Download - 111 Ad Agency
Five Advertising Agency Types
1. Full-service agencies 1. Full-service agencies
2. Creative boutiques2. Creative boutiques
3. Media-buying services3. Media-buying services
4. Interactive agencies4. Interactive agencies
5. In-house agencies5. In-house agencies
well equipped to plan and create advertising campaigns for a range of media including TV commercials, Radio jingles, print advertisements etc.
provides a range of marketing services.
provides services related to advertising such as copywriting, artwork, production of ads, media planning etc.
provides services related to pricing, distribution, packaging, product design etc
Full-service agenciesFull-service agencies
functions of full-service agencies
• account management• creative• media planning and placement• research
• liaison between agency and client • responsible for understanding...
– the client’s business– the client’s marketing needs– strategy development
• representing client point of view within the agency
account management
1.Responsible for creating and producing the print and broadcast advertising
2..Guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed
creative department
Media Department
Two main functions - planning and buying.
• The planning group handles more strategic marketing and media issues.
• The buying group handles media negotiations and implementation.
Research & Other Functions
• Research department may design and execute research programs
• strategy/creative review board• office management
– human resources– legal services– accounting– recruitment
Ogilvy and Mather Limited - Headed by Mr. Piyush PandeyMudra communications Pvt. Ltd. - Head: Mr. Madhukar KamathLintas India Pvt. Ltd. - Head: Mr. Pranesh Misra (President & COO - Lowe, India) JWT (Hindustan Thompson Associates Pvt. Ltd. - Head:Mr.Colvyn Harris (Chief Executive Officer)FCB-Ulka advertising pvt. Ltd. - Head Mr. Anil Kapoor (Managing Director and CEO)Rediffusion DY&R Pvt Ltd. - Mr. Mahesh Chauhan (President)RK Swamy BBDO Pvt Ltd. - Mr. Srinivasan K Swamy (Head)McCann-Ericsson India Ltd. - Sorab Mistry (Head)Leo Burnett - Mr. Arvind Sharma (Chairman and CEO) Grey worldwide (India) Pvt Ltd. - Mr. Nirvik Singh (President south east Asia & chairman South Asia, Grey Global)
Top Ten Advertising Agencies of India (2006-2007)
CREATIVE BOUTIQUE
• Shop agencies that provides only creative functions and not full-service.
• Creative functions include copy writing, artwork and production of ads.
• Charge a fee or percentage of full service agencies.
• Convert into a full service agency or merge with other agencies to provide a wide range of services.
CREATIVE BOUTIQUE
• The Shop, a Delhi-based agency • set up in 2004 by Freddy Birdy,
considered among the country’s most successful copywriters
• Naved Akhtar one of the best known art directors in the industry.
Specialize in Buying Media, Especially Broadcast Time
Agencies and Clients Develop Media Strategy
Agencies and Clients Develop Media Strategy
Specialize in Buying Media, Especially Broadcast Time
Media Buying Agencies
Media Buying
Services
Media Buying Organizations Implement the Strategy and
Buy Time and Space
In House Agency
• Owned completely by the advertiser.
• Companies, which prefer to have closer control over advertising, have their own in-house agency.
MoreControl
CostSavings
BetterCoordination
LessObjectivity
LessExperience
Pros & Cons of In-House Agencies
TheIn-houseAgency
+ Positive+ Positive - Negative- Negative
LessFlexibility
Interactive agencies
• Online marketing under which search engine marketing and web marketing comes as subsections.
• Offers a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/ e-commerce consulting.
• Rose to prominence before the traditional advertising agencies fully embraced the Internet.
• Clickadtrix is a one-stop-shop for companies who want to try different mixes of online marketing.
Audio
Special Effects
Video
WebBanner Ads
Kiosks
Web Sites
CD-ROMs
Special Effects
VideoAudio
KiosksCD-ROMs
Web SitesWebBanner Ads
Functions performed by Interactive Agencies
Interactive Media Creation
DigitalContent
Animation
Organization Structure of Advertising Department
• structure may vary from one organization to another
• each one tries to develop a form, which is most suited to one's requirements.
