Advertising communication

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  • Publié le : 16 décembre 2010
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Table of contents

I. Advertising agencies..........................................................................................3
1. Why advertising agencies exist? .............................................................3
2. Should BAA use one? ................................................................................. 3
3. Agency types and structures.....................................................................3
4. Selecting an agency......................................................................................4

II. Integrated marketing............................................................................................6
1. Relationships.............................................................................................6
2.Internal agency structure.......................................................................6
3. External agency structure......................................................................7

III. References................................................................................................................8

I. Advertising agencies

1. Why advertising agencies exist?Advertising agencies exist primarily to help industry to produce advertising material for their client and to place it in the appropriate media. Beyond this, agencies can provide a very wide variety of over services to support their clients’ marketing and selling operations (including full-blooded marketing consultancy service, providing detailed assistance and advice in business planning, with theproduction of the whole range of supporting materials : advertising, sales literature, sales promotions, public relations service, etc.) (White 1988).
“They must be able to produce either effective new ways of talking about the client’s products or more effective means of selling them, through clever use of the various available methods. Clearly, if the two can be combined, so much the better”(White 1988 p.25).

2. Should they use an agency?

There are, in practice, three ways of handling advertising. They can do it themselves, use an agency, or use a half-way house between the two (“They can construct their own agency by buying the creative side of their advertising from a ‘creative consultant’ and having the ads placed in the media by a media shop”) (White 1988 p.25). It depends onthe client’s experience, the tasks to be undertaken, the budgets, client confidence, etc. (Green 2010)So it is certainly possible to advertise without agency, but unless they have the appropriate experience, they are likely to make mistakes. And although the lack of specific knowledge of the BAA’s business and the high cost of agency fees, the advertising agencies have all-round skills andexperience and creative qualities, reduce contact costs, and do the whole job which leads less pressure and time saving. (Green 2010)

3. Agency types and structures.

Advertisers can choose to hire a full-service agency, most common type of agency, which “offers the full range of service that a client requires in order to advertise its products and services”,(Fill 2002 p.266) and provides all roundskills and experience, objectivity and an integrated approach, but lack specific expertise. (Green 2010)
Some advertisers prefer to contract out some their requirements to specialist services such as “a specialist media scheduling and buying agency known as a ‘media independent’” (Smith and Taylor 2004 p.167). There are two main forms: media independents, “owned and run free of the direction andpolicy requirements of a full service agency”, and media dependents, which is a subsidiary of a full service or creative organisation (Fill 2002 p.267).
Similarly, the creative work can be put out to a ‘creative shop’, formed when creative teams leave full service agencies to set up their own business. “They provide specialist services for clients who wish to use particular styles and...
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