Advertising agencies are independent businesses that prepare and place advertisements for clients to help find customers. They offer services like copywriting, art direction, media buying, and public relations. There are three main types of agencies: full-service agencies that provide creative, media, research, and business services; creative shops that focus on design and production; and media-buying agencies that specialize in purchasing media placements. When choosing an agency, factors to consider include the agency's experience, the account handlers' backgrounds, the services provided, and the agency's staff and research capabilities.

1. A GUIDE TO EFFECTIVE
ADVERTISING
Sem VIII Unit I
1 Peeyush Srivastav, BCIHMCT, NEW DELHI

2. ADVERTISING AGENCIES
 Advertising Agency is defined as independent business
composed of creative and business people who prepare
and place advertisement in media for clients seeking to
find customers for their products and services.

 Advertising agencies can be extremely helpful in making
media decisions that will cut through media clutter and
make the best use of your advertising money.
2 Peeyush Srivastav, BCIHMCT, NEW DELHI

3.  Advertising agencies typically offer these designations and
professionals. Some of them are:
 Copy Writers
 Art Directors
 TV and Radio producers
 Media Buyers
 PR Experts
 Advertisement planners etc
3 Peeyush Srivastav, BCIHMCT, NEW DELHI

4.  There are different types of Advertisement Agencies
which are catering to different type of clients. Lets study
them further are :
 Full Service Agencies
 Creative Shops ; and
 Media Buying Agencies
4 Peeyush Srivastav, BCIHMCT, NEW DELHI

5.  Full Service agencies provide all services for clients
which are divided into four major departments, like –
 Creative Department – handles the development and
production of Ads
 Media Department – selects specific media and places the
Ads
 Research Department – determines the characteristics
and wants of the targeted audience
 Business Department – handles agencies business affairs
like handling existing clients and looking for new clients
who can be profitable to the company.
5 Peeyush Srivastav, BCIHMCT, NEW DELHI

6.  Creative Shops or Boutiques are independent firms
that offer creative services (the design and production of
ads) on a freelance or per job basis. These agencies are
usually staffed by freelance writers and may develop into
full service agencies as their client base grows.
6 Peeyush Srivastav, BCIHMCT, NEW DELHI

7.  Media-buying services do not offer creative services,
but specialize in the buying of radio or television time.
Many media-buying agencies have found it difficult to
compete with full service agencies, since they do not
provide any production or marketing services, but this
type of agency can prove useful to properties with in-
house advertising departments and endorsement of their
property by Celebrities .
7 Peeyush Srivastav, BCIHMCT, NEW DELHI

8. When selecting an advertising agency,
it’s important to consider these factors
 The agency longevity, reputation and experience with
hospitality firms
 Who will handle your account and his experience
 The number of accounts the agency handle
 The services the agency provides and how it would work
with your firm
8 Peeyush Srivastav, BCIHMCT, NEW DELHI

9.  The number of and types of media with which the agency
experienced
 Staff Strength which includes the number of employees in
the agency and their experience in the industry
 Research – the ability to copy research, product
placement, motivation research and package the product
so as to appeal to the maximum customers.
9 Peeyush Srivastav, BCIHMCT, NEW DELHI

10.  Merchandizing – Evaluation of ideas and materials that can
provide to make all forms of selling.
 Production – this is an evaluation of the agencies resources
to produce or supervise production of all types of advertising,
promotional and merchandizing material
 Marketing Concept – How do they plan, prepare and
present the marketing mission of the companies.
 Sales Promotion – How does the agency develops the
campaign in order to follow the SIP (Stimulate, Inform and
Persuade) so that the product reaches customers through
retailers, distributors and wholesalers.
10 Peeyush Srivastav, BCIHMCT, NEW DELHI

11.  So, inthis unit you have learnt all the
basics related to Advertising. While
reading notes, you must elaborate as
much as possible keeping in mind the
definition and core concepts.
11 Peeyush Srivastav, BCIHMCT, NEW DELHI

12.  THANK YOU FOR YOUR
PATIENCE AND
UNDERSTANDING………………….
 ANY QUESTIONS ????
12 Peeyush Srivastav, BCIHMCT, NEW DELHI