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 campaign creative content, selecting appropriate media, and managing the advertising budget. Within an agency there are departments focused on account management, creative work, media planning, production, and research. Advertising agencies can be full-service agencies that handle all aspects of a campaign, specialist agencies focused on specific industries or functions, creative boutiques focused on design work, or in-house agencies working for a single company. The goal of any advertising agency is to positively represent its clients to customers through effective advertising.

1. ADVERTISING
AGENCY
T.GANESHAMOORTHI
19UR40

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

5. DEPARTMENTS
 ACCOUNT PLANS
 ACCOUNT SERVICES
 CREATIVE TEAMS
 MEDIA PLANNERS
 PRODUCTION
 RESEARCHERS

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.

13. AGENCY-CLIENT RELATIONSHIP
• TheAgency-Client relationship contains a dual
responsibility
• It is essential to the growth and survival of the
client’s and its corporate image

14. AD AGENCY-TYPES
FULL SERVICE AGENCIES
CREATIVE BOUTIQUES
IN HOUSE AGENCIES
SPECIALIST AD AGENCIES

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

19. TOP INDIAN ADVERTISINGAGENCIES
SR INITIATIVES PVT LTI.
VAIDEHI ENTERPRISES

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

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