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ADVERTISING AGENCY

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ADVERTISING AGENCY An advertising agency is a

service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients

An Advertising Agency is a service provider that works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company positively in the eyes of its target customers.

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I E TFUNCTIONS

RESEARCH FUNCTION PLANNING CREATIVE FUNCTIONS MEDIA SELECTION ADVERTISING BUDGET SALES PROMOTION NON ADVERTISING FUNCTIONS PUBLIC RELATIONS

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I E TDEPARTMENTS

ACCOUNT SERVICES CREATIVE TEAMS MEDIA PLANNERS PRODUCTION RESEARCHERS

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I E TACCOUNT SERVICES

Most important department. Taking all major decisions related to a client. Responsibilities include locating and negotiating to

acquire clients. Works closely with the client to develop advertising

strategy.

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I E TCREATIVE TEAM The principle role is to manage the overall

advertising campaign for a client. Generating ideas, designing concepts and creating

the final advertisement. Consists of specialists in graphic design, film and

audio production, copywriting, computer programming, and much more.

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I E TMEDIA PLANNERS

Understanding the nuances of different media. Looks for the best media match for a client and also

negotiates the best deals. Media purchased based on advertisement. Placing ads in appropriate media.

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PRODUCTION Without the production department, the ads created

by the copywriter and art director would be nothing more than words and pictures on paper.

Ensures the TV commercial or print ad, etc., gets produced.

They are responsible for contracting external vendors. They are involved in every aspect of a project, from

the initial to delivery.

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RESEARCHERS who assess a client’s market situation. Also are used to test creative ideas. Who measures whether the campaign reached its

objectives.

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AD AGENCY - TYPES

FULL SERVICE AGENCIES. CREATIVE BOUTIQUES. IN HOUSE AGENCIES. SPECIALIST AD AGENCIES.

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FULL SERVICE AGENCIES A full service agency is one that provide a direct

relation to the Copyright, Artwork, Ad production, Media planning etc.

Involved in planning, creating, producing advertisements, performing research and selecting media.

Also provide non-advertising related services including strategic market planning, direct market promotion programs.

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I E TCREATIVE BOUTIQUES Specialize in "creative" or design-based business

models. The specialized creative functions include copy

writing, artwork and production of ads. basic interest is in the creation of the advertisement

or branding. merge with other agencies to provide a wide range of

services.

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SPECIALIZED AGENCIES These agencies specialized in a particular activity of

the whole communication process. They may specialize in certain functions, audiences or

industries or in a marketing communication area. These type of agencies may serve one client only.

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IN-HOUSE AGENCIES An In-House agency is a team within a company Focuses on selling the company's product. They will handle all aspects of the brand.

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ADVANTAGES They have the ability to buy media in bulk at rates

that a single business cannot obtain. They are educated as to the best times and places to

run ads to reach your target market, ultimately minimizing wastage.

They can help you fine tune your target market so that the message is designed to reach those you want to reach.

Easily Administered.

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DISADVANTAGES The communication factor. The media buying discounts you may not be able to

take full advantage of due to commission barriers within an agency.

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I E TEXAMPLES…. Ogilvy & Mather- Vodafone, Cadbury, and Fevicol.

JWT (J Walter Thompson)- Nestle, Ford and Nokia. Mudra Communication- HBO, Philips, Big Bazaar. FCB Ulka Advertising Ltd- Whirlpool, Santoor, and

amul. Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti

Suzuki.

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THANK YOU..!