Advertising agency

Advertising Agency Functions & D

1. Advertising agency T.GANESHAMOORTHI 19UR40

2. Meaning: 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.

3. DEFINEION The Association of Advertising Agencies of America ‘( AAAA)’ defines advertising agency as ‘ ’An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to fine customers for their goods and services.’’

4. FUNCTIONS RESEARCH FUNCTION PLANNING CREATIVE FUNCTIONS MEDIA SELECTION ADVERTISING BUDGET SALES PROMOTION NON-ADVERTISING FUNCTIONS PUBLIC RELATIONS

5. DEPARTMENTS ACCOUNT PLANS ACCOUNT SERVICES CREATIVE TEAMS MEDIA PLANNERS PRODUCTION RESEARCHERS

6. ACCOUNT PLANS The account executive is responsible for getting approved the media schedules, budgets and rough ads or story boards from the client. The biggest role of the account executive is keeping the agency ahead of the client through follow-up and communications

7. 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.

8. 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, computer programming and much more.

9. 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 .

10. PRODUCTION The production department, the ads created by the copywriter and art director would be nothing more than words and pictures . Ensures the TV commercial or print ad, etc,, gets produced . They are responsible for contracting external vendors .

11. RESEARCHERS Who assess a client’s market situation . Also are used to test creative ideas . Who measures whether the campaign reached its objectives .

12. Types of advertising agencies Full service agencies: It is a traditional advertising agency for clients whose basic promotional needs are satisfied. Specialist advertising agencies: It is for specialized services like medical, industrial, financial, retail, yellow pages, classified, travel etc. Limited service advertising agencies: It offers restricted advertising services. They normally offer either one or two services.

13. AGENCY-CLIENT RELATIONSHIP The Agency-Client relationship contains a dual responsibility It is essential to the growth and survival of the client’s and its corporate image

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

15. 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

16. 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

17. 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

18. 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

19. TOP INDIAN ADVERTISING AGENCIES SR INITIATIVES PVT LTI. VAIDEHI ENTERPRISES

20. LAWS OF ADVERTISING IN INDIA Truthfulness in Advertising The Dignity of Human person Advertising and Social responsibility Dying to be noticed

21. PUFFERY Refers to exaggerated claim of a product’s superiority or the use of subjective or vague statements that may not be literally true. DECEBTION is when the consumer is LED to believe something which is not true

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