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Post on 11-Apr-2017
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ADVERTISING AGENCY AND IT’S
FUNCTIONS
PRESENTED BY NAME ROLL NO:
Reena Alva ………….4(A)Hemant Naik………46(A)Sandeep Kadam….30(A)Jayesh Surve………..43(B)Kunal Thakkar......44(B)
What is Advertising?• Promotion of goods, services, companies and ideas.
• Marketers see advertising as part of an overall promotional strategy.
• Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion.
• Process where in a message is designed.
• Various mediums used for communication.
• Attract, modify, change and influences public opinion.
• Everyone needs to advertise.
• Various ways for advertising(trade magazines, transit sign on buses, lamp posters, banners, etc).
Advertising Industry Has Three Major
Sectors• Business or organization which wishes to
advertise.
• Media which provides the medium for advertising.
• Ad-agency which creates the ad to suit the need of the firm.
What is an Advertising Agency?
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 find customers for
their goods and services.”
Advertising Agency• Getting the best out of advertising is a highly skilled job.
• Biggest advertisers cannot afford to employ all these experts.
• It is one of the most important components of advertising industry.
• It has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns.
• Service business dedicated to creating, planning and handling advertising for their clients.
• It is independent from the client and provides an outside point of view.
• clients include businesses and corporations, non-profit organizations and government agencies
History Of Ad Agency• Period of early growth 1841 – 1865
• Wholesaling Period 1865 – 1880
• Semi Service Period 1880 – 1917
• Service Period 1917 – Present
Advertising Process
Typical Work Flow in an Ad Agency
Types of Advertising Agencies
• All Sizes• In house work• Selecting an Ad Agency
1. Full Service Agency
• Provides a range of marketing services. Services directly related to advertising such
as copywriting, artwork, production of ads, media planning etc.
2. Modular agencies• A full service agency that sells its services on a
piece meal basis• Fee is charged for actual work undertaken
3. In House agencies• Owned completely by the advertiser• Can undertake to serve several other clients, if
the owner so desires
4. Creative Boutiques• Provide only creative functions and not full-
service. • Copy writing, artwork and production of ads • Merge with other agencies to provide a wide
range of services
5. Mega agencies• Concept of 1980s• Merger of two agencies• 1986, Saachi & Saachi, a London based - the third
largest, strarted the movement
6. The Specialists Agency• Agency that specializes only in certain specific
area• Eg: Soubhagya advertising agency concentrate
on specialized financial advertising.
Functions of an Ad Agency
• To accelerate create public awareness• To provide a total, professional, experienced
service • To take the advertiser's message and
convert it into an effective and memorable communication
Services Offered by Ad Agency
• Total Advertising Services– Strategic planning– Creative development– Media services, particularly in television,
newspapers, magazines and radio
• Marketing Services– Sales promotion, market research, PR and event
marketing
• E-Solution ServicesSystem integration services, e-business consulting, customer relationship management (CRM), Search Engine Marketing (SEM) and e-promotions using the Internet and mobile.
• Content BusinessSale of sponsorship, broadcasting and other rights, production and marketing of media / content such as sporting events, films, TV programs, animated content, music and other forms of entertainment
• Integrated Media ServicesBringing value to both clients and media-related companies by offering a wide range of media solution services
• Sales PromotionProviding comprehensive sales promotion planning designed to complement mass media and other activities
• Event MarketingAssisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications
• Integrated Branding ServicesAssuring clients the highest quality of branding services for their communication needs
Organization Structure• The activities within an ad agency are
divided into 4 broad groups:1. Account management2. The creative department3. Media buying4. Research
• Recently added: public relations, direct marketing, and promotional services
Organization ChartBoard of Directors
Managing Director
Client Services Director
Creative Director
Servicing Group
Media
Research
Creative Groups
Audio Visual
Language
Studio
Production
Finance / Accounts
Secretarial / Legal Personnel
Structure of an advertising agency
What Makes Effective Advertising?
