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ADVERTISING AGENCY
COMMERCE PROJECT 1

VIDHAN SHARMA
VIDFSJD
CLASS 10D ROLL NO.37

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 INDEX

SL CONTENTS PG
NO. NO.

1 INTRODUCTION 2-5

2 CASE STUDY 6-7

3 CONCLUSION 8-9

4 ACKNOWLEDGEMENT 10

WEBLOGRAPHY/BIBLIOGRAPHY
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 INTRODUCTION
An advertising agency, often referred to as a creative agency or an ad agency, is
a business dedicated to creating, planning, and handling advertising and
sometimes other forms of promotion and marketing for its clients. An ad agency
is generally independent from the client; it may be an internal department or
agency that provides an outside point of view to the effort of selling the client's
products or services, or an outside firm. An agency can also handle overall
marketing and branding strategies promotions for its clients, which may include
sales as well. Typical ad agency clients include businesses and corporations,
non-profit organizations and private agencies. Agencies may be hired to
produce television advertisements, radio advertisements, online advertising, out-
of-home advertising, mobile marketing, and AR advertising, as part of an
advertising campaign.

Importance of advertising agency includes 6 various points like :-

1.Nature of Product-
This is the first importance and it means when the product is a form of mass
media then advertising agency can use print media while when the producers
want a demonstration that screen and television advertising can be used.
At the time of advertisement, the nature of a product plays a very effective role
because it helps to define the target audience related to their product which is
sold in the world.

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2. Advertising Budget
This is the second important and it means that the choice of advertising agency
rest on advertising budget since a large organization can only bear the expenses
of an advertising agency. Thus, the advertising budget defines the estimation of
total expenses which are related to the advertisement.
It includes various estimations regarding their budget control system like it
includes expenditure relating to advertising programme, advertising material,
media expenses, and so on.

3. Potential Market
This is the third importance and it means an advertising agency has to conduct
the market surveys and identify the changes in consumer preferences so that
these agencies can satisfy the consumers in a proper manner. Thus, the potential
market produces potential customers.

4. Reputation of Agency
This is the fourth importance and it means that the reputation of the agency
attracts the companies to higher than for various purposes such as copywriting
or media planning. Agencies like mudra are employed by large organizations.
Reputation establishes working opportunities.

5. Selling Message
This is the fifth importance and it means that the selling message that is used by
the companies can be employed by the advertising agencies in order to gain the
attention of the consumers. It can be an emotional message or rational.

6. Media Alternatives Available

The advertising agency has to decide which media alternatives are available in
the branding of a regular product. For Example– If a company wants to
advertise a product on T.V. then the timeslot should be available.

FUNCTIONS OF ADVERTISING AGENCY FUNCTIONS

1. Attracting clients: Advertising agency needs clients (advertisers).
Without them, it cannot survive.

2. Account Management: Within an advertising agency the account

manager or account executive is tasked with handling all major decisions
related to a specific client. The account manager works closely with the
client to develop an advertising strategy.

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3. Creative Team: The principle role of account managers is to manage the
overall advertising campaign for a client, which often includes delegating
selective tasks to specialists. Advertising agency put the advertising-plan
into action under its creative function. Creation of ads is the most
important function of an ad agency. Generally, it involves activities like
copy writing, drawing photographs, making illustrations, layouts, an
effective ad message, etc. These jobs are done by experts like copy
writers, artists, designers, etc. These people are highly skilled and
creative. They make an advertisement more appealing. Attractive ads
help to increase the sales of the product.

4. Researchers: Full-service advertising agencies employ market

researchers who assess a client’s market situation, including
understanding customers and competitors, and also are used to test
creative ideas. Advertising agency gathers information related to the
client's product. It collects following information about a product under
its research function: Features, quality, advantages and limitations of a
product, Present and future market possibilities, Competition in the
market, Situation in the market, Distribution methods, Buyers'
preferences, so on Ad agency analyses (studies) all this collected
information properly and draws conclusions for its research. It helps in
planning an advertising campaign, selecting proper media and creation
function.

5. Media Planners: Advertising agency helps an advertiser to select a

proper media (ad platform) to promote his advertisement effectively.
Media selection is a highly specialized function of an ad agency. It must
select the most suitable media for its client's ad. Advertising agency plans
the entire ad campaign of its client. Advertising planning is a primary
function of an ad agency. It is done when its research function is
completed. That is, after analyzing the client's product, its competitors,
market conditions, etc. It is done by experts who use their professional
experience to make a result-oriented advertising-plan. Once an
advertisement is created, it must be placed through an appropriate
advertising media.Each advertising media, of which there are thousands,
has its own unique methods for accepting advertisements, such as
different advertising cost structures (i.e., what it costs marketers to place
an ad), different requirements for accepting ad designs (e.g., size of ad),
different ways placements can be purchased (e.g., direct contact with
media or through third-party seller), and different time schedules (i.e.,
when ad will be run). Understanding the nuances of different media is the
role of a media planner, who looks for the best media match for a client
and also negotiates the best deals.

