Mohit M.

Borakhade (05)
I. M. C.- Prof. Sammer Charania

Advertising is defined as, any paid form of nonpersonal communication about an organization, product, services, or idea by an identified sponsor.

I. M. C.- Prof. Sammer Charania

1. Informing

2. Influencing
3. Reminding and Increasing Salience 4. Adding value 5. Assisting other Company efforts

I. M. C.- Prof. Sammer Charania

planning, creating, producing and executing advertising programs for

its clients.

An Advertising Agency is a service organization that specializes in

I. M. C.- Prof. Sammer Charania

FULL SERVICE AGENCIES

CREATIVE BOUTIQUES
MEDIA SPECIALIST COMPANIES
IN-HOUSE AGENCIES
PROMOTION AGENCIES

I. M. C.- Prof. Sammer Charania

Saatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company headquartered in New York, with 140 offices in 76 countries. Saatchi & Saatchi is part of the Publicis Groupe, the worlds third largest communications group They are a full service, integrated communications network. Theyre in the business of getting people to fall in love with our clients products and services. Through our creative ideas across all media and all disciplines, we set out to turn brands into Lovemarks which, unlike brands, generate loyalty beyond reason.
I. M. C.- Prof. Sammer Charania

Lovemarks thinking is the unique way we look at the relationships people have with products, services and entities. Lovemarks are the future beyond brands because they inspire Loyalty Beyond Reason. Most companies have a mission statement. They dont. Instead, they have a Purpose, with these components: Our Inspirational Dream: To be revered as the hot house for world changing creative ideas that transform our clients businesses, brands and reputations. Our Focus: To fill the world with Lovemarks. Our Spirit: One Team, One Dream Nothing is Impossible.
I. M. C.- Prof. Sammer Charania

CHIEF EXECUTIVE OFFICER GENERAL MANAGER

ASSISTANT VICE PRESIDENT

ASSISTANT VICE PRESIDENT

ASSISTANT VICE PRESIDENT

CLIENT SERVICING DIRECTOR

ACCOUNT DIRECTOR

ACCOUNT SUPERVISOR

ACCOUNT MANAGER

SENIOR ACCOUNT EXECUTIVE

JUNIOR ACCOUNT EXECUTIVE MANAGEMENT TRAINEE

I. M. C.- Prof. Sammer Charania

ORGANISATION STRUCTURE FOR STUDIO AND PRODUCTION DEPARTMENT

CHIEF EXECUTIVE OFFICER

CHIEF EXECUTIVE OFFICER

NATIONAL CREATIVE DIRECTOR

CREATIVE DIRECTOR

NATIONAL STUDIO & PRODUCTION MANAGER STUDIO MANAGER STUDIO WORKERS

ASSISTANT CREATIVE DIRECTOR

GROUP HEAD

ART DIRECTOR

COPYWRITE DIRECTOR

VISUALIZER

COPY WRTITER

TRAINEE

TRAINEE

I. M. C.- Prof. Sammer Charania

Client Servicing Department Account Planning Department Creative Department Media Department Studio Department Film Production Department Accounts (Finance) Department Admin HR Department
I. M. C.- Prof. Sammer Charania

It acts as a middle man or link between the clients and the agency. They take the brief from the clients. The Account Executive is mainly responsible to gain knowledge about the clients business, profit goals, marketing problems and advertising objectives. The Account Manager and Executive are responsible for getting approved the media schedules, budgets and rough ads or story boards from the client. The biggest role of the account executive is keeping the agency ahead of the client through follow-up and communications.
I. M. C.- Prof. Sammer Charania

It is a kind of Research Department whose function is to gather information, analyse, and interpret it which will be useful in developing advertising for clients. Account Planners individually gather information that is relevant to the clients product or service. Research on what the consumer wants, what they want to see, who they want to see in ads with a particular product. They try to find out the consumer behaviour and acceptance level of target audience. The planner does it with the help of Secondary data available or with Primary data.

I. M. C.- Prof. Sammer Charania

The people who create the actual ads form the core of an advertising agency, responsible for the creation and execution of the advertisements. It consist of process known as Creative Process.
CREATIVE DEPARTMENT
ART DEPARTMENT COPY WRITTING DEPARTMENT

Copy Writing Department consists of Copy Writers who are specialist in creating ads for the clients. They are responsible for What the message say. Art department consist of Art Directors and designers who will actually implement the idea generated by Copy Writing Department. They are responsible for How the ad looks.
I. M. C.- Prof. Sammer Charania

Its work is related to Media Planning. Saatchi and Saatchi, Mumbai division does not have Media Department as a whole but it outsource it to other full-fledged media agencies like Group M, Media com, Mind share etc.

Final execution of the advertisement is done by Studio Department. Its job is setting up of studio with proper environment required for ad, choosing proper location, selecting proper production house with the help of Film Production Department. After shooting of the ad its job is to do developing, editing, voice over recording and final development.
I. M. C.- Prof. Sammer Charania

They actually shoot the advertisement. Film production department gets the final approved inputs from the Creative department. They also supervise the casting of people and setting of scenes.

It works as the normal finance department. Its function is to generate business and look for profit.

Its function is to find right talents and employees which will help in organizations growth. Mumbai division of Saatchi & Saatchi has 80 employees.
I. M. C.- Prof. Sammer Charania

Media Planning is a process of media selection involved in delivering the message to the target audience. Media selection includes broadcast media (TV & radio), print media (newspapers, magazines, catalogues etc.), outdoor advertising, direct mail, internet, public relations etc. The Media Vehicle is the specific carrier within Media like DNA for Newspaper Media; Sony for TV Media.. The media plan determines the best way to get the advertisers message to the Target audience.

I. M. C.- Prof. Sammer Charania

Media Planners create Media plans (TV, print, radio, outdoor, internet etc.) according to the budget of the clients. It includes selection of proper media mix and media vehicles. Priority markets are selected for the brand and accordingly the plan is prepared. Planners decide which medium (media) should be given more importance and accordingly allocate the budget. The Media or medium is decided by taking into consideration the media penetration for the particular market. Market is selected prior to that by Account Planning Department for the Brand. Media Planners use softwares like Television Audience Measurement (TAM) and Television Ratings (TVR) which provides significant data and accordingly the steps and strategies are made.
I. M. C.- Prof. Sammer Charania

1. Commission: Saatchi & Saatchi, India uses traditional method of compensation i.e. Commission System. The agency receives a specified commission of usually 15% from the media on any advertising time and space booked for its clients.
2. Fixed Fees: It also gets compensation in the form of Fixed Retainer Fees from some clients which agree to give fixed fee every time when the ads occur. 3. Mark Up Charges: For some clients they also take compensation as Production Cost + 15% (negotiable) known as Mark-up charges.
I. M. C.- Prof. Sammer Charania

Saatchi & Saatchi caters to its client very delicately and impressively. Always try to give best solution to the clients and to spread message in the form of love as the name suggest Lovemark. The Agency always sits with the client until the client is convinced and satisfied. Provide an out of the box solution to the client. Special accounts needs to be handles with special care and continuous follow ups with them. The agency sometimes provides them with cost effective solutions or better alternatives to huge expenses.
I. M. C.- Prof. Sammer Charania

Does not have marketing department Dont advertise Client Service Executives finds out the clients Creative work done in the past, Innovative ideas, good ads helps them to get new clients Word of Mouth promotions of the existing clients A client also approaches the agency due to the creative ratings given by the media players and rating agencies. through its website

I. M. C.- Prof. Sammer Charania

I. M. C.- Prof. Sammer Charania

Mission- To enhance all that is beautiful in women by providing simple to sophisticated skin care solutions to continually improve womens skin and womens lives.
Message- Join me in the battle against ageing. The message clearly tells about using Olay Total effect 7 which battle against 7 signs of Ageing. Selecting Kajol as a Brand ambassador for Olay Total Effect is justified as Kajol is an ageing super star and still she is as beautiful as she was at younger age. Olay is able to relate the beauty of Kajol with her growing age. Media- Print Media used are News Papers, Beauty Magazines etc.
I. M. C.- Prof. Sammer Charania

Mission- To believe that bones can be as strong as pillars of the flyover. Message- It clearly shows the message that as pillars are the supporting structures for a flyover, bones of human body are also supporting structures for body and to make the bones as strong as pillars you need to have Calcium Sandoz.

Media- Print Media used are News Papers.

I. M. C.- Prof. Sammer Charania

I. M. C.- Prof. Sammer Charania

I. M. C.- Prof. Sammer Charania

Mission- aims to make Pampers a truly lovemark for every mother.

Message- Pampers Good Morning Baby ad campaign on television and print has created a common platform for mothers across India to get together and share their happy morning moments with their babies. Media- Television Girish Kalyanaraman, Brand Manager, Pampers India, said, In todays scenario the media verticals are not independent of each other. Therefore, the challenge was to integrate the big idea across all media. This is the first time that Pampers India has attempted such a holistic campaign. We explored various ideas with Saatchi & Saatchi and felt that the story of joyful wake-ups is integral to the brand equity because Pampers is dedicated to ensuring babies get a peaceful nights sleep which results in their healthy development.
I. M. C.- Prof. Sammer Charania

I. M. C.- Prof. Sammer Charania

Mission- aims to tell customers that everything is saleable on this site. Message- Yahaan Sab Kuch Bikta Hai this shows that even an old car which a customer has memories attach to it can be sold if available at good price. Buyers are available anytime for purchase of any kind of products. Media- Television OLX is an exciting brand which is sure to cut across sectors with more and more people using the online space to find and buy products that they need and sell products that they dont want to use.

I. M. C.- Prof. Sammer Charania

I. M. C.- Prof. Sammer Charania