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What are the different goals of

marketing
and
marketing
communications?

Types of Agencies

Full service agency


Modular agencies
In House agencies
Creative Boutiques
Mega agencies
The Specialists Agency

1. Full Service Agency

Provides a range of marketing


services.
Services directly related to
advertising such as copywriting,
artwork, production of ads, media
planning etc.

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

To accelerate and create public


awareness about the products and brand
To provide a total, professional,
experienced service to its clients
To take the communicator message and
convert it into an effective and
memorable communication creating
differentiation and increasing sales
Influencing consumer behavior

Services Offered by an Agency


Total Advertising Services
Strategic planning
Creative development
Media services, particularly in television,
newspapers, magazines and radio

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

Integrated Media Services


Bringing value to both clients and
media-related companies by offering
a wide range of media solution
services
Sales Promotion
Providing comprehensive sales
promotion planning designed to
complement mass media and other
activities

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.

The activities within an ad agency


are divided into 4 broad groups:
Account management
The creative department
Media buying
Research
Recently added: public relations,
direct marketing, and promotional
services

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

What Makes Effective Advertising?


Sound
Strategy

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?

Are they professional


and businesslike?
Can I work with their
senior people? And
will they be actually
working on my
business?
Are their capabilities
high in all key areas
management,
strategy, creative,
media?
Do they work well as
a team both among

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?

Do they have real


expertise in the
specialist areas which
we are looking at, e.g.
direct marketing, new
media?
Can they work with us
internationally (now or
in the future)
How do they propose
to evaluate the
effectiveness of the
campaign?

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?

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