An advertising agency acts as a consultant to the client, the advertiser, in formulating the advertising plans and translating them into an advertising campaign.
An advertising agency acts as a
consultant to the client, the advertiser, in formulating the advertising plans
and translating them into an advertising campaign.
Another role of the agency is
placing the advertisement in the media, since it has a traditional association
with the media. The placement aspect has assumed considerable importance owing
to media boom and the resultant complexities.
An advertising agency can be
defined as an independent organisation of creative business people who develop,
prepare and release the advertisements for the sellers seeking to find
customers for their goods and services.
In India, there are about 7,000
advertising agencies out of which 700 ad agencies are recognized by the Indian
Newspapers Society (INS). INS is a regulatory organisation regulating ad
Income Accounting - Annual
Billing - Creditworthiness
The relationship between an
advertiser and its advertising agency represents professionalism to the core.
At the same time, capability in terms in culture and style of the two parties
and the concerned persons is highly facilitatory for a fruitful relationship.
Courage and candidness on the part of the agency can contribute much towards
getting the client to appreciate the constructive use of a creative approach.
It is in the interest of the client to provide the required reassurance to the
agency so that communication is inhibited. The selection of an agency by a
potential client has a degree of mutuality. A well considered and wise
selection can pave the way for a productive relationship.
Functions of Ad Agencies Ad agency will be in a position
to take an objective view of the advertiser’s plan and proposals and thus
venture to put forward its opinions and comments. Creative qualified and trained
personnel are required for an advertising agency. It may not be worthwhile for
an advertiser to have on its permanent staff all the variety of skill required
to produce appropriate advertisements. An agency provides an opportunity
as well as flexibility for various combinations of agency personnel from
different departments to form a team to work as per the specific requirements
of their varied clients. Advertising agency has regular
contacts with various support systems required for the production of
appropriate ad material. A major advantage of an agency is its regular dealing
with the media and the expertise in developing advertisements to suit the
requirements of its clients.
The ad agency’s skills can also
be useful in the preparation of campaigns where the risks involved are high
such as in the introduction of new products.
Clients’ Expectations Account Service: Responsive –
prompt - accessible – listens – economical. Creativity Review: Provide innovative proposals – ideas – visuals. Production Review: Quality – timeliness – accuracy – economical. Media
Planning: Innovative media strategy –
capable of coping with the budget
changes – provide media trends update. Buying
Media Space: Explore cost effective
alternatives – ability to negotiate
attractive terms. Market
Research: Relate existing studies to the
specific situation of the client –
organize timely and meaningful research. Retail
Advertising and Sales Promotion: Innovative
ideas – POP material, creative
events – timeliness – economical. Financial
Control: Detailed estimates – accuracy in
billing – reasonable rates – mutual
Tags : MARKETING MANAGEMENT - PROMOTION DECISION
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