You are on page 1of 24

PRESENTETION ON

ADVERTISING ORGANISATION

PRESENTED BY

DAKHARA ISHWAR
What is advertising ?

The American marketing
association Chicago defines

“advertisement is any paid form of
non personal presentation of idea,
goods & services by an identified
sponsor”.
Why advertisements??

 To attract

 To distract

 This is modernity
Setting the object
Five M’S
 Mission: what are the advertising
objectives?
 Money: how much money can be spend?
 Message: what message should be send?
 Media: which media should be used?
 Measurement: how should the result be
evaluated?
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.
 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.
Conti……

 An agency can also handle overall marketing and
branding strategies and sales promotions for its
clients.
 Typical ad agency clients include businesses and
corporations, non-profit organizations and
government agencies
 Agencies may be hired to produce an advertising
campaign
Ad Agencies Have Skilled Specialists

Artists
Artists Writers
Writers Researchers
Researchers

Photographers
Photographers Media
Media Analysts
Analysts Other
Other Skills
Skills
Criteria for Selecting an Agency

1. Ability of agency to cover relevant
markets.
2. Quality of agency work.
3. Market research, public relations, and
other services offered by the agency.
4. Relative roles of company advertising
department and strategy.
5. Level of communication and control
desired by company.
Criteria for Selecting an Agency

6. Ability of agency to coordinate
international campaign.
7. Size of company’s international business.
8. Company’s desire for local versus
international image.
9. Company organizational structure for
international business and marketing
(centralized versus decentralized).
10. Company’s level of involvement with
international operations.
Organization of an ad agency
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

 In House agencies

 Creative Boutiques

 Mega agencies

 The Specialists Agency
Full-Services Agencies

Planning
Planning
Planning
Planning
advertising
advertising Performing
Performing
advertising
advertising
research
research

Creating
Creating Full
Full services
services
advertising
advertising agencies
agencies

Producing
Producing
advertising
advertising Selecting
Selecting media
media
In-House Agencies

+ Positive - Negative

Cost
Cost Less
Less
Savings
Savings Experience
Experience

The
The
More
More Less
Less
Control
Control
In-house
In-house Objectivity
Objectivity
Agency
Agency

Better
Better Less
Less
Coordination
Coordination Flexibility
Flexibility
Most No Fear advertising is done by their
in-house agency

+
The Role of Creative Boutiques

Creative
Creative Provide
Provide Only
Only Creative
Creative Services
Services
Boutiques
Boutiques

Full-Service
Full-Service Agencies
Agencies May
May
Subcontract
Subcontract With
With Creative
Creative
Boutiques
Boutiques

Other
Other Functions
Functions Provided
Provided by
by
the
the Internal
Internal Client
Client Departments
Departments
Coca Cola’s in-house boutique
created this popular spot

+
Structuring The Ad Agency

Chief executive

Client group I Client group II Client group III Client group IV

Account
Creative services Media services Support service
management
Methods of Agency Compensation
Commissions
Commissions
Method
Method

Cost-Plus
Cost-Plus
Agreements
Agreements

Compensation
Compensation Percentage
Percentage
Methods
Methods Charges
Charges

Fee
Fee
Arrangements
Arrangements

Incentive-Based
Incentive-Based
Payment
Payment
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Compensation of Ad Agency

 Media commission (15%)

 Mark – up (17.65%)

 Fees
- Fees commission

 Incentives – based / performance based
compensation
Top 10 Advertisement Agency Of India

 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
Advertising Strategy and Goals

 • Marketing problems require careful
marketing research and
 thoughtful and creative advertising
campaigns in country, regional,
 and global markets, respectively.
 • Increased need for more
sophisticated advertising strategies.
 • Balance between standardization of
advertising themes and
 customization.