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ADVERTISING AGENCY FUNCTION.pptx

An advertising agency is a firm that provides advertising services to clients in order to create awareness and market their products. The key functions of an advertising agency include attracting clients, managing client accounts, developing creative advertising campaigns, conducting market research, planning media strategies, preparing advertising budgets, coordinating between clients and media/distributors, performing sales promotion, handling public relations, and providing additional non-advertising services like price-fixing and product/package design. Advertising agencies employ specialized teams to handle each function, such as account managers, creative teams, researchers, and media planners.

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ADVERTISING AGENCY FUNCTION MANSI SINGH 2021003189 MAJMC 2nd sem
DEFINATION ◦ A firm engaged in providing services of advertisement for clients to create awareness and market for them is known as advertising agency. These agencies involve people with specialized skills and knowledge who are well versed in marketing, advertising and consumer behavior.
FUNCTIONS • Attracting clients Advertising Management Within an advertising agency ising agency needs clients (advertisers). Without them, it cannot survive. • Accounts account manager or account executive is tasked with handling all major decisions related to a specific client. • The account manager works closely with the client to develop an advertising strategy.
CREATIVE TEAM • The principle role of account managers is to management the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. • Advertising agency put the advertising-plan into action under its creative function. Creation of ads is the most important function of an ad agency. Generally, it involves activities like: • Copy writing, Drawing photographs, Making illustrations, layouts, an effective ad message, etc. • These jobs are done by experts like copy writers, artists, designers, etc. These people are highly skilled and creative. They make an advertisement more appealing. Attractive ads help to increase the sales of the product
RESEARCHERS • Full-service advertising agencies employ market researchers who assess a client’s market situation, including understanding customers and competitors, and also are used to test creative ideas. • Advertising agency gathers information related to the client's product. It collects following information about a product under its research function: • Features, quality, advantages and limitations of a product, Present and future market possibilities, Competition in the market, Situation in the market, Distribution methods, Buyers' preferences, so on • Ad agency analyses (studies) all this collected information properly and draws conclusions for its research. It helps in planning an advertising campaign, selecting proper media and creation function.
MEDIA PLANNERS • Advertising agency helps an advertiser to select a proper media (ad platform) to promote his advertisement effectively. • Media selection is a highly specialized function of an ad agency. It must select the most suitable media for its client's ad. • Advertising agency plans the entire ad campaign of its client. Advertising planning is a primary function of an ad agency. It is done when its research function is completed. That is, after analyzing the client's product, its competitors, market conditions, etc. It is done by experts who use their professional experience to make a result-oriented advertising-plan.
ADVERTISING BUDGET • Advertising agency helps an advertiser to prepare his ad. • Without a proper advertising budget, there is a risk of client's funds getting wasted or lost.
COORDINATION ◦ Advertising agency brings a good coordination between the advertiser, itself, media and distributors.
SALES PRODUCTION ◦ Advertising agency performs sales promotion. It helps an advertiser to introduce sales promotion measures for the dealers and consumers. This helps to increase the sales of the product.
PUBLIC RELATIONS ◦ Advertising agency does the public relations (PR) work for its clients. It increases the goodwill between its clients and other parties like consumers, employees, middlemen, shareholders, etc. It also maintains good relations between the client and media owner.
NON- ADVERTISING FUNCTIONS • Advertising agency also performs many non-advertising functions: • It fixes the prices of the product, It determines the discounts, It designs the product, It also designs its package, trademarks, labels, etc.
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