ADVERTISING AGENCY

AND ITS
FUNCTIONS

PRESENTED BY

JEMIN GOHIL (3952)

KARTIK VATS (3922)
KUNAL AGGARWAL (3901)
KUNAL GOEL (3924)

WHAT IS
ADVERTISING?

Promotion of goods, services, companies

and ideas.

Marketers see advertising as part of an

overall promotional strategy.
Other components of the promotional mix
include publicity, public relations, personal
selling, and sales promotion.

VARIOUS MEDIUMS USED FOR COMMUNICATION.

ATTRACT, MODIFY, CHANGE AND INFLUENCES PUBLIC OPINION.

EVERYONE NEEDS TO ADVERTISE.

VARIOUS WAYS FOR ADVERTISING(TRADE MAGAZINES, TRANSIT

SIGN ON BUSES, LAMP POSTERS, BANNERS, ETC).

ADVERTISING
INDUSTRY HAS THREE
MAJOR SECTORS

BUSINESS OR ORGANIZATION WHICH WISHES TO ADVERTISE.

MEDIA WHICH PROVIDES THE MEDIUM FOR ADVERTISING.

AD-AGENCY WHICH CREATES THE AD TO SUIT THE NEED OF THE

FIRM.

WHAT IS AN
ADVERTISING AGENCY?
THE ASSOCIATION OF ADVERTISING AGENCIES OF AMERICA ( AAAA)
DEFINES ADVERTISING AGENCY AS AN INDEPENDENT BUSINESS
ORGANIZATION COMPOSED OF CREATIVE AND BUSINESS PEOPLE
WHO DEVELOP, PREPARE AND PLACE ADVERTISING MEDIA FOR
SELLERS SEEKING TO FIND CUSTOMERS FOR THEIR GOODS AND
SERVICES.

ADVERTISING AGENCY

GETTING THE BEST OUT OF ADVERTISING IS A

HIGHLY SKILLED JOB.

BIGGEST ADVERTISERS CANNOT

EMPLOY ALL THESE EXPERTS.

IT IS ONE OF THE MOST IMPORTANT COMPONENTS

OF ADVERTISING INDUSTRY.

IT HAS EVOLVED TO PROVIDE THE SPECIALIZED

KNOWLEDGE, SKILLS AND EXPERIENCE NEEDED TO
PRODUCE EFFECTIVE ADVERTISING CAMPAIGNS.

AFFORD

TO

SERVICE BUSINESS DEDICATED TO CREATING, PLANNING

AND HANDLING ADVERTISING FOR THEIR CLIENTS.

IT IS INDEPENDENT FROM THE CLIENT AND PROVIDES

AN OUTSIDE POINT OF VIEW.

CLIENTS INCLUDE BUSINESSES AND CORPORATIONS,

NON-PROFIT
ORGANIZATIONS
AND
GOVERNMENT
AGENCIES

HISTORY OF AD
AGENCY

PERIOD OF EARLY GROWTH 1841 1865

WHOLESALING PERIOD 1865 1880

SEMI SERVICE PERIOD 1880 1917

SERVICE PERIOD 1917 PRESENT

ADVERTISING
PROCESS

TYPICAL WORK FLOW

IN AN AD AGENCY

TYPES OF
ADVERTISIN
G AGENCIES

1.

FULL SERVICE AGENCY

PROVIDES A RANGE OF MARKETING SERVICES.

SERVICES DIRECTLY RELATED TO ADVERTISING SUCH AS
COPYWRITING, ARTWORK, PRODUCTION OF ADS, MEDIA
PLANNING ETC.

2. MODULAR AGENCIES

A FULL SERVICE AGENCY THAT SELLS ITS SERVICES ON A PIECE

MEAL BASIS

FEE IS CHARGED FOR ACTUAL WORK UNDERTAKEN

3. IN HOUSE AGENCIES

OWNED COMPLETELY BY THE ADVERTISER

CAN UNDERTAKE TO SERVE SEVERAL OTHER CLIENTS, IF THE
OWNER SO DESIRES

4. CREATIVE BOUTIQUES

PROVIDE ONLY CREATIVE FUNCTIONS AND NOT FULL-SERVICE.

COPY WRITING, ARTWORK AND PRODUCTION OF ADS
MERGE WITH OTHER AGENCIES TO PROVIDE A WIDE RANGE OF
SERVICES

5. MEGA AGENCIES
CONCEPT OF 1980S

MERGER OF TWO AGENCIES

1986, SAACHI & SAACHI, A LONDON BASED THE THIRD LARGEST, STRARTED THE
MOVEMENT

6. THE SPECIALISTS AGENCY

AGENCY THAT SPECIALIZES ONLY IN CERTAIN
SPECIFIC AREA
EG: SOUBHAGYA ADVERTISING AGENCY
CONCENTRATE ON SPECIALIZED FINANCIAL
ADVERTISING.

FUNCTIONS OF AN AD
AGENCY

To accelerate create public

awareness
To provide a total, professional,
experienced service
To take the advertiser's message
and convert it into an effective and
memorable communication

SERVICES OFFERED BY AD
AGENCY
Total Advertising Services
Strategic planning
Creative development
Media services, particularly in television,
newspapers, magazines and radio

Marketing Services
Sales promotion, market research, PR
and event marketing

E-SOLUTION SERVICES

SYSTEM INTEGRATION SERVICES, E-BUSINESS

CONSULTING, CUSTOMER RELATIONSHIP
MANAGEMENT (CRM), SEARCH ENGINE
MARKETING (SEM) AND E-PROMOTIONS USING
THE INTERNET AND MOBILE.

CONTENT BUSINESS

SALE OF SPONSORSHIP, BROADCASTING AND

OTHER RIGHTS, PRODUCTION AND
MARKETING OF MEDIA / CONTENT SUCH AS
SPORTING EVENTS, FILMS, TV PROGRAMS,
ANIMATED CONTENT, MUSIC AND OTHER
FORMS OF ENTERTAINMENT

 Integrated Media Services

Bringing value to both clients and
media-related companies by offering
a wide range of media solution
services
Sales Promotion
Providing comprehensive sales
promotion planning designed to
complement mass media and other
activities

 Event Marketing
Assisting clients by providing
dynamic vehicles for their messages
in the form of on-the-spot interactive
communications
Integrated Branding Services
Assuring clients the highest quality of
branding services for their
communication needs

Organization Structure

1.
2.
3.
4.

The activities within an ad agency

are divided into 4 broad groups:
Account management
The creative department
Media buying
Research
Recently added: public relations,
direct marketing, and promotional

Organization Chart
Board of Directors
Managing Director

Client Services
Director
Servicing Group

Media
Research

Creative
Director
Creative Groups
Audio Visual
Language
Studio
Production

Finance /
Accounts

Secretarial /
Legal Personnel

STRUCTURE OF AN
ADVERTISING AGENCY

WHAT MAKES EFFECTIVE ADVERTISING?

Sound
Strategy

Consumers
View

Persuasive

Effective
Advertising

Break
Clutter

Deliver on
Promises

Doesnt
Overwhelm

SELECTING AN AGENCY
Have they fully
understood the
brief?
Do they know how
to use market
research? Can they
contribute to our
thinking here?
Is their strategic
thinking sound?
Is it imaginative?
Have I learned
anything useful
from it?

Are they professional

and businesslike?
Can I work with their
senior people? And
will they be actually
working on my
business?
Are their capabilities
high in all key areas
management,
strategy, creative,
media?
Do they work well as
a team both among

SELECTING AN AGENCY
Is their creative
Do they have
work of a high
real expertise in
quality?
the specialist
areas which we
Is this confined
are looking at,
to TV, or does it
egl direct
go across all
marketing, new
media?
media?
Does this include
Can they work
below-the-line?
with us
New media? Can
internationally
they offer an

FUNCTION OF AND
ADVERTISING
AGENCY
Account Services / Account
Management

 Creative department

THE CREATIVE TEAM

Copywriter
Copywriter

Art
Art Director
Director

Creative Team

Creative Concept

COPYWRITING AND THE

CREATIVE PLAN
Copywriting is

A creative plan is

the process of

the guideline that

expressing the

specifies the

value and

message

benefits a brand

elements of

has to offer.

advertising copy.

