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Corporate advertising:-
Burst advertising:- Ads don’t have any above thing or
sense but creative ads. Example- Amul Macho “ ye to bada
toing hai.”
Attitude
Trial
Satisfaction
Purchases or repurchase
Hierarchy-of-Effects Models
An advertising agency:- is an independent
organization set up to render specialized services in
advertising in particular and marketing in general. Advertising
agencies started as space brokers for the handling of the
advertisements placed in newspapers. Over the years, the
function of the agencies has changed. Their main job today is
not to aid media but to serve advertisers. Some agencies are-
Mudra communications Pvt. Ltd,
Ogilvy and Mather Limited,
JWT (Hindustan Thompson Associates Pvt. Ltd.),
FCB-Ulka advertising pvt.Ltd.,
Rediffusion DY&R Pvt. Ltd
Media Planners:- Once an advertisement is created, it must be
placed through an appropriate advertising media. 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.
Creative Team:-An agency’s creative team consists of specialists in
graphic design, film and audio production, copywriting, computer
programming, and much more.
Researchers:- Researchers are also used following the completion
of an advertising campaign to measure whether the campaign
reached its objectives.
Account Management:- Within an advertising agency the
account manager or account executive is tasked with handling all
major decisions related to a specific client. These responsibilities
include locating and negotiating to acquire clients
There are basically four types of ad agencies They
are:
In-house agencies:- An in-house agency is an ad agency
set up, owned and operated by the advertiser. Exp- dabur’s
Ad bur.
Creative boutiques:- Creative boutique is an agency that
provides only creative services. These specialized companies
have developed in response to some client’s desires to use
only the creative talent of an outside provider while
maintaining the other functions internally.
Media buying agencies:- Media buying agencies are
independent companies that specialize in the buying of
media, particularly radio and television.
effective communication requires the message source to
create (encoding) a message that can be interpreted
(decoding) by the intended message receiver. In advertising,
the act of creating a message is often considered the creative
aspect of carrying out an advertising campaign. When
creating an advertising message the marketer must consider
such issues as: