Advertising Basics! (Response Books) by J Vilanilam

By J Vilanilam

This e-book introduces the reader to a quick background of the evolution of ads on the earth and in India, together with: the commercial and social significance of advertisements; the function of ads organisations within the construction and dissemination of ads in the course of the media; and especially, the sensible features of buyer servicing and duplicate construction for various media

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9. 10. Name of Agency and Location Worldwide Gross Income in US $ (millions) Dentsu, Tokyo McCann-Erikson Worldwide, New York BBDO, Worldwide, New York J. 8 Source: Advertising Age, April 23, 2001, p. s10. 3 The World’s Top most Advertising Organizations based on their Gross Income during 2000 in Millions of US Dollars Sl. Name of the Ad Organization No. and Location of Headquarters Rank in 2000 Rank in 1999 Gross Income in 2000 (in million US $) 1. 0 2. 2 3. 0 4. Dentsu, Tokyo 4 5 5. 3 6. 1 7.

And some will not think twice before cutting budgets when they have a money crunch or when they find that their priorities have to be altered. However, the number of companies that put their trust not only in machines and personnel but in advertising, public relations and marketing strategies is on the increase in India. Many of those who subscribe to the new corporate philosophy believe that advertising, public relations, promotional and image-building activities have a substantial role in building the reputation of the company and in creating goodwill about the company, thus affecting the public’s judgement and attitude.

What are the Jobs in a Communications Agency? Broadly, an agency can be divided into the account management (client servicing), creative, production, media, research, support services and administration departments. Account Management Today, most agencies hire young business school graduates as account management trainees. After training and probation, on confirmation they are designated as account executives. The promotion ladder usually begins with the Senior Account Executive, then the Account Group Head, Account Supervisor, Account Manager/Director, Branch Manager, General Manager, Vice-President, Executive VicePresident and finally the CEO of a company.

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