Advertising agency, role and types

ad agency

1. ADVERTISING AGENCY

2. Definition of advertising In 1948, an American Marketing Association developed a definition which says, ‘Advertising is any paid form of non-personal presentation and promotion of idea, goods and services by an identified sponsor .’

3. Advertising Agency An  advertising agency  or  ad agency  is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients . An Advertising Agency or ad 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.

4. According to American Association of Advertising “An advertising agency is an independent organization of creative people and business people who specialize in developing and preparing market plans, advertisements, and other promotional tools”.

5. why advertising agency The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc. The agencies make optimum use of these people, their experience and their knowledge. They work with an objective and are very professionals. Hiring them leads in saving the costs up to some extent.

6. Role of Advertising agencies Creating an advertise on the basis of information gathered about product Doing research on the company, product and target consumers. Creating an appealing and innovative advertisement. Planning regarding type of media to be used, when & where to be used, and for how much time. Taking the feedbacks from the clients as well as the target consumers and then deciding the further line of action handle billing and payments integrate other marketing communications

7. Types of Advertising Agencies Full Service Agencies Large size agencies. Deals with all stages of advertisement such as copywriting, artwork, production of ads, media planning etc. Different expert people for different departments. Starts work from gathering data and analyzing and ends on payment of bills to the media people.

8. In House Agencies This type of agency is owned by the advertiser. Big organization prefers these types of agencies which are in built and work only for them . it is as good as full service agencies. It performs almost all functions that an outside full service dos.

9. Interactive agencies Modernized modes of communication are used. Uses online advertisements, sending personal messages on mobile phones, etc. The ads produced are interactive, having new concepts and very innovative.

10. Creative Boutiques Small sized agencies with their own copywriters, directors, and creative people. No other function is performed other than creating actual ads. The specialized creative functions include copy writing, artwork and production of advertisement. Most of them convert into a full service agency or merge with other agencies to provide a wide range of services. These are shop agencies that provides only creative functions and not full-service.

11. Specialist Advertising Agencies There are some agencies who undertake advertising work only in certain areas. There are agencies that specialize only in financial services. Buys place for advertise and sells it to the advertisers. Sells time in which advertisement will be placed. Schedules slots at different television channels and radio stations. Finally checks whether the ad has been placed at opted time and place or not.

12. advantages of using an Advertising Agency 1. They have the ability to buy media in bulk at rates that a single business cannot obtain. 2. They are educated as to the best times and places to run ads to reach your target consumer, ultimately minimizing wastage 3. They can help you to fine tune your target consumer so that the message is designed to reach those you want to reach. 4. Easily Administered

13. Disadvantages of using an Advertising Agency A main disadvantage of using an advertising agency would be the communication factor. If an agency does not communicate or relay it's clients goals and creative wishes properly problems can occur. Another disadvantage is media buying discounts. You may not be able to take full advantage because of commission barriers.

14. Examples of Top Advertising Agencies Ogilvy & Mather - Hutch (Vodafone), Cadbury, Asian Paints and Fevicol .   JWT , J Walter Thompson- Nestle, Bayer, Ford, Nokia and Unilever. Mudra Communication- Neutrogena, HBO, Philips, Reliance NetConnect , Big Bazaar. FCB Ulka Advertising Ltd- Tata Indicom, Whirlpool, Zee Cinema, Santoor , Sunfeast and Amul. Grey Worldwide (I) Pvt . Ltd- Hero Honda, Maruti Suzuki, Nestle, Ambuja Cement, UTV, P&G and Godrej .

15. Thank You