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1. ADVERTISINGAGENCY AND ITS
FUNCTIONS
BY
S R INITIATIVES

2. Advertising Agency
Firm that
• (1) builds new promotional ideas,
• (2) designs print, catalog, brochure designing and internet
advertisements,
• (3) books advertisement space and time,
• (4) plans and conducts advertising campaigns,
• (5) commissions research and surveys, and
• (6) delivers other such services that help a client inflowing and
Succeeding in a chosen market.

3. • An advertising agency is a service business dedicated to creating,
planning and handling advertising (and sometimes other forms of
promotion) for its clients.
• An Advertising Agency is a service provider that works for clients to
create an operational and goal oriented advertising campaign aimed
at representing the Company definitely in the eyes of its target
customers.

4. • According to American Association of Advertising "An advertising
agency is an independent organization of creative people and
business people who specialize in developing and preparing market
plans, advertisements, and other promotional tools".

5. Primary services of Advertising agencies
• Whole a marketing analysis grow an advertising plan prepare a
creative strategy build advertising performances develop and
implement a media plan handle billing and payments integrate other
marketing communications

6. Types of Advertising Agencies
• Full Service Agencies
• A full service ad agency is one that provides a range of marketing
services. A full services agency provides services that are directly
related to advertising such as copywriting, catalog designing,
production of ads etc. It also provides such services in respect of
pricing, distribution, website designing, calender ,catalog, brochure
packaging, product design etc.

7. ModularAgencies
• A modular agency is a full service agency that sells its services on a
piece meal basis.Thus an advertiser may commission an agency's
creative department to develop an ad campaign while obtaining
other agency services elsewhere.
• Or, an advertiser may hire an agencies media department to plan and
execute a program for advertising that another agency has
developed. Fees are charged for actual work undertaken.

8. In House Agencies
• Those companies, which prefer to have closer control over
advertising, have their own in-house agency.This type is owned
completely by the advertiser.
• It performs almost all functions that an outside advertising agency
would perform and that's why some people refer to it as full-service
advertising department of the advertiser.

9. • The difference between an in-house agency and an advertising
department is that the in-house agency can undertake to serve
several other clients, if the owner so desires, but an advertising
department solely undertakes that work of its owner and not of
outside clients.

10. Specialist Advertising Agencies
• There are some agencies who undertake advertising work only in
certain areas like .There are agencies that specialize only in financial
services or only in publicity or only in point-of-purchase material etc.

11. Creative Boutiques
• These are shop agencies that provides only creative functions and
not full-service.The specialized creative functions include copy
writing, artwork and production of ads, they charge a fee or
percentage of full service agencies, and as such most of them
convert into a full service agency or merge with other agencies to
provide a wide range of services.

12. Role of Advertising Agencies
• Advertising agency is a service provider that helps its clients by
developing suitable ad campaigns for them.
• Their aim is to represent its clients' products and services before
customers in such a way that a positive image is created in their
minds. Advertising agency's role start with the identification of its
clients' goals and objectives.
• This turns out to be of immense value in planning and creating the
future course of action concerning ad and media campaigns.

13. • Once an advertising agency gets acquainted with its clients business
objectives, it starts creating and planning its ad campaigns.
• For this it keeps in mind certain points such as increasing sales,
pushing new products in the market, restating benefits of its clients'
brands, and drawing new customers in addition to establishing and
maintaining contacts with their existing customers.
• An advertising agency's professional teams put in their best efforts to
develop attractive slogans, jingles, and body copy for ads. All this is
done within the defined parameters of its clients and their budgetary
allocations.

14. Functions of Advertising Agencies
• Account Planning
• Advertising Designing Agencies typically have account planners who
work as the go-between for the client and the agent.They ensure
that client needs are expressed to the research and creative teams.
• They also work to ensure that necessary information is transferred to
the client regarding creative, research, competition or any of other
factor that may somehow affect how the client's product gets
marketed to consumers. Account planning is where agencies start
their initial interaction with clients.

15. • Market Research
• Knowing the competition, account managers at advertising agencies
research the environment, identify competitors, and research their
marketing tactics.
• Through market research, advertising agencies also identify political
,media campaigns , social, technological and economic factors that
may affect a client's campaign.

16. • Logo Designing
• Advertising agencies are known for their creative output, which can
include website design, advertising copy, magazine advertisements,
and radio and television commercials.
• The medium of advertising often varies by campaign. Graphic
designers, web designers, writers, editors and creative directors
make up an advertising agency's creative department.

17. ThankYou