Communication

It is commonly understood as the

imparting, sharing or exchanging of
information, news, views , thoughts,
attitudes or ideas between two or
more people.

Players in the Advertising

world
The Advertiser: (a) Government
versus Private
b) Product(FMCG,Consumer
Durables) versus Services
c) Multinational V/S National

The Agency
It is the organization that deals with
the advertiser in meeting the
communication requirements of the
Advertiser
ex: Advertising Agencies, Sales
promotion, PR agencies

Media
It represents the channel through
which the advertisement is carried
a) Print
b) television
c) outdoor
d) transit media
e) internet

The Freelancers
Freelancers are consultants or self
employed professionals specialize in
specific function eg market research,
visualizing & art design etc
The Third parties : audit firm
The Audience: define target as
clearly as possible.

The Regulatory Bodies

The Government(ministry of
information & Broadcasting)
The Indian Newspaper Society(INS)
Indian Broadcasting Federation(IBF)
The Advertising Standards Council of
India(ASCI)

The Advertising Agency

Functions of Ad Agencies
- Core function
Client Servicing/Account Planning
Creative (art person & Copywriter)
Media (planning & Buying)
- Non Core Functions
Studio operation (convert the output of
the creative department into a print
ready format.)

 Production (print, television, Radio &

out door)
HR
Finance, legal, Administration

Agency Evaluation
Core competency of an ad agency
the ability to meet the requirements
of the client in terms of answering
three fundamental quetions
What to say?(Advertising Strategy)
How to say?(Creative Strategy)
When & where to say(media
Strategy)

 Agency Ranking
1. O & M
2. Mudra
3. JWT
4. McCann Erikson

Specialized services

Direct response Agency(Direct mail)

Sales promotion Agencies
PR Agency
Event Marketing Agencies
Marketing Research Agency