The operation of an advertising company is the operation manager who makes operation planning in the advertising company.
The operation of an advertising company includes the planning, organization, implementation and control of the business process of the advertising company, which is closely related to the service creation work of the planning department, project department, activity execution department or media department of the advertising company.
From another perspective, the operation should design, operate, evaluate and improve the service systems of its various departments.
Operation is actually to improve and reorganize business processes with accurate and scientific data. They obtained the above data through a comprehensive analysis of business processes. Business process flow analysis is helpful to judge the current business status of the enterprise and which independent departments are involved in the business.
Operation managers need to improve the efficiency, competitiveness and customer satisfaction of enterprises through business process analysis and quality improvement of service-related processes.
Including: familiar with the advertising environment and understanding the audience's psychology; Understand the brand image of advertising products; Carry out two-way operation of customer agency and media agency; Clarify the functions of each business department of the company; Develop new business while serving customers; Analyze and study advertisers; Analyze the types of advertisers, the management level of advertisers, the management mode of advertisers, the social intangible assets of advertisers and the general means of evaluating advertisers; Advertising investigation and method research; Confirmation of advertising audience; Collection and transaction of advertising business; Looking for advertising service targets and promoting the transaction of advertising business; Advertising creativity; Advertising planning; The formulation of media combination strategy; Evaluation of advertising effect, etc.
The literal understanding of execution is the meaning of execution plan and marketing. Whose plan, the operator's plan, the marketer's plan, the planner's plan, what to sell, the business of the customer department, the marketing of the marketing department, the organization of the project department, the implementation of the activity department and so on.
Therefore, the executive power of advertising companies includes marketing executive power, customer executive power, project executive power and activity executive power.
Marketing execution refers to the process of transforming marketing plan into action plan and ensuring the completion of this task in order to achieve the set goals of the plan. It is necessary to make action plan, establish organizational structure, design decision-making and reward system, develop human resources, and implement the relationship among the elements of marketing strategy system.
And customer execution, that is, customer representative, referred to as AE(Account Executive), is the person who accepts advertisers' businesses on behalf of the advertising company and is responsible for the overall implementation. We need to do some things, such as preparing customer meetings, recording and publishing meeting minutes, weekly work status reports, monthly budget reports, work execution, work briefing, obtaining production estimates, and approving work progress.
However, what most people know about the execution of advertising companies is actually mainly the execution of projects and activities.
Project execution refers to the formal start of activities or efforts to complete the project. Because the project products (final deliverables) are produced in this process, this process is the most important link in the application field of project management. In this process, the project manager should coordinate and manage various technical and organizational problems existing in the project. The project meeting is to seek common ground while reserving differences, mainly to unify understanding and thinking, guide the direction to the right direction, reflect on the problems existing in the project implementation process, and discuss suggestions for improvement. Details are the work of specific executors; Give the project team members enough trust, and their methods and measures may be more effective than those of the project manager.
Preparatory work:
Before implementing a project, the project manager must make a series of preparations in advance to create a favorable environment for the subsequent project implementation process. Generally speaking, the work that needs to be prepared for project implementation includes: project plan verification; Structure of project implementers; Identify project participants; Project team formation; Implementation of project rules and regulations; Project implementation mobilization.
Based on:
The basis of project implementation includes: project plan; Organizational policy; Preventive measures; Corrective measures.
Work content:
Project implementation includes the following contents: implementation as planned; Further confirm the scope of the task; Quality assurance; Project team building; Information exchange; Bidding; Supplier selection; Contract management.
Work steps:
The implementation of the project should go through the following steps: (1) Arrange the activities to be carried out; Authorized works; Arrange the activity schedule; Estimate the cost of the activity; The project manager organizes the project team to complete the scheduled work according to the project plan.
What about activity execution? Mainly responsible for the implementation of specific customer activities of advertising companies, that is, specific implementation.
For example, a series of publicity planning work, such as arranging parties, various publicity activities, shopping mall promotion activities, making activity plans and so on. Generally, people who do activities are difficult to control without one or two years of work experience, because they need to know a lot of knowledge, such as the particularity of materials, installation problems, production technology and so on. Basic knowledge of equipment (lighting, sound, etc.). ), there is a lot of physical knowledge. You must also have the ability to control the overall situation and coordinate communication. The price of market materials and the resources of suppliers.