Choosing Advertising Agency

In: Business and Management

Submitted By suman147
Words 349
Pages 2
How would you choose advertising agency?
Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services and advice based on market studies, popular culture and advanced sales techniques. Advertising agencies produce logos, create effective and attractive color schemes to draw the consumer's attention to their clients ads.
Advertising agency plays very crucial role in promoting products and increasing sales of products and services of the company, so it is necessary that we should deliberately choose advertising agency. Below mentioned are some of the criteria for selecting advertising agency: 1. Experience: An agency needs to be experienced in the relevant business area but ideally should not have conflicting business interests. The longer an agency has been in business, the more stable it is expected to be and stable agencies are more reliable. 2. Financial position of an agency: If the agency is in a week financial position, then it will spend more time in solving its own problems than working on the advertisers campaign. So it will be better if we choose those agency who are financially strong and secure. 3. Skills of an agency: Some agencies specialize in certain areas such as industrial advertising, legal advertising or medical advertising. It would be useful to know if the agency specializes in a particular product or it has specialists who are familiar in the promotion of this particular product. If the agency has special skills for the promotion of this product, it will run a successful advertising campaign. 4. Current clients: An agency with a solid list of clients would be more desirable. It is also necessary to know how many new accounts were acquired in the last two or three years and how many accounts…...

Similar Documents

P3 Explain the Role of Advertising Agencies in the Development of a Successful Promotional Campaign.

...role of advertising agencies in the development of a successful promotional campaign. The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer, and by communicating the brand's own personality. There are few reasons why to choice an agency: • An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. • Advertising......

Words: 1329 - Pages: 6

Top Advertising Agencies in South Africa

...Top Advertising Companies In South Africa 1) Ogilvy & Mather South Africa In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world with more than 450 offices and 18,000 staff across 169 cities. Ogilvy & Mather South Africa’s origins lie with a small hot shop in Cape Town, founded by Bob Rightford, Brian Searle-Tripp and Roger Makin in 1976. After merging with Ogilvy in 1980, Ogilvy & Mather RS-TM dominated the local creative scene during the first decade and over the next twenty years was recognized as a brand-focused agency that acted with integrity. During the 1990’s, Ogilvy & Mather South Africa soared creatively under the leadership of Robyn Putter (1950-2010), who eventually went on to become the global creative head of WPP. Today, Ogilvy & Mather is the leader in the industry, focused on building and transforming brands. For more than 50 years, O&M South Africa has created iconic advertising for clients such as KFC, VW, SAB, BP, DStv and Kraft, and we continue to live by our founders credo of “We sell, or else”.on Portfolio: http://www.ogilvy.co.za/2013/07/audi-audia3exchange-case-study/ Why? I Think the fact that they shave been in the business for so long, and handle major accounts and have won numerous awards time and time again proves to be good at what they do. They are the......

Words: 3329 - Pages: 14

Role of an Account Manager in the Advertising Agency

...between client and agency emphasizing its resources on client’s needs. It has the responsibility of handling the client’s expectations such as managing the client’s business, having good knowledge of the product, business and market. Basically, an excellent account person is a master of being a generalist. The account management team have a clear understanding for every departments in the agency such as creative, media, internal services and able to take proper client briefs; good planner for the whole advertising programme. In addition, the objective of account management is to handle the client’s account and advertising agency properly in order to develop an advertising strategy so that the client’s sales will be increased. The role of account management is essential for the smooth performance of an advertising agency because account management is the liaison between client and agency. The role of account management is to maintain a smooth communication with the client, develop a team spirit and getting mutual cooperation between client and agency. Lack of communication and misconceptions will occur if the account management team is not well functioning. Therefore, it is important that the account management team should have the ability to communicate clear briefs from the client to other departments like creative, media and research. Communication between client and agency will be smoothened as account manager will constantly update both client and agency on progress......

Words: 646 - Pages: 3

Advertising Agency Management

...OUR AGENCY: X-TACY ADVERTISING AGENCY Name and Logo: Why this logo? We chose the word, ‘X-tacy’ for the strong desire or impulse that our ads create every time it is seen by anyone which consequently turns them to customers of our client’s product or service. These colors were selected as yellow is the sign for happiness and wisdom, black is the color for mystery and red is the color for love and excitement. The letter ‘X’ is the X-Factor which comes in the customer’s mind when looking at our ads. The pulse defines the customer’s impulse to purchase the product with a mixture of love and the X-factor. The font with the cuts shows the print media that we are specialized for. Punch line: “An Impulse that Lasts for Eternity” Mission Statement “We aim at arousing such a desire and impulse through our advertisements that customers are destined to remember the product, service or company for a lifetime” Objectives: * Our aim is to make our clients feel more than satisfied with our work so that customers feel an impulse and craving for the product that is advertised every time it is seen by them. * To create such an atmosphere for the employees that they feel relaxed and interested in brainstorming their ideas to the full potential. * To create a sharing, caring and homely atmosphere at the same time maintaining healthy competition. How do we capture clients? We capture clients through: * By giving presentation to clients on campaign: The clients......

Words: 2270 - Pages: 10

Advertising

...Essay on Theoretical Understanding and Practical Application of Advertising and Promotion in Business By Sofia Lyondova "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) INTRODUCTION Information Technology (IT) has become a vital and integral part of every business plan and is changing every aspect of how people live their lives. IT is a driving factor in the process of globalization. Technology is now the forefront of the modern world creating new jobs, innovations, and networking sites to allow individuals to connect globally. It’s much easier to communicate with others than it was just decade ago. This has improved our lives in many ways by allowing us to become more interconnected and knowledgeable about the world. In nearly every corner of the world, we cannot walk down the street without seeing someone talking, texting, or surfing the Internet on their cell phones, laptops or tablet Pc’s. Ten years ago, the only way for people to communicate with each other was meeting face to face or writing letters. However, people living or working in different countries might be unable to meet each other. It cost more money for travelling and sending letters if people lived too far from others. Now days, we are happy with the advance of new technologies such as email, cellular phones, television, etc.......

Words: 1914 - Pages: 8

Why Does Traditional Advertising Agencies Fails Going Digital.

...In reality, traditional advertising agencies are failing for not changing the way they work and for not nurturing a culture of continuous innovation. If you work in this industry you are probably asking yourself "but we are in the business of creativity and we create everyday". So let me put it in a different perspective: AD Agencies are struggling because the way they were used to work is not enough to deliver a digital work that makes the difference. It means: relevant, disruptive, well done and profitable. They are trying hard hiring digital people, buying digital agencies, doing joint ventures, but none of this is really working while they don't change the way they manage their own business. From the way they think about communication and customers to their employees and clients, but most important, how does it all reflects in their way they working. Old management practices are not helping in this transition to digital. In-line and on Silos AD Agencies work from the last 50 years were mainly the art of thinking about a great creative message to interrupt people’s life. There were people creating the message, people buying media space, people talking to clients, etc. That’s why they created the departments: media is responsible for finding a place to interrupt people’s life, creative where trying to make is smooth by a communication that people will enjoy . Silos that were working perfectly, such as a machine, for many years. Digital agencies, in the other hand,......

Words: 423 - Pages: 2

Advertising Agencies

...Project Report on Advertising Agency Table of Content ADVERTISING........................................................................................................................................3 INDUSTRY SNAPSHOT..................................................................................................................................4 NATURE OF THE INDUSTRY..........................................................................................................................5 MEDIA.....................................................................................................................................................7 IN-FILM ADVERTISING.................................................................................................................................9 WORK ENVIRONMENT .............................................................................................................................10 PERSONAL CHARACTERISTICS.....................................................................................................................11 EMPLOYMENT AVENUES.............................................................................................................................12 PUBLIC SERVICE ADVERTISING....................................................................................................................12 REGULATION.........................................................................................................

Words: 18391 - Pages: 74

Advertising Agencies

...P3 – explain the role of advertising agencies in the development of a successful promotional campaign M2 – explain the advantages and disadvantages of using promotional agencies in ensuring promotional success Advertising agencies is a service based organisation devoted to planning and designing adverts. They give an external opinion when it comes to selling their clients services or products. They work closely with many different companies to collect information in order to get an idea on what they company wants to sell. Getting an advertising agency to create an advert is expensive because they have extensive and creative knowledge on how to develop and handle an advert. But it is much better to get an advertising agency to do this than creating an advert alone, simply because we do not have the right tools for creating an ad. They would know how to make it look professional, what words would suit the advert best, how the layout should be like, what colours would make the ad stand out and overall what would make the ad unique in order to capture the selected audience. Furthermore, they determine the right mix of media to attain the marketing campaign objectives. When considering the targeted audience, making certain that the advert is advertised in the right place allows the right audience to be aware of it. They do this by booking slots on television, cinemas, space in magazines and newspapers and so on. They do this so that they can achieve the most......

Words: 743 - Pages: 3

Starting an Advertising Agency Business

...Starting An Advertising Agency BusinessIf you are like the average worker, you have probably entertained the idea of starting your own business at one time or another. Starting your own business should not be taken lightly, but if you have the dedication it can be the best move for you.If you are familiar with the world of advertising agency or are just find you have a way with words and a good rapport with people, starting an advertising agency business may be the perfect move for you. But you will need to plan it with a business plan before you get started.Creating A Detailed Business PlanIt is vital to start planning your advertising agency business by creating a detailed business plan. Take some time, sit down and write up a business plan.Having such a plan is essential to tax planning, business startup and obtaining financial backing for your new business.How Will You Start Your Advertising Agency Business?How you go about starting your new advertising agency business will depend on your current situation. If you already work in the advertising industry, you may be able to start by using the contacts you have already made.Start floating the idea of starting your own advertising agency business with your network of contacts. If you are still working as an employee, you will have to be cautious about this approach.Be sure to use discretion when contacting potential customers for your new advertising agency business. You will also have to be cognizant of any non-disclosure......