• The principal forms of organizational structure are based on sub functions of advertising - :
Copywriting or artworksCommunication media Geographical spreadProduct andEnd users.
Organization Structure of Advertising Department
Advertising Manager
Copywriting Manager Art Manager
Production Manager Media Manager
Organization Structure of Advertising Department
Advertising Manager TV Broadcasting MagazineNewspaper Outdoor Direct mailing
Organization Structure of Advertising Department
By Product
Advertising Manager
Product A Product B Product C
Organization Structure of Advertising Department
By Geography
Advertising Manager
Zonal Manager A ZM(B) ZM (C)
Organization Structure of Advertising Department
By End User
Advertising Manager
Consumer Institutional Government
Centralized Advertising Activity
located at or directed by headquarters, reporting to corporate sales or marketing head or in top management. gets the necessary product, market, and budget information from the divisions
controls the execution of the various programmes by: 1. Providing the needed information and guidance to the advertising agency and other Services;2. Then reviewing and approving the completed work before getting division approval
Advertising Department Under Centralized System
President
Production Finance MarketingResearch
and Develop-
mentHuman
Resources
Advertising Marketing Research Sales Product
Planning
FewerPersonnel
BetterCommunications
ContinuityOf Staff
LongerResponse Time
Less GoalInvolvement
Pros & Cons of Centralization
TheCentralized
System
+ Positive+ Positive - Negative- Negative
Can’t DoMultiple Product
Lines
Decentralized Advertising Activity
• operated and controlled by individual units located in each major division
• usually reporting to a division head or to a division marketing or sales head
•division advertising, sales and marketing people and control both the 'what' and 'how' of the advertising job
• getting only advice and counsel plus miscellaneous services from a central advertising function.
•
Decentralized Management System
Production Finance
Sales
BrandManager
Ad agency
BrandManager
Ad agency
ProductManagement
SalesPromotion
PackageDesign
Merchandising
AdvertisingDepartment
MarketingResearch
MarketingServices
Marketing Researchand
Development
HumanResources
Corporate
Competition for Resources
Lack of Experience
in IMC
Rapid ProblemResponse
ConcentratedAttention
IncreasedFlexibility
Pros & Cons of Decentralization
TheDecentralized
System
+ Positive+ Positive - Negative- Negative
Lack ofAuthority
Contest/Sweepstakes Development
Contest/Sweepstakes Development
Promotion Planning
Creative Work
Research
Coordination With Advertising
Premium DesignPremium Design
Coordination With Advertising
Research
Creative Work
Promotion Planning
Data Base Marketing
Activities performed by Sales Promotion Agencies
StrategyDevelopment
GeneratingPublicity
LobbyingPublicAffairs
DamageControl
ImagePortrayal
StrategyDevelopment
GeneratingPublicity
LobbyingPublicAffairs
DamageControl
ImagePortrayal
Functions performed by Public Relations Firms
ProgramPlanning
Planning and Implementing
Research Planning and Implementing
Research
Information Application
Analysis and Interpretation
Primary Data Collection
Qualitative & Quantitative
Secondary Data Collection
Primary Data Collection
Qualitative & Quantitative
Analysis and Interpretation
Information Application
Marketing Research Companies
Advertising whereby the only connection the consumer has to the product is the advertising and the only way a consumer can act on the advertisement or commercial is to return a coupon or make a phone call.
Direct response advertising is geared to eliminate an intermediary in the purchase process. It can utilize a wide range of media, from matchbook covers to print or radio and television, although it is typically conducted through the mail.
Direct Response Agency
DirectMail
Data BaseManagement
Research
Creative
Media Services
Creative
Media Services
Research
DirectMail
Data BaseManagement
Direct Response Agency Activities
DirectResponseAgencies
Production
Benefits of Using an Advertising Agency
• Added Expertise• Media Knowledge and Unbiased
Advice• Easier Administration• Media Buying• Quality Control• Information• Cost Saving• Time Saving