Agency Structure Macro Views

8/3/2019 Agency Structure Macro Views

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AdvertisingMacro view

@ RAJESH NAMBIAR



The Functions Of An Advertising Agency

But Advertising Agencies Are Not Magicians

• For advertising to be successful, it is essential that theservice or product must be superior or meaningfully

different; certainly, at the very least it must besatisfactory. If it is a public message, then it must be acredible proposition.

•

No advertising agency can ever succeed in sellingsomething which the public will not accept. It istherefore, necessary to understand the customer’s needs and match them with a promise or a messageabout the products’ performance.

@ RAJESH NAMBIAR



The Functions Of An Advertising Agency

• India is such a diverse country, with widely varyingcultural and socio economic lifestyles, and so manylanguages, no company or body can possibly collect and

process all this data, except by setting up a separatedepartment at considerable costs.

• To create effective advertising such a department would

need experts in research, planning, copywriting, art,photography, designing, etc.

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Account Management

• Account Management is the link between the agency

and its client and serve as liaison.

• The Account Executive is responsible for understanding

the advertiser's marketing and promotion needs andinterpreting them to agency personnel.

• They coordinate the agency efforts in planning, creating

and producing ads. The Account Executive also presentsagency recommendations and obtain client’s approvals.

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Account Management

• Within Account Management there are two

divisions – one is Client Servicing and the other

one is Account Planning

• The Client Servicing is more of BrandManagement work where as Planning is more of

research work in understanding the consumers

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Creative Services

• Creative Services is responsible for the creation and

execution of the advertisements.

• Copy writers are the one who conceives ideas and

write the headline, subhead and body copy.

• The copy department is responsible for what the

message says, the art department is responsible for how

the ad looks.

• Members of the creative department work as a team

together to develop ads



Hierarchy – Media

Media Director

Media Planning Media Buying

Media Manager-Planning Media Manager-Buying

Media Supervisor/Media ExecutiveMedia Supervisor/Media Executive

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Media Department

• The media department of an agency analyses, selects and

contracts for the space or time in the media that will beused to deliver the clients advertising message.

• The media department is expected to develop a media

plan that will reach the target market and effectivelycommunicate the message in a cost effective manner.

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Media Department

• The Media department reviews information on

demographics, magazines and newspapers readership,

radio listenership and consumer TV viewing patterns to

develop an effective media plan.

• The media department is becoming an increasingly

important part of the agency business.

• An agency’s ability to negotiate prices and effectively use

the vast array of media vehicles as well as other sources of

customer contact is becoming as important as its ability to

create ads.

@ RAJESH NAMBIAR



Hierarchy - Production

Production

Print Film

Production Manager Film Production Manager

Film Production ExecutiveProduction Executive

Agency Structure Macro Views

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