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

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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.


Below I am going to discuss the roles and responsibilities of an organisation. This is a typical organisation of Bartle Bogle Hegarty:

Below are 6 typical departments:

Account service: Usually one or two account executives (depending on size of budget) will liaise between the client and the rest of the agency departments. They will need to understand and communicate the client’s advertising goals, marketing problems, profit goals and the business generally.

Creative: They are involved in the basic theme of the advertising campaign, and often they do prepare the rough layout of the print ad or the commercial story board. Creation of an ad is the responsibility of the copywriters and the art department decides how the ad should look.

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Finance and Accounts: A typical advertising agency always has finance and accounts to control the budgets Thus, it has to perform various functions such as accounting, finance, human resources etc. it must also attempt to generate new business.

Media buying: They can advise and negotiate with printers if posters, billboards or flyers are required by the client. They can negotiate and buy and book space with the broadcast media. These agencies can negotiate prices down further than the agency can do on their own. So sometimes cost effective to outsource media planning.

Production: In the production department they are in charge of approving ...

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