Advertising agency

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Advertising agency

  1. 1. ADVERTISING AGENCY
  2. 2. INTRODUCTION ADVERTISERSADVERTISING MEDIA INDUSTRY ADVERTISING AGENCIES
  3. 3. DEFINITION• “Advertising agency is a marketing service firm that assists its client in planning, preparing, implementing and evaluating various activities of advertising campaign.” -Philip Kotler
  4. 4. FEATURES•Independent organisation•Works for advertisers•Composed of creative people•Develops, prepares and places advertisement inmedia•Service organisation•Commercial organisation
  5. 5. FUNCTIONSSELECTION OF CLIENTS ADVERTISING PLANNING CREATIVE FUNCTION DEVELOPING AND PREPARING AD COPY
  6. 6. FUNCTIONSAPPROVAL OF CLIENTS MEDIA SELECTION AD -EXECUTION EVALUATION - FUNCTION
  7. 7. FUNCTIONSMARKETING FUNCTION RESEARCH FUNCTION ACCOUNTING FUNCTION
  8. 8. BENEFITSBenefits of Ad Agency can be classified intotwo parts:1.Benefits of Ad Agency to its clients1.Benefits of Ad Agency to media
  9. 9. Benefits of Ad Agency to its Clients1. Eliminates the need of advertising department2.Services of experts3. Reduction in media cost4. Helps to solve advertising problems
  10. 10. Benefits of Ad Agency to its Clients5. Helps in allocating advertising budget more effectively6. Non-advertising activities7. Effective advertising campaigns8. Conducting marketing research
  11. 11. BENEFITS OF AD AGENCYTO MEDIA1.Procures business for media2.Ad-Agency collects Dues for media3.Agency delivers the advertisement in appropriate form to media4.Helps the media in advertising scheduling
  12. 12. TYPES OF AD-AGENCY IN – HOUSE AGENCIES FULL-SERVICE AGENCIES SPECIAL SERVICE AGENCIES CREATIVE BOUTIQUES SWEAT SHOPS
  13. 13. DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY• When phone calls from media salesrepresentatives are taking up too much of your time• When you’re simply overwhelmed by the myriaddetails• When you no longer have the time, or theenergy, to write and produce your advertisingyourself
  14. 14. DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY•When your advertising budget has grown too much•When you finally admit that media invoices are writtenin a secret code that you’ll never decipher, and you wantto be assured that you’re getting everything you’repaying for•When you want to put a team of highly trainedspecialists to work, with
  15. 15. DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY•When you’re eager to have creative professionalsgenerate fresh, new ideas for your advertising•When you would welcome the professionalcreative, account service, and media buying expertise thatan agency can provide•When your own creative efforts aren’t yielding the resultsyou desire
  16. 16. SELECTION OF AN ADVERTISING AGENCIESThe following factors should be considered whileselecting an advertising agency :1. Location2. Size3. Agency working for Competitors4. Image of Agency
  17. 17. SELECTION OF AN ADVERTISING AGENCIES5.Services offered by Ad-Agencies6.Rates charged7.Creative Skills and New Ideas8.Past record of Agency
  18. 18. SELECTION OF AN ADVERTISING AGENCIES9.Quality and Caliber of Staff10.Financially Sound11.Agency Experience
  19. 19. ORGANIZATION OF AD-AGENCYThe organization structure of the advertising agencycan be classified on the following basis :1. Organization of Ad Agency on Departmental Basis2. Organization of Ad Agency on Group Basis
  20. 20. Organization of Ad Agency on Departmental BasisOn departmental basis, organization structure ofAd – Agency may consist of following functionaldepartments:1. Client Liaison Department2. Research Department3. Copy Writing Department4. Art Department
  21. 21. Organization of Ad Agency on Departmental Basis5. Media Department6. Audio-Visual Ad Production Department7. Accounts Department8. Marketing Service Department9. Public Relations Department10. Evaluation Department
  22. 22. Organization of Ad Agency on Group BasisThe main groups in an advertising organizationare as follows :1. Planning of advertising group2. Preparation of advertisement group3. Placement and Execution of Advertisement group4. Marketing Services group
  23. 23. THANK YOU

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