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MODULE III

An advertising agency is a specialized firm that creates, designs, and places advertisements while planning promotional campaigns for clients. The document outlines the structure of advertising agencies, types of agencies, and the importance of maintaining agency-client relationships, as well as reasons for client turnover. It also discusses various career opportunities within advertising agencies and related fields.

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3 views

MODULE III

An advertising agency is a specialized firm that creates, designs, and places advertisements while planning promotional campaigns for clients. The document outlines the structure of advertising agencies, types of agencies, and the importance of maintaining agency-client relationships, as well as reasons for client turnover. It also discusses various career opportunities within advertising agencies and related fields.

Uploaded by

Tundhiyo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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MODULE III Advertising Agency

Meaning and Definition of Advertising Agency


An advertising agency is a firm that specializes in the creation, design and
placement of advertisements, and in the planning and execution of promotional
campaigns for products and services of their clients.

 creative pitch
A creative pitch is a presentation that describes the concepts that a company (such
as an agency) proposes to use to create a media program or promotional message. It
refers to the presentation by advertising agency people to a prospective account.
1. A creative pitch is ‘the proposal or presentation made by an advertising
agency to the prospective clients to get the advertising work from them’
2. In advertising language, ‘pitching is like selling’
3. Through Creative Pitch, an ad agency tries to sell its services and obtain
a new client
4. The pitch states the objectives for the campaign and describes how the
campaign will achieve them
5. Advertisers(clients) request ad agencies, normally not more than three
at a time, to prepare and present creative pitches so that they can select
the most suitable proposal from them
6. The Ad Agency approaches the prospective clients on its own
7. The client invites the ad agency/agencies
8. The ad agency may request its existing clients to recommend its name to
others
9. An advertiser may find from others who is their ad agency and may
request any one of them to speak to their agency to handle his account

 Organisation Structure of an Advertising Agency And Services


The Chart can be explained as under:
1. Creative services Department
a. Copywriting
b. Artwork
c. Production
d. Traffic
2. Account Services
a. Ad plan
b. Ad budget
c. Client Relations
3. Media service
a. Media Planning
b. Media Buying
c. Media Research
4. Management and Finance
a. Office management
b. Finance
c. Accounting

 Types of advertising agency


1. IMC Agency - Very comprehensive, covers many more activities, other
than Advertising, it
covers…Direct marketing, Sales
promotion, publicity Personal selling or
Salesmanship, etc.
2. Full-Service Agency: Normally, they are large sized agencies
Deals with all stages of advertisement
Different expert people for different departments
Includes full package services such as market research, copy making,
media planning and buying, product and advertising research, budget
preparation, etc.
3. Creative Boutiques - Specialise in creative services No other function is
performed other than creating the ads
They are small sized agencies with their own copywriters, directors, and
creative people
4. In-House Ad Agencies - Established by big advertisers as their own
agency or department to carry out their own advertising related works
They don’t accept the work of any other clients
E.g. Lintas was established by the then HLL as an In-house ad agency
5. Media Buying Agencies - Buys place and time slots in bulk from media
owners and sells them to the advertisers
Supervises whether the ad has been placed at the chosen time and place
or not in the selected media
6. Interactive Agencies - Uses Internet related ads
Develops websites, blogs, webpages, social media ads, mobile phone ads,
etc.
7. Specialised Ad Agencies - Undertake only one type or specialised activity
Act as the Niche agency. May be related to Outdoor ad work e.g.
Bright, Selwel, etc.
May handle only financial or capital market ads such as Capital,
Sobhagya, Percept, etc.

 Maintaining Agency – Client Relationship


The agency client relationship stars when the client contracts work to the agency.
Such a relationship is based on mutual trust and respect.
An article published in the economic times of India on 17th January 1988 has made
some suggestions in this regard:
● What the agency has to do?
● Much not handle conflicting accounts
● Discuss details of compensation
● Decide clearly as to who will handle the account
● Establish a continuous communication network
● Collect complete information about the clients business
● Maintain a regular performance audit
● Come out with new marketing ideas
● Never hurt the clients ego
● Keep the client well informed
● Maintain discipline, punctuality and submit progress

 Client Turnover: concept - Shifting of a client from one ad agency to


another A

client leaves one ad agency and joins another


End of relations between them: not a happy situation for both
It is like a divorce between the client and an ad agency
May be due to various reasons
Both the parties may be at fault to some extent

Reasons of Client Turnover


1. Dissatisfaction: poor & unprofitable work
2. Lack of understanding
3. Loss of confidence
4. Change in the creative staff
5. Change in location of an agency
6. Sudden increase in fees: expensive
7. Handling of the competitor’s account
8. Inadequate network & facilities
9. Failure or withdrawal of a brand/business
10. Merger: of an ad agency or client
11. Change for the sake of change

Career in advertising
Career with an Ad Agency
12. Art Director: art-related work
13. Account Executive/Supervisor: looks after the clients and their relations
14. Copywriter: deals with the creative work
15. Production Designer/Supervisor
16. Media Buyer/Planner
17. Research Manager/Supervisor
18. PR

Career with Media

1. Media selling staff: search for the media buyers, negotiating with them
and selling media space/time
2. PR related jobs
3. Production-related work
4. Social media jobs: creative work, blogging, etc.

Careers as Free-lancers

1. Modeling and model coordinators


2. Announcing and dubbing artists
3. Choreography
4. Lyricists and musicians: jingle writing
5. Designers: set, dress, etc.
6. Photographers and video shooters
7. Graphics and animation

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