ambience publicis ad
TRANSCRIPT
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INTRODUCTION
ADVERTISING AGENCY
Advertising agencies are outside companies that provide for the marketing and advertising needs
of other businesses and organizations. Advertising agencies offer a full range of advertisingservices and advice based on market studies, popular culture and advanced sales techniques.
The American association of advertising agencies (AAAA) has given the following definition to
describe advertising agencies: ³advertising agency is an independent business composed of
creative and business people who develop, prepare and place advertising in advertising media for
sellers seeking to find customers for their goods or services.
Advertising agencies produce logos, creating effective and attractive color schemes to draw the
consumer's attention to their clients' ads. They also prepare slogans and brochures, and write
descriptive copy for sales materials. They may produce public service announcements for
charitable organizations and social programs as well, and issue press releases for new programs,
events, and products. Advertising agencies use assorted forms of media to promote their clients'
businesses or organizations, including magazine advertisements, newspaper ads, radio and TV
commercials, websites, and even infomercials. Some also plan events, provide booths at
conventions, and give away promotional items.
The way advertising agencies work is by getting to know their clients' product or service well
and determining which demographic provides the best audience for promotion. If a company
sells designer handbags, an ad agency would likely try to position the company's TV
commercials during women's programming or on a channel geared toward women. The look and
tone of an ad campaign is also dependent upon demographics. If the company's target audience is
mature adults, design elements should be more traditional than if the target were a younger
generation.
FUNCTIONS OF AN ADVERTISING AGENCY
- To differentiate the product from their competitors
- To communicate product information
- To urge product use (used)
- To expand the product distribution
- To increase brand preference and loyalty
- To reduce overall sales cost
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- Creates new demands
IMPORTANCE OF AN ADVERTISING AGENCY
The need and importance of advertising can be best described by segregating the key points.
i) Manufacturers & Advertising
Increases and stabilizes the sales turn-over
Maintains the existing market and explores the new
Controls product prices
ii) Middleman & Advertising
Guarantees quick sales
Minimum efforts
Makes retail price maintenance possible
Sales forecasting
Publicity
iii) Sales-force & Advertising
Facilitates selling
Reduces sales-man¶s burden of job
Instills self confidence
iv) Consumers & Advertising
Driving ±force in decision making
Ensures better quality products at reasonable prices
Saves good deal of time
v) Society & Advertising
Uplifts the living standard
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Generates gainful employment opportunities
Provides new horizons of knowledge
DIFFERENT TYPES OF ADVERTISING
ADVERTISING
Advertising
Outdoor
Advertising
Broadcast
Advertising
Covert
AdvertisingPublic-service
AdvertisingSurrogate
Advertising
Celebrity Advertising
The different types of advertising can best be understood through illustrations and examples.
Following are examples of the various advertising types:
PRINT ADVERTISING-
OUTDOOR ADVERTISING-
BROADCAST ADVERTISNG-
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COVERT ADVERTISNG-
SURROGATE ADVERTISING-
PUBLIC SERVICE ADVERTISING-
CELEBRITY ADVERTISING-
DIFFERENT TYPES OF AN ADVERTISING AGENCY
FULL SERVICE AGENCIES
A full service agency offers their clients a full range of marketing, communications and
promotions services, including planning, creating and producing the advertising; performing theresearch; and selecting the media. A full service agency may also offer non advertising services
such as strategic market planning; production of sales promotion, sales turning and trade show
materials.
PROS: This type of agency is able to provide turn key operations such as they have success to a
wide variety of creative people and other services.
CONS: they lack the desired control by the advertiser and there is also the possibility that the
agency may not fully understand the company, or the product services that are being advertised.
They can be closed minded if they aren¶t constantly looking for fresh ideas, creativity can be
lost.
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LIMITED-SERVICE ADVERTISING AGENCIES
Some advertising agencies limit the amount and kind of service they offer. Such agencies
usually offer only one or two of the basic services. For example, although some agencies that
specialize in "creative" also offer strategic advertising planning service, their basic interest is in
the creation of advertising. Similarly, some "media-buying services" offer media planningservice but concentrate on media buying, placement, and billing.
