CONSUMER BEHAVIOR &
ADVERTISING
MANAGEMENT
AD VERTISING
AGENCIES
PRESENTED BY-
ADITYA
PRAKASH
Contents
Introduction
Meaning
Types of advertising agencies
Functions of ad agencies
People working in an ad agency
Top 10 ad agencies of India
INTRODUCTION
The First World War created conditions for the growth of
some of the Indian consumer industries. After the war,
the need arose for specialized advertising services. The
British India Corporation, started a British firm in Kanpur,
with a relatively wide range of consumer goods, set up
Alliance Advertising Associates Limited. This was
probably the first advertising agency in India to provide a
wide variety of services. In 1922, Mr. L.A. Stronach, a
senior artist of Alliance Advertising, left to start his own
agency in Bombay. Thus was born a new type of business
enterprise in the service sector in India.
MEANING
An advertising agency or ad agency is a service business
dedicated to creating, planning and handling advertising
(and sometimes other forms of promotion)for its clients.
An ad agency is independent from the client and provides
an outside point of view to the effort of selling the client's
products or services. An agency can also handle overall
marketing and branding strategies and sales promotions
for its clients.
TYPES OF AD AGENCIES
Full service agency
Modular agency
In house agencies
Creative boutiques
Mega agencies
Specialists agencies
FULL SERVICE AGENCY
A full service ad agency is one that provides a range of
marketing services. A full services agency provides
services that are directly related to advertising such as
copywriting, artwork, production of ads, media planning
etc. It also provides such services in respect of pricing,
distribution, packaging , product design etc
MODULAR AGENCIES
A modular agency is a full service agency
that sells its services on a piece meal basis.
Thus an advertiser may commission an
agency’s creative department to develop an
ad campaign while obtaining other agency
services elsewhere. Or, an advertiser may hire
an agencies media department to plan and
execute a program for advertising that
another agency has developed. Fees are
charged for actual work undertaken.
IN HOUSE AGENCY
Those companies, which prefer to have closer control over
advertising, have their own in-house agency. This type is
owned completely by the advertiser. It performs almost all
functions that an outside advertising agency would
perform and that’s why some people refer to it as full-
service advertising department of the advertiser.
CREATIVE BOUTIQUE
These are shop agencies that provides only creative
functions and not full-service. The specialized creative
functions include copy writing, art work and production of
ads, they charge a fee or percentage of full service
agencies ,and as such most of them convert into a full
service agency or merge with other agencies to provide a
wide range of services.
MEGA AGENCIES
A significant of 1980’s is the development of mega
agency. Agencies worldwide merge with each other serve
their clients in much better way. It was in 1986, Saachi &
Saachi, a London based agency who started the movement
and at present it is the third largest agency network in the
world
THE SPECIALISTS
AGENCY
There are some agencies who undertake advertising work
only in certain areas. there are agencies that specialize
only in financial services or only in publicity or only in
point-of-purchase material etc. for instance Soubhagya
advertising agency concentrate on specialized in financial
advertising.
FUNCTIONS OF AD
AGENCIES
To accelerate economic growth and create public
awareness.
To provide a total, professional, experienced service
which is very personal in its nature.
To take the advertiser's message and convert it into an
effective and memorable communication.
PEOPLE WORKING IN AD
AGENCY
Account executive
Copywriter
Visualizer
Creative director
Production department-Printing technology, DTP,
Photography
Media planner
The media
Ancillary services-Studio services, photographers
Freelancers-Jingle singers, radio announcers, artists
TOP 10 AD AGENCIES OF
INDIA
Adbur Pvt Ltd
Akshara Advertising
Mudra communication ltd
Chaitra Leo Burnett Pvt Ltd
Contract Advertising (India) Ltd
Crayons Advertising and Marketing Pvt Ltd
Creative Advertising
Enterprise Nexus Communications Pvt. Ltd
Euro RSCG Advertising Pvt Ltd
Everest Integrated Communications Limited
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