2. An advertising agency, often referred to as a creative
agency, is a business dedicated to creating, planning, and
handling advertising and sometimes other forms of
promotion and marketing for its clients.
An ad agency is generally independent from the client; it
may be an internal department or agency that provides an
outside point of view to the effort of selling the client's
products or services, or an outside firm.
An agency can also handle overall marketing and
branding strategies promotions for its clients, which may
include sales as well.
3. Creating an advertise on the basis of information
gathered about product
Doing research on the company and the product and
reactions of the customers.
Planning for type of media to be used, when and
where to be used, and for how much time to be used.
Taking the feedbacks from the clients as well as the
customers and then deciding the further line of action
5. In large organization, there may be a separate whole
department devoted to advertisement headed by advertisement
manager reporting to marketing manager, who in turn reports
to top management.
In small firms, there may be a person looking after the
advertisement tasks and reporting to the top management. The
advertiser has many advantage of in –house agency.
They are the own personnel and their time can be efficiently
utilized for better coordination and control in the advertisement
process.
Further, they know the present marketing strategies and have
control over distribution tactics. It also leads to cost saving in
terms of commission saved by the advertiser to the external
agency.
6. A Full service agency offers full range of communication
and promotion services to their clients. It performs
research on behalf of advertiser and offer creative and
media services to their clients.
They also offer to prepare an integrated marketing
communication campaign to coordinate all the
promotional tools.
They are therefore known for providing both advertising
and non-advertising services. The range of services
provided by them include planning, creating, producing,
performing research, buying media, copywriting, artwork,
media planning in the nature of advertising services and
pricing
7. With the growth in the need of advertising agencies and its
specialized services, many advertising agencies have come up
that do not provide full range of services but specialize in one
or the other services only.
They provide their expert services to either the advertiser or
other ad agencies.
The advertising agencies that restrict and specialize in niche
areas like: consumer durable, domestic market, local market or
only regional languages are called specialized agencies.
For example, Soubhagya advertising agency specializes
in financial advertising only.
9. They include few people ranging from two or
three to a dozen or so and include artists,
designers, and copywriters.
They offer creative and artistic services and
unlike full service agencies. They do not involve
themselves in strategic planning, target audience
etc.
Their focus is only on the development of a
creative idea into the message theme.
10. They are the independent companies buying the media time and space
on television, radio at bulk against heavy discounts.
Then they sell these media time and space at lower cost than what an
agency or the companies could have acquired.
Media time and space is perishable. When an agency buys the time
and space, on behalf of clients, and makes profit from such an activity,
it is referred to as media buying agencies.
A media buying agency is not only responsible for booking the space
and time for their clients, but are also responsible for providing
market research and analysis and guiding them with respect to ideal
space and time for their advertisement.
Media agencies have gained high growth in the last few decades and
have become major players on the advertising stage.
11. The interactive agencies have come up with the
growth of Internet technology and the need for
integrated marketing communications.
Agency.com and Tribal DDB are some of the firms that
have sprung up in the last few years for providing
specialized services of designing web pages,
developing fun games and online advertising.
12. The growth of direct marketing has led to the growth of
direct response agencies.
Marketing through infomercials, home shopping networks,
mail order, telemarketing and others forms of direct response
marketing is becoming popular.
The direct response advertising agencies offer specialized
services to the clients and help them integrate advertising
through various mediums like television, print, radio, online
etc.
Besides performing the agency functions such as media
buying, campaign designing and so on, they also assist in
database management function, research and public
relations. They help the clients identify prospective customers
and build relationships with the existing ones.
13. These agencies specialize in providing services of
designing sales promotional programs, identifying
suitable sales promotional tools, carrying pre-sales
promotion evaluation, executing the sales promotion
program, performing post-test for evaluating
effectiveness of sales promotional tools.
14. These firms specialize in providing services that enhance
the goodwill and image of the clients’ companies amongst
its publics, namely, employees, labor groups, suppliers,
government and other stakeholders.
Their work is to provide inputs to the clients on the
company policies and procedures and how they affect the
publics of the organization.
They devise an appropriate blend of various PR tools like,
publicity, lobbying, press release, oral communication,
conferences, speeches, special events, etc.
15. Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian
Paints and Fevicol.
JWT, J Walter Thompson- Nestle, Bayer, Ford, Nokia
and Unilever.
Mudra Communication-Neutrogena, HBO, Philips,
Reliance Net Connect, Big Bazaar.
FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee
Cinema, Santoor, Sunfeast and Amul.
Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti
Suzuki, Nestle, Ambuja Cement, UTV, P&G and
Godrej.
