Ad Agency n Its Func.

ADVERTISING AGENCY AND IT’S FUNCTIONS

PRESENTED BY

NAME ROLL NO:

Reena Alva ………….4(A)

Hemant Naik………46(A)

Sandeep Kadam….30(A)

Jayesh Surve………..43(B)

Kunal Thakkar......44(B)

What is Advertising?

Promotion of goods, services, companies and ideas.

Marketers see advertising as part of an overall promotional strategy.

Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion.

Process where in a message is designed.

Various mediums used for communication.

Attract, modify, change and influences public opinion.

Everyone needs to advertise.

Various ways for advertising(trade magazines, transit sign on buses, lamp posters, banners, etc).

Advertising Industry Has Three Major Sectors

Business or organization which wishes to advertise.

Media which provides the medium for advertising.

Ad-agency which creates the ad to suit the need of the firm.

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.”

Advertising Agency

Getting the best out of advertising is a highly skilled job.

Biggest advertisers cannot afford to employ all these experts.

It is one of the most important components of advertising industry.

It has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns.

Service business dedicated to creating, planning and handling advertising for their clients.

It is independent from the client and provides an outside point of view.

clients include businesses and corporations, non-profit organizations and government agencies

History Of Ad Agency

Period of early growth 1841 – 1865

Wholesaling Period 1865 – 1880

Semi Service Period 1880 – 1917

Service Period 1917 – Present

Advertising Process

Typical Work Flow in an Ad Agency

Types of Advertising Agencies

All Sizes

In house work

Selecting an Ad Agency

Full Service Agency

Provides a range of marketing services.

Services directly related to advertising such as copywriting, artwork, production of ads, media planning etc.

2. Modular agencies

A full service agency that sells its services on a piece meal basis

Fee is charged for actual work undertaken

3. In House agencies

Owned completely by the advertiser

Can undertake to serve several other clients, if the owner so desires

4. Creative Boutiques

Provide only creative functions and not full-service.

Copy writing, artwork and production of ads

Merge with other agencies to provide a wide range of services

5. Mega agencies

Concept of 1980s

Merger of two agencies

1986, Saachi & Saachi, a London based - the third largest, strarted the movement

6. The Specialists Agency

Agency that specializes only in certain specific area

Eg: Soubhagya advertising agency concentrate on specialized financial advertising.

Functions of an Ad Agency

To accelerate create public awareness

To provide a total, professional, experienced service

To take the advertiser's message and convert it into an effective and memorable communication

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 Services

Bringing value to both clients and media-related companies by offering a wide range of media solution services

Sales Promotion

Providing comprehensive sales promotion planning designed to complement mass media and other activities

Event Marketing

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

Integrated Branding Services

Assuring clients the highest quality of branding services for their communication needs

Organization Structure

The activities within an ad agency are divided into 4 broad groups:

Account management

The creative department

Media buying

Research

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

Organization Chart Board 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

What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising

Selecting an agency

Have they fully understood the brief?

Do they know how to use market research? Can they contribute to our thinking here?

Is their strategic thinking sound?

Is it imaginative? Have I learned anything useful from it?

Are they professional and businesslike?

Can I work with their senior people? And will they be actually working on my business?

Are their capabilities high in all key areas – management, strategy, creative, media?

Do they work well as a team – both among themselves and with our people?

Selecting an agency

Is their creative work of a high quality?

Is this confined to TV, or does it go across all media?

Does this include below-the-line? New media? Can they offer an integrated service?

Do they have real expertise in the specialist areas which we are looking at, egl direct marketing, new media?

Can they work with us internationally (now or in the future)

How do they propose to evaluate the effectiveness of the campaign?

Function of and advertising agency

Account Services / Account Management

Creative department

The Creative Team Creative Team Creative Concept Art Director Copywriter

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.

Creative Department people need following attributes

A good psychologist.

Willing and able to set high standards.

An efficient administrator & Research minded

Capable of strategic thinking – ‘positioning’ and all that.

Equally good at package goods and other kinds of accounts

Well versed in graphics and photography

A hard worker and fast

Slow to quarrel

Prepared to share credit for good work, and accept blame for bad work

A good presenter & good recruiter

Copy Approval Process Senior Executives Product Manager, Brand Manager, Marketing Staff Client Account Management Team Legal Department Agency Senior Writer Creative Director Copywriter Account Planning

Media Department

Media selection Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet

Media scheduling • After selecting media, marketers determine the most effective timing and sequence for a series of advertisements. • Influenced by seasonal sales patterns, repurchase cycles, and competitors’ activities. • Measure effectiveness in three ways: • Reach—the number of people exposed to an advertisement. • Frequency—the number of times an individual is exposed to an advertisement. Minimum of three exposures is recommended. • Gross rating point—the product of the reach times the frequency.

Marketing research department

The identification of information needs

Data collection & interpretation

Analysis & evaluation

Creative service department

Event management & promotion department

Traffic Department

Radio & TV broadcast production department

− Producer

− Production co-ordinator

Print production department

Meet deadlines

Use sophisticated technology

Co-ordinate and manage

Skills and training

Agency Personnel

Production Team

Storyboard artist

Graphic designer

Case study

Company Profile

Advertising / Full Service / Integrated

It is a subsidiary of WPP group, the world’s best-known marketing communications brand with a global network of more then 200 offices in over 85 countries.

Brief History