Dr J ayashri Kulkarni Adverting Agency Ad AgencyMeaning FeaturesFunctions Structure Types Agency and ClientRelationship Client turn over Agency Compensationtypes Creative Pitch ID: 930174
Download Presentation The PPT/PDF document "Advertising Sem. III Module 2" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Advertising Sem. IIIModule 2
Dr.
J
ayashri
Kulkarni
Slide2Adverting Agency
Ad. Agency-Meaning,
Features,Functions
, Structure, Types.
Agency and Client-Relationship, Client turn over, Agency Compensation-types, Creative Pitch.
Careers in Advertising
Slide3Module 2.1 Ad. Agency
Advertising Agencies Association of America-
, “an
independent
business
organisation,composed
of creative and business people, who develop, prepare and place advertising in the media for sellers seeking to find customers for their goods and services.”
It is a
specialised institution
that consists of a creative team and experts in advertising who hire their services in the field of advertising.
It is an independent
service institution
involved in advertising and allied activities.
It is a
link
between the Advertiser and the media.
Slide4Ad Agency-Features
Specialsed
organisation
Independent institution
Link between advertiser and media
Service institution
Creative team
Expertise
Agency compensation
Various types
Accreditation
Slide5Ad. Agency –Organisational Structure
President/CEO
Media Services
Creative services
Accounts services
Management
Copy & Art
Production
Traffic
Media Planning
Media Buying
Media Research
Budget
Finance
Accounting
Planning
Decision Making
Routine management
Slide6Ad Agency-Functions and Sevices
Creative services/functions
Accounts Services/Functions
Media Services/Functions
Management
Client related Services
Slide7Ad Agency-Types
Full service agency
Modular agency
Creative Boutique
Global /Local agency
Mega agency
Media Buying agency
Specialised agency
Interactive agency
B2B agency
In House agency
Slide8Ad Agency-Selection Criteria
Types /Nature of services offered
Location-proximity
Quality/performance
Reputation
Accreditation
Compensation
Creative staff-Art director/copy writer
Size
Media Rapport
Specialisation
Other clients-competitive accounts
Slide9Module 2.2 Ad. Agency-client relation
Transparency
Mutual faith
Communication
Sorting out differences
Business ethics
Regular supply of funds by the client
Reasonable compensation paid by the client
Qualitative performance by the Agency
Timely performance by the agency
Protecting interest of the client by the agency
Slide10Ad. Agency-Client Turnover
Meaning--The no. of clients leaving the Agency and joining another agency
Reasons:
Types/ nature of services –not available
No good quality/ performance
Higher compensation
Delayed performance
Change in personnel
Change in location
No proper promotion of agency
Loss of reputation
Difference of opinions
Withdrawal of the product from the market
Loss of or no accreditation
DissatisfactionNo proper treatmentLack of public liaison
Slide11Ad Agency-Compensation
Methods/Types
Commission
Charges
Fees
Cost plus system
Bonus/Incentive
Slide12Ad. Agency-Creative Pitch
Meaning: Presentation by an Ad. Agency to its clients to secure an account
It is a team of creative people in the Agency who prepare a presentation.
Slide13Creative Pitch-Procedure
Identify the client
Meeting to the prospective client
Preparing brief
Selection of
P
itch team
Preparing outline of the Pitch
Rehearsals
Presentation of the Pitch
Follow upAdditional Presentation
Signing the contract
Slide14Modules 2.3 Career in Advertising-skills required
Conceptual Skills-Copy,
Visualisation
, Art work
Creative Skills
Communication Skills
Human Skills
Stress Releasing Skills
Time management Skills
Problem Solving Skills
Decision Making Skills
Leadership SkillsHuman Relations SkillsAdministrative Skills Other Skills
Slide15Career Options in Advertising
Ad. Agency
Copy Writer
Visualiser
Photographer
Media Planner
Researcher
Back office- Accounts, Records, Computer operations
Client Relations
Production house—e.g.
Balaji Telefilms
Printing PressGraphics, AnimationModelingFree Lancing
Slide16Free Lancer as a Career Option in Advertising
Scope for free lancing—Photography, copy writing, preparing art work, ad. research, media planning
Importance
a. Flexible Timing
b. Profit
c. Self employment
d. High Status
e. Scope for creativity
f. Experience
Slide17Free Lancer as a Career Option in Advertising
Essentials
Specify area
Approach right people
Social Media
Promotion
Proper pricing
Prompt services
Up-
dation
Public relations
Innovation
Slide18Questions
Define Ad. Agency. What are its features?
Explain the functions/services of ad. Agency.
What are various types of
Ad.agencies
?
What do you mean by Agency compensation? What are its methods?
What are the ways of getting clients?
Describe the structure of Ad. Agency.
What are various career options in advertising?
Write a note on free lancing as the career option in advertising.
What are the factors considered in selection of Ad. Agency?