Anatomy of Advertising: Meeting Recap

Our next meeting, Anatomy of Advertising, was a success! During this meeting, we talked about the many different departments a typical advertising agency has to offer.

Our president, Candace Allison, reminded the group that Ad Club Membership fees of $60 are due Sept. 29th by 5PM.

Go to the sign-up tab to make a membership account and using that information to log in and pay via PayPal or a debit/credit card.

First Agency Visit: The Marketing Arm

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Above, Candace conveys the details about our first agency visit.

We’ll be leaving Friday, October 14th, at 8 a.m. to get to The Marketing Arm by 9 a.m.

Email your resume to untadclub@gmail.com by October 12th at 8 p.m. It must be in PDF form and must include a short paragraph on why you wish to go to the agency.

The Marketing Arm has had clients like Pepsi, Samsung and AT&T.

Account Services

Candace also spoke about the role Account Managers play in a traditional advertising agency.

Account Managers:

  • Act as a liaison between the client and the agency and communicates information with creative team.
  • Handle billing for the client and hours assigned for the creative team as well.

Account Planning

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Our VP of Recruitment, Taylor Stroud, detailed the daily responsibilities of an account planner in an agency. Planners are considered the “voice of the consumer.” They gain consumer insights by:

  • Gathering secondary research
  • Researching competitor stats and strategies
  • Drafting and launching surveys
  • Conducting focus groups and interviews
  • Executing customer intercepts

Planners must also put together a creative brief, which is used to provide the creative team with a cohesive strategy for better advertising.

Here is an example of a consumer profile for Yeti:

Danny Joe, 53.

Demographics:

  •  Male
  • Age 45-54
  • Lives in rural America
  • HHI: $75,000-$125,000
  • Married or divorced with children
  • Occupation: Plumbing

Psychographics:

  • Loves fishing and hunting
  • Aligns with traditional christian family values
  • Wishes the “Confederacy” was still a thing

Danny might be interested in wild-life such as hunting and camping and may be a supporter of Donald Trump.

Creative

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Our vice-president, Christina Rodriguez, used her experience as an art director in SWOOP to explain the differences between art directors and graphic designers.

Art Directors: The feel.

  • Have a background knowledge of marketing and graphic design
  • Brainstorms and collaborates with creative team on an idea and gives inspiration/direction for the ad
  • Maintain style across all media platforms

Graphic Designers: The look.

  • Implements ideas visually
  • Well-versed in creative software
  • Work includes logos, brochures, menus, etc.

Note: Either way, conceptual/strategic thinking and knowledge of creative software is important for both roles. There is a fine line between the difference of the two, and you should be able to do both roles, regardless of the title.

Copywriting

05

Our VP of Alumni Relations, Leo Herrara, also used his experience on SWOOP to highlight the responsibilities of a copywriter.

  • Tell stories
  • Write headlines, taglines, body copy, etc.
  • Bring brands to life through their voice

It is important to be versatile in your style of writing and master the language of your client. Some well-known copywriters are Dr. Broyles and Bill Bernbach.

Traditional Media

Our VP of Photography, Mazhar Jilani, used his experience in Professor Unger’s Advertising Media Strategy course to outline the responsibilities of a media planner and a media buyer.

Media Planning
The job of a media planner is to determine the best media platforms that best suit the client/brands’ marketing campaign. These can include planning ad spaces on television, radio, billboards, magazines, etc.

Media Buying
A media buyer’s day involves negotiating, purchasing and monitoring advertising space on behalf of the clients. It is a buyer’s job to aim for the highest number of people in target audience at the lowest possible cost and ensure the it all runs smoothly.

Digital Media

Our VP of Digital Communications, Amanda Woodard, used her experience in small digital agency to showcase the different avenues advertising students can take with their degrees. She spoke about social media management, SEO and PPC, while Lan Nguyen, a guest speaker and Senior UX Designer at Projekt202, spoke about the difference between UX and UI.

Social Media Management/Community Management

It is important to know the platforms your client needs, schedule posting through a social media calendar for various platforms, be knowledgeable about current events and pop culture, and have knowledge of how to create content calendars.

SEO
SEO stands for Search Engine Optomization; this includes research tools like Google Analytics and Organic search.

PPC
PPC stands for Pay Per Click and entails Paid Search results and Google AdWords.

UX Design

User Experience can involve user interface but also involves content and movement strategy and problem-solving for a product, which is often a website or app.

UI Design

User Interface focuses on graphic interface and aesthetics of a website or app.

“My job is to make boring apps and websites look pretty!”

– Lan Nguyen

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After we finished dissecting the anatomy of an advertising agency, we split up into groups based on out interests. We used this time to answer any questions about the members’ field of interest.

We are still social on Instagram, Facebook, Twitter and our website. Please use the the handle @UNTAdClub

The next Ad Club Meeting will be October 10th, in Terrill Hall 121 at 7 p.m. We will go over personal branding, resumes, business cards and social media advice.

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