This slide will give complete view about role of ad agency & will give complete view about modern way of advertisement. further plz see www.marketingandbrandingguru.com

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2. Ad Agency:
An ad agency is a service organization that specialize in planning
& executing advertising programme for its client.
“The standard directory of Advertising Agencies”
It is the most comprehensive directory in the world, segmented
according to the size of industries. Approx 15,000 US &
international agencies listed in it.

3. .
. Top ad agencies(World):
Lintas, Y & R, Ogilvy & Mather, Grey worldwide
Top ad agencies(India):
Mudra Communication, Madison, Leo Burnet,
Satchi & satchi

4. The role of an ad agency:
An organization hire ad agency because of following reason
Service of highly skilled individuals
• Specialize in their respective field
• They have good bunch of artist, writer, Media analyst,
Researcher
• All person have specific knowledge skill & Experience
• Specialized in particular domain
• They can provide object view point, not related to
company politics & unbiased
• Experience in working in diverse set of marketing field.

6. Types of Ad agency:
It can be from one man to big organization.
Broadly it is of 4 types
• Full-Services Agencies
• Creative Boutiques
• Media Buying Services

7. Board of
directors
President
VP creative VP account VP marketing
VP management
services services services
and finance
Writers TV Print Account Media Research Sales
Art directors production production supervision promotion
Traffic Account
executive
Office Finance
management
Accounting
Personnel

8. Account Service :Most important division of Ad
agency
• Link between ad agency & Clients
• Understand advertiser’s marketing & Promotion
needs &interpret to ad agency
• Coordinates agency effort in planning, creating
& producing ads
• Present agency recommendations & obtain
client approval

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Ideal Person:
• Strong Analytical skill
• Strong marketing background
• Understanding all phase of marketing

11. Marketing Service:
This dep't of ad agency play vital role & understand
the target audience of customer. Three different
services comes under marketing services
• Research Department
• Media Department
• Sales Promotion Department

12. Research Department:
• Gather, analyze & interpret information for
developing advertising
• Design & Conduct MR for effectiveness of
present ad
• Data can be obtain by primary as well
secondary

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Media Department:
• Analyze, selects, & contracts for space or time in media
• Responsible for deliver client’s advertisement.
• Develop media plan effectively as cost of the ad depends on it
• Develop the plan for right target audience
• The person should have through knowledge of space, slot, time,
Reach & their rates
Sales & Promotion:
Some Ad agency also do sales & promotion activity

14. Research Department:

15. Creative service:
• Create & Execute the advertisement
• Determine the basic appeal or theme of ad
• Prepare rough initial layout for approval
Three different services comes under it.
• Writer & Art Directors
• TV Production
• Print Production

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Three different services comes under it.
• Writer & Art Directors
• TV Production
• Print Production

18. Writer & Art Directors
Writer
• Responsible for conceive the ideas for ad
• Write headlines, Subheads, & body copy
• They also known as copywriter
Art Directors:
• Responsible for look of the ad
• For print ad art director & Graphic designer prepare layout
• For TV ad this layout is known as Storyboard(sequence of
film in still form)
All members of writers & art directors work under the
watchful eyes of creative director

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. Art Directors:
• Responsible for look of the ad
• For print ad art director & Graphic designer
prepare layout
• For TV ad this layout is known as
Storyboard(sequence of film in still form)
All members of writers & art directors work
under the watchful eyes of creative director

20. Production Dept:
• Give the ad into actual shape
• Basically this dept is outsourced

21. The Role of Creative Boutiques
.
.Creative
Provide Only Creative Services
Boutiques
Full-Service Agencies May Subcontract
With Creative Boutiques
Other Functions Provided by the
Internal Client Departments

22. .
. Creative Boutiques:
Like: Vyas Gianneti Creative:
Client: Aditya Birla Group, Godfrey Philips, BBC
world, ICL, Tata group

24. Media Specialist Company::
• These companies are specialize in buying of
media, particularly radio & television time
• They are specialize in analyze & purchase of
advertisement time & space
• Receive good discount as they buy space & time in
large amount
• Came in the main frame as the viewers have been
increased dramatically.

25. Media Buying Can Be Specialized
.
. Media Buying Specialize in Buying Media, Especially
Services Broadcast Time
Agencies and Clients Develop Media
Strategy
Media Buying Organizations Implement
the Strategy and Buy Time and Space

26. Agency Compensation:
Agencies are typically compensated in three ways
• Commissions: Usually 15% & 2% in cash
• Some type of fee arrangement:
Fee Arrangement
Cost Plus Agreement
Incentive based Compensation
• Percentage Charges

27. Evaluating Agencies:
Basically the relation between client & agencies are
depend on the performance, bt in some case it
also long term prospect as well short term.
Like:
General Electric:: BBDO worldwide for (80 yrs)
Marlboro:: Leo Burnett(50 yrs)
McDonald’s::DDB worldwide(37 yrs)

29. Reason for loosing Client:
• Poor performance or services:
• Poor Communication:
• Unrealistic demand by the client:
• Personality Conflict:
• Change in Size:
• Conflicts of interest of Clients:
• Changing strategy of client: