Chap 4roleofadagency 130115072838 Phpapp02

7/27/2019 Chap 4roleofadagency 130115072838 Phpapp02

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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.


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. Top ad agencies(World):

Lintas, Y & R, Ogilvy & Mather, Grey worldwide

Top ad agencies(India):

Mudra Communication, Madison, Leo Burnet,

Satchi & satchi


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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.


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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


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WritersArt directors

TVproduction

Traffic

Printproduction

VP creative

services

Account

executive

Accountsupervision

VP account

services

Media Research Sales

promotion

VP marketing

services

Personnel

Accounting

FinanceOffice

management

VP management

and finance

President

Board of

directors


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Account Service :Most important division of Adagency

Link between ad agency & Clients

Understandadvertisers marketing & Promotionneeds &interpret to ad agency

Coordinates agency effort in planning, creating

& producing ads Present agency recommendations & obtain

client approval


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Ideal Person:

Strong Analytical skill

Strong marketing background

Understanding all phase of marketing


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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


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Research Department:

Gather, analyze & interpret information for

developing advertising Design & Conduct MR for effectiveness of

present ad

Data can be obtain by primary as wellsecondary


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.Media Department: Analyze, selects, & contracts for space or time in media

Responsible for deliverclients 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


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Research Department:


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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


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Three different services comes under it.

Writer & Art Directors TV Production

Print Production


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Writer & Art DirectorsWriter

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 offilm in still form)

All members of writers & art directors work under thewatchful eyes of creative director


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. Art Directors:

Responsible for look of the ad

For print ad art director & Graphic designerprepare 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


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Production Dept:

Give the ad into actual shape

Basically this dept is outsourced


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The Role of Creative Boutiques

Creative

BoutiquesProvide Only Creative Services

Full-Service Agencies May Subcontract

With Creative Boutiques

Provide Only Creative Services

Full-Service Agencies May Subcontract

With Creative Boutiques

Other Functions Provided by the

Internal Client Departments


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. Creative Boutiques:

Like: Vyas Gianneti Creative:

Client: Aditya Birla Group, Godfrey Philips, BBCworld, ICL, Tata group


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Media Specialist Company::

These companies are specialize in buying ofmedia, particularly radio & television time

They are specialize in analyze & purchase ofadvertisement time & space

Receive good discount as they buy space & time in

large amount

Came in the main frame as the viewers have beenincreased dramatically.


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.Specialize in Buying Media, Especially

Broadcast Time

Agencies and Clients Develop Media

Strategy

Agencies and Clients Develop Media

Strategy

Specialize in Buying Media, Especially

Broadcast Time

Media Buying Can Be Specialized

Media Buying

Services

Media Buying Organizations Implement

the Strategy and Buy Time and Space


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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


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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)

McDonalds::DDB worldwide(37 yrs)


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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:

Chap 4roleofadagency 130115072838 Phpapp02

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