Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advertising agency

446 views

Published on

Advertising agency

Published in: Marketing
  • Writing a good research paper isn't easy and it's the fruit of hard work. For help you can check writing expert. Check out, please ⇒ www.WritePaper.info ⇐ I think they are the best
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Advertising agency

  1. 1. BADM DEPT. ADVERTISING AGENCY
  2. 2. ADVERTISING AGENCY  An advertising agency is a service business dedicated to creating, planning and handling advertising for its clients.  An Advertising Agency is a service provider that works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company positively in the eyes of its target customers.
  3. 3. 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.”
  4. 4. FUNCTIONS  RESEARCH FUNCTION  PLANNING  CREATIVE FUNCTIONS  MEDIA SELECTION  ADVERTISING BUDGET  SALES PROMOTION  NON ADVERTISING FUNCTIONS  PUBLIC RELATIONS
  5. 5. DEPARTMENTS  ACCOUNT SERVICES  CREATIVE TEAMS  MEDIA PLANNERS  PRODUCTION  RESEARCHERS
  6. 6. ACCOUNT SERVICES  Most important department.  Taking all major decisions related to a client.  Responsibilities include locating and negotiating to acquire clients.  Works closely with the client to develop advertising strategy.
  7. 7. • Account Services / Account Management
  8. 8. CREATIVE TEAM  The principle role is to manage the overall advertising campaign for a client.  Generating ideas, designing concepts and creating the final advertisement.  Consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.
  9. 9. • Creative department
  10. 10. The Creative Team Creative Team Creative Concept Art DirectorCopywriter
  11. 11. 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.
  12. 12. MEDIA PLANNERS  Understanding the nuances of different media.  Looks for the best media match for a client and also negotiates the best deals.  Media purchased based on advertisement.  Placing ads in appropriate media.
  13. 13. • Media Department
  14. 14. PRODUCTION  Without the production department, the ads created by the copywriter and art director would be nothing more than words and pictures on paper.  Ensures the TV commercial or print ad, etc., gets produced.  They are responsible for contracting external vendors.  They are involved in every aspect of a project, from the initial to delivery.
  15. 15. RESEARCHERS  who assess a client’s market situation.  Also are used to test creative ideas.  Who measures whether the campaign reached its objectives.
  16. 16. Organization Structure • The activities within an ad agency are divided into 4 broad groups: 1. Account management 2. The creative department 3. Media buying 4. Research • Recently added: public relations, direct marketing, and promotional services
  17. 17. 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
  18. 18. Structure of an advertising agency
  19. 19. 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
  20. 20.  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
  21. 21. • 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
  22. 22. • 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
  23. 23. AD AGENCY - TYPES  FULL SERVICE AGENCIES.  CREATIVE BOUTIQUES.  IN HOUSE AGENCIES.  SPECIALIST AD AGENCIES.
  24. 24. FULL SERVICE AGENCIES  A full service agency is one that provide a direct relation to the Copyright, Artwork, Ad production, Media planning etc.  Involved in planning, creating, producing advertisements, performing research and selecting media.  Also provide non-advertising related services including strategic market planning, direct market promotion programs.
  25. 25. CREATIVE BOUTIQUES  Specialize in "creative" or design-based business models.  The specialized creative functions include copy writing, artwork and production of ads.  basic interest is in the creation of the advertisement or branding.  merge with other agencies to provide a wide range of services.
  26. 26. SPECIALIZED AGENCIES  These agencies specialized in a particular activity of the whole communication process.  They may specialize in certain functions, audiences or industries or in a marketing communication area.  These type of agencies may serve one client only.
  27. 27. IN-HOUSE AGENCIES  An In-House agency is a team within a company  Focuses on selling the company's product.  They will handle all aspects of the brand.
  28. 28. ADVANTAGES  They have the ability to buy media in bulk at rates that a single business cannot obtain.  They are educated as to the best times and places to run ads to reach your target market, ultimately minimizing wastage.  They can help you fine tune your target market so that the message is designed to reach those you want to reach.  Easily Administered.
  29. 29. DISADVANTAGES  The communication factor.  The media buying discounts you may not be able to take full advantage of due to commission barriers within an agency.
  30. 30. EXAMPLES….  Ogilvy & Mather- Vodafone, Cadbury, and Fevicol.  JWT (J Walter Thompson)- Nestle, Ford and Nokia.  Mudra Communication- HBO, Philips, Big Bazaar.  FCB Ulka Advertising Ltd- Whirlpool, Santoor, and amul.  Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki.
  31. 31. ? ??
  32. 32. THANK YOU..!

×