Structure of the

Advertising and
Promotions World

1
Players in the Advertising World

 Advertisers: Govt, versus Private

 Product versus Services
 Multinational versus National

2
 Agency Pitch

 Credentials Pitch
 Strategy Pitch
 Creative Pitch
 IMC Pitch

3
 Types of Ad Agencies

 Multinational/National/Regional
 Big/Medium/Small
 Niche

4
 Other Players

 Media
 Freelancers
 Third Parties

5
 Target Audience

 Primary
 Secondary
 Defined by Demographics/Psychographics
 Socio-Economic Classification

6
 Regulatory Bodies

 The Government
 Indian Newspaper Society
 Indian Broadcasting Federation
 Advertising Standards Council of India

7
Advertising Agency Departments

 Client Servicing/Account Planning

 Creative( Art/Copy)
 Media ( Planning/Buying)
 Studio Operations
 Production
 HR
 Finance/Legal/Admin.

8
 Agency Compensation

 Commission Based
 Fee Based

9
 Agency Evaluation

 Evaluation of Capabilities
 Strategy
 Creative
 Media

10
 Specialised Services
 Direct Response Agencies
 Sales Promotion Agencies
 Public Relation Firms
 Event Marketing Agencies
 Interactive Agencies
 Collateral Services
 Market Research Agencies

11