Advertising Companies

A firm engaged in providing services of advertisement for clients to create awareness and market for them is known as advertising company. These companies involve people with specialized skills and knowledge who are well versed in marketing, advertising and consumer behavior. These experts combine their talent to create advertisement for their clients. Therefore, an advertising company is a specialized organization helping its clients to adopt advertising for marketing their goods and services in most effective manner.

Important Functions of Advertising Companies

1. Advertising Plan
Advertising company either prepares or helps in preparing advertising plans and programmes for its clients. Preparing an advertising plan needs concerted efforts and investigative information. In performing this function, the company should have full information about the products. It may pertain to the product’s positive aspects,
past record, its position in the competitive market, and competitors’ negative aspects, strengths and weaknesses.
The advertising company should assess the present market conditions and the firm’s distribution methods.

A thorough knowledge on markets (consumers) is also very important. Information on what people buy, why they buy it, where they buy, how they buy, how frequently they buy etc., are very important and useful. An advertising company may be required to conduct a research to obtain such information. Matching the advertising team with product positioning strategy is another important task.

Since an advertising company knows the character of advertising medium, it can suggest a suitable media mix to its client. Knowledge of target market, the media habits and exposure of the target market are required for this purpose.

2. Creation and Execution
An advertising plan, prepared by the advertising company will be sent to the advertiser for approval. Once approved, its execution is normally assigned to the company. The agency enters into contracts with the suitable media and the stage is set for creating an effective advertisement to suit the advertising media. Copy will be written, layouts are made, illustrations are drawn or photographed; commercials are produced, advertising messages are prepared. Billing for service space is done.

3. Co-ordination
Coordination is another important function of an advertising company. It has to ensure a proper coordination between the clients, sales force and the distribution network to ensure long-run success of the advertising programme. The goal of the advertising programme must be to assist the efforts of sales persons, distributors and retailers to maximize sales for the client. Many agencies also render special services in such areas as market research, publicity, preparation of product literature, etc.

4. Research
Research may enable them to make stronger presentation to their clients. It may help the copy and art personnel, to create better advertisements for their clients.

5. Mechanical production
The function of this department is to transform copy, illustrations and layout into a satisfactory printed advertisement. Obviously, this department interacts closely with the copy and art directors.

6. Traffic
In an advertising company, the term tragic refers to scheduling and control. This department sets up a work schedule and a routing sequence for each advertisement, and then supervises its progress through various stages in the company.

Once an advertisement is prepared, it is forwarded to the media which will carry it. It can happen only after copy, illustration, mechanical production and client’s approval are on schedule. Where there is no separate traffic department in an advertising company, the duty is assigned to the production manager or the account executive.

7. Accounting
The common assignments of the accounting department of an company include — to check the appearance of advertisements in media, to check media invoices against release orders; to pay media bills; to bill clients and collect from them; to look after such matters as records, book-keeping, and other office routines.

8. Public Relations
The fundamental objective of this department is to build and maintain goodwill with the cross sections of public. The tools used in communicating with the public are corporate advertising and publicity. The main job of this department is to build stronger relations with clients and the various sections of the public — customers, employees, middlemen and shareholders.

Collateral – The Storytellers Advertising agency


Sparkt Advertising agency


Four Square Media


Crayons Advertising


J. Walter Thompson


Water Communications


Flags Advertising agency


Ramola Advertising Services Private Limited


FruitBowl Digital Media


Gurukrupa Advertising