ADVERTISING AGENCY

PRESENTATION BY SHILPI RAJ DEEP SHREE

INTRODUCTION
ADVERTISERS

ADVERTISING INDUSTRY

MEDIA

ADVERTISING AGENCIES

DEFINITION
Advertising agency is a marketing service firm that assists its client in planning, preparing, implementing and evaluating various activities of advertising campaign. -Philip Kotler

FEATURES
Independent organisation Works for advertisers Composed of creative people Develops, prepares and places advertisement in media Service organisation Commercial organisation

FUNCTIONS
SELECTION OF CLIENTS

ADVERTISING PLANNING

CREATIVE FUNCTION

DEVELOPING AND PREPARING AD COPY

FUNCTIONS
APPROVAL OF CLIENTS

MEDIA SELECTION

AD -EXECUTION

EVALUATION - FUNCTION

FUNCTIONS
MARKETING FUNCTION

RESEARCH FUNCTION

ACCOUNTING FUNCTION

BENEFITS
Benefits of Ad Agency can be classified into two parts: 1.Benefits of Ad Agency to its clients 1.Benefits of Ad Agency to media

Benefits of Ad Agency to its Clients

1. Eliminates the need of advertising department 2.Services of experts 3. Reduction in media cost 4. Helps to solve advertising problems

Benefits of Ad Agency to its Clients

5. Helps in allocating advertising budget more effectively 6. Non-advertising activities 7. Effective advertising campaigns 8. Conducting marketing research

BENEFITS OF AD AGENCY TO MEDIA

1.Procures business for media

2.Ad-Agency collects Dues for media

3.Agency delivers the advertisement in appropriate

form to media
4.Helps the media in advertising scheduling

TYPES OF AD-AGENCY
IN HOUSE AGENCIES FULL-SERVICE AGENCIES

SPECIAL SERVICE AGENCIES

CREATIVE BOUTIQUES SWEAT SHOPS

DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY

When phone calls from media sales representatives are taking up too much of your time When youre simply overwhelmed by the myriad details
When you no longer have the time, or the energy, to write and produce your advertising yourself

DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY

When your advertising budget has grown too much When you finally admit that media invoices are written in a secret code that youll never decipher, and you want to be assured that youre getting everything youre paying for When you want to put a team of highly trained specialists to work, with

DETERMINING WHEN YOU MAY NEED TO HIRE AN AGENCY

When youre eager to have creative professionals generate fresh, new ideas for your advertising When you would welcome the professional creative, account service, and media buying expertise that an agency can provide When your own creative efforts arent yielding the results you desire

SELECTION OF AN ADVERTISING AGENCIES

The following factors should be considered while selecting an advertising agency :
1. Location

2. Size
3. Agency working for Competitors

4. Image of Agency

SELECTION OF AN ADVERTISING AGENCIES

5.Services offered by Ad-Agencies

6.Rates charged
7.Creative Skills and New Ideas

8.Past record of Agency

SELECTION OF AN ADVERTISING AGENCIES

9.Quality and Caliber of Staff 10.Financially Sound 11.Agency Experience

ORGANIZATION OF AD-AGENCY
The organization structure of the advertising agency can be classified on the following basis :
1. Organization of Ad Agency on Departmental Basis

2. Organization of Ad Agency on Group Basis

Organization of Ad Agency on Departmental Basis

On departmental basis, organization structure of Ad Agency may consist of following functional departments: 1. 2. 3. 4. Client Liaison Department Research Department Copy Writing Department Art Department

Organization of Ad Agency on Departmental Basis

5. Media Department 6. Audio-Visual Ad Production Department 7. Accounts Department 8. Marketing Service Department 9. Public Relations Department 10. Evaluation Department

Organization of Ad Agency on Group Basis

The main groups in an advertising organization are as follows : 1. Planning of advertising group 2. Preparation of advertisement group 3. Placement and Execution of Advertisement group 4. Marketing Services group

REFERENCES
1. MARKETING MANAGEMENT-PHILIP KOTLER

2. ADVERTISING AND SALES MANAGEMENTMUKESH TREHAN AND RANJU TREHAN 3. ADVERTISING FOR DUMMIES-GARY R. DAHL 4. ADVERTISING: A VERY SHORT INTRODUCTIONWINSTON FLETCHER

THANK YOU