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Advertising agency

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ADVERTISING AGENCIES organization of professionals who provide creative business services to clients in planning, preparing and placing advertisements

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FUNCTIONS OF AD AGENCY TALENT AND CREATIVE PRODUCTION : This includes formulating plans for creative strategies, copy or script writing, visualization, designing, layout, shooting of films, editing, giving music.

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Contd.. RESEARCH : This includes the study about the product and the company by the agencies in order to distribute the message to the public and is used as a tool to test the consumer reaction towards the products and services.

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Contd.. DISTRIBUTION A MEDIA PLANNING : In this function, decisions are taken for the type of message you will create for the company and what media will be most helpful in sending this message to the public.

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Contd MONITORING FEEDBACK : By monitoring consumer feedback, a decision on whether to revise the message, the medium, the target audience or all of them can be made.

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CONTD OTHER SERVICES : Merchandising Public relations Organizing exhibitions and fairs Preparing all kinds of publicity material Planning and organizing special events (event management) Direct marketing

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Services Provided by Agencies 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Agency Services The link between agency and client Managed by the Account Executive The link between agency and client Managed by the Account Executive Research department may design and execute research programs Media department may analyze, select and contract media resources Research department may design and execute research programs Media department may analyze, select and contract media resources Creation and execution of ads Copywriters, artists, other specialists Creation and execution of ads Copywriters, artists, other specialists Marketing Services Account Service Creative Services Marketing Services Account Service

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PRIMARY SERVICES complete a marketing analysis develop an advertising plan prepare a creative strategy create advertising executions develop and implement a media plan handle billing and payments integrate other marketing communications

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creative department responsibility l the creative department is responsible for creating and producing the print and broadcast advertising n strategy is key l good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed l the creative department is responsible for creating and producing the print and broadcast advertising n strategy is key l good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed

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media department The media department has two main functions - planning and buying. n The planning group handles more strategic marketing and media issues. n The buying group handles media negotiations and implementation. n The planning group handles more strategic marketing and media issues. n The buying group handles media negotiations and implementation.

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research department interpret market environment gather and analyze research data. primary and secondary techniques determine consumer needs/perceptions understand problems advise how ads can meet strategic goals help find solutions ResearchReport

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Planning The Best Message A I D A A - Attention I - Interest D - Desire A - Action

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Referrals How Agencies Gain Clients Solicitations Presentations Public Relations Image, Reputation

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Poor performance Poor communications Unrealistic demands Personality conflicts Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Policy changes Poor performance Poor communications Unrealistic demands Personality conflicts Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Why Agencies Lose Clients

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TYPES OF ADVERTISING AGENCIES 1. In house agency is owned and operated by its one and only client: the advertiser. Instead of a company outsourcing its advertising to an agency, its ad campaigns are mainly handled by its own in-house agency.

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More Control More Control Cost Savings Cost Savings Better Coordination Better Coordination Less Objectivity Less Objectivity Less Experience Less Experience Less Objectivity Less Objectivity Less Experience Less Experience Better Coordination Better Coordination More Control More Control Cost Savings Cost Savings Pros & Cons of In-House Agencies 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The In-house Agency The In-house Agency + Positive - Negative Less Flexibility Less Flexibility

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TYPES OF ADVERTISING AGENCIES 2. Media Specialist- organizations that specializes in buying media time and space and offer media strategy consulting to advertising agency. - Buys media in large quantities, they often acquire media time at a lesser cost.

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TYPES OF ADVERTISING AGENCIES 3. Full Service- typically includes an array of advertising to meet all promotional needs.

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TYPES OF ADVERTISING AGENCIES 4. Creative boutiques- typically emphasizes creative concept development, copywriting and artistic services to clients.

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TYPES OF ADVERTISING AGENCIES 5. Interactive agencies Help advertisers prepare communications for new media such as internet, interactive kiosk, CD-rom, interactive television

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TYPES OF ADVERTISING AGENCIES 6. Direct marketing agency - These firms can design direct marketing campaigns either through mail or via telemarketing.

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TYPES OF ADVERTISING AGENCIES 7. E-commerce agency- handle a variety of planning and execution activities related to promotion using electronic commerce

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TYPES OF ADVERTISING AGENCIES 8. Creative and Production services- develop the message that will be delivered through sales promotion, event sponsorship and public relations.