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Explain the role of advertising agencies in the development of a selected product/service.

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Introduction

´╗┐Asid Ashraf Unit 9 Creative Product Promotion: P3: Explain the role of advertising agencies in the development of a selected product/service. What is a full-cost service? An advertising agency or advert agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign. IPA is a non-profit trade body and professional institute for agencies in the UK's media and marketing communications industry. Below is one of the clients that IPA have used before: Bartle Bogle Hegarty BBH is a full-service creative agency providing through-the-line communications and also servicing the digital, mobile, branded-content and retail needs of clients. BBH was set up in 1982 they did some fundamental beliefs that have guided their company to this day. Most importantly, that outstanding strategic thinking linked to brilliant creative execution helps to create brand success. They also hoped they work with like-minded people and have some fun; till date they haven?t been disappointed. ...read more.

Middle

To Serve.? The advert shows a vast progression through the years of establishment of BA, bringing us back to the pioneering days of World War 1 a historic background that many could not build upon. Facebook was chosen as the platform to launch not only a 20 second teaser,16 days prior to the premiere advert, but also premiered the full ad. At the beginning campaign, we can see that they have identified particular communities that they felt would be interested in the content filmed and that were relevant. Out of this they created seven online edits that will be seeded on Facebook, YouTube and to individual bloggers, to help socialize the campaign further. The 6 departments that made BA advert successful: Account service: The accounts executive in BA must have discuss between the client and the rest of the agency departments. They must ensure to comprehend and communicate the client?s advertising goals, marketing issues and targets of profits. Creative: Creativity is highly known for BA as they have shown this throughout their latest advert Creation of an ad is the responsibility of the copywriters and the art department decides how the ad should look. The responsibilities of a BA creative director include leading the communication design, interactive design, and concept forward in any work assigned. Finance and Accounts: In BA the advertising department will always have finance and accounts to control the budgets Thus, it has to perform various functions such as accounting, finance, human resources etc. ...read more.

Conclusion

Another disadvantage is the communication factor. When a agency don?t communicate or relay the clients goals and creative wishes, than probably problems can come within a contract and it can become bigger and bigger till the lawyers may have to become involved. the employees are usually not good enough to do the work what a professional agency can do. The agencies are in this case more specialized and the chance is more to reach the goal through a professional agency. It can be difficult for employees to keep generating new idea?s while an agency is always full of new ideas for your business. Below are some of the main disadvantages: Cost: Due to bad economic times i.e. the recession happening an advertising agency is not an affordable option for some companies. To set up a whole new department in an organisation would cost a huge amount of money for a company who is on a small budget. Unclear Expectations: The Agency has to be clear and concise about what they are trying to achieve e.g. they may want to increase market share by attracting new customers and lowering prices. Low priority: Less expertise can result in that advertising agency may have big clients such as British Airways or Tesco. The better resources an people might be distributed to the big clients. Lack of creativity: The agency might have done a previous campaign for a client who has a similar product. Perhaps this was a huge success. A lack of inspiration can result in to a poor product and then there is no success for the campaign. ...read more.

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