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..   .
..
.
Ad Agency:
An ad agency is a service organization that specialize in planning
  & executing advertising programme for its client.

“The standard directory of Advertising Agencies”

It is the most comprehensive directory in the world, segmented
    according to the size of industries. Approx 15,000 US &
    international agencies listed in it.
.
. Top ad agencies(World):
Lintas, Y & R, Ogilvy & Mather, Grey worldwide

Top ad agencies(India):
Mudra Communication, Madison, Leo Burnet,
  Satchi & satchi
The role of an ad agency:
An organization hire ad agency because of following reason
Service of highly skilled individuals

• Specialize in their respective field
• They have good bunch of artist, writer, Media analyst,
  Researcher
• All person have specific knowledge skill & Experience
• Specialized in particular domain
• They can provide object view point, not related to
  company politics & unbiased
• Experience in working in diverse set of marketing field.
Chap 4,role of ad agency
Types of Ad agency:
It can be from one man to big organization.
   Broadly it is of 4 types

• Full-Services Agencies
• Creative Boutiques
• Media Buying Services
Board of
                                                          directors

                                                          President


                      VP creative          VP account                 VP marketing
                                                                                                  VP management
                       services             services                    services
                                                                                                    and finance

  Writers          TV            Print      Account      Media         Research        Sales
Art directors   production    production   supervision                               promotion

                        Traffic            Account
                                           executive
                                                                                       Office                   Finance
                                                                                     management


                                                                                                   Accounting


                                                                                     Personnel
Account Service :Most important division of Ad
  agency

• Link between ad agency & Clients
• Understand advertiser’s marketing & Promotion
  needs &interpret to ad agency
• Coordinates agency effort in planning, creating
  & producing ads
• Present agency recommendations & obtain
  client approval
.
.
    Ideal Person:

    • Strong Analytical skill
    • Strong marketing background
    • Understanding all phase of marketing
Chap 4,role of ad agency
Marketing Service:
This dep't of ad agency play vital role & understand
  the target audience of customer. Three different
  services comes under marketing services
• Research Department
• Media Department
• Sales Promotion Department
Research Department:
• Gather, analyze & interpret information for
  developing advertising
• Design & Conduct MR for effectiveness of
  present ad
• Data can be obtain by primary as well
  secondary
.
.
    Media Department:
    •   Analyze, selects, & contracts for space or time in media
    •   Responsible for deliver client’s advertisement.
    •   Develop media plan effectively as cost of the ad depends on it
    •   Develop the plan for right target audience
    •   The person should have through knowledge of space, slot, time,
        Reach & their rates

    Sales & Promotion:
    Some Ad agency also do sales & promotion activity
Research Department:
Creative service:
• Create & Execute the advertisement
• Determine the basic appeal or theme of ad
• Prepare rough initial layout for approval
 Three different services comes under it.
• Writer & Art Directors
• TV Production
• Print Production
.
.
     Three different services comes under it.
    • Writer & Art Directors
    • TV Production
    • Print Production
Chap 4,role of ad agency
Writer & Art Directors
Writer
• Responsible for conceive the ideas for ad
• Write headlines, Subheads, & body copy
• They also known as copywriter
Art Directors:
• Responsible for look of the ad
• For print ad art director & Graphic designer prepare layout
• For TV ad this layout is known as Storyboard(sequence of
   film in still form)
All members of writers & art directors work under the
   watchful eyes of creative director
.
. Art Directors:
 • Responsible for look of the ad
 • For print ad art director & Graphic designer
   prepare layout
 • For TV ad this layout is known as
   Storyboard(sequence of film in still form)
 All members of writers & art directors work
   under the watchful eyes of creative director
Production Dept:
• Give the ad into actual shape
• Basically this dept is outsourced
The Role of Creative Boutiques
                         .
.Creative
                         Provide Only Creative Services
Boutiques


                         Full-Service Agencies May Subcontract
                         With Creative Boutiques



                         Other Functions Provided by the
                         Internal Client Departments
.
. Creative Boutiques:
Like: Vyas Gianneti Creative:
Client: Aditya Birla Group, Godfrey Philips, BBC
  world, ICL, Tata group
Chap 4,role of ad agency
Media Specialist Company::
• These companies are specialize in buying of
  media, particularly radio & television time
• They are specialize in analyze & purchase of
  advertisement time & space
• Receive good discount as they buy space & time in
  large amount
• Came in the main frame as the viewers have been
  increased dramatically.
Media Buying Can Be Specialized
                        .
. Media Buying          Specialize in Buying Media, Especially
Services                Broadcast Time



                        Agencies and Clients Develop Media
                        Strategy



                        Media Buying Organizations Implement
                        the Strategy and Buy Time and Space
Agency Compensation:
Agencies are typically compensated in three ways
• Commissions: Usually 15% & 2% in cash
• Some type of fee arrangement:
    Fee Arrangement
    Cost Plus Agreement
    Incentive based Compensation
• Percentage Charges
Evaluating Agencies:
Basically the relation between client & agencies are
   depend on the performance, bt in some case it
   also long term prospect as well short term.
Like:
General Electric:: BBDO worldwide for (80 yrs)
Marlboro:: Leo Burnett(50 yrs)
McDonald’s::DDB worldwide(37 yrs)
Chap 4,role of ad agency
Reason for loosing Client:
• Poor performance or services:
• Poor Communication:
• Unrealistic demand by the client:
• Personality Conflict:
• Change in Size:
• Conflicts of interest of Clients:
• Changing strategy of client:

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Chap 4,role of ad agency

  • 1. .. . .. .
  • 2. Ad Agency: An ad agency is a service organization that specialize in planning & executing advertising programme for its client. “The standard directory of Advertising Agencies” It is the most comprehensive directory in the world, segmented according to the size of industries. Approx 15,000 US & international agencies listed in it.
  • 3. . . Top ad agencies(World): Lintas, Y & R, Ogilvy & Mather, Grey worldwide Top ad agencies(India): Mudra Communication, Madison, Leo Burnet, Satchi & satchi
  • 4. The role of an ad agency: An organization hire ad agency because of following reason Service of highly skilled individuals • Specialize in their respective field • They have good bunch of artist, writer, Media analyst, Researcher • All person have specific knowledge skill & Experience • Specialized in particular domain • They can provide object view point, not related to company politics & unbiased • Experience in working in diverse set of marketing field.
  • 6. Types of Ad agency: It can be from one man to big organization. Broadly it is of 4 types • Full-Services Agencies • Creative Boutiques • Media Buying Services
  • 7. Board of directors President VP creative VP account VP marketing VP management services services services and finance Writers TV Print Account Media Research Sales Art directors production production supervision promotion Traffic Account executive Office Finance management Accounting Personnel
  • 8. Account Service :Most important division of Ad agency • Link between ad agency & Clients • Understand advertiser’s marketing & Promotion needs &interpret to ad agency • Coordinates agency effort in planning, creating & producing ads • Present agency recommendations & obtain client approval
  • 9. . . Ideal Person: • Strong Analytical skill • Strong marketing background • Understanding all phase of marketing
  • 11. Marketing Service: This dep't of ad agency play vital role & understand the target audience of customer. Three different services comes under marketing services • Research Department • Media Department • Sales Promotion Department
  • 12. Research Department: • Gather, analyze & interpret information for developing advertising • Design & Conduct MR for effectiveness of present ad • Data can be obtain by primary as well secondary
  • 13. . . Media Department: • Analyze, selects, & contracts for space or time in media • Responsible for deliver client’s advertisement. • Develop media plan effectively as cost of the ad depends on it • Develop the plan for right target audience • The person should have through knowledge of space, slot, time, Reach & their rates Sales & Promotion: Some Ad agency also do sales & promotion activity
  • 15. Creative service: • Create & Execute the advertisement • Determine the basic appeal or theme of ad • Prepare rough initial layout for approval Three different services comes under it. • Writer & Art Directors • TV Production • Print Production
  • 16. . . Three different services comes under it. • Writer & Art Directors • TV Production • Print Production
  • 18. Writer & Art Directors Writer • Responsible for conceive the ideas for ad • Write headlines, Subheads, & body copy • They also known as copywriter Art Directors: • Responsible for look of the ad • For print ad art director & Graphic designer prepare layout • For TV ad this layout is known as Storyboard(sequence of film in still form) All members of writers & art directors work under the watchful eyes of creative director
  • 19. . . Art Directors: • Responsible for look of the ad • For print ad art director & Graphic designer prepare layout • For TV ad this layout is known as Storyboard(sequence of film in still form) All members of writers & art directors work under the watchful eyes of creative director
  • 20. Production Dept: • Give the ad into actual shape • Basically this dept is outsourced
  • 21. The Role of Creative Boutiques . .Creative Provide Only Creative Services Boutiques Full-Service Agencies May Subcontract With Creative Boutiques Other Functions Provided by the Internal Client Departments
  • 22. . . Creative Boutiques: Like: Vyas Gianneti Creative: Client: Aditya Birla Group, Godfrey Philips, BBC world, ICL, Tata group
  • 24. Media Specialist Company:: • These companies are specialize in buying of media, particularly radio & television time • They are specialize in analyze & purchase of advertisement time & space • Receive good discount as they buy space & time in large amount • Came in the main frame as the viewers have been increased dramatically.
  • 25. Media Buying Can Be Specialized . . Media Buying Specialize in Buying Media, Especially Services Broadcast Time Agencies and Clients Develop Media Strategy Media Buying Organizations Implement the Strategy and Buy Time and Space
  • 26. Agency Compensation: Agencies are typically compensated in three ways • Commissions: Usually 15% & 2% in cash • Some type of fee arrangement: Fee Arrangement Cost Plus Agreement Incentive based Compensation • Percentage Charges
  • 27. Evaluating Agencies: Basically the relation between client & agencies are depend on the performance, bt in some case it also long term prospect as well short term. Like: General Electric:: BBDO worldwide for (80 yrs) Marlboro:: Leo Burnett(50 yrs) McDonald’s::DDB worldwide(37 yrs)
  • 29. Reason for loosing Client: • Poor performance or services: • Poor Communication: • Unrealistic demand by the client: • Personality Conflict: • Change in Size: • Conflicts of interest of Clients: • Changing strategy of client: