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By Satish verma
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ADVERTISING

Paid form of nonpersonal communication through various media by business firms, not-for-profit organizations, with the intention of influence the prospective consumers opinions and attitude towards the product.

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ADVERTISING AGENCY

Firm whose marketing specialists help advertisers plan and prepare advertisements.

It

offer creativity and objectivity that is difficult

to maintain in an internal department.

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ADVERTISING COMPANIES
Ogilvy Mudra Lintas

and Mather Limited communications Pvt. Ltd

India Pvt. Ltd

JWT (Hindustan Thompson Associates

Pvt. Ltd)
FCB-Ulka

advertising pvt. Ltd DY&R Pvt Ltd

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FUNCTION
Account Management Creative Services Marketing services Agency management

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TYPES OF AGENCY

Full Service Agencies provides its clients all the necessary services required to plan , develop, create and execute an advertisement; perform research and select an appropriate media to communicate the massage to the target audience.

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TYPES OF AGENCY
Limited

Service Agencies

Creative Media Direct Sales

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boutiques

Buying Services response agencies

promotion Agencies

TYPES OF AGENCY
Specialized

Agencies

Business 2 business Agencies Ethnic Agencies

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MEDIA OF ADVERTISING
Television News Radio Magazine Internet Outdoor
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paper

SELECTION OF AN AD AGENCY
Creativity of an Agency Services offered by an Agency Location of an agency Size of Agency Initiative and involvement

Market
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standing of the agency

CREATIVITY OF AN AGENCY
Creativity is the most important asset

of an

advertising agency. Creativity depends on the quality of creative personnel (copywriters, artists, art directors, etc.) appointed by the agency. The quality of creative services should be given adequate weightage while selecting an ad agency.

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SERVICES OFFERED BY AN AGENCY

It

is necessary to consider the range of

services offered (advertising and non-advertising) while selecting advertising agency. Small agencies provide limited services while large agencies offer wide range of services i.e. a package of integrated services.

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LOCATION OF AN AGENCY
Location

of an agency is important for

effective, quick and efficient flow of communication with the agency. The agency which is operating in the city where the advertiser had its head office should be convenient. The agency can also follow the client easily.

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SIZE OF AGENCY
Advertising large size agency normally offers

better quality services. Such agency is financially stable with adequate staff. Small agencies may not offer wide variety of services. Naturally advertising large agency is always preferable.

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INITIATIVE AND INVOLVEMENT

Advertising agency takes keen interest and

initiative in the work of its clients. The agency which studies the problems of the advertiser and offers suitable guidelines is also useful for the advertiser. There should be complete involvement of the agency in the clients business .
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MARKET STANDING OF THE AGENCY

The market standing and past record of an

advertising agency should be taken into account while selecting an agency. The agency which provides prompt service and also maintains coordinal relations is always preferable.

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ABOUT PEPSICO
PepsiCo

is a world leader in convenience

foods and beverages, Its world renowned brands are available in nearly 200 countries and territories.

PepsiCo
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entered India in 1989 and has

grown to become the countrys largest

ADVERTISING STRATEGY OF PEPSI

Pepsi

is targeted mostly towards teens and

young adults.
The

advertising strategies are amended based on

the changing targets interests.

The

ad strategies are cool, attractive and

creative and has the elements like music sports and Bollywood.
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Youngistaan ka Wow!!!

The new baseline -Youngistaan ka WOW really underlines the fact that today's Youngistaanis refresh and surprise the world with their new thoughts and smart acts, acts that just make the world around them go 'WOW'! In the words of Hari Krishnan, Vice President, JWT, "Youngistaan Ka WOW stands for two things: firstly, the refreshment and magic of Pepsi the cola, which makes Pepsi WOW and is the most loved cola for the youth. Secondly, the audacious self belief of the youth that helps them overcome obstacles/conventions and create a WOW."
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ABOUT YOUNGISTAN

This Advertising campaign was taken up by James Walter Thompson Advertising agency in 2007 and has still left its impression. This ad has two new celebrities Ranbir Kapoor and Deepika Padukone along with Shah Rukh Khan, the brand ambassador of PepsiCo India. Youngistan is a new term describing the GenNext attitude and
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ADVERTISING AGENCY FOR YOUNGISTAN

JAMES

WALTER THOMPSON , ranks as the largest advertising agency brand in the U.S and as the fourth- largest full service network in the world. It was the first agency to be associated with anthropology and the study of consumer behavior.

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RESULTS DUE TO JWTS PEPSI CAMPAIGN

JWT Helped Pepsi in broadening product line and outstanding reputation.. Generation of revenues and increasing market share. Great brands, strong distribution, innovative capabilities. Sales increased ,PepsiCo sells three products through the same distribution channel. For example, combining the production capabilities of Pepsi, Gatorade and Tropicana Expansion of Food division nationally and internationally. Noncarbonated drinks are the fastest-growing part of the industry therefore good ad of JWT ensured Pepsis pride and sustenance
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