What Is Institutional Advertising?

An advertising organization refers to an organization that undertakes advertising business activities, mainly including professional advertising organizations, media advertising departments, corporate advertising departments, mass advertising groups, and other organizations.

Advertising organization

An advertising organization refers to an organization that undertakes advertising business activities, mainly including professional advertising organizations, media advertising departments, corporate advertising departments, mass advertising groups, and other organizations.

Chinese name

Advertising organization

Bear

Advertising operations

Agency

Professional advertising organization, media advertising department

Function

Social groups with individual or collective goals

There are three main bodies in the advertising market: advertisers, advertising companies and advertising media. In the advertising operation mechanism based on the advertising agency system, the advertising company is in the leading position of the advertising market, and it is the central link in implementing the advertising agency system.

Advertising companies are specialized in

The media that plays a very important role in the advertising market is one of the main actors of advertising, and its advertising function is realized through the advertising department of the media. The media's original advertising management was a combination of contracting and publishing functions. With the continuous development and maturity of the modern advertising industry and the establishment of an advertising operation mechanism, the functions and roles of media advertising operations have also been transformed into specialized advertising release positions. However, due to the specific conditions of each country and region, the operation of advertising management is also different. The advertising agency of the media is also set according to the specific functions that the media implements in advertising management. Different countries and regions have different media advertising functions, which determines the setting of advertising agencies.

In countries and regions that implement a full advertising agency system, the media generally only assumes the function of advertising in advertising operations. It sells media pages and time to advertising agencies and advertisers. It is the sales department of media advertising pages and time. For example, in the United States, which first realized and completed the conversion of media advertising functions and roles, its advertising industry is highly developed, and it implements a full advertising agency system. The principle of media is not to directly contact advertisers. Except for classified ads, the media only undertakes advertising release. Duties. Due to the single function and business content, the organization of the advertising department of this type of media is relatively simple. It is called the advertising bureau or advertising department, and it has several departments such as business department, layout department, and administrative finance department. The sales department is responsible for external business liaison and contact, the editing department is responsible for advertising and broadcasting, and the administrative finance department is responsible for administrative finance management, and supervises the timely recovery of advertising costs.

In countries or regions that have not implemented an advertising agency system or a complete advertising agency system, the media is not only responsible for the release of advertisements, but also serves as an advertising contractor and advertising agency. The organization of its media advertising department is more complicated. Japan and China have roughly the same institutional setup. For example, in Japan, its advertising industry structure is completely different from that of the United States and Britain. The media's advertising management functions and advertising companies are not clearly divided, and they are almost the same as advertising companies. Japanese media not only accept advertising agencies' advertising agencies to publish advertisements, but also direct advertisements to advertisers, providing advertisers with a variety of services such as ad production and market research. In mainland China, the advertising agency system is still in the phase of gradual implementation. Except that foreign investors are required to advertise in China through advertising agencies, the advertising operation of the media is almost the same as that of advertising companies. The implementation of the advertising agency system in the strict sense, that is, the real separation of advertising contracting and advertising functions from the advertising operations of the media, so that the media specializes in advertising, should be the direction of China's advertising industry in the future.

As an important part of the modern enterprise marketing organization, the corporate advertising department plays an increasingly important role in modern enterprise marketing. The advertising management and organization of an enterprise is subject to the company's understanding of advertising, and is also subordinate to the overall management and organization of the enterprise. Judging from the current status of advertising management in Chinese enterprises, their advertising management organizations can be roughly divided into three categories: public relations, sales coordination, and marketing management.

Public relations and advertising management model

Based on the positioning of corporate advertising's propaganda function, incorporating corporate advertising into the enterprise's administrative management system is a branch of the corporate administrative function. This model pays more attention to the company's image promotion and internal and external information communication, but also has the shortcomings such as lack of effectiveness and pertinence in advertising operation, and out of the market.

Sales coordination advertising management model

A model that is widely used at home and abroad. The advertising organization of an enterprise is subordinate to the sales department of the enterprise, and its main role is to coordinate sales. That is to say, the advertising organization of an enterprise, under the management of the marketing director, works with other marketing departments of the enterprise to jointly serve the marketing of the enterprise. In actual operation, it can be divided into two types of organization management based on market or product. For example, the "brand manager system" implemented by most consumer product marketing organizations in the United States is a product-based organization and management type. It first began in 1929 with the US P & G company. And domestic enterprises mostly adopt the market-based advertising management organization model. Its advertising management and execution show a clear hierarchy. The advertising department of an enterprise is not only the advertising management department of the enterprise, but also the advertising execution and marketing service organization of the enterprise. The sales-matching advertising management model can better play the direct sales effect of advertising, but the over-emphasis on the coordination of advertising to sales has affected the long-term planning and management of advertising, and due to the multiple levels of management and execution, it also affects advertising The overall effect of communication.

