Advertising Agency

1. Define Ad Agency
2. Functions of Ad Agency
3. Services provided by Ad Agency
4. People working
5. Types of Ad Agency
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.
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.’
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.’
• 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.
 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.
 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.
 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
 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.
 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.
 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

1. Full-service agencies
2. Creative boutiques
3. Media-buying services
4. Interactive agencies
5. In-house agencies