, thus giving added weight to their claim of being servants of the advertiser. This concept of service was slow to develop; but in the early part of the 20th century, agencies began to emphasize strongly this â€Å"free† service. One agency in 1905 advertised that it paid $28,000 a year for a copywriter. These methods increased the agency business and forced most space sales to be made through them. 4. Service Period 1917 – Present By 1917 the idea of service had grown until not only was copywriting done for the advertiser but many other things as well. During the service period, many agencies have grown to the position of advertising and marketing counselors for advertiser. The service elements has modified the position of agencies to such a degree that radio and television, network and magazine publishers have come to depend upon them as the primary channel through which time and space are sold. Publishers claim to have had an important part in encouragements of agencies to provide extra service to the advertiser. By providing advertisers with the kind of assistance that will improve the effectiveness of advertising, more time and space naturally will be sold. Advertising Process When preparing your search proposal, you should take into account that the â€Å"lead-in† time needed to place an ad can vary anywhere from days to months depending on the publication. You should plan to have your ad approved and an estimate of the cost done at least one month prior to the date when you want the ad to be published. The advertising process for professional staff and faculty positions involves five basic steps: 1. Writing an Ad 2. Getting Approval for the Text of the Ad 3. Estimating the Cost of the Ad 4. Placing Ads & Posting Announcements 5. Paying for Ads Typical work flow in agency STAGE |WORK PERFORMED AT STAGE | |Briefing Stage |Briefing from the client | | |Internal briefing to the creative and media | | |Any research briefing if required | |Creation Stage |Ad campaign and media plan development | | |Internal review and finalization | | |Presentation to client and approvals | | |Any pre-testing if required | |Production Stage |Budget and estimate approv als | | |Production of ilm, press ads, collaterals | | |Media Scheduling and media booking | | |All release approvals for creative & media | |Post Production Stage |Material dispatch to media | | |Media release monitoring | | |Any post-testing if required | | |Billing and collection | Types of advertising agencies Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies and Havas. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media. Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms have been classified by some as ‘agencies' due to the fact that they are creating media and implementing media purchases of text based (or image based in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term ‘agency' however with the creation of ads (either text or image) and media purchases they do qualify technically as an ‘advertising agency' as well as recent studies suggest that both SEO and SEM are set to outpace magazine spending in the next 3-5 years. Not all advertising is created by agencies. Companies that create and plan their own advertising are said to do their work in house. Today selection of ad-agency is very difficult. The advertiser should make list of all possible agencies that can serve his purpose and the agency best qualified to provide required and effective services are selected. Some advertiser may select more than one advertising agency to handle effectively the various product lines. Following are major types of advertising agencies that are currently serving the advertising industry. Full Service Agencies A full service ad agency is one that provides a range of marketing services. A full services agency provides services that are directly related to advertising such as copywriting, artwork, production of ads, media planning etc. It also provides such services in respect of pricing, distribution, packaging, product design etc. Modular agencies A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agency’s creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media department to plan and execute a program for advertising that another agency has developed. Fees are charged for actual work undertaken. In House agencies Those companies, which prefer to have closer control over advertising, have their own in-house agency. This type is owned completely by the advertiser. It performs almost all functions that an outside advertising agency would perform and that’s why some people refer to it as full-service advertising department of the advertiser. However, the difference between an in-house agency and an advertising department is that the in-house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients. Secondly an advertising department may not be equipped the personnel and facilities, which an in-house agency would posses. In-house agency not only provides control over advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same building as that of the head office of advertiser. Such in-house agency also benefits the owner as it can bring revenue through agency commission that are offered by the media and by way of fees that are collected from outside parties for undertaking their advertising work. Such revenue increases the funds and profits of the company. There is another version of in-house agency whereby advertiser handles the total agency functions by buying service unit to buy time, space and place the ads. Such an In-house agency is an administrative center (under the direction of an advertising director) that gathers and directs varying outside for its operation. Creative Boutiques These are shop agencies that provides only creative functions and not full-service. