Five Advertising Agency Types

1. Full-service agencies
2. Creative boutiques
3. Media-buying services
4. Interactive agencies
5. In-house agencies
well equipped to plan and create advertising
campaigns for a range of media including TV
commercials, Radio jingles, print advertisements
etc.
provides a range of marketing services.
provides services related to advertising such as
copywriting, artwork, production of ads, media
planning etc.
provides services related to pricing, distribution,
packaging, product design etc
Full-service agencies
functions of full-service agencies
account management
creative
media planning and placement
research
liaison between agency and client
responsible for understanding...
the clients business
the clients marketing needs
strategy development
representing client point of view
within the agency
account management

1.Responsible for creating and producing the
print and broadcast advertising

2..Guided by a creative strategy that sets
forth goals to be accomplished and key
message points to be relayed
creative department
Media Department
Two main functions - planning and
buying.
The planning group handles more
strategic marketing and media
issues.
The buying group handles media
negotiations and implementation.
Research & Other Functions
Research department may design and
execute research programs
strategy/creative review board
office management
human resources
legal services
accounting
recruitment
Ogilvy and Mather Limited - Headed by Mr. Piyush Pandey
Mudra communications Pvt. Ltd. - Head: Mr. Madhukar Kamath
Lintas India Pvt. Ltd. - Head: Mr. Pranesh Misra (President & COO
- Lowe, India)
JWT (Hindustan Thompson Associates Pvt. Ltd. - Head:Mr.Colvyn
Harris (Chief Executive Officer)
FCB-Ulka advertising pvt. Ltd. - Head Mr. Anil Kapoor (Managing
Director and CEO)
Rediffusion DY&R Pvt Ltd. - Mr. Mahesh Chauhan (President)
RK Swamy BBDO Pvt Ltd. - Mr. Srinivasan K Swamy (Head)
McCann-Ericsson India Ltd. - Sorab Mistry (Head)
Leo Burnett - Mr. Arvind Sharma (Chairman and CEO)
Grey worldwide (India) Pvt Ltd. - Mr. Nirvik Singh (President south
east Asia & chairman South Asia, Grey Global)

Top Ten Advertising Agencies of India (2006-2007)
CREATIVE BOUTIQUE
Shop agencies that provides only creative
functions and not full-service.
Creative functions include copy writing,
artwork and production of ads.
Charge a fee or percentage of full service
agencies.
Convert into a full service agency or
merge with other agencies to provide a
wide range of services.
CREATIVE BOUTIQUE
The Shop, a Delhi-based agency
set up in 2004 by Freddy Birdy,
considered among the countrys most
successful copywriters
Naved Akhtar one of the best known art
directors in the industry.

Specialize in Buying Media,
Especially Broadcast Time
Agencies and Clients Develop
Media Strategy
Agencies and Clients Develop
Media Strategy
Specialize in Buying Media,
Especially Broadcast Time
Media Buying Agencies
Media
Buying
Services
Media Buying Organizations
Implement the Strategy and
Buy Time and Space
In House Agency
Owned completely by the advertiser.


Companies, which prefer to have closer
control over advertising, have their own in-
house agency.
More
Control
Cost
Savings
Better
Coordination
Less
Objectivity
Less
Experience
Pros & Cons of In-House Agencies
The
In-house
Agency
+ Positive - Negative
Less
Flexibility
Interactive agencies
Online marketing under which search engine marketing
and web marketing comes as subsections.

Offers a mix of web design/development, search engine
marketing, internet advertising/marketing, or e-business/
e-commerce consulting.

Rose to prominence before the traditional advertising
agencies fully embraced the Internet.

Clickadtrix is a one-stop-shop for companies who want to
try different mixes of online marketing.
Audio
Special Effects
Video
Web
Banner Ads
Kiosks
Web Sites
CD-ROMs
Special Effects
Video Audio
Kiosks CD-ROMs
Web Sites
Web
Banner Ads
Functions performed by Interactive Agencies
Interactive
Media Creation
Digital
Content
Animation
Organization Structure of Advertising Department
structure may vary from one organization to
another
each one tries to develop a form, which is
most suited to one's requirements.
The principal forms of organizational
structure are based on sub functions of
advertising - :
Copywriting or artworks
Communication media
Geographical spread
Product and
End users.

