ADVERTISING AGENCIES : MEANING,ROLE AND FUNCTIONS

• ADVERTISING AGENCIES : MEANING,ROLE AND FUNCTIONS

• MEANING OF ADVERTISING AGENCY
• CORE OF ADVERTISING PROFESSION AND INDUSTRY
• IS AN INTERMEDIARY BETWEEN ADVERTISERS AND THE MEDIA OWNERS TO DESIGN AND PLAN THE AD EFFECTIVELY
• THE FIRST ADVERTISING AGENCY WAS WILLIAM TAYLOR IN 1786 AND FOLLOWED BY JAMES JEM WHITE IN 1800 IN LONDON AND REYNELL&SONS IN 1812
• IT IS JUST LIKE TAILOR,IT CREATES THE ADS,PLANS  HOW,WHERE AND WHEN IT SHOULD BE DELIVERED AND HANDED OVER TO ADVERTISING AGENCIES.
• DEFINITION
•  PHILIP KOTLER,: ADVERTISING AGENCY IS A MARKETING SERVICES FIRM THAT ASSISTS ITS CLIENTS IN PLANNING ,PREPARING,IMPLEMENTING AND EVALUATING VARIOUS ACTIVITIES OF ADVERTISING COMPAIGN.
• AMERICAN ADVERTISING AGENCIES ASSOCIATION
• ADVERTISING AGENCY IS :

1. IS AN INDEPENDENT BUSINESS ORGANIZATION
2. COMPOSED OF CREATIVE BUSINESS PEOPLE
3. WHO DEVELOP,PREPARE AND PLACE ADVERTISING ON ADVERTISING MEDIA
4. FOR SELLERS SEEKING TO FIND CUSTOMERS FOR THEIR GOODS AND SERVICES

• FEATURES

1. INDEPENDENT BUSINESS ORGANIZATION
2. IT COMPOSED OF CREATIVE AND BUSINESS PEOPLE. THESE PEOPLE ARE WRITERS,ARTISTS,SHOWMEN,MARKET ANALYSTS,MEDIA ANALYSTS,MERCHANDISING MEN,ACTORS AND TECHNICIANS,MUSICIANS,RESEARCH PEOPLE ETC
3. THE PRIMARY PURPOSE OF ADVERTISING AGENCY IS TO PREPARE AND PLAN ADVERTISING AND SET OF FUNCTIONS
4. IT IS SERVICE AGENCY AND IT HELPS INTERESTED SELLERS THROUGH ITS CREATIVE TEAMS

• ELEMENTS OF AGENCY SERVICES
• THE AMERICAN ASSOCIATION OF ADVERTISING AGENCIES :
• AN AGENCY SERVICE AS IT CONSISTS OF INTERPRETING TO THE PUBLIC OR THAT PART OF WHICH IS DESIRED TO REACH, THE ADVERTISING OF A PRODUCT OR SERVICES.
• A STUDY OF CLIENT’S PRODUCT OR SERVICES TO KNOW THE STRENGTH AND WEAK POINT INHERENT IN PRODUCT IT SELF AND ITS RELATION TO COMPETITION.
• AN ANALYSIS OF THE PRESENT AND POTENTIAL MARKET SO TO ADAPT THE AS PER :

1. LOCATION
2. THE EXTENT OF POSSIBLE SALES
3. SEASON
4. TRADE AND ECONOMIC CONDITIONS

• NATURE AND AMOUNT OF COMPETITION

• ELEMENTS OF AGENCY SERVICES
• A KNOWLEDGE OF ALL THE AVAILABLE MEDIA AND MEANS
• FORMULATION OF SUITABLE AND APPROPRIATE PLAN AND PRESENTATION OF THE PLAN TO THE CLIENT
• EXECUTION OF THIS PLAN
• COOPERATION WITH THE CLIENT’S SALES WORK TO INSURE THE GREATEST EFFECT FROM ADVERTISING
• TYPES OF ADVERTISING AGENCY
• FULL SERVICE AD AGENCY :- COMPREHENSIVE RANGE OF SERVICES THAT ADDRESSES BOTH THE TRADITIONAL AND DIGITAL MARKETING. THEY PROVIDES FOLLOWING SERVICES :

1. AD COMPAIGNS
2. STRATEGIC PLANNING
3. SOCIAL MEDIA MANAGEMENT
4. CONTENT CREATION
5. WEB DEVELOPMENT
6. RADIO COMMERCIAL
7. SEO
8. GRAPHIC DESIGN
9. LEAD NURTURING

• TRADITIONAL AD AGENCY : PRIMARILY WORK WITH TRADITIONAL FORMS OF MEDIA SUCH AS NEWSPAPERS,TELEVISIONS.COMMERCIALS,RADIO AND PRINT. SUITABLE FOR THE ORGANIZATION WANTS TO CAPTURE THE LOCAL AUDIENCE
• DIGITIAL AD AGENCY :-SPECIALIZES IN ALL THINGS ON LINE. THEY ARE FAMILIAR WITH TRADITIONAL MEDIA BUT THEIR MAIN AREA LIES IN DIGITAL SPHERE. ARE BEST FIT FOR THE COMPANIES TRYING TO REACH A SPECIFIC AUDIENCE
• SOCIAL MEDIA AGENCY :-FOCUS ON ONE THING AND ONE THING ONLY SOCIAL MEDIA. THEY ARE A TEAM OF CONTENT CREATORS AND OPTIMIZER THAT WILL MAX OUT YOUR SOCIAL CHANNELS OR BE EXPERTS IN A SINGLE CHANNEL.

• PUBLIC RELATION AD AGENCY :-SERVES TO IMPROVE AND MANAGE THE PUBLIC IMAGE OF THE COMPANY AND ITS EMPLOYEES. USED FOR ENTERPRISE LEVEL COMPANIES AND CEO FOCUSING ON GETTING THE COMPANY OR CEO FEATURED IN THE NEWS,INDUSTRY WEBSITES AND IN THE COMMUNITY.
• BRANDING AD AGENCY :- A BRANDING AGENCY IS BEST TO KNOW HOW THE YOUR BRAND IS PERCEIVED BY THE MARKET. ALSO FOR RE BRANDING. THEY ARE SPECIALIZED IN BRANDING AND THAT IS DONE THROUGH MARKET RESEARCH TO UNDERSTAND THE COMPETITIVE LANDSCAPE. OFFER RANGE OF SERVICES LIKE LOGO DESIGNING,BRAND NAME DEVELOPMENT,CREATIVE IDENTITIES ETC
• CREATIVE AD AGENCY :- FOCUS ON THE DESIGN AND GRAPHICS OF A BRAND BUT OUTSOURCES THE STRATEGY AD EXECUTION TO OTHER MARKETING PARTNERS. EXCEL IN LOGO DESIGN,PRINT MARKETING,LETTER HEADS,BILLBOARDS AND BUSINESS CARDS
• TYPES OF ADVERTISING AGENCY
• MEDIA BUYING AD AGENCY :-FOCUS ON MEDIA PLANNING AND MEDIA BUYING AND THEY USUALLY TAILOR THEIR SERVICES TO SPECIFIC CHANNEL. THEY IDENTIFY A TIME FRAME,RECOMMEND A BUDGET AND ESTABLISH MARKETS FOR REACHING THE TARGET AUDIENCE.
• TEN ADVERTISING AGENCY IN INDIA

1.     DDB MUDRA :OWNED BY OMNICON GROUP

2.     DENSTSU COMMUNICATION PVT LTD : JAPANESE PR AND ADVERTISING AGENCY

3.     FCB ADVERTISING AGENCY

4.     GROUP M

5.     LAW AND KENNTH SAATCHI AND SAATCHI PVT LIMITED

6.     JWT

7.     MEDISON COMMUNICATION

8.     OGILVY & MATHER PVT LIMITED

9.     MCCANN ERICKSON INDIA PVT LIMITED

10.  MULLEN LOWE LINTAS GROUP

11.  TLG INDIA PVT LIMITED ( LEO BURNETT)

• ROLE OF ADVERTISING AGENCY

1.  CREATING ADVERTISEMENT ON THE BASIS OF INFORMATION GATHERED ABOUT THE PRODUCT
2. DOING RESEARCH ON THE COMPANY AND PRODUCT AND REACTION OF THE CONSUMERS
3. PLANNING TYPE OF MEDIA TO BE USED,WHEN AND WHERE AND HOW MUCH TIME
4. TAKING THE FEEDBACK FROM THE CLIENT AND CUSTOMERS

• FUNCTIONS FOR THE CLIENT

1. REPLACES THE ADVERTISEMENT DEPARTMENT : NO NEED TO SET UP INDEPENDENT ADVERTISEMENT DEPARTMENT.
2. IT IS AN EXPERT AND INDEPENDENT ORGANIZATION HAVING A TEAM OF EXPERTS IN THIS AREA. IT WORK WITH MORE OBJECTIVITY AND WITHOUT ANY BIAS
3. IT BRINGS IN ECONOMY AND EXCELLENCE AS ADVERTISING AGENCY CONSISTS OF EXPERTS AND CREATIVE PEOPLE
4. BIG AGENCIES HAVE BRANCH OFFICE ALL OVER THE COUNTRY AND SORT PROBLEMS OF THE CLIENT

• FUNCTIONS TO THE MEDIA OWNERS
• IT ASSURES RISK FREE BUSINESS :

1. IT ACT AS INTERMEDIARY BETWEEN THE CLIENT AND MEDIA OWNERS
2. INVESTIGATION OF THEIR CREDIT STANDING AND RANKING IS DONE BY THE AGENCY
3. BENEFICIAL TO THE MEDIA OWNERS AS IT BUYS SPACE AND TIME FOR THE LARGE NUMBER OF CLIENTS

• CLIENT HUNTING,LOCATION AND MAINTENANCE AND EXPANSION IS DONE BY ADVERTISING AGENCY
• IT UNDERTAKES THE ADVERTISING SCHEDULING
• PROVIDE THE READY MATERIALS LIKE SEMI FINSIHED AND REDUCING THE PRODUCTION COST