Marketing Management Advertising Management Model

Separating the corporate advertising department from a specific sales level and upgrading it to an independent institution alongside other functional departments is an important promotion organization for corporate marketing and an important part of an enterprise's overall development strategy. It focuses on combining the macro decision-making, organizational management and specific implementation of corporate advertising, reduces the management level of corporate advertising, strengthens the unified management and long-term planning of corporate advertising, and is conducive to the full development and reasonable deployment of corporate advertising resources. No matter what kind of advertising management model the company adopts, its basic advertising operation procedures are generally the same, that is, the company's advertising operations generally go through advertising decisions-establishing the company's basic strategic thinking and overall strategic goals, advertising plans-establishing There are three stages, namely, the development of a practical advertising plan and the implementation of the advertising plan.

In the concrete operation, Chinese enterprise advertising mainly has two ways of self-enforcement and commission execution. The so-called self-execution means that the enterprise is equipped with a full-featured advertising department organization, and its advertising department assumes all the work and responsibilities of the company's advertising operation. This is related to China's advertising agency system is not yet fully mature. The actual situation is that it is extremely difficult for enterprises to fully implement their advertising operations. It is necessary to implement some agencies and entrust advertising agencies to act on advertising operations that are difficult for enterprises to complete, such as advertising planning and production. Necessary loss. Correspondingly, the method of entrusted agency execution can greatly improve the efficiency of corporate advertising and enhance the input-output ratio of corporate advertising. This is the need for the development of modern advertising and is also in the fundamental interest of corporate development.

Advertising groups mainly refer to advertising industry organizations. They are voluntarily formed by organizations and personnel engaged in advertising business, advertising research, advertising education, or have a close relationship with the advertising industry. They are important to promote business communication, communication and coordination, and enhance industry self-discipline and management in the advertising industry Role.

The advertising industry organizations can be divided into international advertising industry organizations, regional advertising industry organizations and domestic advertising industry organizations according to geographical scope.

International Advertising Industry Organization

There are international advertising associations, world advertising marketing companies and so on. Its appearance has made an important contribution to coordinating and promoting the communication and cooperation of the advertising circles of various countries and improving the level of advertising business.

Founded in 1938, the International Advertising Association, referred to as IAA, is the largest international advertising organization, headquartered in New York, USA. It is a non-profit organization composed of individual members and group members, with members in nearly 80 countries and regions around the world. The association convenes a world advertising conference every two years to exchange advertising experience and discuss issues related to advertising theory and practice. China joined the International Advertising Association on May 12, 1987 under the name of "International Advertising Association China Chapter".

The World Advertising Marketing Company, referred to as WAN for short, is composed of well-known advertising companies around the world and is headquartered in London, England. The organization mainly provides business assistance to members, such as training personnel, exchanging information on international economic and market dynamics, and so on.

Regional Advertising Industry Organization

Such as the Asian Advertising Association Alliance.

The Asian Advertising Association, referred to as ABC, was established in 1978. It is an intercontinental advertising industry organization composed of advertising companies associations in Asia, advertising-related trade associations, and branches of the International Advertising Association in Asian countries and regions. An advertising conference is held every two years. It is a loose organization. On June 14, 1987, China joined the Asia-Pacific Alliance in the name of the "Asian Advertising Union China National Committee".

Domestic Advertising Industry Organization

Advertising Industry Organization-Advertising Association

The Advertising Association is an industry organization composed of advertising business units. An advertising industry organization that guides, coordinates, consults, services, and implements industry self-regulation on behalf of the government.

The Advertising Society is a non-governmental academic research organization mainly composed of relevant theoretical research and advertising management departments in the advertising industry. Organizations related to advertising majors, etc. The purpose is to contact the above-mentioned advertising personnel and organizations, actively carry out academic research on advertising theory, and improve the professional and theoretical level of advertising.

The earliest advertising industry association in China was the "China Advertising Association", established by six advertising agencies in Shanghai in 1927. It was later renamed several times. Trade Association ".

In 1979, China's advertising market was restored and developed, and the advertising industry organizations also developed rapidly. In 1981, the China Foreign Trade and Economic Advertising Association was established; in 1983, the China Advertising Association was established. Subsequently, advertising associations at various levels such as provinces, cities, prefectures, and counties were successively established throughout the country, and media in various regions have also established advertising associations.

Among them, the China Advertising Association is the largest national advertising industry organization. Its members are group members and are jointly formed by domestic advertising operating units. The conference is held every two years. Its highest authority is the member congress. It has strong guidance and supervision for the advertising industry.