Advertising and Brand Management Concept-Advertising Department-Formation-Rule and Regulations

Advertising agency play very crucial   role. Each and every  organization presenting & preparing but cost expensive, wastage of time in that manner an independence business form called advertising agency at market place.

Definition of advertising agency:

          Advertising agency is a independent business organization which consists of some creates & business. People who prepare & present advt.  More effectively for the clients seeking for the customers of their respective finished goods & services.

                             ---- AAAA [American advertising agency association]

          The oldest & largest advertising agency in India is Hindustan Thomson association today there are more than 500 advertising agencies in India.

Functional department of advertising agency:

●      Contact dept.

●      Media dept

●      Art & visualization dept

●      Production dept

●      Copy dept

●      Finance dept

●      Research dept

●      Public relation dept

Contact dept:

          Its objective is attracting the new manufacturers & on the other hand tries to maintain them existing clients/business. The accounts executive is key management of the dept who acts as a by as on between the agency and the clients.

Media dept:

          Media dept choose the channels of communication through which the message is to be carried out to the masses or target consumers.

copy dept:

          advertisement copy is the head of advertising programmed as it contains the themes or message. Copy writing requires the imagination, fair & fluency language and a method of representation the dept. Works closely with the accounts executive and research etc             flair –no in confusion

                   boys – bridge

art and visualization dept:

          The head of this dept is art director. He is assisted by hard disks, layout men and visualizes. The duty of the dept is to get visuals & layouts prepared for press advertising, postures, calendars, painted & other outdoor pieces. They shift be a close association between the dept of art and copy.

Production dept:

          When a copy is ready the agency proceeds to its mechanical production through its mechanical dept. Headed by a director.

Finance dept:

          It is the responsible for maintaining accounts, billing a bills, collection does formats clients verifying the appearance of advt. checking the media invoices against the orders & looking after all the routine matters of accounting recording etc...

Research departments:

          It is engaged to the study of the effects of sales activities at the last point of distribution. The research director takes assistance of analysis, investigators marketing assistants statistical clerks & invincibly. It helps better advertising for clients.

          The contact dept makes extensive use of search research outcome while contacting his clients convince them.

Pubic relation dept:

          The growth & survival of advertising agency depends very much upon the public opinions supports & feelings. It establishes & maintain mutual understanding between the organization & public. It raises morale of the agency personal and the goodwill for the company.

General organization structure:

                                                Board of directors

                                                General Manager

Manager                                  create                    manager 

Client’s                                department              administrator dept

Relation

         

New                merchandising           accounts

Business               man                      executives

Man

Copy                    artist           T.V & video         researcher             production

Writer                            manager                                            manager

Functions of agency:

          there are two create masters who are served by advertising. Agency that is the client & media owners.

Function: for the clients

it replaces the advertising dept

It provides expert view point

For media awareness:

It takes the sales job

It undertakes advertising scheduling

Agency relation:

          Agency relations we mean that  working relations between the agency & the clients media owners certain principles have been evolved by the experts is advertising mgt to have long term sound.

Agent & client:

●      Commitment

●      Prior approval

●      Payment

●      Mutual trust & confidence

●      Review

Agency & media owns:

●      Payment

●      Prior approval

●      Terms of preference

●      Publish rates

●      Rebate/Discount/Concession.

Objective of advertising agency:

          The objective of advertising are boarding concerned with achievement of overall company objectives.

●      To introduce new product

●      To do the entire selling job

●      To build the brand awareness among the public

●      To remind users to buy the product

●      The neutralize competitors strategy

●      The force the middlemen to handle the product

●      To improve the immoral of dealers & sales people

●      To popularize some change in marketing strategy

●      To build brand preference

Functions of advertising:        

          The various function of advertizing may be grouped into

          Primary function

          Secondary function

Primary function:

●      To increase the sales

●      Help to dealers

●      Increase the per capital income

●      Receptiveness of new product

●      Insurance for manufacturer business

●      Confidence in quality

●      To eliminate seasonal fluctuation

●      Pricing of stand of product

Secondary function:

●      To encourage sales man

●      To impress executive

●      To impress factory workers

●      Attaining the feeling of security

●      To furnish information

To secure better employees