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Advertising

Macro view
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The Functions Of An Advertising Agency


But Advertising Agencies Are Not Magicians

For advertising to be successful, it is essential that the service or product must be superior or meaningfully different; certainly, at the very least it must be satisfactory. If it is a public message, then it must be a credible proposition.
No advertising agency can ever succeed in selling something which the public will not accept. It is therefore, necessary to understand the customers needs and match them with a promise or a message about the products performance.
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The Functions Of An Advertising Agency

India is such a diverse country, with widely varying cultural and socio economic lifestyles, and so many languages, no company or body can possibly collect and process all this data, except by setting up a separate department at considerable costs.
To create effective advertising such a department would need experts in research, planning, copywriting, art, photography, designing, etc.

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Account Management

Account Management is the link between the agency and its client and serve as liaison. The Account Executive is responsible for understanding the advertiser's marketing and promotion needs and interpreting them to agency personnel. They coordinate the agency efforts in planning, creating and producing ads. The Account Executive also presents agency recommendations and obtain clients approvals.

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Account Management

Within Account Management there are two divisions one is Client Servicing and the other one is Account Planning The Client Servicing is more of Brand Management work where as Planning is more of research work in understanding the consumers

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Creative Services

Creative Services is responsible for the creation and execution of the advertisements. Copy writers are the one who conceives ideas and write the headline, subhead and body copy.

The copy department is responsible for what the message says, the art department is responsible for how the ad looks.
Members of the creative department work as a team together to develop ads

Hierarchy Media
Media Director

Media Planning

Media Buying

Media Manager-Planning

Media Manager-Buying
Media Supervisor/Media Executive

Media Supervisor/Media Executive

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Media Department

The media department of an agency analyses, selects and contracts for the space or time in the media that will be used to deliver the clients advertising message. The media department is expected to develop a media plan that will reach the target market and effectively communicate the message in a cost effective manner.

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Media Department

The Media department reviews information on demographics, magazines and newspapers readership, radio listenership and consumer TV viewing patterns to develop an effective media plan. The media department is becoming an increasingly important part of the agency business. An agencys ability to negotiate prices and effectively use the vast array of media vehicles as well as other sources of customer contact is becoming as important as its ability to create ads.
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Hierarchy - Production
Production
Print Production Manager Production Executive Film
Film Production Manager

Film Production Executive