Advertising Agencies

The advertising industry consists of

Advertiser Advertising Agency

Media
Ancillary Services Free Lancers

Advertiser
It is a term used for an organisation that uses mass media to advertise for its products or services.
All the major advertisers maintain an advertising departments.

Advertising Agency
An advertising agency(ad agency) is a team of experts appointed by clients to plan, produce, and place advertising campaign in the media. Accounts Executive

Copy writers
Visualisers Creative Director Production Department Media Planner Marketing Research

The Media
Media is the vehicle which carry the advertising to the consumers.

They sell space and time and generates revenue.

Ancillary Services
These are needed to produce/ crate advertisement. A whole range of services like studio service, photographic service, printing service, fall into this category.

Free Lancers
These are professionals who work independently and success track record. They are copy writers, jingle singers, radio announcers, artists, visualisers and technical writers etc.

Advertising Agency
It is a service organisation rendering valuable services t the advertisers to make their advertising a grand success. It is the core of advertising profession and industry They plan, prepare and place the ads. in the media for effective results.

According to (A.A.A.A)
American Advertising Agency association An ad agency is Independent business organisation Composed of creative and business people

Who develop, prepare and place advertising on advertising media.

For sellers seeking to find customers for their goods and services.

Features of an ad agency:
It is an independent organisation. It is independent of the clients so as to always an advocate of advertising and independent of media or the suppliers so as to be unbiased in serving its clients.

Features of an ad agency:
It is composed of creative and business people. These are the writers, artists, market analysts, media analysts, technicians.

Features of an ad agency:
it develops, prepares and places advertising every thing that goes before and every thing that comes after the advertisement is to be prepared for advertising or follow up to help to make succeed.

Features of an ad agency:
it works for sellers it does for sellers seeking to find customers for their goods and services. It is a service agency and totally devoted to the service of others.

History and Evolution

1. Period of early growth(1841-1865) 2. Wholesale period(1865-1880) 3. Semi- service period(1880-1917) 4. Service period(1917 till)

Indian Scenario
Ad business in India is around 8000cr In 1958 and 62 ad agencies existed then. 1978 there are 168 agencies (2.5 times) There are around 800 accredited advertising agencies in India. (INS) Hindustan Thompson Associates ltd. Lintas * Mumbai

Indian Scenario
OBM 60yrs 1989 which created the ad of one tune with 24 sports men. Agencies like HTA., Lintas, clarion and O&M have shaped the entire advertising industry in the country.

Elements of Agency Services

According to AAAA An agency service as it consists of interpreting to the public or that part of it which is desired to reach, the advertising of a product or service. 1. A study of clients product or service in order to determine the adv or disadv inherent in the product and its relation to competition. 2. An analysis of present or potential market for which the product is adapted for..

3. A knowledge of the factors of distribution and sales and their methods of operation. 4. A knowledge of all the available media and means which can profitably be used to carry the interpretation of the product to consumers, wholesalers and dealers. 5. Formulation of definite plan and presentation of the plan to the client. 6. Execution of this plan. (writing,desing,,,space , checking , billing etc..) 7. Co-operation with the clients sales work to ensure greater affect from advertising.

Types of Advertising Agencies

Full-service Agencies A la carte agencies

House agencies

Functions of Advertising agencies

Two great masters to whom these agencies will work for..

Functions for the clients Functions for the media owners

Functions for the clients

It replaces the advertising dept. It provides expert view point It brings in economy and excellence It shares its rich experience

Functions for the Media owners

It assures risk free business. It takes the sales job. It undertakes the advertising scheduling. It slashes down the production cost

Methods of Paying the Agency services

Commission based Fees based Speculation based

Mktg & Advertising Dept. of a company or a Client

Accounts Executive

Agencys Creative Person

Agencys Prod. Person

Agency

Creative

Production

Copy writers

visualizes

Creative Head

Advertising Agency

Board of Directors
General Manager

Manager Client Relations dept.

Manager Creative dept.

Manager Administrative dept.

Copy writer

Artist

Radio & Tv Diretor

Researcher

Production man

New Business man

Merchandising man

Accounts Executive

Traffic Dept.

Media Clerical Dept. Department