ADVERTISING AGENCY

MONEEBA
Iftikhar
 ADVERTISING
An advertising agency AGENCY to
is a service business dedicated
creating, planning and handling advertising (and sometimes
other forms of promotion) for its clients

 An Advertising Agency is a service provider that works for

clients to create an effective and goal oriented advertising
campaign aimed at representing the Company positively in
the eyes of its target customers.

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FUNCTIONS
 RESEARCH FUNCTION
 PLANNING
 CREATIVE FUNCTIONS
 MEDIA SELECTION
 ADVERTISING BUDGET
 SALES PROMOTION
 NON ADVERTISING FUNCTIONS
 PUBLIC RELATIONS

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
DEPARTMENTS
ACCOUNT SERVICES
 CREATIVE TEAMS
 MEDIA PLANNERS
 PRODUCTION
 RESEARCHERS

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 ACCOUNT SERVICES
 Most important department.
 Taking all major decisions related to a client.
 Responsibilities include locating and negotiating to acquire
clients.
 Works closely with the client to develop advertising strategy.

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 CREATIVE TEAM
 The principle role is to manage the overall advertising
campaign for a client.
 Generating ideas, designing concepts and creating the final
advertisement.
 Consists of specialists in graphic design, film and audio
production, copywriting, computer programming, and much
more.

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 MEDIA PLANNERS
Understanding the nuances of different media.
 Looks for the best media match for a client and also
negotiates the best deals.
 Media purchased based on advertisement.
 Placing ads in appropriate media.

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
PRODUCTION
Without the production department, the ads created by the
copywriter and art director would be nothing more than
words and pictures on paper.
 Ensures the TV commercial or print ad, etc., gets produced.
 They are responsible for contracting external vendors.
 They are involved in every aspect of a project, from the initial
to delivery.

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 RESEARCHERS

 who assess a client’s market situation.

 Also are used to test creative ideas.
 Who measures whether the campaign reached its objectives.

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 AD AGENCY - TYPES
 FULL SERVICE AGENCIES.
 CREATIVE BOUTIQUES.
 IN HOUSE AGENCIES.
 SPECIALIST AD AGENCIES.

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 FULL SERVICE AGENCIES
 A full service agency is one that provide a direct relation to
the Copyright, Artwork, Ad production, Media planning etc.
 Involved in planning, creating, producing advertisements,
performing research and selecting media.
 Also provide non-advertising related services including
strategic market planning, direct market promotion
programs.

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 CREATIVE BOUTIQUES
Specialize in "creative" or design-based business models.
 The specialized creative functions include copy writing,
artwork and production of ads.
 basic interest is in the creation of the advertisement or
branding.
 merge with other agencies to provide a wide range of
services.

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 SPECIALIZED AGENCIES
 These agencies specialized in a particular activity of the
whole communication process.
 They may specialize in certain functions, audiences or
industries or in a marketing communication area.
 These type of agencies may serve one client only.

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 IN-HOUSE AGENCIES
 An In-House agency is a team within a company
 Focuses on selling the company's product.
 They will handle all aspects of the brand.

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 ADVANTAGES
 They have the ability to buy media in bulk at rates that a
single business cannot obtain.
 They are educated as to the best times and places to run ads
to reach your target market, ultimately minimizing wastage.
 They can help you fine tune your target market so that the
message is designed to reach those you want to reach.
 Easily Administered.

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 The communication factor.
DISADVANTAGES
 The media buying discounts you may not be able to take full
advantage of due to commission barriers within an agency.

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 EXAMPLES….
 Ogilvy & Mather- Vodafone, Cadbury, and Fevicol.
 JWT (J Walter Thompson)- Nestle, Ford and Nokia.
 Mudra Communication- HBO, Philips, Big Bazaar.
 FCB Ulka Advertising Ltd- Whirlpool, Santoor, and amul.
 Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki.

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? ??

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THANK
YOU..!

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