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agency essay for email

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Introduction

Word count: 850 + 1000 tables & bibliography What are marketing and advertising agencies The purpose of this report is to evaluate the relationship Prestige has with its marketing agency MKH Advertising. There are 4 basic types of agency: * Full Service Agencies who carry out the full range of advertising & marketing activities for clients * Media Independents who specialize in buying media space * Creative Specialists who focus on developing creative ideas * Production Specialists who specialize in producing work in a certain format or medium MKH is a large agency offering a full range of advertising-related services. They assist in planning and executing advertising programmes and in all stages of the marketing and advertising process to assist Prestige in getting the best from their advertising by providing Prestige with the services of skilled & specialist individuals. The core services MKH provides for Prestige are creating ideas for campaigns and selecting and buying the media in which they will appear. MKH are also able to advise on marketing strategy, public relations and integrated advertising campaigns involving above and below the line media buying. Their staff include an account manager, artists, writers, media analysts, researchers, and others with special skills, knowledge and experience that can help market Prestige's services. Why Prestige uses MKH * They are communication specialists who understand integrated marketing communications and the consumer buying process. ...read more.

Middle

Briefs should include * Why are we advertising? * Role of advertising. * What is the advertising doing ? * What do we want people to think? * Who are we talking to? Target group. * Type and outlook of person, not just demographics. T * Their behavior with respect to our objectives. Creative Development * The creative development process is the way in which ideas for the campaign are built by the creative department. * Qualititive Research is carried out (usually gathered directly from respondents by means of questionnaires, focus groups and interviews) to investigate the target market for the campaign, and to test ideas directly with consumers to see what they think once they have been developed. The Account Planning function in the agency is also involved in the creative development process. Media Process * The media process forms the other half of the workflow that goes through the agency. * Work from a brief given by the Account Management and media department detailing the campaign's requirements. * Quanititive Research (size of audiences, or their composition, or their consumption of media, and is often gathered by the agency 'second-hand', from external research providers) enables the media department to select the advertising media needed for a campaign on the basis of creative potential & audience delivery. ...read more.

Conclusion

* Thoughts, directions, ideas, improvements and requirements should be discussed regularly whether it is written, face to face or on the phone as this enables the Prestige to express our needs and provides the opportunity to go into background detail that is not always easy to put in writing. Develop the Relationship * The participation of individuals significantly influence the perceived quality of the advertising service and the Whole business relationship * Trust is the most important factor in a good relationship. Prestige should ensure that MKH understand our goals and objectives and resources. MKH should be allowed to develop close relationships with the key people at Prestige. Planning & Consistancy * Prestige need to set clear goals and objectives in order to give both MKH and ourselves a clear plan but to give us a basis to judge the creative and to measure the results. * Prestige needs to stick to decisions and return approved copy and layout on time as we are particularly bad at causing delays by changing our minds. * Prestige need to make sure that we don't change our standards from meeting to meeting. Conclusion Prestige will continue to work with MKH and will strive to develop a better understanding of the advertising process, by becoming more involved with and utlising more of MKH's services. Communication will be more regular in future and Prestige more accurate in our briefs and decisive in approving work that is pitched. ...read more.

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