AAAI Beginners Series
er... what exactly is an advertising agency?
someone once said that advertising is the most fun So what is advertising? Is it a science? Is it an art form? Is it
one can ever have with their clothes on. Fun aside, it also merely commerce made interesting? There are various schools of
performs one of the most important functions in society that thought, different opinions and diverse points of view. But all of
is to inform; it gives people the power of choice; the power of these collide into something that we all agree upon. That it is
knowledge that helps them make important decisions everyday. probably one of the most powerful influencers of human
Today, advertisements are everywhere. On television, on the behaviour since religion.
internet, radio, billboards and even on the empty coffee mug
Any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an
on your desk. Advertising has successfully transcended from
identified sponsor. (Principles of Marketing: Kotler, Armstrong, Saunders and Wong)
one of the most interruptive commercial medium of modern
times to something that everyone wants a piece of. Not Advertising is the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.
surprisingly, everybody has an opinion about advertising.
The functions of an advertising agency:
• To accelerate economic growth and create
What exactly is an
• To provide a total, professional, experienced
service which is very personal in its nature
• To take the advertiser's message and convert it
into an effective and memorable communication
Getting the best out of advertising is a highly skilled job. Advertising has not only come to reflect pop culture but has also
It requires the inputs of experts in many different fields like become an important element of economic growth. Today, every
writers, artists, photographers, designers, television person connected with the Indian economy or public should be
production crews and many others. Even the biggest fully aware what advertising really is and why effective
advertisers cannot afford to employ all these experts. advertising campaigns can be performed by full-service
Almost all advertising is therefore arranged through an advertising agencies.
advertising agency which provides the necessary skill to turn
the message into a memorable and effective advertisement.
An advertising agency is a firm that specialises in the creation, design and placement of advertisements, and in the
planning and execution of promotional campaigns for products and services of their clients.
Myth: An agency always
Who needs advertising? helps to sell a product
Advertising is primarily used as a tool by companies to: Government and autonomous bodies use advertising to: What does a professional advertising agency have that is If the advertising needs to be successful,
Inform people about new products and services Inform people about their policies unique? With professional talent and loads of communications’ the product needs to:
Brand building Promote birth control experience under their belts, agencies are perfectly suited Solve a purpose
To remind customers about their brand at the right time and place Educate the masses on health care to take over their clients’ marketing communications problems Fulfil a need
To reinforce customer confidence in purchase Prevent panic during natural disasters and help them with specialised services. But like everything it Be satisfactory
To build Corporate Identity Dispel harmful rumours too has its limitations. Effective advertising can contribute Have a credible proposition
To help their sales force become more effective Attract foreign investment immensely to the success of a product. Similarly, if the product is
To give their brand and company a “personality” that makes it unique bad or something that the people cannot accept, then no amount
of advertising can save it.
Advertising is required because it explains
complex issues in ways that are interesting, Fact: Advertising can never
easy to understand and meaningful. succeed in selling something
which the public will not accept.
The parts of an agency How advertising works
Advertising agencies need to have a wide expertise in the area Media Planning: It is their job to ensure that the client's money
of marketing and communications. Which is why they employ is spent efficiently to get maximum efficiency from a campaign.
specialists who can easily understand economic, demographic Account Planning: The planners come up with insights
Account Executive Account Planner
and psychographic data given to them. and are the 'futurologists' of the agency. They analyse markets
They add significant insights to this from their own experience and consumer behaviour and are the ones who write the briefs.
and data banks. Creative: Probably the most important set of people.
The various departments of an agency can be classified as follows: They are the guys who write the ads and it is their work
Account Management: The face of the agency. These are the that the world gets to see.
people who meet the client on a day to day basis. It is their Digital Studio: Often called the DTP section, this set of Insight
responsibility to ensure that the work goes out on time and the people work on the final artworks that are sent to the
bills are paid. various publications for release.
Ok, now what's a brand? Can you really "build" brands?
Step 1: Defining the message.
A brand is not just a logo.
Why should consumers care? What is different about the product?
