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ADVERTISING AGENCY AND IT’S  FUNCTIONS
PRESENTED BY ,[object Object]
What is Advertising? ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Advertising Industry Has Three Major Sectors ,[object Object],[object Object],[object Object]
What is an Advertising Agency? ,[object Object]
Advertising Agency ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
History Of Ad Agency ,[object Object],[object Object],[object Object],[object Object]
Advertising Process
Typical Work Flow in an Ad Agency
Types of Advertising Agencies ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Functions of an Ad Agency ,[object Object],[object Object],[object Object]
Services Offered by Ad Agency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Organization Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Selecting an agency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Function of and advertising agency ,[object Object]
[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
[object Object]
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 ,[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Print production department ,[object Object],[object Object],[object Object],[object Object]
Agency Personnel ,[object Object],[object Object],[object Object]
Case study
Company Profile ,[object Object],[object Object]
Brief History ,[object Object],[object Object],[object Object]
Scope of Operation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Setting new benchmark ,[object Object],[object Object],[object Object],[object Object],[object Object]
Chief  clients
Solution it provides ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In news ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
JWT Exemplar !!
 
Definitive and Final say …. ,[object Object],[object Object]
THANK YOU

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Ad agency and its functions

  • 1. ADVERTISING AGENCY AND IT’S FUNCTIONS
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  • 11. Typical Work Flow in an Ad Agency
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  • 23. 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
  • 24. Structure of an advertising agency
  • 25. What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising
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  • 30. The Creative Team Creative Team Creative Concept Art Director Copywriter
  • 31. 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.
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  • 33. 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
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  • 35. Media selection Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet
  • 36. 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.
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