Group members

• Sahil Kapoor 201069

• Rahul Mahapatra 201086
• Bhavik Mahale 201088
• Suraj Mirchandani 201095
• Devashish Nabhi 2010100
• Shekhar Nadar 2010101
• Prayag Panchal 2010108
 What is an Advertisement.…?
• Advertising is a form of communication intended
to persuade an audience to purchase or take
some action upon products, ideas, or services.
• It includes the name of a product or service and
how that product or service could benefit the
consumer, to persuade a target market to
purchase or to consume that particular brand.
• These messages are usually paid for by sponsors
and viewed via various media
Ads then……
And now….
 Different types of advertising:
• Print Advertising – Newspapers, Magazines, Brochures, Fliers

• Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

• Broadcast advertising – Television, Radio and the Internet

• Covert Advertising – Advertising in Movies

• Surrogate Advertising – Advertising Indirectly

• Public Service Advertising – Advertising for Social Causes

• Celebrity Advertising
 What is an advertising agency..??
• The advertising agency is an independent business organization,
composed of creative people who plan, prepare and place
advertising messages in advertising media for sellers seeking to find
customers for their goods and services.

• Advertising agencies are one of the most important components of

the advertising industry. It has played a significant role in the
development of the modern advertising.

• An independent business organization, composed of creative and

business people, who develop, prepare and place advertising in
the ad media for sellers seeking to find customers for their goods
and services.”
 Significance of an ad agency:
• (a) Independent:
The advertiser or the media doesn’t own the agency.

• (b) Objective Outlook:

As agencies don’t work for the media or the supplier,
they can bring outsider perspective to an issue.

• (c) Media Connections:

Agencies have excellent media connection; they can
help the advertiser to save time and money in locating
an appropriate media-mix.
Organization structure of an ad-
agency:
 Functions of an ad agency:
• Media services:

• Support services:

• Administrative services:

• Creative services:

• Account Management:
 Marketing mix of an ad agency:
• Product: Media campaign, Layouts, Accounts, Video & audio tapes.
• Place: office, Client’s office, Other meeting avenues.
• Price: Media involved, Target audience, Time, No. Of persons,
physical work
• Promotions: advertising, publicity, sales promotion, word-of-mouth
promotion, personal selling, tele marketing, public relations,
broadcasting.
• Physical evidence: Photographs, Brochures, Printouts, Printed or
published material,Logo and trademarks, Brand names.
• People: editors, copy- writers, creative thinkers, artists, technicians,
marketers, administrative staff, psychologists, consultants, media
personnel.
• Process: accounts handling, copy-writing, layouts, typography,
photo-setting, drawing, media- planning, shooting, recording,
distributing, researching, producing, marketing, budgeting.
 Types of Advertising Agencies

There are basically four types of ad

agencies. They are:

• In-house agencies

• Creative boutiques

• Media buying agencies

• Full service agencies

 How does the company select an ad
agency..??
• Services Offered
• Location
• Compensation
• Personnel
• Size of the agency
• Record and reputations
• Other accounts
• Media connections
 Steps to set up an advertising
agency.....
• Identify your ideal client
• Research advertising agencies, both in and out
of your area, who offer similar services and
serve a similar clientele
• Decide on an ideal structure for your agency
• Decide whether your advertising agency
needs to hire employees or if you'll utilize
freelancers on an as-needed basis
• Create a business plan that describes your
advertising agency
• Come up with a business name and tag line
• Purchase errors and omissions insurance to
protect you and your business
• Lease office space for your advertising agency
or set up your home office
• Promote your advertising agency by joining
local business associations in your area