organisation composed of creative and business people who develop prepare and place advertising in advertising media for sellers seeking to find customers for their goods and services Types of Advertising agencies ID: 1033064
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3. AD AGENCYDefinition :“ An independent business organisation, composed of creative and business people, who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods and services.”
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6. Types of Advertising agencies
7. Full service agenciesPlanning advertisingCreating advertisingProducing adsSelecting MediaPerforming Research
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10. Creative BoutiquesProvides only Creative ServicesTie up with freelancersBill on actual work completed
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13. Media Independents
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15. Global agencies
16. Agency Selection Criterion1) Creativity of an agency2)Services Offered by an agency3)Size of the ad agency4) Market standing 5) Type of clients of the agency6) Media connections of the agency7) Compensation of the agency services 8) Accreditation of the agency
17. AGENCY CLIENTRELATIONSHIP
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20. CLIENT TURNOVERWhen an advertiser leaves one agency and shifts to another agency it is termed as client turnover
21. REASONS FOR CLIENT TURNOVER
22. REASONS FOR CLIENT TURNOVER Absence of profitable/ result oriented servicesUse of new mediaAbsence of cordial relationsLack of confidenceInadequate servicesChange in personnelHigh ratesEntry of new ad agency
23. MEASURES FOR AVOIDING CLIENT TURNOVERProvide quality servicesEnsure timely deliverySound allocation of fundsFulfill client’s expectationsNon- advertising activitiesUnderstanding clients business goalsConnect on a personal levelProper understandingTrust dominatingRelationship supreme
24. CREATIVE PITCHRelates to agency selectionAd agency pitch can be of four types: Agency credential pitchStrategy pitchCreative pitchIMC pitch
25. Steps involved in preparing creative pitchTo locate clientsTo fix the meetings with the clientTo outline the scope of workTo present details of the pitchTo finalise the deal
26. AGENCY COMPENSATIONCommission methodFee payment methodAgency charges methodCost plus systemPerformance based compensation
27. CAREERS IN ADVERTISINGAd agenciesAccount managementAccount planningCreative departmentMedia planning and operationsProduction departmentMarket researchProvision of other services
28. SKILLS REQUIRED FOR A CAREER IN ADVERTISINGCommunication skillsSales skillsWeb skillsCreative skillsSocial skillsAnalytical skillsAdapting skills
29. FREE LANCING CAREER OPTIONProduction housesResearch and allied fieldsPrintingGraphics and animationModellingdubbing
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31. Functions of an ad agencySelection of prospect/ Client servicingAdvertising PlanningCreative functionProduction functionClient approvalMedia planning and buyingMarketing functionsResearch functionAccounting functionCoordination with client
32. Types of Ad AgenciesFull service ad agencies eg. O&M(Ogilvy and Mather), JWT (J. Walter Thompson)Creative boutiques eg. Chlorophyll, Vyas Gianetti CreativesMedia buying agencies eg. Mindshare, Initiative Media (Lintas)In house agencies eg. LG- LGAds, Samsung- Cheil Worldwide, Reliance- Mudra (When it started)Specialist agencies eg. Sobhagya Advertising Agency – Financial advertisingSocial Media Agencies eg. Alivenow – PVR, ITC, Reliance footprints.