Professional Documents
Culture Documents
Ad Agencies
Ad Agencies
Creating
advertising
Producing
ads
Selecting
Media
Performing
Research
Provides only
Creative Services
Creative Boutiques Tie up with
freelancers
1) Creativity of an agency
2)Services Offered by an agency
4) Market standing
RELATIONSHIP
Proper MUTUAL
rapport UNDERSTA
between the NDING
representati AND
ves
TRUST
SUGGESTIO
NS FOR
THE CLIENT
AND THE
AGENCY
Work
sincerely
and
honestly
CLIENT TURNOVER
• When an advertiser leaves one agency and
shifts to another agency it is termed as client
turnover
REASONS FOR CLIENT TURNOVER
REASONS FOR CLIENT TURNOVER
1. Absence of profitable/ result oriented services
2. Use of new media
3. Absence of cordial relations
4. Lack of confidence
5. Inadequate services
6. Change in personnel
7. High rates
8. Entry of new ad agency
MEASURES FOR AVOIDING CLIENT
TURNOVER
• Provide quality services
• Ensure timely delivery
• Sound allocation of funds
• Fulfill client’s expectations
• Non- advertising activities
• Understanding clients business goals
• Connect on a personal level
• Proper understanding
• Trust dominating
• Relationship supreme
CREATIVE PITCH
• Relates to agency selection
• Ad agency pitch can be of four types:
Agency credential pitch
Strategy pitch
Creative pitch
IMC pitch
Steps involved in preparing creative pitch
1. To locate clients
2. To fix the meetings with the client
3. To outline the scope of work
4. To present details of the pitch
5. To finalise the deal
AGENCY COMPENSATION
1. Commission method
2. Fee payment method
3. Agency charges method
4. Cost plus system
5. Performance based compensation
CAREERS IN ADVERTISING
• Ad agencies
• Account management
• Account planning
• Creative department
• Media planning and operations
• Production department
• Market research
• Provision of other services
SKILLS REQUIRED FOR A CAREER IN
ADVERTISING
• Communication skills
• Sales skills
• Web skills
• Creative skills
• Social skills
• Analytical skills
• Adapting skills
FREE LANCING CAREER OPTION
• Production houses
• Research and allied fields
Printing
Graphics and animation
Modelling
dubbing
Functions of an ad agency
• Selection of prospect/ Client servicing
• Advertising Planning
• Creative function
• Production function
• Client approval
• Media planning and buying
• Marketing functions
• Research function
• Accounting function
• Coordination with client
THANKING YOU