2. INTRODUCTION
• AN ADVERTISING AGENCY IS A
TEAM OF EXPERTS WHICH
SERVICES CLIENTS WHO ARE
KNOWN AS ACCOUNTS.
• SOME PROVIDE PUBLIC
RELATIONS TOO
3. HISTORY
• IN THE BEGINNING OF 19TH CENTURY
• BRITAIN’S FIRST AGENCY – WHITE’S – 1800 CE
• SELLING PRESS ADVERTISING SPACE
4. TOP AD AGENCIES TODAY
• BBDO
• PUBLICIS
• MCCANN ERICSSON
• EURO RSCG
• GREY ADVERTISING
• DMB&B
ETC ...
5. ROLE OF THE ADVERTISING AGENCY
• TO PLAN, CREATE AND EXECUTE AD
CAMPAIGNS FOR CLIENTS
• SPECIALISED AGENCIES – ONLY CREATE, ONLY
BUY MEDIA or OTHER SPECIAL SERVICES
• ACT AS A MIDDLE MAN OR INTERMEDIARY
6. TYPES OF AGENCIES
• FULL-SERVICE AGENCIES – FOR COMPLETE
ADVERTISING CAMPAIGN
• MEDIUM SIZE AGENCIES – MODEST
ACCOUNTS AND TAKE FREE-LANCE OR
SPECIALIST SERVICES
• B2B AGENCIES – SPECIALISE IN TECHNICAL OR
INDUSTRIAL GOODS
(AIRCRAFT/CONSTRUCTION)
7. A LA CARTE AGENCIES
• WORK ON AD HOC ASSIGNMENTS
• UNDERTAKE A VARIETY OF WORKS – NEW
PRODUCT LAUNCHES, PACKAGING IDEAS,
CORPORATE IDENTITY, ETC
A. CREATIVE AGENCIES (WRITING JINGLES,
MUSIC, CONTENTS)
B. NEW PRODUCT DEVELOPMENT AGENCIES
C. DIRECT RESPONSE AGENCIES (CAMPAIGNS
FOR MAIL ORDER)
8. AGENCY PERSONNEL
• ADVERTISING MANAGER (INCHARGE OF
CLIENT’S ADVERTISING DEPARTMENT) –
EXTERNAL
• ACCOUNT DIRECTOR – RESPONSIBLE FOR A
GROUP OF ACCOUNTS (CLIENTS)
• ACCOUNT EXECUTIVE – LIAISON BETWEEN
THE CLIENT AND THE AGENCY
• AGENCY MARKETING MANAGER
9. CONTINUED
• COPYWRITER – WRITING THE WORDING OF
ADVERTISEMENT
• ART DIRECTOR – HEAD OF THE STUDIO
• VISUALISER – CREATIVE COUNTERPART OF
THE COPYWRITER, A FIRST CLASS ARTIST
• LAYOUT ARTIST – CREATING AN EXACT PLAN
OF THE ADVERTISEMENT
• TYPOGRAPHER – KNOWS DISPLAY AND TEXT
10. MEDIA PLANNING
• INTIMATE KNOWLEDGE OF THE RANGE AND
VALUES OF AVAILABLE MEDIA
• THOUSANDS OF NEWSPAPERS/TV
CHANNELS/WEBSITES/ETC.
11. MEDIA RATES
COST PER THOUSAND
• SALES
• VIEWS
• READERS
• LISTENERS
SO ON ...
12. REMUNERATION
• VARIES ACCORDING TO SIZE OF CLIENT AND
KIND OF MEDIA
• COMMISSION BY MEDIA OR MIXTURE OF
COMMISSION (MEDIA) AND FEES (CLIENTS)
13. MEDIA
• CINEMA
• OUTDOORS
• RADIO
• NEWSPAPERS
• MAGAZINES
• TELEVISIONS
