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This slide will give complete view about role of ad agency & will give complete view about modern way of advertisement. further plz see www.marketingandbrandingguru.com
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Integrated Marketing Communication(IMC) Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
Advertising Agencies
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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Advertising Agencies
Top ad agencies(World):Lintas, Y & R, Ogilvy & Mather, Grey worldwide
Top ad agencies(India):Mudra Communication, Madison, Leo Burnet,
Satchi & satchi
Role of Ad Agency
The role of an ad agency:An organization hire ad agency because of following reasonService 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.
In-House Agency Works With Outside Agencies to Develop Ads
Types of Ad Agencies
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
Full Service Ad Agency
WritersArt directors
TVproduction
Traffic
Printproduction
VP creativeservices
Accountexecutive
Accountsupervision
VP accountservices
Media Research Salespromotion
VP marketingservices
Personnel
Accounting
FinanceOfficemanagement
VP managementand finance
President
Board ofdirectors
Full Service Ad Agency
Account Service :Most important division of Ad agency
• Link between ad agency & Clients• Understand advertiser’s marketing & Promotion needs
&interpret to ad agency• Coordinates agency effort in planning, creating &
producing ads • Present agency recommendations & obtain client
approval
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Full Service Ad Agency
Ideal Person:
• Strong Analytical skill• Strong marketing background• Understanding all phase of marketing
Account Service
Full Service Ad Agency
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
Full Service Ad Agency
Research Department: • Gather, analyze & interpret information for
developing advertising • Design & Conduct MR for effectiveness of
present ad• Data can be obtain by primary as well
secondary
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Full Service Ad Agency
Media Department:• Analyze, selects, & contracts for space or time in media• Responsible for deliver client’s 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
Research Department:
Full Service Ad Agency
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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Full Service Ad Agency
Three different services comes under it.• Writer & Art Directors• TV Production• Print Production
Writer, TV Production
Full Service Ad Agency
Writer & Art DirectorsWriter• Responsible for conceive the ideas for ad• Write headlines, Subheads, & body copy• They also known as copywriterArt 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 of film in
still form)All members of writers & art directors work under the watchful eyes of
creative director
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Full Service Ad Agency
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 of film in still form)All members of writers & art directors work
under the watchful eyes of creative director
Full Service Ad Agency
Production Dept:• Give the ad into actual shape• Basically this dept is outsourced
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The Role of Creative Boutiques
CreativeBoutiquesCreativeBoutiques Provide Only Creative ServicesProvide Only Creative Services
Full-Service Agencies May Subcontract With Creative BoutiquesFull-Service Agencies May Subcontract With Creative Boutiques
Provide Only Creative ServicesProvide Only Creative Services
Full-Service Agencies May Subcontract With Creative BoutiquesFull-Service Agencies May Subcontract With Creative Boutiques
Other Functions Provided by the Internal Client DepartmentsOther Functions Provided by the Internal Client Departments
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Creative Boutiques
Creative Boutiques:Like: Vyas Gianneti Creative:Client: Aditya Birla Group, Godfrey Philips, BBC
world, ICL, Tata group
Creative Boutiques
Media Specialist Services
Media Specialist Company::• These companies are specialize in buying of
media, particularly radio & television time• They are specialize in analyze & purchase of
advertisement time & space• Receive good discount as they buy space & time
in large amount • Came in the main frame as the viewers have
been increased dramatically.
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.Specialize in Buying Media, Especially Broadcast TimeSpecialize in Buying Media, Especially Broadcast Time
Agencies and Clients Develop Media StrategyAgencies and Clients Develop Media StrategyAgencies and Clients Develop Media StrategyAgencies and Clients Develop Media Strategy
Specialize in Buying Media, Especially Broadcast TimeSpecialize in Buying Media, Especially Broadcast Time
Media Buying Can Be Specialized
Media Buying Services Media Buying Services
Media Buying Organizations Implement the Strategy and Buy Time and SpaceMedia Buying Organizations Implement the Strategy and Buy Time and Space
Agency Compensation
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
Evaluating Agencies
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)McDonald’s::DDB worldwide(37 yrs)
Young & Rubicam has handled Dr Pepper for over 30 years
Why agency loose the client
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: