An Overview of ADVERTISING
Advertising and its Importance
What is ADVERTISING……?
Non personnel presentation
Communicate to customer Its for all generation people
Importance of advertising
Advertising is important for consumer Advertising is important for seller and companies Advertising is important for society
5 M’s of Advertising
5 M’s of Advertising
MISSION – sales goals, advertising objectives
Market share, competition – MONEY
MESSAGE – meaningful message, pictures, creative
writer
5 M’s of Advertising
MEDIA – media timing, reach, frequency
Communication & sales impact – MEASUREMENT
Types of ADVERTISING
Types of ADVERTISING
TELEVISION ADVERTISING
RADIO ADVERTISNG
ONLINE ADVERTISING
COVERT ADVERTISNG
Types of ADVERTISING
PRESS ADVERTISING
BILLBOARDS ADVERTISING
MOBILE BILLBOARDS ADVERTISING
COFFEE CUP ADVERTISING
Ad Agency – Structure, Functions and Evaluations
ADVERTISING AGENCIES
MEANING OF AD AGENCY
Keeps close contacts with advertising media. Professional services to its clients.
Operates in the advertising field.
Charges certain fees/service charges. Some of the top advertising agencies in India are Ogilvy and Matter, JWT, Leo Burnett, etc.
DEFINITION OF AD AGENCY
PHILIP KOTLER American Association of Advertising Agencies
“Advertising agency is a marketing service firm that assist its clients in planning, preparing, implementing and evaluating various activities of advertising campaign…”
“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…”
EVOLUTION OF AD AGENCY
EVOLUTION OF AD AGENCY
Space Broker Stage
Mergers & Acquisition
Wholeselling Period
Development of MultiDimension Services
Introduction to Ads
Space – Broker Stage
Selling space in newspapers to their clients. The newspaper owners gave a commission of 25% on such sales.
Whole - Selling Period
To sell a column of space each week for a year thereby receiving 25% as agency commission.
Then resold the space to advertisers at different prices.
Introduction to ads
By this stage the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession.
Development of multi dimension services
An Advertising company with multi-dimensional services it includes: Development In: Photography Graphic and web designing Printing Brand development Curating art exhibitions
Mergers and acquisition
This include merging with or acquiring other agencies to create a single more capable agency. In the course of mergers and acquisitions, security plays a vital role in helping to make the endeavor successful.
TYPES OF AD AGENCY
Full Service Agencies
• Deals with all stages of advertisement • It starts the work from gathering data ,analyzing it and ends on payment of bills to media people
• EXAMPLE
• Tag team creative
Interactive Agencies
Creative Boutiques
• Modernized modes of communication are used • Uses online ad, personal messages on mobile phone etc. e.g.. Argus • Specialises in creative aspects of advertising. • The talent is very high caliber • They provide creative service on fee basis
• EXAMPLES • RMG David
• Buys place for advertise and sells it to the advertisers. • Schedules slots at different television channels and radio stations. • EXAMPLE • Zenith Media (Bates, Saatchi & Saatchi)
In House Agencies
• Agency which are set up within the organization. • An in-house agency is an ad agency set up, owned and operated by the advertiser. • Reason for using in-house agency is to reduce advertising and promotional cost. • EXAMPLE • Videocon
HOW IS THE STRUCTURE OF AD AGENCY…………???
Structure of ad agency
Core Dept Non – Core Dept
Financial/ PR/ Adminis tration
Client Service Creative
HR Media
Studio Operation Producti on
Core Department
Client Service
Creative
Media
Non – Core Department
Studio Operation
Production
Human Resource
Financial/ Legal / Administration
How to Ad Agency Earn Revenue…….??????
Sources of Revenue Agencies
COMMISSIONS
FEES
Functions of Ad Agency
Functions of Ad Agency
Selection of Prospects
Advertising Planning
Media Selection
Creative Function
Functions of Ad Agency
Research
Marketing function
Coordination
Trained Personnel
Why Agencies LOSE or GAIN Clients…….??????
Why do ad agencies lose clients….?
POOR PERFORMANCE & COMMUNICATION
CHANGE IN SIZE AND STRATEGY
DECLINE IN SALES, UNREALISTIC DEMAND
CHANGE IN POLICY & PERSONNEL CHANGES
CONFLICT INTEREST AND PAYMENT CONFLICT
How do ad agencies gain clients…….?
IMAGE & REPUTATION
REFERRALS
PUBLIC REALTIONS
SOLICITATION
PRESENTATION
Evaluation of ad agencies
1.
Select a shortlist of agencies to evaluate
Assess the agencies experience in your sector
2.
3.
Review the agencies creative work
Compare the range of services with the services you need Meet the teams of shortlisted agencies and review the qualifications of people who would be working in your account.
4.
5.
doc_518770603.pptx
Advertising and its Importance
What is ADVERTISING……?
Non personnel presentation
Communicate to customer Its for all generation people
Importance of advertising
Advertising is important for consumer Advertising is important for seller and companies Advertising is important for society
5 M’s of Advertising
5 M’s of Advertising
MISSION – sales goals, advertising objectives
Market share, competition – MONEY
MESSAGE – meaningful message, pictures, creative
writer
5 M’s of Advertising
MEDIA – media timing, reach, frequency
Communication & sales impact – MEASUREMENT
Types of ADVERTISING
Types of ADVERTISING
TELEVISION ADVERTISING
RADIO ADVERTISNG
ONLINE ADVERTISING
COVERT ADVERTISNG
Types of ADVERTISING
PRESS ADVERTISING
BILLBOARDS ADVERTISING
MOBILE BILLBOARDS ADVERTISING
COFFEE CUP ADVERTISING
Ad Agency – Structure, Functions and Evaluations
ADVERTISING AGENCIES
MEANING OF AD AGENCY
Keeps close contacts with advertising media. Professional services to its clients.
Operates in the advertising field.
Charges certain fees/service charges. Some of the top advertising agencies in India are Ogilvy and Matter, JWT, Leo Burnett, etc.
DEFINITION OF AD AGENCY
PHILIP KOTLER American Association of Advertising Agencies
“Advertising agency is a marketing service firm that assist its clients in planning, preparing, implementing and evaluating various activities of advertising campaign…”
“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…”
EVOLUTION OF AD AGENCY
EVOLUTION OF AD AGENCY
Space Broker Stage
Mergers & Acquisition
Wholeselling Period
Development of MultiDimension Services
Introduction to Ads
Space – Broker Stage
Selling space in newspapers to their clients. The newspaper owners gave a commission of 25% on such sales.
Whole - Selling Period
To sell a column of space each week for a year thereby receiving 25% as agency commission.
Then resold the space to advertisers at different prices.
Introduction to ads
By this stage the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession.
Development of multi dimension services
An Advertising company with multi-dimensional services it includes: Development In: Photography Graphic and web designing Printing Brand development Curating art exhibitions
Mergers and acquisition
This include merging with or acquiring other agencies to create a single more capable agency. In the course of mergers and acquisitions, security plays a vital role in helping to make the endeavor successful.
TYPES OF AD AGENCY
Full Service Agencies
• Deals with all stages of advertisement • It starts the work from gathering data ,analyzing it and ends on payment of bills to media people
• EXAMPLE
• Tag team creative
Interactive Agencies
Creative Boutiques
• Modernized modes of communication are used • Uses online ad, personal messages on mobile phone etc. e.g.. Argus • Specialises in creative aspects of advertising. • The talent is very high caliber • They provide creative service on fee basis
• EXAMPLES • RMG David
• Buys place for advertise and sells it to the advertisers. • Schedules slots at different television channels and radio stations. • EXAMPLE • Zenith Media (Bates, Saatchi & Saatchi)
In House Agencies
• Agency which are set up within the organization. • An in-house agency is an ad agency set up, owned and operated by the advertiser. • Reason for using in-house agency is to reduce advertising and promotional cost. • EXAMPLE • Videocon
HOW IS THE STRUCTURE OF AD AGENCY…………???
Structure of ad agency
Core Dept Non – Core Dept
Financial/ PR/ Adminis tration
Client Service Creative
HR Media
Studio Operation Producti on
Core Department
Client Service
Creative
Media
Non – Core Department
Studio Operation
Production
Human Resource
Financial/ Legal / Administration
How to Ad Agency Earn Revenue…….??????
Sources of Revenue Agencies
COMMISSIONS
FEES
Functions of Ad Agency
Functions of Ad Agency
Selection of Prospects
Advertising Planning
Media Selection
Creative Function
Functions of Ad Agency
Research
Marketing function
Coordination
Trained Personnel
Why Agencies LOSE or GAIN Clients…….??????
Why do ad agencies lose clients….?
POOR PERFORMANCE & COMMUNICATION
CHANGE IN SIZE AND STRATEGY
DECLINE IN SALES, UNREALISTIC DEMAND
CHANGE IN POLICY & PERSONNEL CHANGES
CONFLICT INTEREST AND PAYMENT CONFLICT
How do ad agencies gain clients…….?
IMAGE & REPUTATION
REFERRALS
PUBLIC REALTIONS
SOLICITATION
PRESENTATION
Evaluation of ad agencies
1.
Select a shortlist of agencies to evaluate
Assess the agencies experience in your sector
2.
3.
Review the agencies creative work
Compare the range of services with the services you need Meet the teams of shortlisted agencies and review the qualifications of people who would be working in your account.
4.
5.
doc_518770603.pptx