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ADVERTISING AGENCY
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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
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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
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PRIMARY FUNCTIONS
develop an advertising plan prepare a creative strategy create advertising executions develop and implement a media plan handle billing and payments
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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
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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
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2. CREATIVE
the creative department is responsible for creating and producing the print and broadcast advertising, website designing, copy writing etc.
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3. MEDIA
It has two main functions---planning & buying
The buying group handles media negotiations and implementation
The planning group deals with media placements
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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
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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
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DIFFERENCE BETWEEN IN-HOUSE AD AGENCY &
ADVERTISING DEPARTMENT???????
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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.
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Thank You