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Ad agency functions
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Module 1.pptx

  1. 1. Module-1 Introduction to Advertising
  2. 2. Definitions of Advertising ⚫Advertising is any paid form of non- personal presentation and promotion of ideas, goods and services by an identified sponsor. – Kotler ⚫Advertising is a paid, mass mediated attempt to persuade
  3. 3. Defining Modern Advertising ⚫ A complex form of communication using objectives and strategies to impact consumer thoughts, feelings, and actions. ⚫ A form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages).
  4. 4. ⚫ Five Basic Factors ofAdvertising 1. Paid communication 2. Sponsor is identified 3. Tries to inform or persuade (Convince) 4. Reaches a large audience 5. Message conveyed through many different kinds of largely nonpersonal mass media Principle: An effective advertisement is one that can be proven to meet its objectives.
  5. 5. Objectives, Importance & benefits of advertising • Introduce a product • Introduce a brand • Awareness creation • Acquiring customers or Brand switching • Differentiation and value creation • Brand building • Positioning the product – Product and brand recall • Increase sales & Increase profits Source https://www.marketing91.com/objectives-of-advertising/
  6. 6. Classification of advertisements • Classification of Advertising on the Basis of Consumers (i) Classified Advertising (ii) Display Advertising (iii) Co-operative Advertising (iv) End Product Advertising (v) Direct Response Advertising • Classification of Advertising on the Basis of Media (i)Print Media Advertising (ii) Broadcast Media Advertising (iii) Outdoor Media Advertising (iv) Digital Media Advertising
  7. 7. • Classification of Advertising on the Basis of Business/Advertiser (i) Trade Advertising (ii) Professional Advertising (iii) Corporate Advertising • Classification of Advertising on the Basis of Area • (i) National Advertising • (ii) Local Advertising • (iii) Global Advertising
  8. 8. Classified Advertising
  9. 9. Display Advertising
  10. 10. Co-operative Advertising
  11. 11. End Product Advertising end product advertising helps create demand for the ingredient that helps in the sale of another product
  12. 12. Direct Response Advertising This ad can stimulate a physical reaction in their stomach and in their mouth. A Direct Response Advertisement: 1.Gets attention through design, ad size, placement, and timing. 2.Stimulates interest by touching on human emotions, desires, and needs.
  13. 13. Print Media Advertising
  14. 14. Broadcast Media Advertising
  15. 15. Outdoor Media Advertising
  16. 16. Digital Media Advertising
  17. 17. Trade Advertising Advertising that is aimed at one of the channels along the line of distribution rather than the final consumer.
  18. 18. Professional Advertising • Advertising that is directed at professionals, such as doctors, dentists, etc.,
  19. 19. Corporate Advertising Advertising which are designed to win a target audience with a specific point of view is known as corporate or institutional advertising.
  20. 20. National Advertising National advertising is not confined to any specific geographical area within a nation. It conveys mass marketing effort.
  21. 21. Local Advertising • The promotional messages in local advertising are directed to the local population instead of mass market
  22. 22. Global Advertising
  23. 23. • What is Ad Agencies Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to the client. These agencies take all the efforts for selling the product of the clients. Advertising Agencies
  24. 24. Roles And Responsibilities Of An Advertising Agency • Conducting A Thorough Research. • Developing Advertisements. (copies of ads scripts of ad films are written, logos and posters are designed) • Media Planning And Buying. (media platforms chosen by you for showcasing your ads) • Account Management. (Account managers are responsible for bridging the gap between the clients and all other departments in an advertising agency.) • Budgeting. • Sales Promotion. • Public Relations. (creating and maintaining a favorable image of a business in the market) • Developing Marketing Strategies. https://publicmediasolution.com/blog/roles-and-responsibilities-of-an-advertising-agency/
  25. 25. Some of the advertise agencies • GS&P • AksharaAdvertising • Chaitra Leo Burnett Pvt Ltd GS&P Ad agencies https://goodbysilverstein.com/clients
  26. 26. Structure of ad agency here are 6 departments in any advertising agency • Account Servicing • Account Planning • Media • Creative • Production • Finance and Accounting • Account service department
  27. 27. • Account Servicing The account service, or the account management department, is the link between the ad agency and its clients. Depending upon the size of the account and its advertising budget one or two account executives serve as liaison (Link) to the client. • Account Planning The account executive is responsible for getting approved the media schedules, budgets and rough ads or story boards from the client
  28. 28. • The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner. Media department Creative department To a large extent, the success of an ad agency depends upon the creative department responsibility for the creation and execution of the advertisements. • Thecreativespecialistsare knownas copywriters. • They are the ones who conceive ideas for the ads and write the headlines, subheadsand the body copy.
  29. 29. Production department • and the illustrations the ad is sent to the production department. Generally agencies do not actually produce the finished ads; instead they hire printers, photographers, engravers(editors) typographers(choose the style, arrangement, or appearance) and others to complete the finished ad. For the production of the approved TV commercial, the production department may supervise the casting of actors to appear in the ad, the setting for scenes and selecting an independent production studio. The production department sometimes hires an outside director to transform the creative concept to a commercial. After the completion and approval of the copy & the
  30. 30. Finance & Accounting Department • An advertising agency is in the business of providing services and must be managed that way. Thus, it has to perform various functions such as accounting, finance, human resources etc. • Also this department is important since bulk of the agency’s income approx. 65% goes as salary and benefits to the employees.
  31. 31. Types of Advertising Agencies • All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the accounts also. • Then why do they need advertising agencies?
  32. 32. The reasons behind hiring the advertising agencies by the companies are: • The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc. • The agencies make optimum use of these people, their experience and their knowledge. • They work with an objective and are very professionals. • Hiring them leads in saving the costs up to some extent.
  33. 33. There are basically 5 types of advertising agencies. • Full service Agencies – Large size agencies. – Deals with all stages of advertisement. – Different expert people for different departments. – Starts work from gathering data and analyzing and ends on payment of bills to the media people.
  34. 34. • Interactive Agencies – Modernized modes of communication are used. – Uses online advertisements, sending personal messages on mobile phones, etc. – The ads produced are very interactive, having very new concepts, and very innovative.
  35. 35. Creative Boutiques • Very creative and innovative ads. • No other function is performed other than creating actual ads. • Small sized agencies with their own copywriters, directors, and creative people.
  36. 36. Media Buying Agencies • Buys place for advertise and sells it to the advertisers. • Sells time in which advertisement will be placed. • Schedules slots at different television channels and radio stations. • Finally supervises or checks whether the ad has been telecasted at opted time and place or not.
  37. 37. In-House Agencies • As good as the full service agencies. • Big organization prefers these type of agencies which are in built and work only for them. • These agencies work as per the requirements of the organizations.
  38. 38. Ad agency revenue earning models • The classic advertising revenue model involved selling TV commercials or newspaper ads to generate revenue. • The advertising revenue model in e-commerce has companies putting ad space on their sites and generating money from the number of visitors who see or click on them.