ADVERTISING AGENCY

WHAT IS ADVERTISING AGENCY

It is a firm that------1. Creates new promotional ideas2. Designs print, radio, television &

internet advertisements3. Books advertisement space & time4. Plans & conducts ad campaigns5. Conducts research & surveys

DEFINITION

It is an independent organization that provides one or more specialized advertising & promotion related services to assist companies in developing , preparing, & executing their advertising & other promotion programs

An ad agency is a service provider that works for clients to create an effective & goal oriented advertising campaign aimed at representing the company positively in the eyes of its target customers

PRIMARY FUNCTIONS

develop an advertising plan prepare a creative strategy create advertising executions develop and implement a media plan handle billing and payments

TYPES OF AD AGENCY

Full Service Agency:• As the name suggests, it provides a whole range of

services to clients, both advertising & non-advertising

• A full service agency is composed of the following functional areas----

• 1. Account Management• 2. Creative• 3. Media Planning • 4. Finance & Administration• 5. Research

1. ACCOUNT MANAGEMENT

Liaison between agency & client Understanding client’s business Understanding client’s marketing needs Presenting client’s point of view to the

agency

2. CREATIVE

the creative department is responsible for creating and producing the print and broadcast advertising, website designing, copy writing etc.

3. MEDIA

It has two main functions---planning & buying

The buying group handles media negotiations and implementation

The planning group deals with media placements

4. FINANCE & ADMINISTRATION & 5. RESEARCH

There is an administrative head who takes charge of functions such as finance, accounting, HR & Office management & Legal services

Research department gathers & analyses data

Determine consumer needs/perceptions

advise how ads can meet strategic goals

help find solutions

TYPES OF AD AGENCY

Modular Agencies/ A la carte agencies: It is a full service agency that sells its

services on a piece meal basis It is also known as a la carte because it can

be ordered according to client’s choice In-House Agencies: The companies which prefer to have closer

control over advertising, have their own in-house agency

DIFFERENCE BETWEEN IN-HOUSE AD AGENCY &

ADVERTISING DEPARTMENT???????

TYPES OF AD AGENCY

Specialist Advertising Agency: There are some agencies who undertake

advertising work only in certain areas

Creative Boutiques: These are agencies that provide only creative

services such as copy writing, artwork etc.

Thank You