AD AGENCY Definition An independent business organisation composed

AD AGENCY • Definition : “ An independent business organisation, 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. ”

Types of Advertising agencies

Full service agencies Planning advertising Creating advertising Producing ads Selecting Media Performing Research

Provides only Creative Services Creative Boutiques Tie up with freelancers Bill on actual work completed

Media Independents

Global agencies

Agency Selection Criterion 1) Creativity of an agency 2)Services Offered by an agency 3)Size of the ad agency 4) Market standing 5) Type of clients of the agency 6) Media connections of the agency 7) Compensation of the agency services 8) Accreditation of the agency

AGENCY CLIENT RELATIONSHIP

Proper rapport between the representatives MUTUAL UNDERSTANDING AND TRUST SUGGESTIONS FOR THE CLIENT AND THE AGENCY Honour the terms and conditions Avoid confusion and gave direct interactions Work sincerely and honestly

CLIENT TURNOVER • When an advertiser leaves one agency and shifts to another agency it is termed as client turnover

REASONS FOR CLIENT TURNOVER

REASONS FOR CLIENT TURNOVER 1. 2. 3. 4. 5. 6. 7. 8. Absence of profitable/ result oriented services Use of new media Absence of cordial relations Lack of confidence Inadequate services Change in personnel High rates Entry of new ad agency

MEASURES FOR AVOIDING CLIENT TURNOVER • • • Provide quality services Ensure timely delivery Sound allocation of funds Fulfill client’s expectations Non- advertising activities Understanding clients business goals Connect on a personal level Proper understanding Trust dominating Relationship supreme

CREATIVE PITCH • Relates to agency selection • Ad agency pitch can be of four types: Ø Agency credential pitch Ø Strategy pitch Ø Creative pitch Ø IMC pitch

Steps involved in preparing creative pitch 1. 2. 3. 4. 5. To locate clients To fix the meetings with the client To outline the scope of work To present details of the pitch To finalise the deal

AGENCY COMPENSATION 1. 2. 3. 4. 5. Commission method Fee payment method Agency charges method Cost plus system Performance based compensation

CAREERS IN ADVERTISING • • Ad agencies Account management Account planning Creative department Media planning and operations Production department Market research Provision of other services

SKILLS REQUIRED FOR A CAREER IN ADVERTISING • • Communication skills Sales skills Web skills Creative skills Social skills Analytical skills Adapting skills

FREE LANCING CAREER OPTION • Production houses • Research and allied fields ü Printing ü Graphics and animation ü Modelling ü dubbing

Functions of an ad agency • • • Selection of prospect/ Client servicing Advertising Planning Creative function Production function Client approval Media planning and buying Marketing functions Research function Accounting function Coordination with client

Types of Ad Agencies • Full service ad agencies eg. O&M(Ogilvy and Mather), JWT (J. Walter Thompson) • Creative boutiques eg. Chlorophyll, Vyas Gianetti Creatives • Media buying agencies eg. Mindshare, Initiative Media (Lintas) • In house agencies eg. LG- LGAds, Samsung- Cheil Worldwide, Reliance- Mudra (When it started) • Specialist agencies eg. Sobhagya Advertising Agency – Financial advertising • Social Media Agencies eg. Alivenow – PVR, ITC, Reliance footprints.