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Eleven Major Functions of Advertising Agency
Post: Gaurav Akrani. Date: 8/05/2013. No Comments. Label: Advertising.
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.
 Eleven main functions of ad agency are as follows:
1. Attracting clients,
2. Research function,
3. Advertising planning,
4. Creative function,
5. Media selection,
6. Advertising budget,
7. Coordination,
8. Sales promotion,
9. Marketing research,
10. Non-advertising functions, and
11. Public relations.
Now let's discuss above main functions of an advertising agency.

1. Attracting clients
Advertising agency needs clients (advertisers). Without them, it cannot survive.
 Ad agency always tries to attract clients usually by giving ads in trade journals. It also seeks their attention by
offering them various services. It offers expert, cheap and quick services. It maintains good relations with them. It
tries to give them full satisfaction. It strives harder to attain their goodwill and customer-loyalty.

2. Research function
Advertising agency gathers information related to the client's product.
It collects following information about a product under its research function:
 Features, quality, advantages and limitations of a product,
 Present and future market possibilities,
 Competition in the market,
 Situation in the market,
 Distribution methods,
 Buyers' preferences, so on.
Ad agency analyses (studies) all this collected information properly and draws conclusions for its research. It
helps in planning an advertising campaign, selecting proper media and creation function.

3. Advertising planning
Advertising agency plans the entire ad campaign of its client.
Advertising planning is a primary function of an ad agency. It is done when its research function is completed.
That is, after analyzing the client's product, its competitors, market conditions, etc. It is done by experts who use
their professional experience to make a result-oriented advertising-plan.
After making the advertising plan, it is shown to the client. If the client likes and approves it, then the plan is
executed (put into action).

4. Creative function
Advertising agency put the advertising-plan into action under its creative function.
Creation of ads is the most important function of an ad agency. Generally, it involves activities like:
 Copy writing,
 Drawing photographs,
 Making illustrations, layouts, an effective ad message, etc.
These jobs are done by experts like copy writers, artists, designers, etc. These people are highly skilled and
creative. They make an advertisement more appealing. Attractive ads help to increase the sales of the product.
The ad agency must always use fresh ideas for creating ads. It must neither use old tactics nor copy the ad-
campaign of other products.

5. Media selection
Advertising agency helps an advertiser to select a proper media (ad platform) to promote his advertisement
effectively.
Media selection is a highly specialized function of an ad agency. It must select the most suitable media for its
client's ad. It must choose media, which has a potential to give best results for the lowest cost. It must select
more than one media for the ad. For example, an advertisement can be put on television, the Internet,
newspapers, magazines, etc.
 After selecting the media, the ad agency must maintain goods contacts with the media.

6. Advertising budget
Advertising agency helps an advertiser to prepare his ad budget. It helps him to use his budget economically and
make the best use of it.
Without a proper advertising budget, there is a risk of client's funds getting wasted or lost. If an advertiser suffers
a loss, he may not bring new projects. As a result, there is a possibility of losing a potential client that can bring
more business to an ad agency.

7. Coordination
Advertising agency brings a good coordination between the advertiser, itself, media and distributors. This is a
very important function. If coordination is proper, it will increase the sales of the product.

8. Sales promotion
Advertising agency performs sales promotion. It helps an advertiser to introduce sales promotion measures for
the dealers and consumers. This helps to increase the sales of the product.

9. Marketing research
Advertising agency helps its clients to solve their marketing problems. It does so by conducting a marketing
research for them.

10. Non-advertising functions

Advertising agency also performs many non-advertising functions:
 It fixes the prices of the product,
 It determines the discounts,
 It designs the product,
 It also designs its package, trade marks, labels, etc.
These non-advertising services help an advertiser to increase its sales.

11. Public relations

Advertising agency does the public relations (PR) work for its clients. It increases the goodwill between its clients
and other parties like consumers, employees, middlemen, shareholders, etc. It also maintains good relations
between the client and media owner.

Related

 Eleven Major Functions of Advertising Agency

 LUNDUNIVERSITY.LU.SE

 LUND UNIVERSITY

 ACTIVATE BROWSEALOUD

Academic Writing in English

LUND UNIVERSITY

 Grammar and Words

 Start ›
 Grammar and Words ›
 Selective Mini Grammar ›
 The major word classes

 Introduction
 Selective Mini Grammar
o The major word classes
o The morphology of the major word classes
o Words and phrases
o Noun phrases
o Verb phrases
o Adjective phrases
o Adverb phrases
o Pronouns
o Prepositions and prepositional phrases
o Clauses and their parts
o Subjects and predicate verbs
 Common Problems and How to Avoid Them
 Coherence
 Punctuation
 Spelling
 Focus on Vocabulary
 Register and Style
 Dictionaries
 Corpora - resources for writer autonomy
 References
Grammar and Words
Print

The major word classes

It is common among non-grammarian to characterise the main word classes in terms of their meaning. While this
is useful as a first step in familiarising oneself with nouns, verbs, adjectives and adverbs, there are more reliable
ways of defining these classes.
For more advanced definitions, see the following:

 The morphology of the major word classes

 The syntax of noun phrases

Nouns
Verses like the following are often used to teach children what kinds of words belong to the word class noun.
A noun's the name of any thing
like house or garden, boat or swing
This verse gives some indication of what a noun is by saying something about the characteristic meaning or
reference of nouns. However, it only lists concrete 'things' as examples of nouns. In reality, many more words are
nouns than those that refer to concrete things in the world. For example, words that refer to abstract concepts
like democracy, irritation, scepticism, etc. are also nouns.

