Introduction Art Direction

WEEK 1


(Regional) Managing Director :

• Find client
• Associated with client
• Maintain quality

1. ACCOUNT SERVICE

a. Account Service (have some account manager)

b. Account Manager (have some account executive)

c. Account Executive

2. MANAGEMENT & FINANCE

a. Think how to sell

b. Office Management - Accounting - Finance

3. MANAGING DIRECTOR (Marketing is here)

a. Media buyer - promotion (Magazine, TV, radio, social media)

b. Researcher

4. CREATIVE DEPARTMENT

a. Creative Director (become a bridge between creative to account service)

b. Group Head (have some art director)

c. Art Director (here we are! think about the concept & idea / conceptual thinking)

d. Graphic Designer - visualizer (graphic designer - designing > technical skill | Visualizer > illustrator)

e. Production (prepare all file to ready to print)

f. Copy Writer

Type of Agency

1. Full service agency (from strategic plan until execution // production)

2. In house agency (launching new product, small scale, example : UDS)

3. Branding Agency (embed image product to client, example : landor, makimaki)

4. Graphic house (just do project, expert in visual, typo, and layout, skillful, example : leboye)

5. Digital Agency (website, application, QR barcode)

WEEK 2

The Consumer communication & purchase process:

AWARENESS > POSITIONING > CONSIDERATION > PREFERENCE > SHOPPING > PURCHASE

Awareness = memperkenalkan

Positioning = menanamkan image product

Consideration = pertimbangan kapan product di iklankan

PARTNER SUGGESTS THE FOLLOWING CONSIDERATIONS IN ESTABLISHING STRATEGY :

1. Customers attitudes & buying behaviours (Determin who your customers are demographically & psychologicaly)
2. Brand Strategy
3. Competitive Strategy (Evaluate past performance, both yours & your competitors & determine what activities , level of spending, & time period produced, the best result)
4. Advertising Strategy (How do you currently promote your product in your existing markets? which media best suit your needs?)
5. Trade environment (what are you distributors attitudes forward the brands? what are your competitors' attitudes?)
6. Other external factors (what resources are available and what unpredictable factors may influence a product's availability of prioring > weather, raw material?)

RESEARCH IS USED MOST OFTEN IN THE FOLLOWING WAYS

1. To help identity consumers
2. To help look for new ideas in products or services
3. To help improve what is offered in products or services
4. To help pinpoint causes of possible problems
5. To monitor activities
6. To help in communications development
7. To study promotional tools

TARGET MARKET

• Geographic (location, climate)
• Demographic (Age, gender, income, education, etc)
• Psychographic are more personal character of a person (personality, attitudes, value, lifestyle)
• Behaviours (Daily activities, routines)
• Product Related (When consumer use the product or service, product time span)

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JAJ