Professional Documents
Culture Documents
Advertising Agency
Advertising Agency
Plans the ad campaign and prepares an ad budget. budget. In smaller org., creates and produce ad. org. ad. In larger org., interacts with the account org. executive of an ad agency also prepare sales promotional materials. materials. Handles admin department. department. CoCo-ordinates with operation and marketing dept to facilitate the working of the sales dept. dept. Supervises the promotional activity and evaluates the result. result.
Advertising Agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government nonagencies Agencies may be hired to produce an advertising campaign
Organization of an ad agency
Chief executive
Account manager
Creative director
Media manager
Support service
Admin manager
Copy writers
production
Marketing research
Human resources
art
Sales promotions
traffic
Media buyers
Functions of an ad agency
Understand the product, technology, market Understand the methods of distribution and selling Assess the different media for conveying the message Prepare an advertising plan Mutually beneficial partnership with agencies and advertiser
Selection Of An Ad Agency
Well Known Creativity Sound Track Record Account Executive Accounts they handles Personal Equation Ability and presentation Unique Considerations
Types of ad agencies
Full Service Agencies Modular agencies In House agencies Creative Boutiques Mega agencies The Specialists Agency
Client group I
Client group II
Client group IV
Account management
Creative services
Media services
Support service
Compensation of Ad Agency
The agency avoids advertising a close substitute competing product. The client, too, product. avoids engaging the services of another competing agency Agency receive green signal form clients Agency keeps the media commission for itself, and the client undertakes to foot the bill promptly If media grant and cash discount, it is passed on to the client The agency is not taken to task for media lapses in terms of scheduling, positioning etc
International alignments may cause a changes Management changes Product conflicts with mergers, takeovers or new product introductions disappointment with each other Brand failures
Agency alone responsible for payment to the media Agency does not allow any cut from the commission received from the media to go the client Media do not discriminate amongst the agencies dealt with and follow a uniform policy for all the agencies Media do not alter the adverting material without the prior consent of the agency
Adbur Pvt Ltd Akshara Advertising Mudra communication ltd Chaitra Leo Burnett Pvt Ltd Contract Advertising (India) Ltd Crayons Advertising and Marketing Pvt Ltd Creative Advertising Enterprise Nexus Communications Pvt. Ltd Euro RSCG Advertising Pvt Ltd Everest Integrated Communications Limited