ADVERTISING AGENCY

AND ITS
FUNCTIONS

PRESENTED BY
NAME

What is Advertising?
Promotion of goods, services, companies
and ideas.
Marketers see advertising as part of an
overall promotional strategy.
Other components of the promotional mix
include publicity, public relations, personal
selling, and sales promotion.

 Various mediums used for communication.

Attract, modify, change and influences public
opinion.
Everyone needs to advertise.
Various ways for advertising(trade magazines,
transit sign on buses, lamp posters, banners,
etc).

Advertising Industry
Has Three Major
Sectors

Business or organization
wishes to advertise.

which

Media which provides the medium for

advertising.
Ad-agency which creates the ad to
suit the need of the firm.

What is an Advertising
Agency?
The Association of Advertising Agencies
of America (AAAA) defines advertising
agency as An independent business
organization composed of creative and
business people who develop, prepare
and place advertising media for sellers
seeking to find customers for their
goods and services.

Advertising Agency
Getting the best out of advertising is a highly skilled
job.
Biggest advertisers cannot afford to employ all these
experts.
It is one of the most important components of
advertising industry.
It has evolved to provide the specialized knowledge,
skills and experience needed to produce effective
advertising campaigns.

 Service business dedicated to creating, planning

and handling advertising for their clients.
It is independent from the client and provides an
outside point of view.
clients include businesses and corporations,
non-profit organizations and government agencies

History Of Ad Agency
Period of early growth 1841 1865
Wholesaling Period 1865 1880
Semi Service Period 1880 1917
Service Period 1917 Present

Advertising Process

Typical Work Flow in

an Ad Agency

Types of Advertising
Agencies

All Sizes
In house work
Selecting an Ad Agency

1. Full Service Agency

Provides a range of marketing

services.
Services directly related to
advertising such as copywriting,
artwork, production of ads, media
planning etc.

2. Modular agencies
A full service agency that sells its
services on a piece meal basis
Fee is charged for actual work
undertaken
3. In House agencies
Owned completely by the advertiser
Can undertake to serve several other
clients, if the owner so desires

4. Creative Boutiques
Provide only creative functions and
not full-service.
Copy writing, artwork and
production of ads
Merge with other agencies to
provide a wide range of services

5. Mega agencies
Concept of 1980s
Merger of two agencies
1986, Saachi & Saachi, a London based the third largest, strarted the movement
6. The Specialists Agency
Agency that specializes only in certain
specific area
Eg: Soubhagya advertising agency
concentrate on specialized financial
advertising.

Functions of an Ad
Agency

To accelerate create public

awareness
To provide a total, professional,
experienced service
To take the advertiser's message
and convert it into an effective and
memorable communication

Services Offered by Ad
Agency
Total Advertising Services
Strategic planning
Creative development
Media services, particularly in television,
newspapers, magazines and radio

Marketing Services
Sales promotion, market research, PR
and event marketing

 E-Solution Services
System integration services, e-business
consulting, customer relationship
management (CRM), Search Engine
Marketing (SEM) and e-promotions using the
Internet and mobile.

Content Business
Sale of sponsorship, broadcasting and other
rights, production and marketing of media /
content such 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

Organization Structure

1.
2.
3.
4.

The activities within an ad agency

are divided into 4 broad groups:
Account management
The creative department
Media buying
Research
Recently added: public relations,
direct marketing, and promotional

Organization Chart
Board of Directors
Managing Director

Client Services
Director
Servicing Group

Media
Research

Creative
Director
Creative Groups
Audio Visual
Language
Studio
Production

Finance /
Accounts

Secretarial /
Legal Personnel

Structure of an advertising
agency

What Makes Effective

Advertising?
Sound
Strategy

Consumers
View

Persuasive

Effective
Advertising

Break
Clutter

Deliver on
Promises

Doesnt
Overwhelm

Selecting an agency
Have they fully
understood the
brief?
Do they know how
to use market
research? Can they
contribute to our
thinking here?
Is their strategic
thinking sound?
Is it imaginative?
Have I learned
anything useful
from it?

Are they professional

and businesslike?
Can I work with their
senior people? And
will they be actually
working on my
business?
Are their capabilities
high in all key areas
management,
strategy, creative,
media?
Do they work well as
a team both among

Selecting an agency
Is their creative
Do they have
work of a high
real expertise in
quality?
the specialist
areas which we
Is this confined
are looking at,
to TV, or does it
egl direct
go across all
marketing, new
media?
media?
Does this include
Can they work
below-the-line?
with us
New media? Can
internationally
they offer an

Function of and
advertising agency
Account Services / Account
Management

 Creative department

The Creative Team

Copywriter
Copywriter

Art
Art Director
Director

Creative Team

Creative Concept

Copywriting and the

Creative Plan
Copywriting is

A creative plan is

the process of

the guideline that

expressing the

specifies the

value and

message

benefits a brand

elements of

has to offer.

advertising copy.

Creative Department
people need following
attributes

A good psychologist.
Willing and able to set high standards.
An efficient administrator & Research minded
Capable of strategic thinking positioning and
all that.
Equally good at package goods and other kinds of
accounts
Well versed in graphics and photography
A hard worker and fast
Slow to quarrel
Prepared to share credit for good work, and
accept blame for bad work
A good presenter & good recruiter

Copy Approval Process

Agency

Account Management Team

Legal Department

Account Planning

Client

Copywriter

Product Manager, Brand

Manager, Marketing Staff

Senior Writer
Creative Director

Senior Executives

 Media Department

Media selection
BroadcastTelevision
CableTelevision
Radio
Newspaper
DirectMail
MagazinesConsumer/Business
Outdoor
Internet

Media scheduling
Afterselectingmedia,marketersdeterminethemosteffective
timingandsequenceforaseriesofadvertisements.
Influencedbyseasonalsalespatterns,repurchasecycles,and
competitorsactivities.
Measureeffectivenessinthreeways:
Reachthenumberofpeopleexposedtoanadvertisement.
Frequencythenumberoftimesanindividualisexposed
toanadvertisement.Minimumofthreeexposuresisrecommended.
Grossratingpointtheproductofthereachtimesthe
frequency.

Marketing research
department
The identification of information
needs
Data collection & interpretation
Analysis & evaluation

 Creative service department

Event management & promotion
department
Traffic Department
Radio & TV broadcast production
department
Producer
Production co-ordinator

Print production
department

Meet deadlines
Use sophisticated technology
Co-ordinate and manage
Skills and training

Agency Personnel
Production Team
Storyboard artist
Graphic designer

Case
study

Company Profile
Advertising / Full Service / Integrated
It is a subsidiary of WPP group, the
worlds best-known marketing
communications brand with a global
network of more then 200 offices in
over 85 countries.

Brief History
William James Carlton in 1864
James Walter Thompson ( JWT )
in 1995

Scope of Operation
Sir Martin Sorrell's
WPP Group
HQ = NewYork
10,000 employees
200 offices
90 countries
1,200 clients.

Setting new
benchmark
Invent copy and layouts
Build the first full-service advertising agency
Pioneer ad careers for women

Create the first international network

Develop account planning

Chief clients

Solution it provides
360 degree solutions

Creative
Digital
Market planning
Specialized communication
Strategic communication
Trend spotting

In news
Effie 2008 Awards
Grand Prix at GOAFEST 2009

Agnello Dias,('Lead India Poised' ;

Film Single Grand Prix for the Nike Cricket 'Traffic'.)

Viral and Email Marketing initiatives

Three Astrid Awards
28 creative excellence award

JWT Exemplar !!

Definitive and Final

say .

Future Outlook

Advertising glorified !!

THANK YOU