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An advertising agency is a service business dedicated to
creating, planning and handling advertising for its clients.
An Advertising Agency is a service provider that works for
clients to create an effective and goal oriented advertising
campaign aimed at representing the Company positively in
the eyes of its target customers.
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.”
NON ADVERTISING FUNCTIONS
Most important department.
Taking all major decisions related to a client.
Responsibilities include locating and negotiating to acquire
Works closely with the client to develop advertising strategy.
The principle role is to manage the overall advertising
campaign for a client.
Generating ideas, designing concepts and creating the final
Consists of specialists in graphic design, film and audio
production, copywriting, computer programming, and much
The Creative Team
Copywriting and the Creative Plan
Copywriting is the
process of expressing
the value and benefits a
brand has to offer.
A creative plan is the
guideline that specifies
the message elements of
Understanding the nuances of different media.
Looks for the best media match for a client and also
negotiates the best deals.
Media purchased based on advertisement.
Placing ads in appropriate media.
Without the production department, the ads created by the
copywriter and art director would be nothing more than words
and pictures on paper.
Ensures the TV commercial or print ad, etc., gets produced.
They are responsible for contracting external vendors.
They are involved in every aspect of a project, from the initial
who assess a client’s market situation.
Also are used to test creative ideas.
Who measures whether the campaign reached its objectives.
• The activities within an ad agency are divided into 4 broad
1. Account management
2. The creative department
3. Media buying
• Recently added: public relations, direct marketing, and
Board of Directors
Client Services Director Creative Director
Secretarial / Legal
Services Offered by Ad Agency
• Total Advertising Services
– Strategic planning
– Creative development
– Media services, particularly in television, newspapers, magazines and
• Marketing Services
– Sales promotion, market research, PR and event marketing
System integration services, e-business consulting, customer
relationship management (CRM), Search Engine Marketing
(SEM) and e-promotions using the Internet and mobile.
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
• 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
• Integrated Branding Services
Assuring clients the highest quality of branding services for
their communication needs
AD AGENCY - TYPES
FULL SERVICE AGENCIES.
IN HOUSE AGENCIES.
SPECIALIST AD AGENCIES.
FULL SERVICE AGENCIES
A full service agency is one that provide a direct relation to
the Copyright, Artwork, Ad production, Media planning etc.
Involved in planning, creating, producing advertisements,
performing research and selecting media.
Also provide non-advertising related services including
strategic market planning, direct market promotion programs.
Specialize in "creative" or design-based business models.
The specialized creative functions include copy writing,
artwork and production of ads.
basic interest is in the creation of the advertisement or
merge with other agencies to provide a wide range of
These agencies specialized in a particular activity of the
whole communication process.
They may specialize in certain functions, audiences or
industries or in a marketing communication area.
These type of agencies may serve one client only.
An In-House agency is a team within a company
Focuses on selling the company's product.
They will handle all aspects of the brand.
They have the ability to buy media in bulk at rates that a
single business cannot obtain.
They are educated as to the best times and places to run ads
to reach your target market, ultimately minimizing wastage.
They can help you fine tune your target market so that the
message is designed to reach those you want to reach.
The communication factor.
The media buying discounts you may not be able to take full
advantage of due to commission barriers within an agency.
Ogilvy & Mather- Vodafone, Cadbury, and Fevicol.
JWT (J Walter Thompson)- Nestle, Ford and Nokia.
Mudra Communication- HBO, Philips, Big Bazaar.
FCB Ulka Advertising Ltd- Whirlpool, Santoor, and amul.
Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki.