Download VTU MBA 4th Sem 16MBAMM402-Integrated Marketing Communication IMC Module 2 -Important Notes

Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM402-Integrated Marketing Communication IMC Module 2 Important Lecture Notes (MBA Study Material Notes)

ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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.?
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
In-House Agencies
Benetton?s in-house agency works with
outside agencies to develop ads
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
Services Provided by Agencies
Agency Services
Research
department
May include
account
planners
Media dept.
obtains
media space,
time
Marketing
Services
The link
between
agency and
client
Managed by
the account
executive
Account
Services
Creation,
execution of
ads
Copywriter
artists, other
specialists
Creative
Services
Accounting
Finance
Human
resources
New
business
generation
Mgmt &
Finance
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
Services Provided by Agencies
Agency Services
Research
department
May include
account
planners
Media dept.
obtains
media space,
time
Marketing
Services
The link
between
agency and
client
Managed by
the account
executive
Account
Services
Creation,
execution of
ads
Copywriter
artists, other
specialists
Creative
Services
Accounting
Finance
Human
resources
New
business
generation
Mgmt &
Finance
Methods of Agency Compensation
The Commission
Method
The Fixed fee salary
Method
Payment By results-
PBR
Compensation
Methods
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
Services Provided by Agencies
Agency Services
Research
department
May include
account
planners
Media dept.
obtains
media space,
time
Marketing
Services
The link
between
agency and
client
Managed by
the account
executive
Account
Services
Creation,
execution of
ads
Copywriter
artists, other
specialists
Creative
Services
Accounting
Finance
Human
resources
New
business
generation
Mgmt &
Finance
Methods of Agency Compensation
The Commission
Method
The Fixed fee salary
Method
Payment By results-
PBR
Compensation
Methods
Criteria for selecting and evaluating of an ad agency
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Develop a long list of agencies
Conduct your initial research
Develop your RFP( Request For Proposal)
Call each agency on your list
Send out the RFP?S to the agencies
who have agreed to participate
Evaluate the RFP responses
Arrange for presentations from
each of your finalist agencies
Final selection
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
Services Provided by Agencies
Agency Services
Research
department
May include
account
planners
Media dept.
obtains
media space,
time
Marketing
Services
The link
between
agency and
client
Managed by
the account
executive
Account
Services
Creation,
execution of
ads
Copywriter
artists, other
specialists
Creative
Services
Accounting
Finance
Human
resources
New
business
generation
Mgmt &
Finance
Methods of Agency Compensation
The Commission
Method
The Fixed fee salary
Method
Payment By results-
PBR
Compensation
Methods
Criteria for selecting and evaluating of an ad agency
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Develop a long list of agencies
Conduct your initial research
Develop your RFP( Request For Proposal)
Call each agency on your list
Send out the RFP?S to the agencies
who have agreed to participate
Evaluate the RFP responses
Arrange for presentations from
each of your finalist agencies
Final selection
Evaluating Agencies
Financial
Audit
Qualitative
Audit
Verify costs, expenses
Personnel hours charged
Payments to media
Payments to suppliers
Planning
Program development
Implementation
Results achieved
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
Services Provided by Agencies
Agency Services
Research
department
May include
account
planners
Media dept.
obtains
media space,
time
Marketing
Services
The link
between
agency and
client
Managed by
the account
executive
Account
Services
Creation,
execution of
ads
Copywriter
artists, other
specialists
Creative
Services
Accounting
Finance
Human
resources
New
business
generation
Mgmt &
Finance
Methods of Agency Compensation
The Commission
Method
The Fixed fee salary
Method
Payment By results-
PBR
Compensation
Methods
Criteria for selecting and evaluating of an ad agency
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Develop a long list of agencies
Conduct your initial research
Develop your RFP( Request For Proposal)
Call each agency on your list
Send out the RFP?S to the agencies
who have agreed to participate
Evaluate the RFP responses
Arrange for presentations from
each of your finalist agencies
Final selection
Evaluating Agencies
Financial
Audit
Qualitative
Audit
Verify costs, expenses
Personnel hours charged
Payments to media
Payments to suppliers
Planning
Program development
Implementation
Results achieved
Artists Writers Researchers
Photographers Media Analysts Other Skills
J0B Prospects and Career Opportunities With Ad Agency
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
Services Provided by Agencies
Agency Services
Research
department
May include
account
planners
Media dept.
