Ad Agency Finallllllllllllll

Table of Contents

Topic Executive summery Advertising and its importance Advertising agency Types of ad agency Agency clients How agency lose and gain clients BENCHMARK’S evaluation of effectiveness of an ad Different parts of an add(aktel power) Agency compensation Recommendation Bibliography

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Executive summery

Today advertising environment are cluttered as all the company make advertising for customer attention. Customer is facing thousand of ad and that brings negative effect on their mind. Thus for turning customers attention toward a brand needs well planned and well designed ad. For performing this task marketer of product and service heavily depend on different ad agency that provides the service with unique association. Here we focus on how agency performs their task regarding to making and communicating advertisement to its audience. Here we briefly explain:  Advertising  Advertising agency  Types of ad agency  Different parts of an ad  Evaluation of effectiveness of an ad  Agency compensation Thus this report focus mainly the different task involves in advertising agency and how they perform as well whether their performance effective or not.

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Advertising: Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Thus advertising includes any activity or job that has a direct or indirect purpose of turning someone’s attention to a product, service or a brand.

Importance of Advertising: Each and every organization needs to take advertising and promotional activities for turning customer’s attention toward their brand. For introducing a new product, services or ideas marketer needs to make a well planned advertising so that it attracts customer attention. In this competitive business environment customer has to face lots of advertising so for gaining customer attention it is important to make a well designed and informative advertising. The main purpose of advertising is:  To inform  To remind  To persuade the target customer

Who will make the advertising? The task of advertising can be performed by the organization itself or may hire an outside agency and assigning all the task of advertising and promotion to that firm. There are so many advertising agencies to take these responsibilities.

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Advertising agency: Advertising agency is an outside firm that specializes in the creation, production and placement of the communication message and that may provide other services to facilitate the marketing and promotion process. Ad Agency is a kind of institution who is dedicated to establish a brand name. For that it has to develop promotional activities like     

TVC (Television Commercial), RDC (Radio Commercial), Billboard, Poster, Leaflet etc for all specific products.

These are the communication channels. The ultimate target is to establish the brand name in the mind of the target audience. This report is prepared based on information provided by an ad agency namely “BENCHMARK”. According to them Benchmark is a creative agency in providing all those services.

Why ad agencies are used? Company may use outside agencies for different purposes probably the main reason is that they provide the service with highly skilled individuals who are specialist in their chosen fields. An ad agency may include:  Artists: who perform the advertisement.  Writers: who write the message and other parts of an advertisement.  Media analyst: who chose the form of media.  Researcher: The individuals who collect necessary information

about customer expectation and their perception to inspire them.

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Types of ad agency: Theoretically there are two types of ad agency, 1. Full service ad agency: Full service ad agency is that which offer its

clients full range of marketing, communications and promotion services including planning, creating and producing the advertising with performing research and selecting media. An full service agencies may also offer:      

Strategic market planning Sales promotion Direct marketing Interactive capabilities Package design Public relation and publicity

2. Account service agency: Account service agency is the link between

the ad agency and its clients where accounting service executives have knowledge about the advertiser’s products and promotional activities. This people coordinate the creating of the ad. Benchmark as an ad agency provides both full service and account service support to their clients with creative association.

How many Ad agencies: In Bangladesh near about 24 ad agencies are in operation.

Which agencies deserve the leadership? Asiatic Marketing Communication Ltd deserves the leadership in Bangladesh.

Who are the clients? Mostly the corporate houses who manufactures product or services but need creative promotional ideas to reach the product exactly to the target audience are the clients of ad agency. Advertising and Public Relation

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Benchmark has: AKTEL, Standard Chartered Bank, Etihad Airways, Shark Energy Drink, Westecs, Pizza Hut, KFC, ABC Radio(not on air yet), Basis, Marks Milk Powder

Reason for losing client: According to Benchmark the reason for which it lose its clients are: Corruption Not providing up to mark job Different perception of advertiser Lack of communication Higher rate of commission charging Discrimination between agency marketing policy and clients marketing policy.  Lack of association between different departments      

Agency Gains Clients by: Generally when a corporate house wants to communicate their product through an ad agency they call for Pitch (its like tender ship) where a number of agencies participate and submit their jobs on a particular product given by the client. After submission the client makes a short list and call for pitch presentation. The client chooses their agency seeing their work on that. Benchmark gains its agency by:  Its reputation of creating creative and innovative advertisement.

 Good communication with clients  Good association in a campaign  Better research about the market

How Benchmark Evaluate the effectiveness of its ad: First to know what Customer Insight is: Customer insight is a strong habit of a customer that he strongly holds and that plays the most important role in purchase a product...

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When the agency sees the reflection of customer insight about the product in its ad then they can consider it as a good campaign. For this purpose Benchmark collect information about customer reaction toward an ad and evaluate whether it is satisfactory or not. If the customer reacts toward the ad favorably then they consider the ad as an effective ad. But client often evaluate the ad to see the effect in the sell though its not fair cause sells can be affected many other reasons.

Different parts of an advertisement: As we know an advertisement has six different parts. For better understanding about that here we point out different parts involved in an ad.

Aktel Power Pack: This campaign of Benchmark launched to announce the new tariff plan of Aktel power. As a product Aktel power is the most powerful package. It had 5 fnf numbers including 2 off net numbers that was maximum at that time, tnt incoming, free talk time at night and some other features. As the product was considered as a powerful pack so in the visual we see a set of batteries. Batteries can be considered as the source of power. There were 4 batteries to announce 4 special kinds of features of Aktel Power. As a set it means that it is a package that is full of power.

Head Line

Body Copy Illustration Layout Advertising and Public Relation

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1. Headlines :

The headlines contain the word in the leading position in the advertisement- the words that will be read first and are situated to draw more attention. Headlines are usually appearing in larger type then other parts of the ad.

2. Body copy: Copy is the word message of advertising which is the most important and assume the heart of ad message. In this printed advertisement it consist printed word as shown by the arrow. So copy is the written word said about a product saying into a few relevant points. For making a good copy copywriter must know what he is advertising, to whom it targeted, how it will be sold and how it will be used.

3. Illustration: Illustration is the visual or sketch in which the theme of the advertisement is highlighted. In this advertisement as the product was considered as a powerful pack so in the visual we see a set of batteries. Batteries can be considered as the source of power. There were 4 batteries to announce 4 special kinds of features of Aktel Power. As a set it means that it is a package that is full of power. As the primary functions of the illustration are to attract favorable attention and to stimulate the interest of prospects to read the entire advertisement the Benchmark agency illustrates it on a relevant visual theme.

4. Layout: As we know a layout is orderly information of al the parts of an advertisement. So in this ad it refers to the arrangement of the headlines, body copy, illustration trademark and slogan. Thus layout is an important part of an advertisement.

Is every part necessary? Advertising and Public Relation

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All the part associate with an advertisement is important to form a well designed effective advertising.

Can any part be omitted? Layout is the base of an advertisement. It’s the whole thing containing body copy, head, sub head, illustration etc. Each and every part has different purpose but sometimes some of those parts can be omitted as per demand of the product or promotion style. Like subhead may not be there. Or only a visual can be a layout, even only some copy may be a press layout. But this scenario is rare. But it may happen.

Agency compensation: Benchmark calculates its compensation program by following: When a client places an order for making an ad or any promotional activities the ad agency calculate an estimation of total cost along with an agency commission. If the client approves the charge then the order has been taken and agency starts to its activities and send the bill to the client for payment. Agency place the bill to the clients that include all the cost incurred for that task and with an agency commission. Agency commission is the core benefit for that agency.

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Recommendation Today advertising is an obvious part of the business for gaining customer attention toward a brand. As advertising environment is cluttered with the emergence of different media and new form of advertising it is important to make distinctive ad to inform, remind and persuade customer. Ad agency is specialize organization that has creative and innovative idea for creating and placing an ad. Thus marketer needs to select an agency that could match with organizational strategy with customer perception. For effective advertising and other promotional activities the following recommendation we made for an effective ad agency (benchmark):  The advertising agency should have expertise work people for each campaign.  Having good intimacy with different types of media.  Having good relation with media artist.  Understanding the marketing program of the marketer.  Effective research capabilities.  Good communication with clients.  Providing customize service to each clients.  Charging fair charges to its clients.  Effectiveness measuring capabilities of a campaign and if possible alter the campaign if not effective.  Providing security about confidential information of its clients. From an ad agency marketer expect the above services when they appoint agency for promotional activities.

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Bibliography

This report will provide good understanding about task involve in a ad agency and how they perform each task. For better arrangement of this report we gather information from the following sources:  Benchmark ad agency  Text book  Teachers guidance  Internet

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