Words: 854 - Pages: 4

Advertising

...online google dictionary, Advertising is a form, either written or orally, that attempts to sell something whether it is a product or particular view. Advertising takes in the form of pamphlets, radio, television, internet and much more. A common misunderstanding is that advertising differs from marketing, a business practice unto itself. There is a wide variety of ways in which an advertisement may reach the public, but not all are suitable for every advertisement. Advertising is used to make the consumers aware of the goods and services that producers and trader share to offer. There are many media through which advertising may take place. Each of which has a varying degree of effectiveness and costs. There are three main groups of advertising: Informative advertising Persuasive advertising Sponsorship advertising The aims of this study is to increase the usage of a certain product, attract more customers and to indicate the introduction of new products or replacement of the old products. To assist me in carrying out this aim, I will also focus on several sub topics that will be further discussed. They are as follows: Advertising Media Types of advertising Roles and Functions of advertising In order to complete this coursework, I intend to read books, have interviews, research and sending out questionnaires to different business proprietors and business company that use advertising. ADVERTISING MEDIA As defined......

Words: 2046 - Pages: 9

Advertising

...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line......

Words: 3072 - Pages: 13

Role of Advertising Agencies in Promotional Campaign

...Role of advertising agencies in the development a good promotional campaign. Advertising agencies work alongside clients to the serve the major role of developing, enhancing the image of and sustaining a brand in the market. The perception of a brand by the consumer is of vital importance in its acceptance and longevity. This in turn places a huge responsibility the advertising agency in building a brand through consumer insight and understanding in a way that grants it acceptance and growth. The market today is flooded various products and services most of which closely resemble each other in one way or another. Advertising agencies focus their talents on their client’s product or service making it stand out from the rest thereby causing it to emerge successfully as a brand. Good advertisement campaigns will grab eyeballs or persuade consumers to choose the brand they are promoting over all the others. An advertising agency also brings together people with the required expertise and experience of the various sub disciplines of advertising has the copyrighters, visualizers, researchers, photographers, directors, planners and people who get businesses and deal with clients with working in ad agencies. An agency moulds all these into a team and gives them a highly conducive working atmosphere. This means that the advertising agency makes best use of their talents and experience in order to deliver rapidly efficiently and in greater depth than a company or organization could......

Words: 385 - Pages: 2

Advertising Agencies

...An advertising agency is a service based business which specifies in planning and organising promotional activities. They help create a campaign which will grab attention of potential customers and then encourage them to buy the product or service being promoted. Advertising agencies include copywriters, art directors and people working with the media. The Copy Writer is an expert at using words to persuade customers to buy the product or service. The Art Director knows what appeals to the customers and will include their artistic skills within the advertising design. The Media Planner deals with different types of media, for example, television, radio, newspapers, online and chooses or combines these to create the right message to their customers. Cadburys has been using the advertising agency ‘Fallon’ to create their campaigns since 2006. Fallon was founded in Minneapolis 1981. The agency was created by five idealists who all shared a passion for understanding consumers and shared values as well as their organisation skills. They announced in a newspaper that there was a new agency for ‘clients who would rather outsmart the competition than outspend them’. Fallon say ‘we believe that the only way for brands to stand out is through smart creativity’, they help create magic for businesses. Fallon work with several other brands like Cheesestrings and Benecol. Cadburys works with Fallon because they have created several successful campaigns for them in the past before......

Words: 1187 - Pages: 5

Aquarius Advertising Agency Case

...Aquarius Advertising Agency Case 1. Goals: The goal of Aquarius is to offer quality services to their clients. They also wanted to reorganize their organization structure to help them improve efficiency, respond to environmental changes and increase communication between apartments. Environment: Aquarius is a traditional organization and has a hierarchy system that makes the company inflexible to change. They need to change this in order to keep their organization alive from other advertising firms (competitors) and current customers changing advertisement firms. Size: Aquarius is a middle-sized firm that offers two services to their clients. They currently have an organization structure that was a hierarchy structure which included upper management, managers and other operational staff. Culture: Aquarius wanted to improve on their communication of their departments so they can sustain and increase their excellence of attracting and maintaining their clients. Technology: Aquarius had many different communication methods and tools to deal with their clients. They contacted clients through email, telephone and made formal meetings with their clients. They also had the technology and software to create ads for televisions, newspapers, the radio, the internet and billboards 2. I think Aquarius should move towards more of a horizontal structure rather than a vertical or traditional (hierarchy) structure. I think they need to integrate their Accounts,......

Words: 457 - Pages: 2

Human Reource Management in Advertising Agency

...HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY Lecturer PhD. Cristina LEOVARIDIS State University of Political and Administrative Studies Bucharest Abstract: The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies. Key words: knowledge-intensive organization, advertising agency, human resources management, competences Introduction Nowadays, competition between organizations - becoming more flexible and innovative adhocracies - is "moving" more......

Words: 5453 - Pages: 22