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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: