1 / 10

CLIENT – AGENCY RELATIONSHIP

CLIENT – AGENCY RELATIONSHIP. Submitted By : Aakash Gupta Roll No : 49. Submitted To : Prof. M.R. RAINA. Contents . Introduction Principles of Client-Agency Relationship Principles of Agency-Media Relationship Selection of an Advertising Agency Client Turnover Agency Compensation

emma
Download Presentation

CLIENT – AGENCY RELATIONSHIP

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CLIENT – AGENCY RELATIONSHIP Submitted By : Aakash Gupta Roll No : 49 Submitted To : Prof. M.R. RAINA

  2. Contents • Introduction • Principles of Client-Agency Relationship • Principles of Agency-Media Relationship • Selection of an Advertising Agency • Client Turnover • Agency Compensation • Factors for Client Agency Relationship Break

  3. Introduction • Client – Agency Relationship is maintaining compatibility among the client, the agency and the brand. • Client - Agency Relationships are attaining more attention and are becoming more prone to stress and strain than ever before. • The average tenure for a client - agency relationship is 9-10 years in India and about 5-7 years in the developed countries.

  4. Principles of Client-Agency Relationship • Agency avoids advertising a close substitute competing products. • Agency receives the green signal from client for all the expenses • Agency keeps the media commission for itself • Cash discounts are passed on to the client • Agency is not taken to task for media lapses.

  5. Principles of Agency-Media Relationship • Agency alone is responsible for payment to media. • Agency does not allow any cut from the commission received from media to go to the client. • Media do not discriminate amongst clients. • Media do not alter the advertising material itself.

  6. Selection of an Advertising Agency • Firstly, agency must be known. • Secondly, agency must have creativity. • Thirdly, agency must have good deal of experience. • Fourthly, account executive must have ability to understand the client’s problems. • Fifthly, the account handling capacity of the agency. • Sixthly, personal equation of the client with agency. • Seventhly, the agency’s ability and presentation. • Lastly, the staff of the agency and its top management quality.

  7. Client Turnover Reasons for client turnover are : • Account is not profitable. • Advertiser is interested in a new medium. • Lack of co-ordination between top executives of the client and the agency. • Staff changes. • Loss of confidence. • Politics and nepotism. • Client and agency perceive the ad strategy in a difefrent manner.

  8. Agency Compensation Basically three methods which are in practice these days to pay the agency are : • Commission system. • Fee system. • Service charges.

  9. Factors for Client Agency Relationship Break • International alignments. • Management changes. • Product conflicts with mergers, takeovers or new product introductions. • Disenchantment with each other. • Brand failures.

  10. Thank you...!!

More Related