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6. Advertising budget: Advertising agency helps an advertiser to prepare
his ad budget. It helps him to use his budget economically and make the
best use of it.

7. Coordination: Advertising agency brings a good coordination between

the advertiser, itself, media and distributors

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 CASE STUDY
DDB MUDRA

The DDB Mudra Group, a part of the DDB Worldwide Communications Group,
is India's first and largest integrated marketing communications and services
network. DDB Worldwide is owned by Omnicom Group Inc, one of the world's
largest advertising holding companies. It was earlier known as Mudra
Communications Limited and Mudra India. It also started Mudra Institute of
Communications Ahmedabad which is considered India's first academic
institution dedicated to communications and advertising studies.[1] In 2011,
Mudra group was acquired by Omnicom Group, subsequently rebranded as
DDB Mudra group and merged with DDB Worldwide.[2][3] As an advertising
agency it is credited with handling successful campaigns of brands and products
such as Castrol, Dabur, Future Group, Gulf Oil, and Volkswagen.

Type Full- service, integrated marketing communication

agency

Industry Integrated marketing communication, advertising

Founded 25 March 1980

Headquarters Mumbai

Website http://ddbmudragroup.com/

CLIENTS
The DDB Mudra Group's clients include Aircel, Arvind Stores, Akai, Ashok
Leyland, Asian Paints, BPCL, Bank of Baroda, Baxter, Castrol, Cipla, Colgate,
Cycle Pure Agarbathies, Dabur, Emirates, Emami, Federal Bank, Future Group,
Gillette India, Godrej, Gulf Oil, HDFC Bank, HPCL, Hindustan Unilever, HP,
IDBI Bank Group, ITC, Jaypee, Jyothy Laboratories - Henkel, ICICI Prudential
Mutual Funds, Idea Cellular, Johnson & Johnson, Kalyan Silks, Kerala Tourism
Development Corporation, LIC, Lavasa, L&T, McDonald's, MSD, Malayala

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Manorama, Mother Dairy, Nestle, Nirmal Lifestyle, Novartis, PepsiCo, Peter
England, Philips Healthcare, Policybazaar.com, Reebok, Rotomac, Sab Miller,
Shell, Star India, Standard Chartered Bank, Symphony, Tata Communications,
Tourism Australia, TTK Prestige, UNICEF, Union Bank of India, United
Spirits, Videocon, Volkswagen, Western

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 CONCLUSION

Companies want to build brand awareness not lose it. Their goal is to tell their
story while meticulously crafting their image in a way that cleverly presents
their unique selling points. Baack and Clow (2010) explain that the recruitment
of new leads from implementing such strategies like frequency programs,
permission marketing enticements, and direct response marketing techniques,
are all effective practices to motivate customer action and build brand loyalty
(Baack & Clow, 2012). In other words, companies that use the data they collect
from consumers as a research strategy, will help them develop more effective
methods to motivate and influence consumer behavior and more likely to
achieve successful outcomes.
Academic discipline strategies play a key role in advertising research because
they help companies build meaningful relationships with consumers. Thomas
(2013) reminds us that the main objectives of marketers are: (a) to generate new
leads, (b) identify current prospects, (c) stimulate activity, and (d) implement
effective follow up programs to ensure customer satisfaction (Thomas, 2013).
Advertisers that incorporate disciplined strategies into their research efforts are
more likely to get clients excited about a brand and have a better chance of
closing a sale than trying to reach them blindly in a vast sea of consumers. In

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conclusion, the best way to achieve marketing goals is to incorporate disciplined
research and data collection systems that can help companies identify and
determine consumer behavior. This helps touch clients in a way that is not
intrusive and instead makes them feel special and valued. The findings of this
research conclude that brands can communicate their message more effectively
and develop more efficient advertising campaigns by implementing strategic
academic disciplines into their advertising research efforts.

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 ACKNOWLEDGEMENTS
I would like to express my special thanks of gratitude to my teacher Mr.D.Dhar
who gave me the golden opportunity to do this wonderful project on the topic
on ad agencies, which also helped me in doing a lot of Research and I came to
know about so many new things I am really thankful to them.
Secondly i would also like to thank my parents and friends who helped me a lot
in finalizing this project within the limited time frame.

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 BIBLIOGRAPHY/WEBLOGRAPHY
• Wikipedia.com
• Sparknotes.com
• ICSE COMMERCIAL STUDIES- CLASS 10 Text Book

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