Adverising Agency

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DR. MAHADEO GHADGE



ADVERTISING

DEFINATION

Advertising :-Any paid form of non-personal communication about anorganization, product ,service, or ideafrom an identified sponsor. (Blech & Blech1998)

It involve verbal & non verbal communication focus of advertising is directed to groups of

people rather than to individuals and for thisreason it is non-personal or masscommunication.

advertising is paid for by sponsors for the

media time or space it uses to communicate itsmessages. advertising messages are intended to be

persuasive to accomplish the desired sellingfunction, some ads appear only to informpeople, examples being legal announcements,change of address, etc., without any persuasiveintent.



ADVERTISING CAMPAIGN (5MS OF ADVERTISING) Mission What are the objectives? What is the key objective? Money How much is it worth to reach my objectives? How much can be spent? Message What message should be sent? Is the message clear and easily understood? Media

What media vehicles are available? What media vehicles should be used? Measurement

How should the results be measured?

How should the results be evaluated and followed up?



PLANNING OF A MARKETING OR

ADVERTISING CAMPAIGN (5MS OF ADVERTISING)



An advertising agency

An advertising agency is: An independent businessorganisation

Composed of creative and

business people Who develop, prepare andplace advertising on advertisingmedia

For sellers seeking to findcustomers for their goods andservices.



Functions of

an Advertising AgencyUnderstand the product

Understand process/technology used to produce it

Understand supply chain

Coordinating with client &

generating valuable inputPreparing creative add

Selecting best available media

Planning advertisingcampaign

Giving feedback to client



ORGANIZATIONAL STRUCTURE CEO

Account Manager--- Client services

Creative Director---Copy writers ---Production-(Art /Traffic)

Media Manager—media planner (print / electronic/other media) media buyer

Support services --- Marketing research–

Salespromotions

Administrative Manager- HR – Finance &Account



ACCOUNT MANAGER( client services)

Brand service Executives/Manager

Coordinator between client & Agency.

Understand advertising brief of client & communicateto agency people.

Plan the campaign & set the Budget. Seek approval from client



CREATIVE DIRECTOR

Creative services COPY WRITER – Puts add message into word / decide

& design theme / Slogan

PRODUCTION Art Director- Responsible for illustration,

photographs, visual element , story-boards etc.

Print production / Electronic production

Traffic –

coordinate between creative people &Production House , client service department.



MEDIA MANAGER

MEDIA SERVICES Responsible for media mix

Media planner-Media mix / frequency of message /

cost of putting message Media Buyer- Responsible for implementation of

media plan

Buys either space or time needed for an ad.



SUPPORT SERVICES

MARKET RESEARCHERS –Studies Target audience,Buying behavior, Competition, Market characteristic& provide input to creative people.

SALES PROMOTIONS- Direct incentives to motivatebuyers ,distributors etc.



ADMINISTRATIVE SRVICES HR - Recruitment , training / PMS/ Employee

Engagement / Payroll / Statutory compliance

.General Administration Procurement / Day to day administration / facility

management etc.

FINANCE & ACCOUNT –Financial aspect, Budget,

Cash flow / liabilities & assets/ Audit etc.



TYPES OF AD AGENCIES FULL SEVICE ADVERTISING AGENCY

LIMITED SERVICES AGENCY

Creative BoutiqueMedia buying agency

Specialized Agency



Definition: An agency that handles allaspects of the advertisingprocess, including planning,

design, production, andplacement. Today, full-servicegenerally suggests that theagency also handles otheraspects of marketingcommunication, such as publicrelations, sales promotion,Internet and direct marketing.

ForExample ;- Mudra ,JWT ,



Creative boutiqueLimited service Agency

shop agencies that providesonly creative functions and

not full-service.The specialized creativefunctions include copy

writing, artwork andproduction of ads



MEDIA BUYING AGENCY

Concentrateson

Media

planningMediabuying

Scheduling



OTHER TYPES Specialized Agency –Full service agency operates in

limited field. For example only related to specificindustry or specific market

In House Agency –

own advertising agency Advantage- cost saving / more control / increased

coordination

Mudra for reliance Industry (Previously)

Lintas for Levers (When Mudra started out )confidence for Videocon



COMPENTATION Agency commission represents gross income, within which a profit-provision must be made

MEDIA COMMISSION:-

Amount paid by media to an ad agency which has bought space or timefor its clients

Commission 15 % to INA (Indian Newspaper Society) accredited agency .

MARK –UPS :-

Payment for hired or services or goods pus a certain mark-up forsupervisory services of agency.

mark up is % of purchase cost of services e.g. 17.65 %

FEES :-

Retainer ship 2) commission

INCENTIVE BASED / PERFORMANCE BASED COMPENSATION :-

Scientific Method Based on Performance



AIDA Model Of Advertising

AIDA-Introduced by Elmo Lewis

A – Attention

I–

InterestD – Desire

A – Action



TIPS AND IDEAS FOR USING THE AIDA MODEL IN ADVERTISING & SELLING PROCESS:

ATTENTIONFirst impressions count- be polite

Think outside the box

Be honestINTEREST MAKE A n impact -- statement simple and relevant. Create interestKeep it relevantEngage your prospect

DESIREBuild trustUse social and economic proof

ACTION Use the right closing questions

Adverising Agency

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