Advertising Agency : Advertising Agency Define Ad Agency
Functions of Ad Agency
Services provided by Ad Agency
Types of Ad Agency Slide 2: An Advertising Agency or ad agency is a service provider that works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company positively in the eyes of its target customers. Slide 3: AMERICAN ASSO. OF ADVTG. AGENCY defines---
‘An Advertising Agency as an independent organization of
Creative people and business people who specialize in
developing and preparing marketing plans, advertisements,
and other promotional tools.’ Slide 4: Cundiff & Still defines---
‘An Advertising Agency is an independent organization composed of Creative people and business people who
develop, prepare and place advertisement in an advertising media for sellers, seeking to find customers for goods and services.’ Slide 5: Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services and advice based on market studies, popular culture and advanced sales techniques. Slide 6: Advertising Agency Functions
To advertise their products, brands and services to present and prospective customers.
For planning and creating an effective advertising campaign.
To take over the process of brand building, strategizing and pushing sales through other promotion techniques like sales promotions etc. Slide 7: primary services of Advertising Agency:
Total Advertising Services :Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio; providing the best creative designed to capture the imagination of consumers
Marketing Services: Provision of a number of advertising related services, including sales promotion, market research, PR and event marketing.
E-Solution Services : e-solution services, including system integration services, e-business consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet and mobile. Slide 8: primary services of Advertising Agency:
Content Business: Sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, animated content, music and other forms of entertainment.
Integrated Media Services : Bringing value to both clients and media-related companies by offering a wide range of media solution services
Sales Promotion : Providing comprehensive sales promotion planning designed to complement mass media and other activities
Event Marketing : Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications
Integrated Branding Services : Assuring clients the highest quality of branding services for their communication needs Slide 9: People working in an agency:
Accounts Executive: It is a key career option in advertising agency. He is called an Account Director when he is a member of the Board. He is a link between a client and his staff.
Copywriters: They are the wordsmiths who do the wording of an advertisement. They are bright and talented. They have a flair for language. They contribute to the theme of an advertisement. Creation of successful copies for different clients establishes them in this field.
Visualisers: These are artists who put on paper what has been thought out by the copywriter. They in fact design the ad. Slide 10: People working in an agency:
Creative Director: He co-ordinates the copywriting and designing. He is a senior professional who is seasoned in an existing advertising agency set-up to take on this mantle.
Production Department: Persons of diverse talents like printing technology, DTP, photography, typography etc. are involved here.
Media Planner: He has to allocate the advertising budget amongst media. He has to select the appropriate media. He decides about the frequency, size and position of an advertisement. He decides about its publication date. He receives the tear-off copies from the media when the ad is published. He is guided by the media research, which he undertakes, or by research undertaken by an outside agency. Slide 11: People working in an agency:
Marketing Researchers: Modern agencies are integrated set-ups. They provide a range of marketing services. Research data become very useful as input to the creative process.
Ancillary Services : These are needed to produce/create advertisement. A whole range of services like studio service, photographic service, printing service, gift item producers etc. fall into this category.
Freelancers : These are professionals who work independently and have a successful track record. They are copywriters, jingle singers, radio announcers, artists, visualizers, technical writers etc. Five Advertising Agency Types : Five Advertising Agency Types 1. Full-service agencies
2. Creative boutiques
3. Media-buying services
4. Interactive agencies
5. In-house agencies