By creating a logo one cannot create a brand. A logo is merely an aspect of a brand.
e.g. It is about high performance outdoor apparel (Woodland);
A brand as a whole encompasses the physical attributes of a logo and encompasses the life of
It is about strength and durability (Ambuja Cement);
the company, its employees and its audience. Brand building is about product
Step 2: Building the image.
A Brand is an experience. An experience gained from a company and its services or products. identification and trust.
How does your difference translate into the image? Both
Brands have personality. It has a specific group of people it wants to get to know and
visually and verbally it needs to consistently communicate
befriend, but is open to all.
To start building a brand one has to start by defining the the company’s message and value.
Brands are powerful. It can influence someone to buy into its personality rather than the product.
target customer group and its needs and expectations and go on Step 3: Marketing the image.
Brands are consistent. They need to talk the same language across all communication.
to realistically assess how well the brand currently meets them. How aggressively can the word be spread? The advertising
campaign needs to establish the image.
Simply put, a brand is a set of associations: Efforts need to be taken to fashion an image around the brand Step 4: Living the message.
• That is related to a brand or company name
that is not only consistent with its core benefits but one that Is the message real? Can the consumer identify with it? Is the
• That has a special place in consumer’s memory
• That helps the consumer understand the following: also credibly promises to bring about excitement and promise being delivered? Does the consumer expectation meet
- What the brand or company is
satisfaction to the consumer. satisfaction on usage or association with the brand?
- Why it is potentially relevant to them
- How it is different or similar to other products made by the firm
- How it is similar or different from competitor's products
"Break ke baad!"
Advertising in India
Advertising and Society
How did a small pill change the future of a country? Simple,
Balbir Pasha through advertising.
and Mala D The Government of India has for a long time relied considerably
on the talents of the Advertising Agency and the Advertising
or how advertising
In the beginning. In the 70s and 80s, Doordarshan can make history Agencies Association of India for social causes. One of the
was the only TV channel in India. Being the only carrier, biggest success stories has been the story of the simple birth
it had a mix of programmes for both the urban and rural audiences control pill. A poor country like India faces a major problem
and agencies had to live with the fact. Though Doordarshan with overpopulation.
promised exceptional reach, in the coming years it fell The Mala D commercials and the family planning campaign
woefully inadequate to the needs and wants of the advertisers. popularised in the 80s by advertising agencies to educate
The Second Wave. The advent of Satellite Television saw the Success after success of Indian Agencies at International the masses were extremely successful.
advertising industry undergo a sea change in the early 90s. Awards like Cannes, AdFest and the New York Festivals have One of the biggest problems facing India today, is the rising
While the satellite channels had limited reach they could made Advertising a sought after profession in India today number of HIV and AIDS related cases. Again illiteracy was the
target very niche audiences at half the cost. It also opened a with a high demand for talented individuals. core of the problem. That unsafe sex is one of the most potent
whole new world in terms of quality of production, content Advertising in India Today. Advertising in India today has ways for it to spread was a fact unknown amongst the masses.
and tonality - something that advertising professional evolved into an highly evocative and arresting medium of Family Planning is The Balbir Pasha campaign did wonders to spread awareness
watched with keen interest. portraying society. It has value-added tremendously to the the most successful about the problem.
A decade and a half later, the kind of work that Indian quality of television programming in the country and has campaign for a
Since the inception of the the advertising agencies they have
social cause by any
agencies are producing is at par and some even better brought with it a new generation of ideas that can only donated crores of rupees worth of time and services to make
than their foreign counterparts. contribute towards the progress of the nation. the crusade a success.
Advertising and Society Brand India
The hu man condition The pulse of a nation
Advertising agencies have always played a pivotal role in Each subsequent report of the National Council of Applied
improving general human condition the world over. In India Economic Research shows that the quality of life in India is
too, it has been tremendously successful in educating the constantly improving at the grassroots level.
public about cancer and its prevention, AIDS, TB and a host of The role of advertising here is of supreme importance.
other situations that demand mass scale communication. Literacy is on the rise and more and more of the middle
Fact is that today advertising has become a reflection of human class are being exposed to the wonders of modern living.
life, whatever state it may be in. If times are good, it celebrates. Almost simultaneously, the banking and financial sector
If not, it mourns. From creating ads that call for donations to continues to bolster the economy with products and services
actually working towards the fulfillment of various causes, that are beneficial to the rising needs of the working class.
advertising professionals are a set of people who need to be in The urban population, meanwhile, is displaying an evolved
constant touch with the human condition. They are not and sensibility that's more attuned to that of the global citizen.
cannot ever be mutually exclusive. It is in this way that advertising agencies help the Government to
take care of its various agendas across the length and the breadth
of the country. This is how they help a nation get rid of illiteracy,
hunger and unemployment. This is how they build a nation.
