Advertisement Agency

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Is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients

Is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients

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  • 1. ADVERTISING AGENCY Prepared By Nijaz Nizar
  • 2. Advertising Agency • Is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. • An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. • An agency can also handle overall marketing and branding strategies and sales promotions for its clients.
  • 3. Types of Advertising Agency 1. Full service agencies 2. Creative agencies 3. Specialized agencies 4. In-house advertising agencies 5. Interactive agencies 6. Search engine agencies 7. Social media agencies 8. Healthcare communications agencies 9. Medical education agencies 10. Other agencies
  • 4. Types of Advertising Agency • Full service agencies  These agencies are involved in planning, creating, producing advertising, performing research and selecting media.  Some full service agencies also provide non-advertising related services including strategic market planning, direct market promotion programs, interactive marketing and web site design, and public relations.  Creative agencies  Creative agencies specialize in "creative" or design-based business models.  Their basic interest is in the creation of the advertisement or branding.
  • 5. Types of Advertising Agency Specialized agencies  These agencies specialized in a particular activity of the whole communication process.  They may specialize in certain functions (copy, art, media), audiences (minority youth)or industries (health, computers) or in a marketing communication area (direct marketing, sales promotion, public relation). In-house advertising agencies  Is a team within a company that focuses on selling the company's product; they will handle all aspects of the brand
  • 6. Types of Advertising Agency Interactive agencies  Interactive agencies may differentiate themselves by offering a mix of web design / web development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting.  most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space Search Engine Agencies  Creative agencies specialize in "creative" or design-based business models.  Their basic interest is in the creation of the advertisement or branding.
  • 7. Types of Advertising Agency Social Media Agencies  Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, and micro blogs.  The two key services of social media agencies are:  Social media marketing  Online reputation management Healthcare Communications Agencies  Healthcare communications agencies specialize in strategic communications and marketing services for the Healthcare and Life Science industries
  • 8. Types of Advertising Agency Medical education agencies  Medical education agencies specialize in creating educational content for the healthcare and life science industries.  These agencies typically specialize in one of two areas:  Promotional education  Continuing Medical Education Other Agencies  While not advertising agencies, enterprise technology agencies often work in tandem with advertising agencies to provide a specialized subset of services offered by some interactive agencies: Web 2.0 website design and development, Content management systems, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms.
  • 9. How do Advertising Agency Earn Revenue • Large amount of revenue for the agencies comes from the 15% commission they earn from the media. • 15% commission is standard between media and the agencies. • From clients : they must arrange voucher copies / certificates of broadcast/telecast from the media houses and submit them to the client. • There may be fees for additional work requested by the client such as producing original market research
  • 10. Selecting an AdvertisingAgency 1. Establish a selection committee of managers who will work with the agency. Establish written criteria for the search process. 2. Compile a list of eligible agencies. Some important criteria to consider: a) Size—Where does your company rank in budget size in relation to other clients? You don’t have to be the largest, but it’s often foolish for a small client to select a large agency. b) Reputation—Find out the agency’s reputation among clients, vendors and competitors. c) Credit rating—Evaluate this periodically, even after you choose an agency. A company may discover that although it’s paid for the agency’s services, the agency has not paid its suppliers. d) Current accounts—How many accounts does the agency handle? What percent is consumer-oriented? Is it involved with your competitors?
  • 11. Selecting an AdvertisingAgency 3. After you have assembled the business capabilities of a prospective agency, get a taste of its creative flair.  Speculative work is generally more glitz than substance. And if the agency wins the account, you’ll pay for the work in future billings.  Look at recent work performed for an agency’s current clients. Pick campaigns done for companies with marketing situations similar to yours. 4. Examine media planning and buying for the same clients whose creative work you have studied. Media is one of the toughest, most important and underemphasized areas to be judged. It’s where the bulk of your dollars go. Ask about planning and buying strategies. How do they evaluate media and audience data
  • 12. Selecting an AdvertisingAgency 5. Evaluate production services. Ask about the relationship between the agency and the printers, film houses and others who do outside work for it. 6. Arrange for committee discussion. Discuss the chemistry between you and the agency. No matter how competent an agency may seem, if you don’t have a good feeling about working with the agency team, you may be headed for trouble. 7. Notify the winning agency by phone and letter. Also notify the other agencies by phone and letter the same day, and thank them for their efforts. You never know when you may need to switch agencies