Organization Structure of Advertising Department
Advertising Manager


Copywriting Manager Art Manager


Production Manager Media Manager

Organization Structure of Advertising Department
Advertising Manager

TV Broadcasting Magazine
Newspaper
Outdoor Direct mailing

Organization Structure of Advertising Department
By Product

Advertising Manager

Product A Product B Product C
Organization Structure of Advertising Department

By Geography

Advertising Manager

Zonal Manager A ZM(B) ZM (C)

Organization Structure of Advertising Department

By End User

Advertising Manager

Consumer Institutional Government
Centralized Advertising Activity
located at or directed by headquarters, reporting to
corporate sales or marketing head or in top
management.
gets the necessary product, market, and budget
information from the divisions
controls the execution of the various programmes
by:
1. Providing the needed information and guidance to
the advertising agency and other Services;
2. Then reviewing and approving the completed work
before getting division approval
Advertising Department Under Centralized System
President
Production Finance Marketing
Research
and
Develop-
ment
Human
Resources
Advertising
Marketing
Research
Sales
Product
Planning
Fewer
Personnel
Better
Communications
Continuity
Of Staff
Longer
Response Time
Less Goal
Involvement
Pros & Cons of Centralization
The
Centralized
System
+ Positive - Negative
Cant Do
Multiple Product
Lines
Decentralized Advertising Activity
operated and controlled by individual units located in
each major division

usually reporting to a division head or to a division
marketing or sales head

division advertising, sales and marketing people and
control both the 'what' and 'how' of the advertising job

getting only advice and counsel plus miscellaneous
services from a central advertising function.

Decentralized Management System
Production Finance
Sales
Brand
Manager
Ad agency
Brand
Manager
Ad agency
Product
Management
Sales
Promotion
Package
Design
Merchandising
Advertising
Department
Marketing
Research
Marketing
Services
Marketing Research
and
Development
Human
Resources
Corporate
Competition for
Resources
Lack of
Experience
in IMC
Rapid Problem
Response
Concentrated
Attention
Increased
Flexibility
Pros & Cons of Decentralization
The
Decentralized
System
+ Positive - Negative
Lack of
Authority
Contest/Sweepstakes
Development
Contest/Sweepstakes
Development
Promotion Planning
Creative Work
Research
Coordination With
Advertising
Premium Design Premium Design
Coordination With
Advertising
Research
Creative Work
Promotion Planning
Data Base Marketing
Activities performed by Sales Promotion
Agencies
Strategy
Development
Generating
Publicity
Lobbying
Public
Affairs
Damage
Control
Image
Portrayal
Strategy
Development
Generating
Publicity
Lobbying
Public
Affairs
Damage
Control
Image
Portrayal
Functions performed by Public Relations Firms
Program
Planning
Planning and
Implementing
Research
Planning and
Implementing
Research
Information
Application
Analysis and
Interpretation
Primary Data
Collection
Qualitative & Quantitative
Secondary Data
Collection
Primary Data
Collection
Qualitative & Quantitative
Analysis and
Interpretation
Information
Application
Marketing Research Companies
Advertising whereby the only connection the
consumer has to the product is the advertising
and the only way a consumer can act on the
advertisement or commercial is to return a
coupon or make a phone call.

Direct response advertising is geared to
eliminate an intermediary in the purchase
process. It can utilize a wide range of media, from
matchbook covers to print or radio and
television, although it is typically conducted
through the mail.
Direct Response Agency
Direct
Mail
Data Base
Management
Research
Creative
Media Services
Creative
Media Services
Research
Direct
Mail
Data Base
Management
Direct Response Agency Activities
Direct
Response
Agencies
Production
Benefits of Using an Advertising Agency

Added Expertise
Media Knowledge and Unbiased
Advice
Easier Administration
Media Buying
Quality Control
Information
Cost Saving
Time Saving