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ADVERTISING AGENCIES ADVERTISING AGENCIES

The document outlines the roles, functions, and types of advertising agencies, defining them as independent organizations that create and place advertisements for clients. Key functions include client contact, ad planning, creative execution, media selection, evaluation, and marketing research. It also categorizes advertising agencies into full-service, interactive, creative boutiques, and in-house agencies.

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ADVERTISING AGENCIES
Learning Outcomes What is the role of advertising agencies? Functions of advertising agencies? Types of advertising agencies?
What is the role of advertising agencies?
Advertising Agency According to American marketing Association, "An Advertising agency is an independent business organization 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."
FUNCTIONS OF ADVERTISING AGENCY 1. Contacting Clients: Advertising agency first of all identify and contact firms which are desirous of advertising their product or services Advertising agency performs following functions: 2. Planning Advertisement: Advertising agency's next function is to plan ad for its client. 3. Creative Function: Creative people like - the copywriters, artists, art-directors, graphic-specialists have to perform the creative function which is most important part of all advertising function.
5. Approval of Client: Ad-copy is shown to the client for his approval 6. Media Selection and scheduling: It is very important function of ad-agency to select appropriate media for its clients. 7. Executing: Now, media is selected for time or space, ad is delivered to media, checked, verified, and released in media. After ad release payment is done to media and client is billed for the services provided. FUNCTIONS OF ADVERTISING AGENCY
8. Evaluation Function: After execution, it is the responsibility of ad-agency to evaluate the effectiveness of ad to know how beneficial the ad is for its client. 9. Marketing Function: The advertising agency also performs various marketing function like- selecting target audience, designing products, designing packages, determining prices, study of channel of distribution, market research, sales promotion, publicity, etc. FUNCTIONS OF ADVERTISING AGENCY
10. Research Function: Ad-agency performs various research functions like- research of different media, media cost, media reach, circulation, entry of new media, information regarding ratings, and TRP's of TV programmed, serials. 11. Accounting Function: Accounting function of ad-agency includes checking bills, making payments, cash discounts allowed by media, collection of dues from clients, Advertising and Sales Promotion. FUNCTIONS OF ADVERTISING AGENCY
Advertisement Execution Styles is a kind of ad strategy that utilizes everyday scenarios to integrate a product into the daily dynamics of consumers. slice-of-life advertisement
Lifestyle that focuses on creating a connection between a product or service and the consumer's lifestyle.
Spokesperson/Testimonial usually features a celebrity, company official, or typical consumer making a testimonial or endorsing the product
Fantasy creates a fantasy for the viewer built around use the product
Real/Animated Product create a character that represents the product in advertisement
ROLE OF ADVERTISING AGENCIES • Creating an advertise on the basis of information gathered about product • Doing research on the company and the product and reactions of the customers. • Planning for type of media to be used, when and where to be used, and for how • much time to be used. • Taking the feedbacks from the clients as well as the customers and then deciding • the further line of action
TYPES OF ADVERTISING AGENCIES There are basically types of advertising agencies. 1. Full service Agencies  Large size agencies.  Deals with all stages of advertisement.  Different expert people for different departments.  Starts work from gathering data and analyzing and ends on payment of bills to the media people. SmartSites is a top-performing, award-winning full- service digital marketing agency that specializes in helping businesses scale their marketing efforts.
2. Interactive Agencies  Modernized modes of communication are used.  Uses online advertisements, sending personal messages on mobile phones, etc.  The ads produced are very interactive, having very new concepts, and very innovative 3. Creative Boutiques  Very creative and innovative ads.  No other function is performed other than creating actual ads.  Small sized agencies with their own copywriters, directors, and creative people.
5. In-House Agencies  As good as the full service agencies.  Big organization prefers these type of agencies which are in built and work only for them.  These agencies work as per the requirements of the organizations.
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