CREATIVE DEPARTMENT
PEOPLE NEED
A
good psychologist.
FOLLOWING
Willing and able to set high standards.
ATTRIBUTES
An
efficient administrator & Research minded

Capable of strategic thinking positioning and

all that.
Equally good at package goods and other kinds of
accounts
Well versed in graphics and photography
A hard worker and fast
Slow to quarrel
Prepared to share credit for good work, and
accept blame for bad work
A good presenter & good recruiter

COPY APPROVAL PROCESS

Agency

Account Management Team

Legal Department

Account Planning

Client

Copywriter

Product Manager, Brand

Manager, Marketing Staff

Senior Writer
Creative Director

Senior Executives

 Media Department

MEDIA SELECTION
BroadcastTelevision
CableTelevision
Radio
Newspaper
DirectMail
MagazinesConsumer/Business
Outdoor
Internet

MEDIA
SCHEDULING
Afterselectingmedia,marketersdeterminethemosteffective
timingandsequenceforaseriesofadvertisements.

Influencedbyseasonalsalespatterns,repurchasecycles,and
competitorsactivities.
Measureeffectivenessinthreeways:
Reachthenumberofpeopleexposedtoanadvertisement.
Frequencythenumberoftimesanindividualisexposedtoan
advertisement.Minimumofthreeexposuresisrecommended.
Grossratingpointtheproductofthereachtimesthe
frequency.

MARKETING RESEARCH
DEPARTMENT

THE IDENTIFICATION OF INFORMATION NEEDS

DATA COLLECTION & INTERPRETATION
ANALYSIS & EVALUATION

 CREATIVE SERVICE DEPARTMENT

EVENT MANAGEMENT &
PROMOTION DEPARTMENT

TRAFFIC DEPARTMENT
RADIO & TV BROADCAST

PRODUCTION DEPARTMENT
PRODUCER
PRODUCTION COORDINATOR

PRINT PRODUCTION
DEPARTMENT

MEET DEADLINES
USE SOPHISTICATED TECHNOLOGY
CO-ORDINATE AND MANAGE
SKILLS AND TRAINING

AGENCY PERSONNEL

PRODUCTION TEAM

STORYBOARD ARTIST

GRAPHIC DESIGNER

Case
study

COMPANY PROFILE

ADVERTISING / FULL SERVICE / INTEGRATED

IT IS A SUBSIDIARY OF WPP GROUP, THE
WORLDS BEST-KNOWN MARKETING
COMMUNICATIONS BRAND WITH A GLOBAL
NETWORK OF MORE THEN 200 OFFICES IN
OVER 85 COUNTRIES.

SETTING NEW
BENCHMARK

INVENT COPY AND LAYOUTS

BUILD THE FIRST FULL-SERVICE ADVERTISING
AGENCY
PIONEER AD CAREERS FOR WOMEN
CREATE THE FIRST INTERNATIONAL NETWORK
DEVELOP ACCOUNT PLANNING

CHIEF CLIENTS

SOLUTION IT
PROVIDES

360 DEGREE SOLUTIONS

CREATIVE
DIGITAL
MARKET PLANNING
SPECIALIZED COMMUNICATION
STRATEGIC COMMUNICATION
TREND SPOTTING

IN NEWS

EFFIE 2008 AWARDS

GRAND PRIX AT GOAFEST 2009

AGNELLO DIAS,('LEAD INDIA POISED' ;

FILM SINGLE GRAND PRIX FOR THE NIKE CRICKET 'TRAFFIC'.)

VIRAL AND EMAIL MARKETING INITIATIVES

THREE ASTRID AWARDS

28 CREATIVE EXCELLENCE AWARD

JWT EXEMPLAR !!

THANK YOU