Advertising agency

An advertising agency or ad agency is a

service business dedicated to creating,
planning and handling advertising for its
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.
Clients
Typical ad agency clients include businesses
and corporations,
 non-profit organizations
 government agencies.
 Agencies may be hired to produce an

advertising campaign
People Involved in Media Selection

Media Buyer

Media Planner

Account
Creative
Executive
Client

8-3
Advertising Agency Organization

Creative Services
 Develop advertising
copy and campaigns
Media Services  Copywriters,

production people,
and creative
Research Services directors

Account Management
Print Copy
 Headlines
 Body Copy
 Slogans
Headline
 News Headline
 Benefit Headline
 Emotional Headline
 Curiosity Headline
 Slogan Headline
Headline Vs. Tagline
 A headline is used as the main callout in a
print or web page advertisement. It's usually
the largest and first words at the top of the
ad.

A tagline is a company or product slogan or

benefit phrase that accompanies the
business/product name.
Gratitude is a Powerful
So simple yet so delicious
Think Different
Body copy
 It forms the body of the advertisement from visual
elements, Headlines & Captions
 Body copy has many formats:
 Narrative copy-Uses a story
 Straight –Line copy-Starts from where the headline
has left off.
 Dialogue copy-Has a conversation between the
characters
 Monologue Copy-Carries what one character says
 Picture & Caption Copy-Relies on visuals to
narrate the stories
Like crazy since it came
Slogan
 It is a catchy sentence or Phrase which is easy
to remember. It is used by Copywriter
continuously for the sake of establishing it.
 Ex:
 “If it is Philips, you can be sure”
Advertising Agency Organization

Creative Services
 Selecting the best
advertising media
Media Services  Media planners

develop overall
media strategy
Research Services  Media buyers

procure the selected

Account Management
media
Advertising Agency Organization

Study clients’
Creative Services


customers’ buying
habits, purchase
preferences, and
Media Services

responsiveness
Research Services  Focus groups, mall

intercepts, acquisition
of syndicated research
Account Management data
Advertising Agency Organization

Link the agency with

Creative Services


the client
 Act as liaisons so
Media Services
that the client does
not need to interact
Research Services directly with several
different service
departments and
Account Management specialists
Memorable Advertising

Apple Computer’s “1984” TV Commercial

Media Commission
 Is an amount paid by the media to an
advertising agency which has brought space
& time for its client
Agency Compensation

• Media Commissions

Three
Sources
Mark-up fees

• Incentive based /Performance based