KALYAN CITY LIFE

Principles of Good Layout

The twelve features, qualities, or principles of good layout are as follows:

Image Credits © Manoj Patil.

Organizational Structure of Advertising Agency

Advertising agency must have a suitable internal organizational structure to keep functioning properly with a smooth workflow.

When an advertising agency decides to establish its organizational structure, it must ask itself important questions like:

1. What is the suitability and requirement of a department?
2. How the span of control should be within an agency?
3. Is there any mechanism or provision to make communication and coordination more effective within the organization? etc.

All advertising agencies don't have a same organizational structure. Their structure varies from one another. It is so, since, all organizations are unique, and their objectives, requirements, functional areas and specialized departments are not common.

Client agency relationship in advertising

The client-agency relationship starts when a client appoints an advertising agency for making his ad. It continues till the ad agency provides satisfactory services to him. Such a relation should always be cordial. There should be a mutual trust, confidence and understanding between the two parties. It is so, since, the primary objective of both sides is same, i.e. to make a successful advertising campaign.

Lack of mutual trust will be harmful to both parties. It is, therefore, necessary to maintain good relations between the client and ad agency as follows:

1. Meaningful two-way communication is required to maintain a friendly client-agency relationship.
2. Both parties should take special efforts to maintain a cordial relationship.
3. The approach of give-and-take is required to keep relations over a longer period.

Mentioned below are some significant guidelines (grouped under three categories) to maintain a cordial client-agency relationship in advertising:

Image credits © Gaurav Akrani.

Functions of advertising agency

Advertising agency is an independent service-rendering organization. It delivers various services and performs many functions for its clients, who are advertisers. It is mainly involved in activities like planning, preparing and placing of ads in media. It also performs non-advertising functions for them. It offers them advisory and creative services. It does so to make a profit.

Following image depicts the major functions of advertising agency.

Importance of Advertising

The following image depicts the importance of advertising.

Image credits © Gaurav Akrani.

Etymology of Advertising

Etymology means a study of origin, evolution and history of words.

‘Advertise’ is a verb form of English word ‘Advertising’. It has its origin in a classical Latin word ‘Advertere’.

Image credits © Prof. Mudit Katyani.

1. Purpose of Advertising

Advertising facilitates large-scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through it. The fact that companies spend millions of dollars on it through TV, radio, the internet, and newspapers indicate its benefits in sales promotion.