Iyini i-Ad Agency, futhi Yenzani?
Kungase kubonakale njengombuzo oqondile, ngokuphendula okulinganayo, kodwa i-ejenti yokukhangisa yanamuhla iyinkimbinkimbi kunokuba izwakala ngempela. Kodwa-ke, ngaphambi kokudlulela emanzini namazambane esihloko, ake siqale sibheke incazelo ejwayelekile evunyelwe yesikhungo sokukhangisa.
Incazelo eyisisekelo
I-agency yokukhangisa idala, ihlela futhi ilawula zonke izici zokukhangisa kwamakhasimende.
Ama-ejenti wokukhangisa angakwazi ngokukhethekile ezindaweni ezithile, ezifana nokukhangisa okusebenzisanayo, noma bangaba yi-ejensi yokusiza okugcwele edala izinto zokukhangisa ezifana namawebhusayithi, imikhankaso ye-intanethi kanye nenhlalo, izincwajana, izinhlu , izincwadi eziqondile, ukuphrinta izikhangiso , iziteshi zomsakazo kanye ne- TV , ukuthengisa izincwadi , nokuningi.
Izinhlobo Zama-Agencies Wokukhangisa
Awukwazi ukudweba wonke ama-ad ejensi ngencazelo efanayo. Lokhu kungaba njengokuthi zonke iziteshi ze-TV zifana, noma yonke imagazini. Yebo, bonke banemisebenzi efana kakhulu, kodwa kunezinhlobonhlobo eziningi ezihlukanisa zona. Okokuqala, kunezinhlobo ezintathu ezihlukene:
- Ngenhla Ulayini (ATL)
Lezi yizinhlaka ezinkulu eziphatha ama-akhawunti oyinhloko futhi zakha imikhankaso yokukhangisa kazwelonke (ngisho nakwamanye amazwe) ethatha isamba esibalulekile sebhajethi yomthengi. Imikhankaso ye-Big TV, ngaphandle, omagazini, amaphephandaba, kanye nemidiya engewona yendabuko (izigqoko, imikhankaso yama-guerrilla).
- Ngezansi kweThe Line (BTL)
Lawa ma-ejensi ayinayo ibhajethi noma ukuqashelwa kwezinhlaka ze-ATL, kodwa namanje kubaluleke kakhulu ekuxukeni kwezindaba (ngisho nangaphezulu ngalezi zinsuku ezikhona kwi-intanethi). Izinhlangano ze-BTL ziphatha ngokuqondile i-imeyili eqondile, izikhangiso zesifunda, izikhangiso zombhalo, umbhalo we-intanethi kanye nezikhangiso ze-banner, nezinye ukufakwa kwamaphephandaba amancane. Kodwa-ke, ngezinye izikhathi bayokhathalela i-akhawunti ye-ATL futhi, nakuba kungeyona isinkwa nebhotela yabo.
- Through Line (TTL)
Mhlawumbe okuvamile kulezi zinsuku kulezi zinsuku, ama-e-TTL ama-ejenti ayingxube ye-ATL ne-BTL. Bayokwenza imikhankaso kusuka kusobho kuya kumantongomane, kusukela kumagundane amakhulu, ngaphandle, i-TV nomsakazo, kuze kube yi-microsites namakhuphoni. Izinhlangano ze-TTL zivame kangaka namuhla ngenxa yokuphakama kwezokuxhumana, kanye nefoni ehlakaniphile. Amaqhinga awake acatshangwa njenge-BTL athola isabelomali esikhulu esilandelayo, kufaka phakathi imikhankaso ku-SnapChat, i-YouTube, i-Facebook ne-Twitter.
Ngaphandle kwalawo maqembu amathathu okuqala okukhangisa ama-agency, kukhona nama-ejensi ekhethekile angaba i-ATL, BTL, noma i-TTL. Lokhu kufaka:
- Ama-Agencies Wokukhangisa I-Digital
Lezi zinhlaka zibheke phambili kuzo zonke izinto zedijithali. Bahlakulela amawebhusayithi, izinhlelo zokusebenza, imikhankaso ye-intanethi, nanoma yini enye ebhekwa "ukukhangisa kwedijithali." Ngesikhathi bekwazi ukukhiqiza ukuphrinta, umsakazo ngisho ne-TV, ukusebenza kwabo kwansuku zonke kungokwesejithali. - Amasevisi Wokukhangisa WezeMpilo
Kunesidingo sezintatheli ezigxila kumikhiqizo kanye nezinsizakalo zokunakekelwa kwempilo nje kuphela, ngoba lezi zindawo zingase zibe yinkinga esemthethweni yokusingatha. Izikhungo zokukhangisa ezempilo zizophatha ama-akhawunti wezokwelapha, izibhedlela, imishini yezokwelapha, nanoma yini enye eyobhekwa njengenhla ye-ad ejensi yesikhangiso.
- Ama-Agencies Okukhangisa Ngezezimali / Tech
Njengezokunakekelwa kwezempilo, amaphekula ezwe nezezimali angaba yisimayini sezemayini yokuxoxisana. Lawa ma-ejensi anabalobi bezobuchwepheshe nabaqondisi bezobuciko abawazi ukufakwa nokuphuma kwezihloko. - Ezingcweleni Zokukhangisa Ezindlini
Lezi zinhlaka zisekelwe enkampanini noma enkampanini, futhi zisebenza kuphela kuleyo nhlangano. Kungakhathaliseki ukuthi umkhiqizo omkhulu njengo-Apple noma u-Nike, noma into encane kakhulu, asebenza kuphela kulowo mkhiqizo noma isevisi, futhi aqashwe yinkampani ayimemezelayo. Abanye abantu bacabanga ukuthi lokhu "ukuthengisa" ngoba awusebenzi uhlu oluhlukahlukene lwezinkampani, kodwa ezindlini zezindlu zenza umsebenzi othakazelisayo.
Izindinganiso Ezikhathini Zokukhangisa
Izisebenzi ezijwayelekile ezitholakala ejensi lesikhangiso zihlanganisa umongameli we-ejenti, umqondisi wokudala , abaphathi be-akhawunti , abakhophi be- copywriters, abadwebi bezithombe kanye nomqondisi wezindaba .
Amanye ama-ejensi nawo asebenza nabakhophi be-freelance kanye / noma abaklami be-graphical freelance ngokuvamile abasebenza emsebenzini. Ngokuvamile lezi zinsuku, izinhlangano ezincane zesikhangiso zizokhula futhi zihlehlise ngokusekelwe kumaphrojekthi amaklayenti, besebenzisa abontonkontileka ukuba basebenze ngesonto ngalinye, nsuku zonke, noma ngeprojekthi ngeprojekthi.
Ukuhlaselwa kokusebenza ku-Ad Agency
Lokhu akuwona umsebenzi ojwayelekile we-9-5, futhi abasebenzi abaningi bazocelwa ukuba basebenze amahora amaningi, futhi ngezimpelasonto, ngezikhathi ezithile. Kuyindawo ecindezelayo, futhi ukudilizwa kuvamile. Ngokuvamile, uma iklayenti idonsa i-akhawunti kusuka ejensi, ukulahlwa kuzolandela. Amaklayenti angadinga kakhulu, futhi abasebenzi bangacelwa ukuba bayeke yonke into ukuze basebenze kumsebenzi ophuthumayo.
Izinzuzo Zokusebenza Esikhathini Sokukhangisa
Yimvelo yokudala, futhi ixuba amantombazane amaningi ngamathuba ambalwa okuhamba, ukuhlangabezana nabantu abadumile, futhi ngisho nokubeka izinyawo zakho ngenkathi uphuza ubhiya nokucabanga ngemibono yobuqili. Izindawo eziningi ze-ejensi "zithokozisa" ezivumela abasebenzi ukuba bajabulele umdlalo we-pool noma ama-darts, baphumule emasimini esikhwama semabhontshisi, futhi baze baphumule. Inkokhelo ingaba yinhle kakhulu, futhi amanye ama-ejensi azokunika izinsuku zokuphumula ezingenamkhawulo (nakuba ungazitholi ithuba lokuzisebenzisa).