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What are the different goals of

marketing and marketing

communications?

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Types of Agencies

• Full service agency

• Modular agencies

• In House agencies

• Creative Boutiques

• Mega agencies• The Specialists Agency

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1. Full Service Agency

• Provides a range of marketingservices.

Services directly related toadvertising such as copywriting,artwork, production of ads, media

planning etc.

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2. Modular agencies

• A full service agency that sells itsservices on a piece meal basis

• Fee is charged for actual work

undertaken

3. In House agencies

• Owned completely by the advertiser• an undertake to serve several other

clients, if the owner so desires

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. Creative Boutiques

• Provide only creative functions and

not full!service.

• opy writing, artwork andproduction of ads

• "erge with other agencies toprovide a wide range of services

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#. Mega agencies

• oncept of $%&'s

• "erger of two agencies• $%&(, Saachi ) Saachi, a *ondon based !

the third largest, strarted the movement

!. The Specialists Agency

• Agency that speciali+es only in certainspecic area

• -g Sou"hagya advertising agencyconcentrate on speciali+ed nancialadvertising.

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Functions of an Agency 

•  /o accelerate and create publicawareness about the products and brand

•  /o provide a total, professional,e0perienced service to its clients

•  /o take the communicator message and

convert it into an e1ective andmemorable communication creatingdi1erentiation and increasing sales

• 2nuencing consumer behavior

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Services Offered by an Agency 

• Total Advertising Services

 – Strategic planning

 – reative development – "edia services, particularly in television,

newspapers, maga+ines and radio

4 Mar#eting Services – Sales promotion, market research, P5and event marketing 

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• $%Solution Services

System integration services, e!business

consulting, customer relationshipmanagement 65"7, Search -ngine"arketing 6S-"7 and e!promotions using the2nternet and mobile.

• Content Business

Sale of sponsorship, broadcasting and other

rights, production and marketing of media 8content such as sporting events, lms, /9programs, animated content, music and

other forms of entertainment 

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• $vent Mar#eting

Assisting clients by providingdynamic vehicles for their messagesin the form of on!the!spot interactivecommunications

• Integrated Branding Services

Assuring clients the highest ;uality ofbranding services for theircommunication needs

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Organization Structure

•  /he activities within an ad agencyare divided into < broad groups

$. Account management

=. /he creative department

3. "edia buying

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(rgani)ation ChartBoard of Directors

Managing Director 

Client Services

Director 

Creative

Director 

Servicing Group

Media

Research

Creative Groups

Audio Visual

Language

Studio

Production

Finance /

Accounts

Secretarial /

Legal Personnel

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u u vagency

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 What Makes Effective Advertising?

Sound

Strateg

Consu!er"s

Vie# Persuasive

Doesn"t

$ver#hel!

Deliver on

Pro!ises

Brea%

Clutter 

&ffective

Advertising

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Selecting an agency • >ave they fully

understood thebrief?

• @o they know howto use market

research? an theycontribute to ourthinking here?

• 2s their strategic

thinking sound?• 2s it imaginative?

>ave 2 learnedanything useful

from it?

• Are they professional

and businesslike?• an 2 work with their

senior people? Andwill they be actually

working on mybusiness?

• Are their capabilitieshigh in all key areas

management,strategy, creative,media?

• @o they work well as

a team both among

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Selecting an agency 

• 2s their creative workof a high ;uality?

• 2s this conned to /9,or does it go across all

media?• @oes this include

below!the!line? Bewmedia? an they o1eran integrated service?

• @o they have reale0pertise in thespecialist areas whichwe are looking at, e.g.

direct marketing, newmedia?

• an they work with usinternationally 6now orin the future7

• >ow do they proposeto evaluate thee1ectiveness of thecampaign?

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-valuation of an agency

riteria and basis of evaluation

$. /alent and Functional -0pertise.

=. Account "anagement

3. 2ndustry8ategory -0pertise.

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Guestions

•  hat are the di1erent types ofagencies?

•  hat are the various functions ofagencies?

•  hat makes an e1ectiveadvertisement?