ADVERTISEMENT AND SALES

PROMOTION-ADL 41

FROM
ROOPAK GUPTA
 PLAYERS IN THE
ADVERTISING WORLD
1.THE ADVERTISER- THEY CAN BE
CLASSIFIED IN TO GOVERNMENT OR
PRIVATE.
• Further budget allotted with company
policies and interests of stakeholders
• Nature of the product
• MNC OR NATIONAL
 AGENCY
• The agency is an organisation that deals
with the advertiser in meeting the
communication requirements of the
product
• Agencies include advertising
agencies,sales promotion agencies,PR
agencies,interactive agencies etc.
 Categories of Agencies
• MNC vs National vs Regional- origin outside
india includes JWT, Lowe, Ogilvy vs Mudra,
Dattaram, Chaitra or outdoor such as Selvel.
• Big vs Small- mudra, chaitra, rediffusion made it
to big league. There are 3000 ad agencies in
India
• Niche Agencies-specialised in to creatrive hot
shops ex Dhar , hoon. They take interest in not
only planning but also execution.
 Ad Agency Functions
• Core Functions • Non-core Functions
• Client servicing • Studio operations
• Production
• Account planning
• HR
• Creative
• Media • Finance Legal
Administration
 Choosing an Agency
1. Set goals.
2. Select process and criteria.
3. Screen initial list of applicants.
4. Request client references.
5. Reduce list to 2-3 viable agencies.
6. Request creative pitch.
7. Select agency.

5-7
 Evaluation Criteria
Selecting Advertising Agency
• Size of agency
• Relevant experience
• Conflicts of interest
• Creative reputation
• Product capabilities
• Media purchasing capabilities
• Other services available
• Client retention rates
• Personal chemistry

5-8
 Key Advertising Personnel
Client Client Client
Marketing Manager Marketing Manager Marketing Manager

Account
Executive

Creative Traffic Media

Director Manager Buyers
&
Planners
Creative Creative Creative Creative

5-9
 Ad Agencies Have Skilled Specialists

Artists
Artists Writers
Writers Researchers
Researchers

Photographers
Photographers Media
Media Analysts
Analysts Other
Other Skills
Skills
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Services Provided by Agencies

Agency
Agency Services
Services

Account
Account Marketing
Marketing Creative
Creative
Service
Service Services
Services Services
Services

The
The link
link between
between Research
Research Creation
Creation and
and
agency
agency and
and client
client department
department may
may execution
execution ofof ads
ads
design
design and
and execute
execute
Managed
Managed by by the
the research Copywriters,
Copywriters,
Account research programs
programs
Account Executive
Executive artists,
artists, other
other
Media
Media department
department specialists
specialists
may
may analyze,
analyze, select
select
and
and contract
contract media
media
resources
resources

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Methods of Agency Compensation

Commissions
Commissions
Method
Method

Cost-Plus
Cost-Plus
Agreements
Agreements

Compensation
Compensation Percentage
Percentage
Methods
Methods Charges
Charges

Fee
Fee
Arrangements
Arrangements

Incentive-Based
Incentive-Based
Payment
Payment
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 How Agencies Gain Clients

Referrals
Referrals Presentations
Presentations

Solicitations
Solicitations

Public
Public Relations
Relations Image,
Image, Reputation
Reputation

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Functions performed by Interactive Agencies

Web
Web Web
Web Sites
Sites
Banner
Banner Ads
Ads

Interactive
Interactive
Media
Media Creation
Creation

CD-ROMs
CD-ROMs Kiosks
Kiosks

Audio
Audio Video
Video

Digital
Digital
Content
Content

Animation
Animation Special
Special Effects
Effects

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Media
• The media represents the channel through
which the advertisement is carried. It
includes Print, radio, TV, internet,
newspapers etc.
 OTHER PARTICIPANTS
• Freelancers- copy writing, mining,
photography
• The Third parties- audit firms
• The Audience-
• The Regulatory Bodies- Governement,
INS, IBF, ASCI