Advertising Basics! (Response Books) by J Vilanilam

By J Vilanilam

This publication introduces the reader to a short historical past of the evolution of ads on this planet and in India, together with: the industrial and social significance of advertisements; the position of advertisements organizations within the construction and dissemination of ads during the media; and specially, the sensible facets of consumer servicing and duplicate construction for various media

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8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. Agency and Location Gross Income in US $ (in thousands) Billings in US $ (in thousands) 49,790 332,096 34,226 29,116 228,286 194,204 23,680 22,000 12,920 9,722 9,153 8,152 7,089 6,176 6,070 157,890 147,000 103,619 64,867 44,374 54,346 47,281 31,560 40,500 4,915 3,972 33,103 26,478 3,405 3,026 2,976 1,809 30,954 20,190 19,848 12,067 1,607 775 137 16,072 6,137 914 Hindustan Thompson, Mumbai Lowe Lintas & Partners, Mumbai and New Delhi Ogilvy & Mather, Mumbai Mudra Communications—DDB, Ahmedabad FCB Ulka, Mumbai Rediffusion–DY&R, Mumbai RK, Swami-BBDO Advertising, Chennai Grey, Mumbai Chitra-Leo Burnett, Mumbai Contract Advertising—JWT, Mumbai Euro-RSCG India, Mumbai MAA Group, Bangalore Enterprises Nexus-Lowe, Mumbai and New Delhi Bates India, Kolkata Satchi & Satchi, Mumbai, Bangalore, Chennai TBWA Anthem, New Delhi Ambience D’Arcy, Mumbai Publicis Zen, Mumbai and New Delhi Draft Worldwide, Bangalore, Mumbai, New Delhi Hakuhodo Percept, New Delhi Raka Advertising & Marketing, Mumbai Source: Advertising Age, April 23, 2001, p.

3. Do the essential research and survey required to draw up a realistic and effective plan for the translation of the client’s sales and marketing aspirations into concrete action. Tips on Agency Selection ‘Working with an agency is like getting married! If it is going to work for you, you need to know your partner and select the right one,’ says Taylor. It is obvious that there must be the right kind of chemistry between the client and the agency. When does an advertiser start searching for an agency?

Various agencies have various ways of tackling it. Some agencies prefer to keep their creative people in their studios, well away from the client. Some agencies involve the creative, right from the client-request stage. When you are at the lower level, you should follow whatever is the agency precedent. Now, the creative person who is sitting across the table may be a very bright guy or a very dull one. The point is, you have to get across what the client and the agency wants, to the creative department.

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