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services. Mega agencies A significant of 1980’s is the development of mega agency. Agencies worldwide merge with each other serve their clients in much better way. It was in 1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world. The Specialists Agency There are some agencies who undertake advertising work only in certain areas. there are agencies that specialize only in financial services or only in publicity or only in point-of-purchase material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising. The functions of an advertising agency: †¢ To accelerate economic growth and create public awareness †¢ To provide a total, professional, experienced service which is very personal in its nature †¢ To take the advertiser's message and convert it into an effective and memorable communication The Benefits of Using an Advertising Agency †¢ Added Expertise †¢ Media Knowledge and Unbiased Advice †¢ Easier Administration †¢ Media Buying †¢ Quality Control †¢ Information †¢ Fending off the media †¢ And when things go wrong †¢ Cost Saving †¢ Time Saving Advertising Agency's Role Suppose you are a company with a product. It may be a totally new product. As a company with a product or service to sell, designing and making that item is only part of the battle. People are not going to beat a path to your door. You have to seek a channel of communication. Ad agency need to consider, for example: †¢ For whom is the product or service designed? †¢ Who would use it? Who is the â€Å"target group†? †¢ What's special about the product? In what way is it distinct? Unique? Different? †¢ What's its â€Å"position† in relation to other similar products? †¢ What do you want to convey to the public about y our product? †¢ How should your company contact the public? †¢ What medium should it use? Radio? TV? Newspapers? Magazines? Billboards? Bus/subway ads? Direct mail? etc. †¢ How extensive a region should your company try to cover? †¢ How often? Communication and marketing decisions involve specialized expertise. Many companies that design and produce products or offer services lack these specific capabilities. This is where advertising agencies fit in. Advertising agencies exist to help companies to communicate with the public, Market the company's product. [pic] The process of advertising involves considerable specialized knowledge and expertise †¢ about people – their interests, preferences, needs, wants, lifestyles, expectations †¢ about media – their reach, their effectiveness, their specific appeal †¢ about the company and its product – and about competing companies and their products Services offered by ad agency Total Advertising Services Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio; providing the best creative designed to capture the imagination of consumers Marketing Services Provision of a number of advertising related services, including sales promotion, market research, PR and event marketing. e-Solution Services e-solution services, including system integration services, e-business consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet and mobile. Content Business Sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, animated content, music and other forms of entertainment. Integrated Media Services Bringing value to both clients and media-related companies by offering a wide range of media solution services Sales Promotion Providing comprehensive sales promotion planning designed to complement mass media and other activities Event Marketing Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications Integrated Branding Services Assuring clients the highest quality of branding services for their communication needs Organization Structure The activities within an advertising agency are typically divided into 4 broad groups: account management, the creative department, media buying, and research. These divisions are usually physically separated, although all four areas work closely together to produce an advertising campaign in its entirety. Account managers usually have daily interaction with a counterpart at the client's office and coordinate the activities of the other departments according to the client's wishes. The creative department designs original themes or concepts for ads, while the media department places finished ads within the media in which they will receive the most exposure to a target audience. The research department provides data about consumers to help the agency and the client make informed advertising decisions. Recently added to advertising agencies' roster of services are public relations, direct marketing, and promotional services. Other activities that used to be completed by outside vendors, such as photography and high-tech print work, have been brought in-house in many agencies. ORGANIZATION CHART [pic] [pic] Departments & Personnel Account Services / Account Management The other major department in ad agencies is account services or account management. Account service employees work directly with clients and potential clients, soliciting business for the ad agency and determining what clients need and want the agency to do for them. They are also charged with understanding the client’s business situation and representing those needs within the agency, so that ads can be brought to bear on the correct problem. Account planner / Director The Account Planner is the main planning executive who works in partnership with the client on long-term account planning. He knows what is happening in the market place, the attitude of the consumer towards the client’s as well as the competitor’s brands. Account Planner Deals with senior members of the client organization. He is responsible for agency performance as a whole with limited involvement in routine agency projects. The Account Director is responsible for forward, long-term planning, deployment of agency personnel and overall account profitability. The account planner was originally employed to â€Å"represent the consumer† in the advertising i. e. , find the best way to pitch the clients products to people by better understanding them, what they want and how to talk to them. Planning's role has expanded considerably since it was originally introduced. Planners are now also brand strategists and, to a certain extent, media strategists – using consumer insights to understand where and how people are most receptive to certain messages. In many agencies, there is a dedicated media department and there are also some large and small agencies that exclusively handle media strategy and media buying. Account Supervisor A middle management position: he or she manages the account within a medium term perspective. This includes strategic planning, market analysis, competitive activity analysis, as well as recognizing and capitalizing on business building opportunities. Account executives Account executives represent their ad agency to their clients. They understand sales and advertising problems of the client and address the client’s need to the advertising approach. In advertising ‘The account’ is the client. The business of each client with the agency is referred to as an account. An ad agency handles assignments of a number of clients. A client’s business is assigned to a team of people from the ad agency with the Account Executive at the head of team. An account executive may be handling the business of number of non-competing clients at the same time. The Account Executive supervises his team of people drawn from all departments while planning, scheduling and executing the assignment. Before a campaign is launched research on the client’s business methods, the product to be advertised is made. With this background information there is a meeting of the creative media and marketing division along with members of the client’s team. The objective of this meeting is to define the nature and use of the product, and the target users as well as other competing brands. After all the information is assigned the agency team prepares a draft brief with recommendations. These are presented to the client by the Account Executive. The brief and budget are discussed and after finalization of work. The Account Executive motivates guides and coordinates the activities so that deadlines are met and the client’s expectations become a reality. He spends lot of time keeping the client updated on the progress. The Agency’s Director too has to be kept informed. This is done directly in smaller firms but in larger firms there may be an Account Planner or Director. The chief role of account executive is to extract the best possible work from the other departments of the agency. They are in daily touch with clients. Creative department The creative department is the people who create the actual ads – form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word â€Å"write† in their job title, and art directors have the word â€Å"art†, one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Creatives frequently work with outside design or production studios to develop and implement their ideas. Creative department consist of two key personnel i. e. art director and copywriters. These positions and ad agency is explained below. Art Directors Art Directors in Advertising aren't necessarily the head of an Art Department although the title may suggest it. They typically work in teams with a copywriter. Together the team works on a concept and design for commercials, print advertisements, and any other advertising medium. The art director is mostly responsible for the visual look and feel of the creative product as well as the concept. The Art Director ensures that the end product has the same look and feel as the original concept. The copywriter has ultimate responsibility for the product's verbal and textual content, and both are responsible for coming up with big, effective and persuasive ideas. Depending on the competencies of each, they may share tasks that are traditionally designated for one or the other, for instance, an art director may suggest certain wording and a copywriter may suggest a certain aesthetic for a project. Art directors may also oversee a team of junior designers, image developers and production artists. In a smaller organization the art director may fill these roles as well. In a larger organization, art directors may oversee other art directors in a senior/junior art director relationship. Copywriter A copywriter is a person who writes text, or copy, for clients. Most copywriters work in advertising or marketing, producing copy that's intended to persuade a reader to buy a product or service or otherwise take action. Copywriting involves providing words, which are read or heard in advertisements. This may include slogans or jingles or detailed text for catalogues, brochures, leaflets and journals. Copywriting also takes the form of script for television and film commercial advertisement. Copywriters can contribute words and ideas to print ads, catalogs, billboards, commercials, brochures, postcards, online sites, e-mail, letters and other advertising media. Ultimately, the kinds of ads and media a copywriter will work in depend on his or her own inclination and what clients ask for. A copywriter often works as part of an advertising team. Agencies and advertising departments partner copywriters with art directors. The copywriter has ultimate responsibility for their ads verbal and textual content, the art director has ultimate responsibility for the visual look and appeal, and both are responsible for coming up with big, effective, persuasive ideas. Copywriter and visual art work go hand in hand and this is the work which goes on in the agency’s creative department. Briefs from the Account Executive outlining the target group for the advertisement and information about the product, followed by discussions with the account planner, along with research material, and perhaps a meeting with client put the creative department to work. The essential skill of the Copywriter lies in interpreting and understanding the mind and needs of the target audience and the characteristics of the product. They must identify what it is that would make people want or need the product being promoted. The Art Director and the Copywriter together then work on an idea that should catch the attention of the public and put the selling point of the product across; many ads are discarded, reincarnated and created. The final product is a team effort of the Copywriter and Art director with each other having suggested alterations to the other. The more successful creations are then shown to the creative director who in turn may suggest further modifications. Final drawings are then produced and shown to the client. Once the client accepts the concept and layout is modified and the details filled in. The design and copy is sent to the production team for typesetting, photographs and drawings for printed advertisements or filming for television commercials. Giants in the copywriting field include David Ogilvy, William Bernbach, Robert W. Bly and Leo Burnett. Many creative artists spent some of their career as copywriters before becoming famous for other things, including Dorothy L. Sayers, Joseph Heller, Terry Gilliam, Salman Rushdie, and Don DeLillo. Creative Department people need following attributes for this back-breaking job. †¢ A good psychologist. †¢ Willing and able to set high standards. †¢ An efficient administrator & Research minded †¢ Capable of strategic thinking – ‘positioning’ and all that. †¢ Equally good at package goods and other kinds of accounts †¢ Well versed in graphics and photography †¢ A hard worker and fast †¢ Slow to quarrel Prepared to share credit for good work, and accept blame for bad work †¢ A good presenter & good recruiter Creative Process Policy [pic] Digital Studio Often called the DTP section, this set of people work on the final artwor ks that are sent to the various publications for release. DTP Artist DTP Artist is Desk Top Publishing worker, a special name used in Advertising agencies, Publisher, Color separation, Printing and other related industries. A DTP Artist usually skilled in multiple computer design applications, such as QuarkXPress, Adobe Photoshop, Adobe Illustrator, CorelDraw, Adobe InDesign CS, and others. DTP Artist is formerly known as FA Artist (FA: Finishing Artwork), the name changed due to the digital revolution. DTP Artist is a common name used in India, Malaysia, Singapore and other countries. In America, advertising DTP associate is the term frequently used to describe graphic artists working for in-house art departments. American advertising agencies separate the role of graphic artists between art directors and production artists. Visualizer Visualizer is a position designed by Advertising agencies to assist Art directors, in producing quick & good quality artworks, for presentation (to please the clients). The salary of a Visualizer is very low, usually an average salary of a Visualizer is less than half, or sometimes quarter, of the salary of an Art Director. Visualizer is a special name used in advertising agencies in non-native English speaking countries, Malaysia, Singapore and others. Media Department Size and scale of the advertising is not important. What's in the mind is important. The big bucks are not being spent on production, they are being spent on broadcasting. The Media Department of an advertising agency is responsible for the planning and placement of advertising time and space. It is a function that in recent years has undergone considerable change. The proliferation of media forms and the escalating cost of media time have brought a new focus to the Agency Media Department. Media Executives The main task of the media executives is to place the advertisements where they will be seen by the right target audience keeping the budget in the mind. Hence this job requires planning, research and buying space in the press or time for commercial radio and television. In large agencies this task may be allocated to two or three different specialist. There may be a media planners and media buyers. In small agencies the task may be handled by the same person. FUNCTIONS OF THE MEDIA DEPARTMENT Media Planning The Media Department is responsible for the preparation and the actual presentation of the media plan. This department recommends media and media vehicles that in the agency's opinion best fulfill the client's marketing and advertising objectives. The recommendations are based on a careful assessment of the client's strategic requirements and the subsequent matching against these of the various available media forms. In the process there is great reliance on research and the known strengths and weaknesses of various media. Computer analysis is frequently used to sift through and compare all the media audience data that is available. The final media plan will present a carefully thought out recommendation that delivers the right target group, at the right time, in the right place, with the right number of messages. Media planners have access to up-to-date information about each advertising medium. This includes the relationship and circulation figures for news papers and magazines, viewing figures for different times of the day, listening audience figure for commercial radio stations etc. They are also aware of the various locations for hoarding and billboards. They are a vast array of choice. There are thousands of brands to advertise the work is challenging. It is though the selection of the right media that a good media department can save large advertisers money as well as give credibility. Media Buying Once a media plan has been approved by a client, it must then be purchased. The procedures for this vary according to the medium under consideration. In print media, for example, most purchases are made on the basis of rate cards issued by various newspapers or magazines. In broadcast, however, negotiation is involved. The objective of this negotiation is quite simple – to achieve maximum media efficiencies in obtaining the most for the least, or, in other words, the most audience for the least amount of money. Media buyers buy advertising time/space for the agency’s client. The work closely with the media planer if the two functions are carried out separately. Television and newspaper advertising are expensive. The media buyer’s expertise is in the negotiating the best possible deal for the client. The commercial breaks with the most viewers are the most expensive and so also the newspapers and magazines with the Media Estimating Every single purchase made by the Media Buyer must be recorded in advance of the actual running of the advertisement. This is to enable the agency to bill the client for monies spent on their behalf and to check the invoices submitted by the media. This document is called an estimate. Marketing Research Department Marketing research is three things: 1. The identification of information needs (i. e. defining the problem) 2. The systematic gathering, recording, analyzing and interpreting of data about problems relating to the marketing of goods and services (i. e. providing a solution to the problem) 3. The analysis and evaluation of action taken on the basis of information (i. e. monitoring and modifying the initial solution). The single most important reason then for doing marketing research is to guide the marketer in the analysis, planning, implementation and control of marketing and communications programs to satisfy both customer needs and organizational goals. It does this by providing decision-makers with information necessary to choose between alternative courses of action. While marketing research information can never eliminate all risk from decision making, good research can and should substantially reduce the odds of failure. In short, the essence of marketing research is â€Å"problem-solving†. Creative Services Department The creative services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can. In small agencies, employees may do both creative and account service work. Larger agencies attract people who specialize in one or the other, and indeed include a number of people in specialized positions: production work, [Internet] advertising, or research, for example. Event Management and Promotion department These are marketing support services which coordinate with external suppliers and use internal resources to implement the client's plans. The work here is coordination, with specific responsibilities being more specialized. Event management, an industry that is just taking off in India, plans, organizes and executes live events, which could include a brand/product launch, an exhibition, a concert or even a conference. Traffic Manager (system administrator) An often forgotten, but still important, department within an advertising agency is traffic. Typically headed by a traffic manager, this department is responsible for a number of things. First and foremost is increasing agency efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of ten or more employees. Radio & TV Broadcast Production Department The Broadcast Production department is responsible for making television and radio commercials to be aired across the country. Each project is different and the job demands both creative and administrative ability. The most successful people in Broadcast Production have strong aptitudes in both creative and administrative areas. This means that they should be active in creative spheres. They must also have a very high organizational ability as there are a myriad of details to attend to in any production. There are two basic classifications of jobs in Broadcast Production: †¢ Producer †¢ Production Co-ordinator and/or Traffic Co-ordinator The production team's main function is to purchase the services of the correct film or videotape Production Company and to administer and produce the TV commercial production on behalf of the advertising agency and the client. The Producer The Producer is responsible for supervising all aspects of a TV commercial production, from the selection of the production company through budgeting, scheduling, casting, locations, sets, music creation, production meetings, filming, editing, sound mixing, to the final approval of the finished commercial. This means that the Producer must be completely familiar with all aspects of the film and videotape process, including animation, live action, and stop motion. Production Co-ordinator The function of the Production Co-ordinator is to work with one or more Producers, providing administrative and creative support in such fields as budgeting, scheduling, producing production books, and auditioning talent. A Co-ordinator very often will handle revisions and adaptations of TV commercials with the production company. They may also have experience in Broadcast Traffic learning other rules on talent or how to â€Å"traffic† a complex television schedule. Print Production Department Print Production, more than any other agency department, relies on graphic art technology to help give birth to an ad. If there are to be no complications in the ad's delivery to the printed page, then strict technical rules must be followed. Of course, rules were made for valid reasons. An ad must obey that magazine's exact size and film requirements. To defy those specifications, even slightly, would make it incorrect and therefore not publishable. What Print Production People Do? Print production people: †¢ Meet deadlines. Publications insist on strict deadlines and it's crucial that production pay strict heed to them. †¢ Use sophisticated technology. To ensure that those deadlines are met, the Production Manager must possess a solid working know- ledge of the latest graphic art technology. As technology changes it is now imperative to be computer literate and understand their function. †¢ Co-ordinate and manage. The Print Production department's job is to ensure that print advertising is reproduced correctly whether in colour or in black and white. This means exact attention to detail and it is up to the Production Manager to provide the specifications to suppliers. †¢ Skills and training. What are the skills necessary to make it in Production? Technical art expertise and a willingness to keep abreast of new developments; an aesthetic feeling for some of the craftsmanship involved in the graphic arts; accounting and math skills; and a sharp eye for detail. Computer literacy and an understanding of systems is another necessary skill. Production skills aren't something that can be bought, nor are they something that can be learned overnight. It t

Theraputic relationship Essay Example | Topics and Well Written Essays - 1000 words

Theraputic relationship - Essay Example The movie losing Isiah has evidence of the concept (therapeutic relationship); the movie is a story of a young boy (Isaiah) left in the trash by her mother. The mother leaves the child for dead after she found her missing in the dumpster she had left him. Trash collectors find him and take him to the hospital where a social worker named Margaret Lewin takes an interest in the boy, later she starts filling the adoption papers for the little boy. Margaret and Charles (her husband) want to give Isaiah a good and loving home together with their daughter Hannah. The boys mother, khaila is arrested for possession of drugs and shoplifting, she is later taken to a rehabilitation program where she heals and maintains without the use of drugs. After she leaves the program she secures a good job and finds a good place she lives, khaila later realizes that her child is well and alive. With the help of her lawyer and her counselor, khaila attempts to get Isaiah back, news that devastated the Lewins who by then considered Isaiah, their own son. The family also opens a case to fight for the boy, but the same goes for the mother, however khaila wins the case by showing that the two white parents did not expose the boy to his culture (black nation), they did not give the boy any books about blacks, had no black friends, and no black dolls. Even though the ruling was against Margarets argument was better as she defended her case by arguing that all that mattered was the love the family had for Isaiah and not political correctness. Khaila brings in an ex pert witness (psychologist) who argued that the mother had changed and that the child should grow to her own race. As the social worker takes the boy away, after her mother won the case, it is evident that the boy did not want to leave the white family. In this scene, the boy screams and cries for the Lewins,

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The Important Key Principles for Developing Reading Skills - Essay Example A number of methods and techniques that demonstrate the implementation of these theoretical perspectives in the classroom are also articulated, including methods for specific class environments. Contemporary research into foreign language reading instruction notes that teaching models are greatly varied. Teaching models in first language reading have served foundationally as models in teaching second-language reading. Stahl and Hayes (1997) have discussed the ways that academic models influence and help shape approaches that teacher’s adept in the classroom. The types of models also change with practitioners’ age and experience.The main concern is that the difference between first language reading teaching and second language reading teaching is that the students have already developed first language reading skills that are influencing the second-language reading process. The different orthographies of the first-language also affect the second-language reading ability a nd researchers argue that this must be taken into consideration when developing lesson plans. Second language reading theory dates back to the inception of psychology as a formal discipline with cognitive theorists such as William Wundt. This research focused mainly on investigating perceptual issues. Beginning in the 1880s researchers fore-grounded the foundations of what came to represent the predominant focus of studies for the next century. In 1908 Huey published Psychology and Pedagogy of Reading which shifted focus in a more behaviorist slant until the 1960s. With Syntactic Structures and further attacks on behaviorist processes, academic attention shifted back to perceptual issues, with researchers investigating reading speed and eye focus. Notably, it was around this time that reading comprehension became a major issue for teachers. Today there are a number of key principles that are crucial to teaching reading in the foreign language classroom.  

Analysis Essay Example | Topics and Well Written Essays - 500 words - 11

Analysis - Essay Example Verification of requirements will ensure that people define them correctly. This will imply that they will be of acceptable quality. The institute should ensure that the management effectively revises the various requirements that defective. The management should assign a business analyst the role of ensuring that the requirements are ready for review by customers. They should also ensure that they contain all information that workers require for further work (Carkenord 36). The institute should verify both input and output requires for efficient results to attain efficient results. The main purpose of validate requirements is to ensure that the various requirements support delivery of value to an entity, fulfill its goals, and meet the needs of stakeholders. Brisbane Institute of Art (BIA) should validate requirements to ensure that stakeholders, solution, and transition requirements are in line with the requirements of business. The management should come up with assumptions concerning customers and stakeholders response on the services they offer. This will enable them to acquire vital information concerning the introduction of the unprecedented product or service (Carkenord 42). The institute should define an evaluation criterion that is measurable. The evaluation criteria should show whether the resulting change is successful. This criterion will indicate performance and thus ensuring that one chooses an appropriate criterion. This refers to the value that a solution delivers and which meets the scope of solution. In case a solution does not give either direct or indirect value to stakeholders, then they should eliminate it. There are requirements that have value to stakeholders and not desirable part of a solution. The management of the institution should consider the opportunity cost that would arise in investing in this institution. Opportunity cost is the benefit that one accrues as a

Referring to at least two of Ted Hughes' poems, discuss how the poet Essay

Referring to at least two of Ted Hughes' poems, discuss how the poet makes use of the natural landscape - Essay Example Ted Hughes nature poems include Wind, Rain, October Dawn and November. Wind is a wholly descriptive poem. It describes a storm .The description and the fierce mood nature is beautifully recorded in it. The portrayal of a tremendous dramatic picture of a landscape severely affected by weather is fully packed with imagery. The poem begins with a kind of metaphor It Seems to the poet that The house in which he is sitting at this time had been out at sea all night. He has this feeling because all night a storm had been raging. It seemed to the inmates that the house was being buffeted on the sea by the raging wind and waves. According to Alan Bold this poem takes as its physical starting point the house of Hughes parent’s. Hughes descries that house as some fine green goblet† The poem is full of magnificently arranged physical images which transform the so-called ordinary objects into objects of wonder. The comparison of te house to a ship is beautiful. â€Å"The house has been far out at sea all night. ... The difficulty in moving against the wind is also created by saying â€Å" I scaled along the house –side†¦..The landscape containing hills suddenly changing to a tend during the dreadful storm ,the magpie which was flung away etc gives the moving landscape instead of the stillness in some other poems. Wind is a not a tough poem to a reader who had some personal experience with of a furious storm Hughes was writing what he experienced during his stay there. On the subject of the poem Hughes himself said† On and off I live in the house on top of a hill in the penniness where the wind blows without obstruction across the top of the moors . I have experienced some gale in that house and wind is a poem I once wrote about them. In writing that poem I was mainly concerned with the strength of the blast, the way it seems to shake the world up like a box of toys†. ‘The rain’ is another notable poem of Ted Hughes in which we get a powerful display of a la ndscape affected by rain. This poem beautifully sketches the graphic visionary images of the rain. It has been raining. The rain brought floods and then came frost. After the frost there was more rain. Thus we get different pictures in quick succession. The opening line contains picture if rain floods frost, roof drumming, the purple bare woods heaved water and sleet. Then follow pictures of the fields, the hedge, the hill a, farm toads cows, a pheasant soaked thickets and so on. Through this long series of pictures the landscape affected by the rain closely viewed by the readers. The keen observer or perceiver in the poet Ted Hughes is most active in this poem Crab Robinson says that Hughes takes microscopic visual close