obtains
media space,
time
Marketing
Services
The link
between
agency and
client
Managed by
the account
executive
Account
Services
Creation,
execution of
ads
Copywriter
artists, other
specialists
Creative
Services
Accounting
Finance
Human
resources
New
business
generation
Mgmt &
Finance
Methods of Agency Compensation
The Commission
Method
The Fixed fee salary
Method
Payment By results-
PBR
Compensation
Methods
Criteria for selecting and evaluating of an ad agency
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Develop a long list of agencies
Conduct your initial research
Develop your RFP( Request For Proposal)
Call each agency on your list
Send out the RFP?S to the agencies
who have agreed to participate
Evaluate the RFP responses
Arrange for presentations from
each of your finalist agencies
Final selection
Evaluating Agencies
Financial
Audit
Qualitative
Audit
Verify costs, expenses
Personnel hours charged
Payments to media
Payments to suppliers
Planning
Program development
Implementation
Results achieved
Artists Writers Researchers
Photographers Media Analysts Other Skills
J0B Prospects and Career Opportunities With Ad Agency
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 would
you choose and why?
? Come up with the detailed report.
FirstRanker.com - FirstRanker's Choice
ADVERTISING AGENCY ADVERTISING AGENCY
MODULE 2
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
1) IN-HOUSE AGENCIES
? Some companies, in an effort to reduce costs 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.
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
Other In-House agencies of India are:
? Lintas
? Videocon ? confidence
? Reliance ? Mudra ( when mudra started out)
Pros & Cons of In-House Agencies
More
control
Cost
savings
Better
coordination
Less
objectivity
Less
experience
The
In-house
Agency
+ Positive - Negative
Less
flexibility
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 the
creative talent of an outside provider while
maintaining other functions internally.
The Role of Creative Boutiques
Creative
Boutiques
Provide only creative services
Full-service agencies may
subcontract with creative
boutiques
Ability to turn out inventive
creative work quickly
Examples for Creative Boutiques:
? RMG David
? Vyas Gianetti creatives
? Chlorophyll
3) Media Buying Agencies
? Media buying agencies are independent
companies that specialize in the buying of media,
particularly radio and television.
? Agencies and clients generally develop their own
media plans and then hire the buying services to
execute them.
Media Buying Can be Specialized
Specialize in buying media,
especially broadcast time
Agencies and clients develop
media strategy
Media
Specialist
Companies
Media buying organizations
implement the strategy and
buy time and space
Examples for Media buying agencies
? Mindshare
? Initiative media
? Zenith Media
? Optimedia
? Starcom
? Fulcrum
4) Specialists Agencies
? Agencies that specialists only in certain specific
area.
? Eg : shoubhagya advertising agency concentrate
on specialized financial advertising.
5) Full Service Agencies
? These include planning, creating and producing
the advertisement, media selection and research.
Full-Service Agencies
Creating
advertising
Planning
advertising
Producing
advertising
Performing
research
Selecting media
Sales
promotions
Strategic market
planning
Direct
marketing
Interactive
capabilities
Package design
Full range of
marketing
communication
and promotion
services
Nonadvertising
services
Public relations
and publicity
Services Provided by Agencies
Agency Services
Research
department
May include
account
planners
Media dept.
obtains
media space,
time
Marketing
Services
The link
between
agency and
client
Managed by
the account
executive
Account
Services
Creation,
execution of
ads
Copywriter
artists, other
specialists
Creative
Services
Accounting
Finance
Human
resources
New
business
generation
Mgmt &
Finance
Methods of Agency Compensation
The Commission
Method
The Fixed fee salary
Method
Payment By results-
PBR
Compensation
Methods
Criteria for selecting and evaluating of an ad agency
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Develop a long list of agencies
Conduct your initial research
Develop your RFP( Request For Proposal)
Call each agency on your list
Send out the RFP?S to the agencies
who have agreed to participate
Evaluate the RFP responses
Arrange for presentations from
each of your finalist agencies
Final selection
Evaluating Agencies
Financial
Audit
Qualitative
Audit
Verify costs, expenses
Personnel hours charged
Payments to media
Payments to suppliers
Planning
Program development
Implementation
Results achieved
Artists Writers Researchers
Photographers Media Analysts Other Skills
J0B Prospects and Career Opportunities With Ad Agency
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 would
you choose and why?
? Come up with the detailed report.
THANK YOU
FirstRanker.com - FirstRanker's Choice