ADVERTISING AGENCY

INTRODUCTION

ADVERTISERS

MEDIA

ADVERTISING AGENCIES

ADVERTISING INDUSTRY

• “Advertising agency is a marketing service firm that assists its client in planning, preparing, implementing and evaluating various activities of advertising campaign.”

-Philip Kotler

DEFINITION

FEATURES

•Independent organisation•Works for advertisers•Composed of creative people•Develops, prepares and places advertisement in media•Service organisation•Commercial organisation

SELECTION OF CLIENTS

ADVERTISING PLANNING

CREATIVE FUNCTION

DEVELOPING AND PREPARING AD COPY

FUNCTIONS

APPROVAL OF CLIENTS

MEDIA SELECTION

AD -EXECUTION

EVALUATION - FUNCTION

FUNCTIONS

MARKETING FUNCTION

RESEARCH FUNCTION

ACCOUNTING FUNCTION

FUNCTIONS

BENEFITS

Benefits of Ad Agency can be classified into two parts:

1.Benefits of Ad Agency to its clients

2.Benefits of Ad Agency to media

Benefits of Ad Agency to its Clients

1.Eliminates the need of advertising department

2.Services of experts

3. Reduction in media cost

4. Helps to solve advertising problems

Benefits of Ad Agency to its Clients

5. Helps in allocating advertising budget more effectively

6. Non-advertising activities

7. Effective advertising campaigns

8. Conducting marketing research

BENEFITS OF AD AGENCY TO MEDIA

1.Procures business for media

2.Ad-Agency collects Dues for media

3.Agency delivers the advertisement in appropriate

form to media

4.Helps the media in advertising scheduling

TYPES OF AD-AGENCY

IN – HOUSE AGENCIES

FULL-SERVICE AGENCIES

SPECIAL SERVICE AGENCIES

CREATIVE BOUTIQUES

SWEAT SHOPS

1

2

3

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DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY

• When phone calls from media sales representatives are taking up too much of your time

• When you’re simply overwhelmed by the myriad details

• When you no longer have the time, or the energy, to write and produce your advertising yourself

DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY

•When your advertising budget has grown too much

•When you finally admit that media invoices are written in a secret code that you’ll never decipher, and you want to be assured that you’re getting everything you’re paying for

•When you want to put a team of highly trained specialists to work, with

DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY

•When you’re eager to have creative professionals generate fresh, new ideas for your advertising

•When you would welcome the professional creative, account service, and media buying expertise that an agency can provide

•When your own creative efforts aren’t yielding the results you desire

SELECTION OF AN ADVERTISING AGENCIES

The following factors should be considered while selecting an advertising agency :

1. Location

2. Size

3. Agency working for Competitors

4. Image of Agency

SELECTION OF AN ADVERTISING AGENCIES

5.Services offered by Ad-Agencies

6.Rates charged

7.Creative Skills and New Ideas

8.Past record of Agency

SELECTION OF AN ADVERTISING AGENCIES

9.Quality and Caliber of Staff

10.Financially Sound

11.Agency Experience

ORGANIZATION OF AD-AGENCY

The organization structure of the advertising agency can be classified on the following basis :

1. Organization of Ad Agency on Departmental Basis

2. Organization of Ad Agency on Group Basis

Organization of Ad Agency on Departmental Basis

On departmental basis, organization structure of Ad – Agency may consist of following functional departments:

1. Client Liaison Department2. Research Department3. Copy Writing Department4. Art Department

Organization of Ad Agency on Departmental Basis

5. Media Department6. Audio-Visual Ad Production Department7. Accounts Department8. Marketing Service Department9. Public Relations Department10. Evaluation Department

Organization of Ad Agency on Group Basis

The main groups in an advertising organization are as follows :1. Planning of advertising group2. Preparation of advertisement group3. Placement and Execution of Advertisement

group4. Marketing Services group

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