When the advertiser chooses to use limited-service advertising agencies, it must assume
some of the advertising planning and coordination activities that are routinely handled by the
full-service advertising agency. Thus, the advertiser who uses limited-service agencies usually
takes greater responsibility for the strategic planning function, gives greater strategic direction to
specialist creative or media agencies, and exercises greater control over the product of these
specialized agencies, ensuring that their separate activities are well-ordered and -coordinated.
SPECIALTY AGENCIES
A specialty agency is one that either works within a particular agency such as Medical,
Real estate, Education financial. A specialty agency is one that can also work for a particular
function such as Internet, Public relations, Marketing and Research.
PROS: this type of agency is an expert in their particular area and therefore understands perfectly
what works and what does not.
CONS: they may also work too independently and therefore advertiser feels out of the loopcreating an undesirable working environment. Also, ideas can become stale if you do not
understand the consumer as someone with many interests.
IN HOUSE AGENCIES
Some companies in an effort to reduce costs and maintain greater control over agency
activities have set up their own advertising agencies with their own organizations. This type of
agency is set up, owned and operated by the advertiser. Large companies almost always have in
house agencies and it is common for them to then out source certain projects to retain certain³freshness´ for campaigns and special projects
PROS: a major reason for using an in house agency is to reduce advertising and promotion costs;
therefore there is more control on behalf of the advertiser. In house agencies also have a better
understanding of the product and are aware of the goals and objectives of the company as most
likely there is also a public relations and marketing department within the organization
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advertisements. The creative department is also involved in handling other arenas like for
instance, Citibank a client of Ambience Publicis asked them to improve their PR. Citibank have
a platinum card for special account members of their bank. The creative team in means to
improve their PR designed their platinum card in an effective way.
ACCOUNT MANAGEMENT (finance)
At the end every year you have to send the audit to audit body of India
Accounts of everything
What was bought additional expenses notified about any and all kinds of expenses. Auditing the
expenses.
ART WORK STUDIO
Finest art works once the client approves of the ad Creative team just the bases of the ad, artwork
completes the ad makes it look to the best.
HR (HUMAN RESOURCES)
Hiring people, handles all the hr policies, pay hike, employee issues, order and maintenance
STRATEGIC PLANNING
Client wants to launch or makeover a product, if the client asks for help and pitches.
AGENCY COMPENSATION
Advertising agencies of all kinds are compensated in four ways:
1 Free for service: A per hour free for actual time billed.
2 Retainer: a monthly fee based on the pre determined amount of time
3 Commission: 15% over actual cost of placement
4 Mark ups: Compensation of above 20% of actual hard costs.
Regarding the compensation method of the agency, I was only told about the retainer fee method
follow- up.
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WAYS HOW AN AGENCY PITCHES ITSELF FOR BUSINESS
Interact with the client first coo, ncd, the planner for the pitch medium operations officer and
vice president
Park avenue, whole top order went for the pitch. Formal and informal
VIP LUGGAGE pitch went for 2-3 rounds
Campaign finances of the campaign the media used promoting
2
nd
round better campaign shortlist among the top two a month
Thumbs up taste the thunder ± ambience publicis current agency had to buy the rights of the
tagline
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SOME OF THE CLIENTS OF AMBIENCE PUBLICIS
COCA COLA
HEWLETT-PACKARD
LO¶REAL
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LG
NESTLE
PROCTOR & GAMBLE
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RENAULT
SEIMENS
WHIRLPOOL
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INDEX
I] ADVERTISING AGENCY- INTRODUCTION
II] FUNCTIONS OF AN ADVERTISING AGENCY
III] IMPORTANCE OF AN ADVERTSING AGENCY
IV] DIFFERENT TYPES OF ADVERTISING
V] DIFFERENT TYPES OF ADVERTISING AGENCIES
VI] FACTORS IN SELECTION OF AN ADVERTISING AGENCY BY A CLIENT
VII] AMBIENCE PUBLICIS ± INTRODUCTION
VIII] DIFFERENT DEPARTMENTS OF AMBIENCE PUBLICIS
IX] AGENCY COMPENSATION
X] WAYS THE AGENCY PITCHES ITSELF FOR BUSINESS
XI] CLIENTS OF AMBIENCE PUBLICIS