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ADVERTISING Agency: Basic Concept An advertising agency is a service business dedicated to creating, planning and handling advertising and other promotional activities for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing, communication, sales promotions oriented and branding strategies for its clients. 2 ADVERTISING Agency: Basic Concept Typical advertising agency clients include the following clientele: 1. Businesses and Corporations 2. Government Agencies 3. Non Profit Organizations Agencies may be hired to produce a complete overall advertising campaign and promotional activities to build awareness and fulfill advertising goals and objectives 3 TYPES OF ADVERTISING COMPANIES Advertising agencies come in all sizes as stated below: 1. one or two-person shops (which rely mostly on freelance talent to perform most functions) 2. Small to medium sized agencies 3. large independents and multi-national, multi-agency conglomerates like O &M and Satchi and Satchi 4 TYPES OF ADVERTISING COMPANIES Limited-Service Advertising Agencies Some agencies usually offer only one or two of the basic services. For example, although some agencies that specialize in "creative" also offer strategic advertising planning service. Similarly, some "media-buying services" offer media planning service but concentrate on media buying, placement, and billing. Thus, the advertiser who uses limited-service agencies usually gives greater strategic direction to specialist creative or media agencies, and exercises greater control over the product of these agencies. 5 TYPES OF ADVERTISING COMPANIES Specialist Advertising Agencies There are agencies that specialize in particular kinds of advertising: recruitment, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, etc Specialization occurs for a variety of reasons. Often, as in recruitment advertising, specialized media are involved that require knowledge / expertise not ordinarily found in general-line agency. In industrial advertising, the subject is technical and requires that writers and artists have training in order to write meaningful advertising messages about it. 6
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