Presentation on theme: " It is a firm that------ 1. Creates new promotional ideas 2. Designs print, radio, television & internet advertisements 3. Books advertisement space."— Presentation transcript:
It is a firm that------ 1. Creates new promotional ideas 2. Designs print, radio, television & internet advertisements 3. Books advertisement space & time 4. Plans & conducts ad campaigns 5. Conducts research & surveys
It is an independent organization that provides one or more specialized advertising & promotion related services to assist companies in developing, preparing, & executing their advertising & other promotion programs An ad agency is a service provider that works for clients to create an effective & goal oriented advertising campaign aimed at representing the company positively in the eyes of its target customers
develop an advertising plan prepare a creative strategy create advertising executions develop and implement a media plan handle billing and payments
Full Service Agency : As the name suggests, it provides a whole range of services to clients, both advertising & non-advertising A full service agency is composed of the following functional areas---- 1. Account Management 2. Creative 3. Media Planning 4. Finance & Administration 5. Research
Liaison between agency & client Understanding client’s business Understanding client’s marketing needs Presenting client’s point of view to the agency
the creative department is responsible for creating and producing the print and broadcast advertising, website designing, copy writing etc.
It has two main functions---planning & buying The buying group handles media negotiations and implementation The planning group deals with media placements
There is an administrative head who takes charge of functions such as finance, accounting, HR & Office management & Legal services Research department gathers & analyses data Determine consumer needs/perceptions advise how ads can meet strategic goals help find solutions
Modular Agencies/ A la carte agencies: It is a full service agency that sells its services on a piece meal basis It is also known as a la carte because it can be ordered according to client’s choice In-House Agencies: The companies which prefer to have closer control over advertising, have their own in-house agency
Specialist Advertising Agency: There are some agencies who undertake advertising work only in certain areas Creative Boutiques: These are agencies that provide only creative services such as copy writing, artwork etc.