ADVERTISING AGENCIES organization of professionals who provide
creative business services to clients in planning, preparing and
placing advertisements
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FUNCTIONS OF AD AGENCY TALENT AND CREATIVE PRODUCTION : This
includes formulating plans for creative strategies, copy or script
writing, visualization, designing, layout, shooting of films,
editing, giving music.
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Contd.. RESEARCH : This includes the study about the product
and the company by the agencies in order to distribute the message
to the public and is used as a tool to test the consumer reaction
towards the products and services.
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Contd.. DISTRIBUTION A MEDIA PLANNING : In this function,
decisions are taken for the type of message you will create for the
company and what media will be most helpful in sending this message
to the public.
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Contd MONITORING FEEDBACK : By monitoring consumer feedback, a
decision on whether to revise the message, the medium, the target
audience or all of them can be made.
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CONTD OTHER SERVICES : Merchandising Public relations
Organizing exhibitions and fairs Preparing all kinds of publicity
material Planning and organizing special events (event management)
Direct marketing
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Services Provided by Agencies 2003 McGraw-Hill Companies, Inc.,
McGraw-Hill/Irwin Agency Services The link between agency and
client Managed by the Account Executive The link between agency and
client Managed by the Account Executive Research department may
design and execute research programs Media department may analyze,
select and contract media resources Research department may design
and execute research programs Media department may analyze, select
and contract media resources Creation and execution of ads
Copywriters, artists, other specialists Creation and execution of
ads Copywriters, artists, other specialists Marketing Services
Account Service Creative Services Marketing Services Account
Service
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PRIMARY SERVICES complete a marketing analysis develop an
advertising plan prepare a creative strategy create advertising
executions develop and implement a media plan handle billing and
payments integrate other marketing communications
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creative department responsibility l the creative department is
responsible for creating and producing the print and broadcast
advertising n strategy is key l good creative work is always guided
by a creative strategy that sets forth goals to be accomplished and
key message points to be relayed l the creative department is
responsible for creating and producing the print and broadcast
advertising n strategy is key l good creative work is always guided
by a creative strategy that sets forth goals to be accomplished and
key message points to be relayed
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media department The media department has two main functions -
planning and buying. n The planning group handles more strategic
marketing and media issues. n The buying group handles media
negotiations and implementation. n The planning group handles more
strategic marketing and media issues. n The buying group handles
media negotiations and implementation.
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research department interpret market environment gather and
analyze research data. primary and secondary techniques determine
consumer needs/perceptions understand problems advise how ads can
meet strategic goals help find solutions ResearchReport
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Planning The Best Message A I D A A - Attention I - Interest D
- Desire A - Action
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Referrals How Agencies Gain Clients Solicitations Presentations
Public Relations Image, Reputation
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Poor performance Poor communications Unrealistic demands
Personality conflicts Personnel changes Changes in size Conflict of
interests Changes in strategy Declining sales Payment conflicts
Policy changes Poor performance Poor communications Unrealistic
demands Personality conflicts Personnel changes Changes in size
Conflict of interests Changes in strategy Declining sales Payment
conflicts Why Agencies Lose Clients
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TYPES OF ADVERTISING AGENCIES 1. In house agency is owned and
operated by its one and only client: the advertiser. Instead of a
company outsourcing its advertising to an agency, its ad campaigns
are mainly handled by its own in-house agency.
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More Control More Control Cost Savings Cost Savings Better
Coordination Better Coordination Less Objectivity Less Objectivity
Less Experience Less Experience Less Objectivity Less Objectivity
Less Experience Less Experience Better Coordination Better
Coordination More Control More Control Cost Savings Cost Savings
Pros & Cons of In-House Agencies 2003 McGraw-Hill Companies,
Inc., McGraw-Hill/Irwin The In-house Agency The In-house Agency +
Positive - Negative Less Flexibility Less Flexibility
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TYPES OF ADVERTISING AGENCIES 2. Media Specialist-
organizations that specializes in buying media time and space and
offer media strategy consulting to advertising agency. - Buys media
in large quantities, they often acquire media time at a lesser
cost.
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TYPES OF ADVERTISING AGENCIES 3. Full Service- typically
includes an array of advertising to meet all promotional
needs.
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TYPES OF ADVERTISING AGENCIES 4. Creative boutiques- typically
emphasizes creative concept development, copywriting and artistic
services to clients.
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TYPES OF ADVERTISING AGENCIES 5. Interactive agencies Help
advertisers prepare communications for new media such as internet,
interactive kiosk, CD-rom, interactive television
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TYPES OF ADVERTISING AGENCIES 6. Direct marketing agency -
These firms can design direct marketing campaigns either through
mail or via telemarketing.
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TYPES OF ADVERTISING AGENCIES 7. E-commerce agency- handle a
variety of planning and execution activities related to promotion
using electronic commerce
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TYPES OF ADVERTISING AGENCIES 8. Creative and Production
services- develop the message that will be delivered through sales
promotion, event sponsorship and public relations.