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  • "Ad Agencies and Other Supporting Organizations.": Debashish Phukan NU/MN-06/10

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    Advertising agencies are independent service organizations that represent advertisers. They have skilled specialists like artists, writers, researchers, and photographers. Agencies provide services like account management, marketing research, creative development, and media planning and buying. There are two main types - full-service agencies that handle all aspects of advertising, and specialized agencies that focus on areas like creative or media. Full-service agencies plan, create, produce, and manage all marketing communications and promotions for clients. The top 10 advertising agencies in India are led by Ogilvy and Mather Ltd.

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    Add Agencies

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    Advertising agencies are independent service organizations that represent advertisers. They have skilled specialists like artists, writers, researchers, and photographers. Agencies provide services like account management, marketing research, creative development, and media planning and buying. There are two main types - full-service agencies that handle all aspects of advertising, and specialized agencies that focus on areas like creative or media. Full-service agencies plan, create, produce, and manage all marketing communications and promotions for clients. The top 10 advertising agencies in India are led by Ogilvy and Mather Ltd.

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    13 views15 pages

    "Ad Agencies and Other Supporting Organizations.": Debashish Phukan NU/MN-06/10

    Uploaded by

    Debashish Phukan
    Advertising agencies are independent service organizations that represent advertisers. They have skilled specialists like artists, writers, researchers, and photographers. Agencies provide services like account management, marketing research, creative development, and media planning and buying. There are two main types - full-service agencies that handle all aspects of advertising, and specialized agencies that focus on areas like creative or media. Full-service agencies plan, create, produce, and manage all marketing communications and promotions for clients. The top 10 advertising agencies in India are led by Ogilvy and Mather Ltd.

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    of 15

    Ad Agencies and other supporting organizations.

    Presented by:

    Debashish Phukan NU/MN-06/10

    The key players in advertisement.

    Advertiser (Client)

    Advertising Agency

    Media Organizations

    The suppliers

    Advertising agencies
    They are independent service organizations. Representatives of the advertisers.

    An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients.

    Ad Agencies Have Skilled Specialists

    Artists

    Writers

    Researchers

    Photographers

    Media Analysts

    Other Skills

    Services Provided by Agencies


    Agency Services
    Account Service
    The link between agency and client Managed by the Account Executive

    Marketing Services
    Research department may design and execute research programs

    Creative Services
    Creation and execution of ads Copywriters, artists, other specialists

    Media department may analyze, select and contract media resources

    Types of Ad agencies

    Full-Service Agencies

    Specialized Agencies

    Full-Services Agencies
    Planning advertising

    Creating advertising
    Producing advertising Strategic market planning

    Full Range of Marketing Communication and Promotion Services

    Performing research Selecting media

    Package design

    Sales promotion and training


    Trade show materials

    Non-Advertising Services

    Public relations and publicity

    The Role of Creative Boutiques

    Creative Boutiques

    Provide Only Creative Services

    Full-Service Agencies May Subcontract With Creative Boutiques

    Media Buying Can Be Specialized


    Media Buying Services

    Specialize in Buying Media, Especially Broadcast Time

    Agencies and Clients Develop Media Strategy

    Media Buying Organizations Implement the Strategy and Buy Time and Space

    Other supporting organizations/suppliers

    Marketing research companies. Jingle production houses.

    Graphics designing firms.


    Photography director. Actors & actresses.

    Methods of Agency Compensation


    Commissions Method Cost-Plus Percentage Charge Agreements

    Compensation Methods
    Fee Arrangements Incentive-Based Payment

    Top 10 Advertising Agencies, India

    1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

    Ogilvy and Mather Ltd. Mudra communications Pvt. Ltd. Lintas India Pvt. Ltd JWT (Hindustan Thompson Associates Pvt. Ltd.) FCB-Ulka advertising Pvt. Ltd Rediffusion DY&R Pvt. Ltd RK Swamy BBDO Pvt. Ltd McCann-Ericsson India Ltd Leo Burnett Grey worldwide (India) Pvt. Ltd

    Cadbury 5 star

    Creative: Ogilvy and Mather Ltd. (India). Media Selection: Carat IndiaMedia Independent

    References
    Books: Wells, Moriarty & Burnett (2009): Advertising Principles & Practice: Pearson Sherlekar. S.A (1997): Marketing Management: HPH Batra. R, Myers.J.G & Aaker.D.A (2012) : Advertising Management : Pearson Chunawalla.S.A (2010): Advertising Sales & Promotion Management: HPH

    Internet:
    http://www.youtube.com/watch?v=65ilZ8esAUs (13/03/2012 21:50)

    Thank You

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