Verbs
The following verse, like the one used to identify nouns, provides a first indication of what kinds of words are
verbs, again by trying to capture one of their meanings:
Verbs tell something to be done:
To read or count or laugh or run.
The verse is limited in that it only includes words from one class of verbs, namely ones that refer to activities that
are performed by animate individuals. Verbs that do not readily fit this characterisation
include: enable, include, occur, and many others.

Adjectives
The following verse identifies adjectives as descriptive words, with a focus on the ones that denote properties
of concrete objects.
The adjective describes a thing
like magic wand or bridal ring
A large number of adjectives that are used in academic writing are used to describe more abstract concepts.
Thus, we are likely to find phrases like the following (with the adjective in boldface):
external causes of mortality
primary mortgage market

Adverbs
While adjectives are used to describe 'things', adverbs are often used to describe states and events, as the
following verse indicates.
How things are done the adverbs tell,
like slowly, quickly, ill, or well.
The verse only captures one of many types of meanings that adverbs have. Adverbs may also be used to
describe states and events in such terms terms as time (frequently, immediately, momentarily), degree
(thoroughly, slightly, somewhat), contrast (alternatively, however), speaker attitude (surprisingly, unfortunately),
and many others.
In addition, adverbs are used to describe adjectives, e.g. in terms of degree (extremely dangerous), and other
adverbs (veryslowly).
n Introduction to

Words are fundamental units in every sentence, so we will begin by looking at these.
Consider the words in the following sentence:

my brother drives a big car

We can tell almost instinctively that brother and car are the same type of word, and also
that brother and drives are different types of words. By this we mean
that brother and car belong to the same word class. Similarly, when we recognise
that brother and drives are different types, we mean that they belong to different word
classes. We recognise seven MAJOR word classes:

Verb be, drive, grow, sing, think

Noun brother, car, David, house, London

Determiner a, an, my, some, the

Adjective big, foolish, happy, talented, tidy

Adverb happily, recently, soon, then, there

Preposition at, in, of, over, with

Conjunction and, because, but, if, or

You may find that other grammars recognise different word classes from the ones
listed here. They may also define the boundaries between the classes in different
ways. In some grammars, for instance, pronouns are treated as a separate word
class, whereas we treat them as a subclass of nouns. A difference like this should
not cause confusion. Instead, it highlights an important principle in grammar, known
as GRADIENCE. This refers to the fact that the boundaries between the word
classes are not absolutely fixed. Many word classes share characteristics with
others, and there is considerable overlap between some of the classes. In other
words, the boundaries are "fuzzy", so different grammars draw them in different
places.

We will discuss each of the major word classes in turn. Then we will look briefly at
some MINOR word classes. But first, let us consider how we distinguish between
word classes in general.

Criteria for Word Classes

We began by grouping words more or less on the basis of our instincts about English. We
somehow "feel" that brother and car belong to the same class, and
that brother and drives belong to different classes. However, in order to conduct an informed
study of grammar, we need a much more reliable and more systematic method than this for
distinguishing between word classes.

We use a combination of three criteria for determining the word class of a word:

1. The meaning of the word

2. The form or `shape' of the word
3. The position or `environment' of the word in a sentence

1. Meaning

Using this criterion, we generalize about the kind of meanings that words convey. For
example, we could group together the words brother and car, as well as David, house,
and London, on the basis that they all refer to people, places, or things. In fact, this has
traditionally been a popular approach to determining members of the class of nouns. It has
also been applied to verbs, by saying that they denote some kind of "action",
like cook, drive, eat, run, shout, walk.

This approach has certain merits, since it allows us to determine word classes by
replacing words in a sentence with words of "similar" meaning. For instance, in the
sentence My son cooks dinner every Sunday, we can replace the verb cooks with
other "action" words:

My son cooks dinner every Sunday

My son prepares dinner every Sunday
 My son eats dinner every Sunday
My son misses dinner every Sunday

On the basis of this replacement test, we can conclude that all of these words belong to the
same class, that of "action" words, or verbs.

However, this approach also has some serious limitations. The definition of a noun
as a word denoting a person, place, or thing, is wholly inadequate, since it excludes
abstract nouns such as time, imagination, repetition, wisdom, and chance. Similarly,
to say that verbs are "action" words excludes a verb like be, as in I want to be happy.
What "action" does be refer to here? So although this criterion has a certain validity
when applied to some words, we need other, more stringent criteria as well.

