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Overview of Advertising Agencies and Roles

This document discusses advertising agencies and their role in marketing communications. It outlines the major institutions involved, including advertising agencies, advertisers, media companies, and government regulators. It then discusses the history and structure of advertising agencies, the services they provide, how clients select agencies, and compensation models. The document also covers trends in the industry, areas of potential conflict between clients and agencies, and specialized services advertising agencies offer.

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Ragha Tapu
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© Attribution Non-Commercial (BY-NC)
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846 views16 pages

Overview of Advertising Agencies and Roles

This document discusses advertising agencies and their role in marketing communications. It outlines the major institutions involved, including advertising agencies, advertisers, media companies, and government regulators. It then discusses the history and structure of advertising agencies, the services they provide, how clients select agencies, and compensation models. The document also covers trends in the industry, areas of potential conflict between clients and agencies, and specialized services advertising agencies offer.

Uploaded by

Ragha Tapu
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
  • Advertising Agency Introduction
  • Major Institutions Involved in Advertising Management
  • History of First Advertising Agency
  • Major Ad Agencies in India
  • Future Developments and Markets
  • Types of Agencies
  • Ad Agency Structure
  • Agency Services
  • Selection of an Ad Agency
  • Agency Compensation Systems
  • Problems and Trends in Advertising Agencies
  • Areas of Client-Agency Conflict
  • Agency Tasks and Functions
  • Specialized Services
  • Collateral Services
  • Conclusion

Advertising Agency

Role of Ad Agencies and Other marketing Communication Organizations

Major Institutions Involved in Advertising Management


Control Institutions Facilitating Institutions
Advertising Agency Government Advertiser Media

Competition

Research Suppliers

Markets and Consumer Behaviour

The first ad agency was set up by J.

Walter Thompson in Philadelphia in 1841 by way of selling space in news papers and magazines. He was news paper agent

Major Ad Agencies of India


Hindustan Thompson Lintas Mudra O& M FCB-Ulka R K Swamy Clea Trikaya Grey Rediffusion Contract

FUTURE
1. DEVELOPMENTS : Brand Proliferation Media Explosion Technology Boom Changed Consumer 2. MARKETS : Dot Coms Financial Agency Marketing Public Relations Franchise Markets

Types of agencies
Full Service Agencies Provides whole range of services to clients, both advertising and non advertising
A la carte agencies or boutique agencies
Specialize in creative concepts, strategy development

House agencies Agency established by company itself e.g. Lintas by lever and Mudra by Reliance

Ad Agency Structure
President/Proprietor Branch Head Head Accounts

Account Planner

Creative Director
Planning

Media Head
Buying Operations

Studio

Finance Banks Financers Clients suppliers

Clients brand Art

Copy Print

TV/ Film Producers

Production

Agency services
Account Planning
Account Management Creative services Media services Traffic maintenance

Selection of an Ad Agency
Looking around Shortlisting

Criteria for shortlisting


Core competence Service orientation Category expertise Current portfolio Resource allocation Remuneration Location Size Thought alignment

Signing Up Agency briefing, setting and directing the achievement

of objectives

Agency Compensation Systems


Media Commission Model
Fee- Based Model Other Options In-house ad agency Creative shops/ Free lancers Marketing communication consultants

Problems Of Advertising Agencies


Delayed Payment Development Of Break Away Units High Salary Change Frequency by Clients Erratic Pre-Censorship Of Commercials

TRENDS Indian Agencies Go Global


Artful Obscenity Use Of Children in Advertisements Specialization Rural Advertising Grasping the Grassroots

Areas of Client- Agency Conflict


Guiding Principles For Good Relationship Trust Honesty Commitment and responsibility Understanding and empathy Respect

Agency Tasks/ functions


Planning client mix strategies

Financial planning and controls Estimation Signing contract Advance request invoicing Billing Outstanding generation and follow up Payment
Relationship with other partners & associates Managing media relationships Managing relationships with artist, creative people

Specialized Services
Direct Marketing Agencies
Sales Promotion Agencies Public relation Firms

Interactive agencies- devt of Web etc.

Collateral Services
Marketing Research companies
IMC service companies

Thanks

Advertising Agency Role of Ad Agencies and Other marketing Communication Organizations
Major Institutions Involved in Advertising Management Control Institutions Advertiser Government Competition Markets
The first ad agency was set up by J. Walter Thompson in Philadelphia in 1841 by way of selling space in news papers and m
Major Ad Agencies of India Hindustan Thompson Lintas Mudra O& M FCB-Ulka R K Swamy Clea Trikaya Grey Rediff
FUTURE 1. DEVELOPMENTS : – Brand Proliferation – Media Explosion – Technology Boom – Changed Consumer 2. MARKETS
Types of agencies Full Service Agencies –Provides whole range of services to clients, both advertising and non advertising 
Ad Agency Structure Branch Head President/Proprietor Clients brand Studio Creative Director Account Planner Head
Agency services Account Planning Account Management Creative services Media services Traffic maintenance Account Plann
Selection of an Ad Agency Looking around Shortlisting –Criteria for shortlisting Core competence Service orientation Ca
Agency Compensation Systems Media Commission Model Fee- Based Model Other Options –In-house ad agency –Creative shops/ Fre

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