Professional Documents
Culture Documents
marketing
and
marketing
communications?
Types of Agencies
2. Modular agencies
A full service agency that sells its
services on a piece meal basis
Fee is charged for actual work
undertaken
3. In House agencies
Owned completely by the advertiser
Can undertake to serve several other
clients, if the owner so desires
4. Creative Boutiques
Provide only creative functions and
not full-service.
Copy writing, artwork and
production of ads
Merge with other agencies to
provide a wide range of services
5. Mega agencies
Concept of 1980s
Merger of two agencies
1986, Saachi & Saachi, a London based the third largest, strarted the movement
6. The Specialists Agency
Agency that specializes only in certain
specific area
Eg: Soubhagya advertising agency
concentrate on specialized financial
advertising.
Functions of an Agency
Marketing Services
Sales promotion, market research, PR
and event marketing
E-Solution Services
System integration services, e-business
consulting, customer relationship
management (CRM), Search Engine
Marketing (SEM) and e-promotions using the
Internet and mobile.
Content Business
Sale of sponsorship, broadcasting and other
rights, production and marketing of media /
content such as sporting events, films, TV
programs, animated content, music and
other forms of entertainment
Event Marketing
Assisting clients by providing
dynamic vehicles for their messages
in the form of on-the-spot interactive
communications
Integrated Branding Services
Assuring clients the highest quality of
branding services for their
communication needs
Organization Structure
1.
2.
3.
4.
Organization Chart
Board of Directors
Managing Director
Client Services
Director
Servicing Group
Media
Research
Creative
Director
Creative Groups
Audio Visual
Language
Studio
Production
Finance /
Accounts
Secretarial /
Legal Personnel
Structure of an advertising
agency
Consumers
View
Persuasive
Effective
Advertising
Break
Clutter
Deliver on
Promises
Doesnt
Overwhelm
Selecting an agency
Have they fully
understood the
brief?
Do they know how
to use market
research? Can they
contribute to our
thinking here?
Is their strategic
thinking sound?
Is it imaginative?
Have I learned
anything useful
from it?
Selecting an agency
Is their creative work
of a high quality?
Is this confined to TV,
or does it go across all
media?
Does this include
below-the-line? New
media? Can they offer
an integrated service?
Evaluation of an agency
Criteria and basis of evaluation
1. Talent and Functional Expertise.
2. Account Management
3. Industry/Category Expertise.
4. Executioner Excellence.
5. Strategic Thinking
6. Creativity. #sthash.gT8hp3iw.dpuf
7. Innovative and/or Technologically Advanced
8. Cultural Fit.
9. Adaptable to Change
10. Demonstrated Commitment to Working with Other Agency
Partners. -
Questions
What are the different types of
agencies?
What are the various functions of
agencies?
What makes an effective
advertisement?