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An ad agency is basically a service providing outfit wherein it creates, plans and promotes advertisements according to the needs of its client. It uses a broad spectrum of methods to create marketing campaigns to promote a service or a product. It could be in-house but it is usually independent from the client and works to achieve marketing, branding and sales promotion goals of the client. It generally consists of the following departments:

• Market Research
• Accounts Management or Sales/Client Servicing
• Copy writing
• Graphics Design Team
• Media Planners

All these departments run a close-knit operation and work with the client to get information and accordingly pitch their ideas for a campaign which is followed by the creative team actually producing and circulating the ad.

Certain terminology used in the business:

Pitch:

An ad company can’t just start making random cold calls to get clients as it is not a very productive way of going about the business. Other than maintaining current accounts and clients, all ad agencies need to focus on acquiring new clients in order to expand their business operations. For that, first extensive market research is carried out to find businesses or clients who could use their services. A portfolio of their work can be emailed to put forward a business proposal.

Presentation:

Once a company or client shows interest, a meeting can be set up where work can be presented to the client. This presentation will include all that the client can gain by availing these services. A detailed portfolio containing logos, brochures, billboards, websites, banners etc designed previously by the agency can be showcased during this presentation. Case studies of how other clients benefitted are also presented.

Creative:

After the client actually agrees to hire the company, then the actual work begins. The creative team has to come up with innovative design concepts that would highlight the client’s company/brand/service in a manner desired by the client and also appeals to the target audience. The creative team is responsible for creating a visible impact of the brand and the copy-writer has to come up with the tag lines that would communicate the brand objective in a crisp and concise manner. So the actual components of the campaign are actually created in this department.

Media Planning:

After an ad has been approved by the client, then the work of the media planning department comes into play. This department is responsible for buying media i.e. they buy space for ads in newspapers, space on hoardings and billboards, spots on the radio, slots for TV Commercials etc. from ad sales people. They also rely on market research so as to propagate the brand in the correct medium so that it reaches the correct target audience. Usually, a combination of all media is used so that it appears like the audience is bombarded with the ad. Alternating the media also stops it from becoming monotonous yet repetitively reminds the people about its existence.

In a crux, we can say that in today’s tech savvy and highly digital world, where information is available at the click of a button, an advertising agency has to work doubly hard to come up with out of the box, creative ad concepts that make a lasting impression on the consumer’s mind.

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