2. The form or `shape' of a word

Some words can be assigned to a word class on the basis of their form or `shape'. For
example, many nouns have a characteristic -tion ending:

action, condition, contemplation, demonstration, organization, repetition

Similarly, many adjectives end in -able or -ible:

acceptable, credible, miserable, responsible, suitable, terrible

Many words also take what are called INFLECTIONS, that is, regular changes in their form
under certain conditions. For example, nouns can take a plural inflection, usually by adding
an -s at the end:

car -- cars
dinner -- dinners
book -- books

Verbs also take inflections:

walk -- walks -- walked -- walking

3. The position or `environment' of a word in a sentence

This criterion refers to where words typically occur in a sentence, and the kinds of words
which typically occur near to them. We can illustrate the use of this criterion using a simple
example. Compare the following:

[1] I cook dinner every Sunday

[2] The cook is on holiday

In [1], cook is a verb, but in [2], it is a noun. We can see that it is a verb in [1]
because it takes the inflections which are typical of verbs:

I cook dinner every Sunday

I cooked dinner last Sunday
I am cooking dinner today
My son cooks dinner every Sunday

And we can see that cook is a noun in [2] because it takes the plural -s inflection

The cooks are on holiday

If we really need to, we can also apply a replacement test, based on our first criterion,
replacing cook in each sentence with "similar" words:

Click here to see how words in

sentences can be replaced by similar
words

Notice that we can replace verbs with verbs, and nouns with nouns, but we cannot
replace verbs with nouns or nouns with verbs:

*I chef dinner every Sunday

*The eat is on holiday

It should be clear from this discussion that there is no one-to-one relation between words
and their classes. Cook can be a verb or a noun -- it all depends on how the word is used. In
fact, many words can belong to more than one word class. Here are some more examples:

She looks very pale (verb)

She's very proud of her looks (noun)

He drives a fast car (adjective)

 He drives very fast on the motorway (adverb)

Turn on the light (noun)

I'm trying to light the fire (verb)
I usually have a light lunch (adjective)

You will see here that each italicised word can belong to more than one word class.
However, they only belong to one word class at a time, depending on how they are used. So
it is quite wrong to say, for example, "cook is a verb". Instead, we have to say something like
"cook is a verb in the sentence I cook dinner every Sunday, but it is a noun in The cook is on
holiday".

Of the three criteria for word classes that we have discussed here, the Internet
Grammar will emphasise the second and third - the form of words, and how they are
positioned or how they function in sentences.

Open and Closed Word Classes

Some word classes are OPEN, that is, new words can be added to the class as the
need arises. The class of nouns, for instance, is potentially infinite, since it is
continually being expanded as new scientific discoveries are made, new products
are developed, and new ideas are explored. In the late twentieth century, for
example, developments in computer technology have given rise to many new nouns:

Internet, website, URL, CD-ROM, email, newsgroup, bitmap, modem, multimedia

New verbs have also been introduced:

download, upload, reboot, right-click, double-click

The adjective and adverb classes can also be expanded by the addition of new
words, though less prolifically.

On the other hand, we never invent new prepositions, determiners, or conjunctions.

These classes include words like of, the, and but. They are called CLOSED word
classes because they are made up of finite sets of words which are never expanded
(though their members may change their spelling, for example, over long periods of
time). The subclass of pronouns, within the open noun class, is also closed.

Words in an open class are known as open-class items. Words in a closed class are
known as closed-class items.
In the pages which follow, we will look in detail at each of the seven major word
classes.

Nouns...

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We have now looked at the seven major word classes in English. Most
words can be assigned to at least one of these classes. However, there
are some words which will not fit the criteria for any of them. Consider, for
example, the word hello. It is clearly not a noun, or an adjective, or a verb,
or indeed any of the classes we have looked at. It belongs to a minor word
class, which we call formulaic expressions.
Formulaic Expressions
To express greetings, farewell, thanks, or apologies, we use a wide range
of FORMULAIC EXPRESSIONS. These may consist of a single word or of
several words acting as a unit. Here are some examples:

bye excuse me
goodbye thanks
hello thank you
farewell thanks a lot
hi sorry
so long pardon

Some formulaic expressions express agreement or disagreement

with a previous speaker:

yes, yeah, no, okay, right, sure

INTERJECTIONS generally occur only in spoken English, or in the

representation of speech in novels. They include the following:

ah, eh, hmm, oh, ouch, phew, shit, tsk, uhm, yuk

Interjections express a wide range of emotions, including surprise

(oh!), exasperation (shit!), and disgust (yuk!).

Formulaic expressions, including interjections, are unvarying in their

form, that is, they do not take any inflections.

More Minor Word Classes...

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 MINOR WORD
CLASSES

PAGE 2/3

Existential there
We have seen that the word there is an adverb, in sentences such as:

You can't park there

I went there last year

Specifically, it is an adverb of place in these examples.

However, the word there has another use. As EXISTENTIAL THERE,

it often comes at the start of a sentence:

There is a fly in my soup

There were six errors in your essay

Existential there is most commonly followed by a form of the verb be. When
it is used in a question, it follows the verb:

Is there a problem with your car?

Was there a storm last night?

The two uses of there can occur in the same sentence:

There is a parking space there

In this example, the first there is existential there, and the second is an
adverb.

More Minor Word Classes...

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