Ad agency and its functionsPresentation Transcript
ADVERTISING AGENCY AND IT’S FUNCTIONS
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.”
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
Typical Work Flow in an Ad Agency
Types of Advertising Agencies
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
Media services, particularly in television, newspapers, magazines and radio
Sales promotion, market research, PR and event marketing
System integration services, e-business consulting, customer relationship management (CRM), Search Engine Marketing (SEM) and e-promotions using the Internet and mobile.
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
Providing comprehensive sales promotion planning designed to complement mass media and other activities
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
The activities within an ad agency are divided into 4 broad groups:
The creative department
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
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 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
Radio & TV broadcast production department
− Production co-ordinator
Print production department
Use sophisticated technology
Co-ordinate and manage
Skills and training
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.
William James Carlton in 1864
James Walter Thompson ( JWT )
Scope of Operation
Sir Martin Sorrell 's WPP Group
HQ = NewYork
Setting new benchmark
Invent copy and layouts
Build the first full-service advertising agency
Pioneer ad careers for women
Create the first international network
Develop account planning
Solution it provides
360 degree solutions
Effie 2008 Awards
Grand Prix at GOAFEST 2009
Agnello Dias,( 'Lead India Poised ' ;
Film Single Grand Prix for the Nike Cricket 'Traffic'.)