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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
THANK YOU