An advertising agency is an independent business that develops and places advertising campaigns for clients. The agency's functions include researching the target market, planning advertising strategies, creating creative content, selecting appropriate media, and managing the advertising budget. Within the agency are departments focused on account management, creative work, media planning, production, and research. The agency works closely with clients to represent their company positively and find new customers.
The leading industries and companies that contributes to the maximum revenue and profit generation, are opting revolutionary techniques and management strategies so that they can easily manage with the rising need of excellence. On the contrary, the public sector is more into conventional and traditional ways that they practice and that is why there has been a great deal of planning changes that has been reached in most of the sector so that they can show the current market demand. The private sector seems to deliver more into skill set management rather than traditional ways of work ethics
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
The leading industries and companies that contributes to the maximum revenue and profit generation, are opting revolutionary techniques and management strategies so that they can easily manage with the rising need of excellence. On the contrary, the public sector is more into conventional and traditional ways that they practice and that is why there has been a great deal of planning changes that has been reached in most of the sector so that they can show the current market demand. The private sector seems to deliver more into skill set management rather than traditional ways of work ethics
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
Public Relation is the practice of preaching the organization's message in public. Sometimes PR professionals face ethical problem in the path of influencing value, belief, opinion and behaviour of the public. This is a guideline for the ethical practice of Public relations.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all four sectors connected with Advertising- Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies and Market Research Companies.
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Public Relation is the practice of preaching the organization's message in public. Sometimes PR professionals face ethical problem in the path of influencing value, belief, opinion and behaviour of the public. This is a guideline for the ethical practice of Public relations.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all four sectors connected with Advertising- Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies and Market Research Companies.
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
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2. Meaning:
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. DEFINEION
• 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 fine customers for their goods and services.’’
4. FUNCTIONS
RESEARCH FUNCTION
PLANNING
CREATIVE FUNCTIONS
MEDIA SELECTION
ADVERTISING BUDGET
SALES PROMOTION
NON-ADVERTISING FUNCTIONS
PUBLIC RELATIONS
6. ACCOUNT PLANS
o The account executive is responsible for getting
approved the media schedules, budgets and rough ads
or story boards from the client.
o The biggest role of the account executive is keeping the
agency ahead of the client through follow-up and
communications
7. ACCOUNT SERVICES
o Most important department.
o Taking all major decisions related to a client.
o Responsibilities include locating and negotiating to acquire
clients.
o Works closely with the client to develop advertising strategy.
8. CREATIVETEAM
o The principle role is to manage the overall advertising
campaign for a client .
o Generating ideas, designing concepts and creating the final
advertisement .
o Consists of specialists in graphic design, film and audio
production, computer programming and much more.
9. MEDIA PLANNERS
o Understanding the nuances of different media .
o Looks for the best media match for a client and
also negotiates the best deals .
o Media purchased based on advertisement .
10. PRODUCTION
o The production department, the ads created
by the copywriter and art director would be
nothing more than words and pictures .
o Ensures theTV commercial or print ad, etc,,
gets produced .
o They are responsible for contracting external
vendors .
11. RESEARCHERS
o Who assess a client’s market situation .
o Also are used to test creative ideas .
o Who measures whether the campaign
reached its objectives .
12. Types of advertising agencies
• Full service agencies: It is a traditional advertising agency for clients whose basic
promotional needs are satisfied.
• Specialist advertising agencies: It is for specialized services like medical, industrial,
financial, retail, yellow pages, classified, travel etc.
• Limited service advertising agencies: It offers restricted advertising services.They
normally offer either one or two services.
15. FULL SERVICE AGENCIES
o A full service agency is one that provide a direct relation to the Copyright,
Artwork, Ad production, Media planning etc.
o Involved in planning, creating, producing advertisements, performing
research and selecting media
o Also provide non-advertising related services including strategic market
planning, direct market promotion programs
16. CREATIVE BOUTIQUES
o Specialize in “creative” or design-based business models
o The specialized creative functions include copy writing,
artwork and production of ads
o Basic interest is in the creation of the advertisement or
branding
o Merge with other agencies to provide a wide range of services
17. SPECIALIZEDAGENCIES
o These agencies specialized in a particular activity of the whole
communication process
o They may specialize in certain functions, audiences or
industries or in a marketing communication area
o These type of agencies may serve one client only
18. IN-HOUSEAGENCIES
o An In-house agency is a team within a company
o Focuses on selling the company’s product
o They will handle all aspects of the brand
20. LAWS OF ADVERTISING IN INDIA
• Truthfulness in Advertising
• The Dignity of Human person
• Advertising and Social responsibility
• Dying to be noticed
21. • PUFFERY Refers to exaggerated claim of a product’s
superiority or the use of subjective or vague statements
may not be literally true.
• DECEBTION is when the consumer is LED to believe
something which is not true