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Role
of Advertising Agencies in the 21st Century
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In the beginning of the 21st
century Advertising Agencies are playing a very important role in the
business of advertising. A lot of water has flown past the Ganges during
the last 5 decade since the foundation of the first professional agency
in India in 1950's by JW Thompson & DJ Keeymer. |
Gone are those days when advertising agencies were only playing a vital
role in Planning the campaign for their clients, preparing the campaign
and placing it in suitable media on behalf of their clients. In today's
competitive situation it is evident that reputed ad agencies are not
restricting themselves to the above services but are also willing to offer
something extra to their clients in the areas of marketing research, Sales
promotion & Merchandising activities and Public Relation oriented
services.
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National and reputed Advertising Agencies are increasingly going
for 360 degree approach in their communications and are prepared to walk
the extra yard to understand their client's business in a better manner in
order to communicate with the target audience effectively and efficiently.
Reputed agencies like O and M, Mudra Communications, JWT and others
preferred to be treated as 'PARTNERS' in their client's business and are
always trying to suggest the best and cost effective communication
strategy to reach the target audience. |
With the passage of time along with the concept of 'FULL SERVICE
AGENCY', specialized MEDIA AGENCIES like, Madison; Carat etc. have
come up to take care of the client's special media requirements. We also
see CREATIVE BOUTIQUES like Aloke Nanda Communications, Vyas G Creative
etc. just offering creative service to their clients.
Advertising Agencies being prime facilitator in the business of
advertising have rightly understood the need of the hour and are playing a
key role in the business of Advertising.
Contributing Author: Supriyo Patra Head Of the Department
Sports Management Programme & Lecturer Dept. of Business Administration
George College 136, B.B.Ganguly Street Kolkata 700012. supriyo_patra@rediffmail.com
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