Advertising Org.by Ishwar

8/14/2019 Advertising Org.by Ishwar

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PRESENTETION ON

ADVERTISING ORGANISATION

PRESENTED BY

DAKHARA ISHWAR


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What is advertising ?

The American marketing

association Chicago defines

advertisement is any paid form of

non personal presentation of idea,goods & services by an identified

sponsor.


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Why advertisements??

To attract

To distract

This is modernity


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Advertising Agency

An advertising agency or ad agency is a

service business dedicated to creating,

planning and handling advertising (andsometimes other forms of promotion) for its

clients.

An ad agency is independent from the clientand provides an outside point of view to the

effort of selling the client's products or

services.


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Conti

An agency can also handle overall marketing and

branding strategies and sales promotions for its

clients.

Typical ad agency clients include businesses and

corporations, non-profit organizations and

government agencies

Agencies may be hired to produce an advertisingcampaign


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ArtistsArtists

Ad Agencies Have Skilled Specialists

WritersWriters ResearchersResearchers

PhotographersPhotographers Media AnalystsMedia Analysts Other SkillsOther Skills


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Criteria for Selecting an Agency

1. Ability of agency to cover relevantmarkets.

2. Quality of agency work.

3. Market research, public relations, andother services offered by the agency.

4. Relative roles of company advertisingdepartment and strategy.

5. Level of communication and control

desired by company.


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Criteria for Selecting an Agency

6. Ability of agency to coordinateinternational campaign.

7. Size of companys international business.

8. Companys desire for local versusinternational image.

9. Company organizational structure forinternational business and marketing(centralized versus decentralized).

10.Companys level of involvement withinternational operations.


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Functions of an ad agency

Understand the product, technology, market

Understand the methods of distribution and selling

Assess the different media for conveying themessage

Prepare an advertising plan

Mutually beneficial partnership with agencies andadvertiser


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Selection Of An Ad Agency

Well Known

Creativity

Sound Track Record

Account Executive

Accounts they handles

Personal Equation

Ability and presentation

Unique Considerations


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Types of ad agencies

Full Service Agencies

In House agencies

Creative Boutiques

Mega agencies

The Specialists Agency


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Creatingadvertising

Creatingadvertising

Planningadvertising

Planningadvertising

Producingadvertising


Performing

research

Performing

research

Selecting mediaSelecting media

Planningadvertising

Planningadvertising

Creatingadvertising

Creatingadvertising



Performing

research

Performing

research

Selecting mediaSelecting media

Full-Services Agencies

Full servicesagencies

Full servicesagencies


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MoreControl

MoreControl

CostSavings

CostSavings

BetterCoordination

BetterCoordination

LessObjectivity

LessObjectivity

LessExperience

LessExperience

LessObjectivity

LessObjectivity

LessExperience

LessExperience

BetterCoordination

BetterCoordination

MoreControl

MoreControl

CostSavings

CostSavings

In-House Agencies

TheIn-houseAgency

TheIn-houseAgency

+ Positive+ Positive - Negative- Negative

LessFlexibility

LessFlexibility

M t N F d ti i i d b th i


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Most No Fearadvertising is done by theirin-house agency

+
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The Role of Creative Boutiques

CreativeBoutiques

CreativeBoutiques

Provide Only Creative ServicesProvide Only Creative Services

Full-Service Agencies MaySubcontract With CreativeBoutiques


Provide Only Creative ServicesProvide Only Creative Services



Other Functions Provided bythe Internal Client Departments

Other Functions Provided bythe Internal Client Departments


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Coca Colas in-house boutiquecreated this popular spot

+
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Structuring The Ad Agency

Chief executive

Client group I Client group II Client group IVClient group III

Account

managementSupport serviceMedia servicesCreative services


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Commissions

Method

Commissions

Method

Cost-PlusAgreements

Cost-PlusAgreements

PercentageCharges

PercentageCharges

FeeArrangementsFeeArrangements

Incentive-BasedPayment

Incentive-BasedPayment

Commissions

Method

Commissions

Method

Cost-PlusAgreements

Cost-PlusAgreements

PercentageCharges

PercentageCharges

FeeArrangementsFeeArrangements

Methods of Agency Compensation

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CompensationMethods

CompensationMethods


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Compensation of Ad Agency

Media commission (15%)

Mark up (17.65%)

Fees- Fees commission

Incentives based / performance basedcompensation


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Top 10 Advertisement Agency Of India

Adbur Pvt Ltd

Akshara Advertising

Mudra communication ltd

Chaitra Leo Burnett Pvt Ltd

Contract Advertising (India) Ltd

Crayons Advertising and Marketing Pvt Ltd

Creative Advertising

Enterprise Nexus Communications Pvt. Ltd

Euro RSCG Advertising Pvt Ltd

Everest Integrated Communications Limited


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Advertising Strategy and Goals

Marketing problems require carefulmarketing research and

thoughtful and creative advertisingcampaigns in country, regional,

and global markets, respectively.

Increased need for moresophisticated advertising strategies.

Balance between standardization ofadvertising themes and

customization.


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Documents

Advertising Org.by Ishwar