advertising agency

17問 • 1年前

問題一覧

carry out the activity on behalf of their client against remuneration called fees. They conduct market research, consumer research, product research etc. They advice the manufacturer on product design or package design, pricing of product channels of distribution. Besides, they advice on the market condition from time to time.

advertising agency

“An independent business organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers seeking to find customers for their goods and services”.

advertising agency

The main function of a full-service advertising agency are as follows :

selection of clients media selection advertising planning creative function research function approval of the client marketing function evaluation function coordination function

The first and the foremost function of an advertising agency is to contact and select clients who are desirous of advertising their products, services or anything which they want to sell.

selection of clients

is another major function of the advertising agency. In making a ___ several factors such as cost, circulation, population which it serves, audiences, nature of the product, types of customers and above all needs of the clients should be kept in mind.

media selection

For this purpose, the advertising agency requires a detailed knowledge of the firm‟s products, its advertising history, market conditions, channel of distribution, knowledge of competitors‟ products and their advertising techniques, field to be covered, nature and type of consumers etc.

advertising planning

starts when the planning function ends. It includes the preparation of an advertising copy, layout, illustration, photographs, advertising messages, theme of advertisement etc. These functions are performed by a varied group of creative people including writers, designers, artists, producers, photographers and graphic art specialists employed by the advertising agency.

creative function

In this connection the advertising agency gathers and analyse actual information about the product, extent of market, competitors‟ strategies and buyers‟ habits etc. that may help the creative personnel to make the advertising copy more attractive and effective.

research function

Following are some points to be taken in account while selecting the advertising agency: 8

suitability facilities and services provided imagination past record reputation management rates charged size of the agency

must be that of mutual trust and confidence. The perfect relationship results in optimum advertising effectiveness at a reasonable cost and reasonable compensation for the agency.

agency client relationship

ORGANISATION STRUCTURE OF AN ADVERTISING AGENCY 2

group system and departmental system

Under this system the writers, artist, media planners, buyers and other specialists are assigned to a group of accounts. All are under the general direction of an account executive or group head.

group system

Under the ___, same type of specialists are grouped in the same department. For instance, all writers in the copy department, all artists in the art department and so on.

departmental system

The main departments of a large sized or reasonably sized advertising agency are as follows : 10

contact department art department media department mechanical production department copy department research department radio and t.v. production department finance department merchandising department public relation department

There are basically the following three methods of remunerating an advertising-agency in practice in our country

commission method fee system service charges

When an advertiser leaves one advertising agency, and shifts to another

client turnover

CAREER OPTIONS IN ADVERTISING

advertising agencies account executive copywriter visualisers creative department production department art department free lancers

Chap 1

Jake Matthew · 10問 · 1年前

Chap 1