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MODULE 2
ADVERTISING AGENCY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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What is an Advertising Agency
The Association of Advertising Agencies of America (AAAA) defines advertising agency as "An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services."
Types of Advertising Agencies
- In-house agencies
- Creative boutiques
- Media buying agencies
- Specialists agencies
- Full service agencies
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1) IN-HOUSE AGENCIES
- Some companies, in an effort to reduce cost and maintain greater control over agency activities, have set up their own advertising agencies internally.
- An in-house agency is an ad agency set up, owned and operated by the advertiser.
- Many companies use in-house agencies exclusively.
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In-House Agencies
Benetton's in-house agency works with outside Agencies to develop ads
Coca Cola's in-house boutique created this popular spot
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Other In-House agencies of India
- Lintas
- Videocon – confidence
- Reliance - Mudra (when mudra started out)
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2) CREATIVE BOUTIQUES
Creative Boutiques is an agency that provides only creative services.
- These specialized companies have developed in response to some client's desires to use only creative talent of an outside provider while maintaining other functions internally.
Examples for Creative Boutique
- RMG David
- Vyas Gianetti creatives
- Chlorophyll
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3) Media Buying Agencies
- Media buying agencies are independent companies that specialize in the buying of particularly radio and television.
- Agencies and clients generally develop the media plans and then hire the buying services to execute them.
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Media Buying Can be Specialized
Examples for Media buying agencies
- Mindshare
- Initiative media
- Zenith Media
- Optimedia
- Starcom
- Fulcrum
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4) Specialists Agencies
- Agencies that specialists only in certain specific area.
- Eg: shoubhagya advertising agency concentrates on specialized financial advertising.
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5) Full Service Agencies
These include planning, creating and producing the advertisement, media selection and research.
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Services Provided by Agencies
Methods of Agency Compensation
Criteria for selecting and evaluating of an agency
Evaluating Agencies
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ASSIGNMENT
- Conduct a research on ANY 10 advertising agencies.
- Study their profile and major clients and the major ads they did.
- If you are a seller which agency will you choose and why?
- Come up with the detailed report.
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THANK YOU
This download link is referred from the post: VTU MBA Lecture Notes - 1st Sem, 2nd Sem, 3rd Sem and 4th Sem || Visvesvaraya Technological University
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