BADM DEPT.

ADVERTISING AGENCY

ADVERTISING AGENCY An advertising agency is a

service business dedicated to creating, planning and handling advertising 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.

What is an Advertising Agency?

The Association of Advertising Agencies of America (AAAA) defines advertising agency as “An independent business organization composed of

creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services.”

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

DEPARTMENTS ACCOUNT SERVICES CREATIVE TEAMS MEDIA PLANNERS PRODUCTION RESEARCHERS

ACCOUNT 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.

• Account Services / Account Management

CREATIVE 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.

• Creative department

The Creative Team

Creative Team

Creative Concept

Art DirectorCopywriter

Copywriting and the Creative Plan

Copywriting is the

process of expressing

the value and benefits a

brand has to offer.

A creative plan is the

guideline that specifies

the message elements

of advertising copy.

MEDIA 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.

• Media Department

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.

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

objectives.

Organization Structure• The activities within an ad agency are divided into 4 broad

groups:1. Account management2. The creative department3. Media buying4. Research

• Recently added: public relations, direct marketing, and promotional services

Organization ChartBoard of Directors

Managing Director

Client Services Director Creative Director

Servicing Group

Media

Research

Creative Groups

Audio Visual

Language

Studio

Production

Finance / Accounts

Secretarial / Legal Personnel

Structure of an advertising agency

Services Offered by Ad Agency

• Total Advertising Services– Strategic planning– Creative development– Media services, particularly in television, newspapers, magazines and

radio

• Marketing Services– Sales promotion, market research, PR and event marketing

E-Solution Services

System integration services, e-business consulting, customer relationship management (CRM), Search Engine Marketing (SEM) and e-promotions using the Internet and mobile.

Content Business

Sale of sponsorship, broadcasting and other rights, production and marketing of media / content such as sporting events, films, TV programs, animated content, music and other forms of entertainment

• Integrated Media ServicesBringing value to both clients and media-related companies by offering a wide range of media solution services

• Sales PromotionProviding comprehensive sales promotion planning designed to complement mass media and other activities

• Event MarketingAssisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications

• Integrated Branding ServicesAssuring clients the highest quality of branding services for their communication needs

AD AGENCY - TYPES FULL SERVICE AGENCIES. CREATIVE BOUTIQUES. IN HOUSE AGENCIES. SPECIALIST AD AGENCIES.

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.

CREATIVE 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.

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.

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.

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.

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.

EXAMPLES…. 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..!