advertisement module 2 questions bank

1. Dr. Jayashri Kulkarni

2.  Ad. Agency-Meaning, Features,Functions,
Structure, Types.
 Agency and Client-Relationship, Client turn
over, Agency Compensation-types, Creative
Pitch.
 Careers in Advertising

3.  Advertising Agencies Association of America-
, “an independent business organisation,composed
of creative and business people, who develop,
prepare and place advertising in the media for
sellers seeking to find customers for their goods
and services.”
 It is a specialised institution that consists of a
creative team and experts in advertising who
hire their services in the field of advertising.
 It is an independent service institution involved
in advertising and allied activities.
 It is a link between the Advertiser and the
media.

4.  Specialsed organisation
 Independent institution
 Link between advertiser and media
 Service institution
 Creative team
 Expertise
 Agency compensation
 Various types
 Accreditation

5. President/CEO
Media
Services
Creative
services
Accounts
services
Managem
ent
Copy &
Art
Productio
n
Traffic
Media Planning
Media Buying
Media Research
Budget
Finance
Accounting
Planning
Decision
Making
Routine
management

6.  Creative services/functions
 Accounts Services/Functions
 Media Services/Functions
 Management
 Client related Services

7.  Full service agency
 Modular agency
 Creative Boutique
 Global /Local agency
 Mega agency
 Media Buying agency
 Specialised agency
 Interactive agency
 B2B agency
 In House agency

8.  Types /Nature of services offered
 Location-proximity
 Quality/performance
 Reputation
 Accreditation
 Compensation
 Creative staff-Art director/copy writer
 Size
 Media Rapport
 Specialisation
 Other clients-competitive accounts

9.  Transparency
 Mutual faith
 Communication
 Sorting out differences
 Business ethics
 Regular supply of funds by the client
 Reasonable compensation paid by the client
 Qualitative performance by the Agency
 Timely performance by the agency
 Protecting interest of the client by the
agency

10.  Meaning--The no. of clients leaving the Agency and joining another agency
 Reasons:
i. Types/ nature of services –not available
ii. No good quality/ performance
iii. Higher compensation
iv. Delayed performance
v. Change in personnel
vi. Change in location
vii. No proper promotion of agency
viii. Loss of reputation
ix. Difference of opinions
x. Withdrawal of the product from the market
xi. Loss of or no accreditation
xii. Dissatisfaction
xiii. No proper treatment
xiv. Lack of public liaison

11. Methods/Types
 Commission
 Charges
 Fees
 Cost plus system
 Bonus/Incentive

12.  Meaning: Presentation by an Ad. Agency to its
clients to secure an account
 It is a team of creative people in the Agency
who prepare a presentation.

13.  Identify the client
 Meeting to the prospective client
 Preparing brief
 Selection of Pitch team
 Preparing outline of the Pitch
 Rehearsals
 Presentation of the Pitch
 Follow up
 Additional Presentation
 Signing the contract

14.  Conceptual Skills-Copy, Visualisation, Art work
 Creative Skills
 Communication Skills
 Human Skills
 Stress Releasing Skills
 Time management Skills
 Problem Solving Skills
 Decision Making Skills
 Leadership Skills
 Human Relations Skills
 Administrative Skills
 Other Skills

15.  Ad. Agency
 Copy Writer
 Visualiser
 Photographer
 Media Planner
 Researcher
 Back office- Accounts, Records, Computer operations
 Client Relations
 Production house—e.g. Balaji Telefilms
 Printing Press
 Graphics, Animation
 Modeling
 Free Lancing

16.  Scope for free lancing—Photography, copy
writing, preparing art work, ad. research, media
planning
 Importance
a. Flexible Timing
b. Profit
c. Self employment
d. High Status
e. Scope for creativity
f. Experience

17.  Essentials
a. Specify area
b. Approach right people
c. Social Media
d. Promotion
e. Proper pricing
f. Prompt services
g. Up-dation
h. Public relations
i. Innovation

18.  Define Ad. Agency. What are its features?
 Explain the functions/services of ad. Agency.
 What are various types of Ad.agencies?
 What do you mean by Agency compensation? What are its
methods?
 What are the ways of getting clients?
 Describe the structure of Ad. Agency.
 What are various career options in advertising?
 Write a note on free lancing as the career option in
advertising.
 What are the factors considered in selection of Ad. Agency?