SoundStrategy
Consumer’sView Persuasive
Doesn’tOverwhelm
Deliver onPromises
BreakClutter
Effective Advertising
Selecting an agency• Have they fully
understood the brief?• Do they know how to
use market research? Can they contribute to our thinking here?
• Is their strategic thinking sound?
• Is it imaginative? Have I learned anything useful from it?
• Are they professional and businesslike?
• Can I work with their senior people? And will they be actually working on my business?
• Are their capabilities high in all key areas – management, strategy, creative, media?
• Do they work well as a team – both among themselves and with our people?
Selecting an agency• Is their creative work
of a high quality?• Is this confined to
TV, or does it go across all media?
• Does this include below-the-line? New media? Can they offer an integrated service?
• Do they have real expertise in the specialist areas which we are looking at, egl direct marketing, new media?
• Can they work with us internationally (now or in the future)
• How do they propose to evaluate the effectiveness of the campaign?
Function of and advertising agency
• Account Services / Account Management
• Creative department
The Creative Team
Creative Team
Creative Concept
Art DirectorCopywriter
Copywriting and the Creative Plan
Copywriting is
the process of
expressing the
value and
benefits a brand
has to offer.
A creative plan is
the guideline that
specifies the
message
elements of
advertising copy.
Creative Department people need following
attributes• A good psychologist.• Willing and able to set high standards.• An efficient administrator & Research minded• Capable of strategic thinking – ‘positioning’ and all that.• Equally good at package goods and other kinds of accounts• Well versed in graphics and photography• A hard worker and fast• Slow to quarrel• Prepared to share credit for good work, and accept blame for
bad work• A good presenter & good recruiter
Copy Approval Process
Senior Executives
Product Manager, Brand Manager, Marketing Staff
Client
Account Management TeamLegal DepartmentAgency
Senior WriterCreative Director
Copywriter
Account Planning
• Media Department
Broadcast Television
Cable Television
Radio
Newspaper
Direct Mail
Magazines- Consumer/Business
Outdoor
Internet
Media selection
• After selecting media, marketers determine the most effective timing and sequence for a series of advertisements.
• Influenced by seasonal sales patterns, repurchase cycles, and competitors’ activities.
• Measure effectiveness in three ways:
• Reach—the number of people exposed to an advertisement.
• Frequency—the number of times an individual is exposed to an advertisement. Minimum of three exposures is recommended.
• Gross rating point—the product of the reach times the frequency.
Media scheduling
Marketing research department
• The identification of information needs• Data collection & interpretation• Analysis & evaluation
• Creative service department• Event management & promotion
department• Traffic Department• Radio & TV broadcast production
department −Producer
−Production co-ordinator
Print production department
• Meet deadlines• Use sophisticated technology• Co-ordinate and manage• Skills and training
Agency Personnel• Production Team
• Storyboard artist
• Graphic designer
Case study
Company Profile• Advertising / Full Service / Integrated
• It is a subsidiary of WPP group, the world’s best-known marketing communications brand with a global network of more then 200 offices in over 85 countries.
Brief History• William James Carlton in 1864• James Walter Thompson ( JWT ) in 1995
Scope of Operation
• Sir Martin Sorrell's WPP Group•HQ = NewYork•10,000 employees• 200 offices• 90 countries• 1,200 clients.
Setting new benchmark
• Invent copy and layouts
• Build the first full-service advertising agency
• Pioneer ad careers for women• • Create the first international network• • Develop account planning
Chief clients
Solution it provides360 degree solutions
• Creative• Digital• Market planning• Specialized communication• Strategic communication• Trend spotting
In news• Effie 2008 Awards
• Grand Prix at GOAFEST 2009Agnello Dias,('Lead India Poised' ;Film Single Grand Prix for the Nike Cricket 'Traffic'.)
• Viral and Email Marketing’ initiatives
• Three Astrid Awards
• 28 creative excellence award
Definitive and Final say ….
• Future Outlook
• Advertising glorified !!
THANK YOU
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