A K & I Advertising Pvt. Ltd. DaCunha Communications Pvt. Ltd. Madison Communications Pvt. Ltd. Quadrant Communications Ltd.
Advertising Avenues Dattaram Advertising Pvt. Ltd. Magnum Intergrafiks Pvt. Ltd. R K Swamy BBDO Pvt. Ltd.
Advertising & Marketing Associates Dentsu Communications Pvt. Ltd. Mass Marketing & Advertising Services Pvt. Ltd. Radeus Advertising Pvt. Ltd.
Advertising & Sales Promotion Company Dentsu Marcom Pvt. Ltd. McCann-Erickson India Ltd. Raka Advertising & Marketing Pvt. Ltd.
Adwit (India) Pvt. Ltd. Equus Advertising Company Ltd. Mechanix Marketing Associates Rashtriya Advertising Agency
Akshara Advertising Euro RSCG Advertising Pvt. Ltd. Mindset: E.Y.W Advertising Pvt. Ltd. Ratan Batra Pvt. Ltd.
Ambience Publicis Advertising Pvt. Ltd. Everest Brand Solutions Pvt. Ltd. Mudra Communications Pvt. Ltd. Rediffusion-DY&R Pvt. Ltd.
Ankur Media Pvt. Ltd. FCB-Ulka Advertising Pvt. Ltd. Multimedia Aquarius Pvt. Ltd. Roger Pereira Communications Pvt. Ltd.
Anugrah Madison Advertising Pvt. Ltd. The Flagship Advertising Pvt. Ltd. National Publicity Service Saatchi & Saatchi Pvt. Ltd.
Avishkar Advertising Services Fusion Advertising Services Navnitlal & Co. Sai Advertisers
B Y Padhye Publicity Pvt. Ltd. Grey Worldwide (India) Pvt. Ltd. Network Advertising Pvt. Ltd. Seasons Advertising Associates
Bates India Pvt. Ltd. Impressions Advertising Pvt. Ltd. Newfields Advertising Pvt. Ltd. Shantilal G Shah & Co.
BEI Confluence Communication Ltd. Inter Publicity Pvt. Ltd. Ogilvy & Mather Ltd. Situations Advertising & Marketing Services Pvt. Ltd.
Bidhan Advertising & Marketing Pvt. Ltd. Interface Communications Pvt. Ltd. Overture Communications Pvt. Ltd. Standard Publicity Pvt. Ltd.
Brand David Communications Pvt. Ltd. JWT Parichay Advertising Sunflower Marketing & Advertising
Canco Advertising Pvt. Ltd. Jaya Advertising Pvt. Ltd. Pen A Trait Communications (India) Pvt. Ltd. 3 Brothers & Fils
Capital Advertising Pvt. Ltd. Jaytiyaar Services Percept H Pvt. Ltd. TBWA Anthem Pvt. Ltd.
Catalyst Advertising & Marketing Pvt. Ltd. L A Advertisers Pinnacle Advertising Pvt. Ltd. Triton Communications Pvt. Ltd.
Contract Advertising (India) Pvt. Ltd. Leo Burnett Prem Associates Advertising & Marketing TV Ads
Cornerstone Communications Pvt. Ltd. Lintas India Pvt. Ltd. Pressman Advertising & Marketing Ltd. Vidit Advertising
Crayons Advertising Ltd. MAA Communications Bozell Ltd. Publicis (India) Communications Pvt. Ltd.
Advertising Agencies Association of India
35, Maker Tower 'F', 3rd Floor, Cuffe Parade, Mumbai 400 005.
Tel: (022) 2218 2164 / 2218 7609 Fax: (022) 2218 9590 Email: firstname.lastname@example.org