Integrated marketing communication process involves majorly five major groups, the clients i.e. the advertisers, Advertising agency, media organization which is responsible for creating modes for communicating the advertising message, specialized marketing communicating services which provide services in the area of the expertise and the collateral services who helps in planning and the execution.
Advertising agency has its both pros and cons. Its an added expertise to any organization which adds media knowledge and eases the administration system. Apart from quality control and effective media buying it also helps in time and cost saving. The communication factor for the client to communicate properly and clearly to the ad agency else it may cause a big hindrance in effective creativity work.
The link below shows the interaction between the advertisement and the consumer, and the various points where advertisement may go wrong and might not attract consumer’s interest.
Currently Ad agencies work in different business models. It includes full service agencies, modular agencies which sells services on piece-meal basis, in-house agencies which is completely owned by advertisers, Creative boutiques which provides creative function instead of full service, their functions include copy writing artwork and production of ads.; Mega agencies and the Specialist agencies. Below is the list of top 10 ad gency in India
- Adbur Pvt Ltd
- Akshara Advertising
- Mudra communication ltd
- Chaitra Leo Burnett Pvt Ltd
- Contract Advertising (India) Ltd
- Crayons Advertising and Marketing Pvt Ltd
- Creative Advertising
- Enterprise Nexus Communications Pvt. Ltd
- Euro RSCG Advertising Pvt Ltd
- Everest Integrated Communications Limited
These agencies pitch in to the clients by using referrals, direct solicitation, and effective presentation, through it PR relations and their branded image & reputation. In addition to these Advertisement agencies other marketing communication specialists are also like direct marketing agencies ( basically responsible for funding database management, direct mail, research, media services, and creative and production capabilities), Sales Promotion agencies, PR firms or interactive agencies. The role of the marketer is very important here in selecting the proper communication mix based on the requirement of the firm and thus subsequently deciding the strategy for their organization build an effective marketing communication plan.
A small video which clearly communicates the different options for communicating the messages to the customer, (Courtsey:Mabbit Communication)