Составители:
Рубрика:
organizations
and
government
agencies. Agencies may be hired to produce single
ads or, more commonly, ongoing series of related ads, called an advertising
campaign.
Ad agencies come in all sizes and include everything from one or two-
person shops (which rely mostly on freelance talent to perform most functions),
small to medium sized agencies, large independents, and multi-national, multi-
agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic
Group of Companies and Havas.
Full-service, or Media-neutral advertising agencies produce work for
many types of media (creating integrated marketing communications, or through-
the-line (TTL) advertising). The "line", in this case, is the traditional marker
between media that pay a (traditionally 15%) commission to the agency (mainly
broadcast media) and the media that do not. Most Full-Service agencies work on a
combination of fee-based (to help offset the cost of non-commission production
and planning) and commission based (the traditional 15% for electronic)
compensation.
Interactive Agencies may differentiate themselves by offering a mix of
Web Design/Development, Search Engine Marketing, Internet
Advertising/Marketing, or E-Business/E-Commerce consulting. Interactive
agencies rose to prominence before the traditional advertising agencies fully
embraced the Internet. Offering a wide range of services, some of the interactive
agencies grew very rapidly, although some have downsized just as rapidly due to
changing market conditions. Today, the most successful interactive agencies are
defined as companies that provide specialized advertising and marketing services
for the digital space.
Not all advertising is created by agencies. Companies that create and plan
their own advertising are said to do their work in house.
The creative department - 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 "write" in their job title,
and art directors have the word "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). Creative departments
frequently work with outside design or production studios to develop and
implement their ideas. Creative departments may employ production artists as
entry-level positions, as well as for operations and maintenance.
The other major department in ad agencies is account services or account
management. Account Services or account management is somewhat the sales arm
of the advertising agency. An account executive (one who works within the
account services department) meets with the client to determine sales goals and
creative strategy. They are then responsible for coordinating the creative, media,
and production staff behind the campaign. Throughout the creative process, they
a cure for a disease. The charity and the people with the disease are stakeholde
rs,
but the audience is anyone who is likely to donate money.
Sometimes the interests of differing audiences and stakeholders common
to a PR effort necessitate the creation of several distinct but still complementary
messages. This is not always easy to do, and sometimes – especially in politics – a
spokesperson or client says something to one audience that angers another audience
or group of stakeholders.
Lobby groups are established to influence government policy, corporate
policy, or public opinion. These groups claim to represent a particular interest.
When a lobby group hides its true purpose and support base it is known as a front
group.
In public relations, spin is sometimes a pejorative term signifying a
heavily biased portrayal in one's own favour of an event or situation. While
traditional public relations may also rely on creative presentation of the facts,
"spin" often, though not always, implies disingenuous, deceptive and/or highly
manipulative tactics. Politicians are often accused of spin by commentators and
political opponents, when they produce a counter argument or position. In the
modern world, most PR practitioners are discouraged to use spin because it is
fundamentally counterproductive to the industry's ultimate goal of building
relationships with constituents.
The techniques of "spin" include selectively presenting facts and quotes
that support one's position (cherry picking), the so-called "non-denial denial,"
phrasing in a way that assumes unproven truths, euphemisms for drawing attention
away from items considered distasteful, and ambiguity in public statements.
Another spin technique involves careful choice of timing in the release of certain
news so it can take advantage of prominent events in the news. A famous reference
to this practice occurred when British Government press officer Jo Moore used the
phrase It's now a very good day to get out anything we want to bury, (widely
paraphrased or misquoted as "It's a good day to bury bad news"), in an email sent
on September 11, 2001. The furor caused when this email was reported in the press
eventually caused her to resign.
Skilled practitioners of spin are sometimes called "spin doctors", though
probably not to their faces unless it is said facetiously. It is the PR equivalent of
calling a writer a "hack". Perhaps the most well-known person in the UK often
described as a "spin doctor" is Alastair Campbell, who was involved with Tony
Blair's public relations between 1994 and 2003, and also played a controversial role
as press relations officer to the British and Irish Lions rugby union side during their
2005 tour of New Zealand.
State-run media in many countries also engage in spin by selectively
allowing news stories that are favorable to the government while censoring
anything that could be considered critical. They may also use propaganda to
indoctrinate or actively influence citizens' opinions.
Many businesses and organizations will use a Meet and Greet as a method
of introducing two or more parties to each other in a comfortable setting. These
will generally involve some sort of incentive, usually food catered from restaurants,
9 56
a cure for a disease. The charity and the people with the disease are stakeholders, organizations and government agencies. Agencies may be hired to produce single
but the audience is anyone who is likely to donate money. ads or, more commonly, ongoing series of related ads, called an advertising
Sometimes the interests of differing audiences and stakeholders common campaign.
to a PR effort necessitate the creation of several distinct but still complementary Ad agencies come in all sizes and include everything from one or two-
messages. This is not always easy to do, and sometimes – especially in politics – a person shops (which rely mostly on freelance talent to perform most functions),
spokesperson or client says something to one audience that angers another audience small to medium sized agencies, large independents, and multi-national, multi-
or group of stakeholders. agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic
Lobby groups are established to influence government policy, corporate Group of Companies and Havas.
policy, or public opinion. These groups claim to represent a particular interest. Full-service, or Media-neutral advertising agencies produce work for
When a lobby group hides its true purpose and support base it is known as a front many types of media (creating integrated marketing communications, or through-
group. the-line (TTL) advertising). The "line", in this case, is the traditional marker
In public relations, spin is sometimes a pejorative term signifying a between media that pay a (traditionally 15%) commission to the agency (mainly
heavily biased portrayal in one's own favour of an event or situation. While broadcast media) and the media that do not. Most Full-Service agencies work on a
traditional public relations may also rely on creative presentation of the facts, combination of fee-based (to help offset the cost of non-commission production
"spin" often, though not always, implies disingenuous, deceptive and/or highly and planning) and commission based (the traditional 15% for electronic)
manipulative tactics. Politicians are often accused of spin by commentators and compensation.
political opponents, when they produce a counter argument or position. In the Interactive Agencies may differentiate themselves by offering a mix of
modern world, most PR practitioners are discouraged to use spin because it is Web Design/Development, Search Engine Marketing, Internet
fundamentally counterproductive to the industry's ultimate goal of building Advertising/Marketing, or E-Business/E-Commerce consulting. Interactive
relationships with constituents. agencies rose to prominence before the traditional advertising agencies fully
The techniques of "spin" include selectively presenting facts and quotes embraced the Internet. Offering a wide range of services, some of the interactive
that support one's position (cherry picking), the so-called "non-denial denial," agencies grew very rapidly, although some have downsized just as rapidly due to
phrasing in a way that assumes unproven truths, euphemisms for drawing attention changing market conditions. Today, the most successful interactive agencies are
away from items considered distasteful, and ambiguity in public statements. defined as companies that provide specialized advertising and marketing services
Another spin technique involves careful choice of timing in the release of certain for the digital space.
news so it can take advantage of prominent events in the news. A famous reference Not all advertising is created by agencies. Companies that create and plan
to this practice occurred when British Government press officer Jo Moore used the their own advertising are said to do their work in house.
phrase It's now a very good day to get out anything we want to bury, (widely The creative department - the people who create the actual ads - form the
paraphrased or misquoted as "It's a good day to bury bad news"), in an email sent core of an advertising agency. Modern advertising agencies usually form their
on September 11, 2001. The furor caused when this email was reported in the press copywriters and art directors into creative teams. Creative teams may be permanent
eventually caused her to resign. partnerships or formed on a project-by-project basis. The art director and
Skilled practitioners of spin are sometimes called "spin doctors", though copywriter report to a creative director, usually a creative employee with several
probably not to their faces unless it is said facetiously. It is the PR equivalent of years of experience. Although copywriters have the word "write" in their job title,
calling a writer a "hack". Perhaps the most well-known person in the UK often and art directors have the word "art", one does not necessarily write the words and
described as a "spin doctor" is Alastair Campbell, who was involved with Tony the other draw the pictures; they both generate creative ideas to represent the
Blair's public relations between 1994 and 2003, and also played a controversial role proposition (the advertisement or campaign's key message). Creative departments
as press relations officer to the British and Irish Lions rugby union side during their frequently work with outside design or production studios to develop and
2005 tour of New Zealand. implement their ideas. Creative departments may employ production artists as
State-run media in many countries also engage in spin by selectively entry-level positions, as well as for operations and maintenance.
allowing news stories that are favorable to the government while censoring The other major department in ad agencies is account services or account
anything that could be considered critical. They may also use propaganda to management. Account Services or account management is somewhat the sales arm
indoctrinate or actively influence citizens' opinions. of the advertising agency. An account executive (one who works within the
Many businesses and organizations will use a Meet and Greet as a method account services department) meets with the client to determine sales goals and
of introducing two or more parties to each other in a comfortable setting. These creative strategy. They are then responsible for coordinating the creative, media,
will generally involve some sort of incentive, usually food catered from restaurants, and production staff behind the campaign. Throughout the creative process, they
56 9
Страницы
- « первая
- ‹ предыдущая
- …
- 9
- 10
- 11
- 12
- 13
- …
- следующая ›
- последняя »
