The document discusses advertising agencies and their role. It defines an advertising agency as an organization of professionals that provides creative and business services to clients related to planning, preparing, and placing advertisements. Advertising agencies employ various professionals like account executives, media buyers, creative directors, and copywriters who help advertisers with activities such as planning, preparation, placement of ads, public relations, sales promotion, and more. Agencies house specialized talent and expertise across these areas that most advertisers cannot match with in-house teams alone.

1. Advertising and Promotion Management Rajeswari.R, AJKIM

2. What is Advertising?

7. 4 Elements of Advertising Strategy Creative Idea Execution Media Effective Advertising

11. The Early years of Advertising in America Source: http://scriptorium.lib.duke.edu/eaa/#note

13. History of Indian Advertising Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began.

18. Evolution

23. Wells,moriarty/Burnett,P7

37. Product classification Consumer goods:- Used in day to day living ( food, cloth, car etc.) Rate of consumption and tangibility Convenience goods: Purchased frequently with very little involvement Eg. Food items, matchbox, candle stick etc. Durable goods:- These will last for a long time. No bought frequently-car, oven, refrigerator. Shopping goods: Not frequently purchased and planning is required to but Eg. Furniture, car etc. Non-durable goods: these are consumed and need to be bought. Eg. Soap, Shampoo Speciality goods:- Extra effort is required to buy. Eg. Camera, electronic goods. Services:- Legal, medical etc. Services: Non-tangible products

39. Ad and pricing SN murthy.P-24 Pricing Strategy Advertising message Skimming strategy The ad will feature convenience as the key message. Penetration strategy Initial ad will emphasize low prices, while subsequent ad will promote the product quality, services, wider choice and location advantage Comparative Pricing Ad shows the regular offer with special package. By comparing the two the customer gets the impression that the store offers discount price on everything. Detergents and cosmetic companies follow this strategy. Promotional pricing This could clear the old stock. Buy two take one is one of the methods. Ad supports the promotion drive, specifies the time period during which this offer is valid. Most consumer durable companies follow this strategy during festive season. Prestige Pricing Here the ad will not mention the price, the retailer want only those clients, who could pay higher price in exchange for quality and better services

42. Expanded Marketing Mix for Services

51. Wells,Moriarty,Burnett,P10

65. Type of agency professionals who help advertisers in planning, preparation, and placement of advertising and other promotional activities include: Account planners Marketing specialists Account executives Media buyers Art directors Lead account planners Chief financial officers Chief technology officers Public relations specialists Creative directors Sales promotion and event planners Copywriters Direct marketing specialists Radio and television producers Web developers Researchers Interactive media planners Artists Technical staff – printers, film editors, and so forth