Explain the role of advertising agencies in the development of a selected product/service.
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.
This is a preview of the whole essay
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 the TV commercial which also means that the production department may supervise the casting of actors to appear in the ad, the setting for scenes and selecting an independent production studio.
Media Services Planning: The media department plans, coordinates and purchases media space to run advertising that the agency has created. Media Planners and Buyers have a deep knowledge of magazines, newspapers, TV shows, cable channels and Internet sites, and understand the audience for each of these mediums. Media Planners spend less time with clients and more time with agency personnel.
Types of ad agencies:
Full service agencies – offering full range of advertising (planning, creating and producing) and other marketing communications
Brand communications consultants
The work flow in an advertising agency:
Briefing stage – from the client, internal briefing to creative and media
Creation stage – ad campaign and media plan, internal review and finalisation, presentation to client and approval, pre testing if needed
Production stage – budget and estimate approvals, production of film, press ads, collaterals etc Media scheduling and booking, all releases approvals for creative and media
Release stage – material dispatch, media release monitoring, post testing, bill and collections
You have to stand out. Grab the attention of your customer.
How do you do that? Be different. You can't stand out if you look like everyone else.
To create interest in your product or service, you must demonstrate its advantages and benefits. A feature is an attribute of a product. A benefit is how that attribute can help your customer.
Desire: Closely related to interest is desire. Move from discussing benefits to specifically how those benefits will help that customer.
Finally, your customer takes action. Usually this is buying your product or service, but it can be something else. The action is whatever you want it to be. For a non-profit organization, the action might be to make a donation. For the American Red Cross, it might be giving blood.
British Airways Long- Haul Flights: The BA advert launches the new Brand campaign, marks a new chapter in the history BA, it has built itself upon the very motto that this new advertising campaign has been born out of ‘To Fly. 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. it must also attempt to generate new business.
Media buying: BA 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 for BA they are in charge of approving the TV commercial which also means that the production department may supervise the casting of actors to appear in the ad, the setting for scenes and selecting an independent production studio. In the advert BA must have used huge producing directors to make the advert spot on. The production team for BA play a huge part in advert as they decide who will be the main casting of actors to appear in the ad, the setting for and making a wide range of scenes an then selecting an independent production studio. The production department has a huge responsibility in terms of having lots of footage and then having to editing bits to ensure the right scene has been selected.
Media Services Planning: For BA the media department plans, coordinates and purchases media space to run advertising that the agency has created. Media Planners spend less time with clients and more time with agency personnel.
Unit 9 Creative Product Promotion:
M2: Explain the advantages and disadvantages of using professional agencies in ensuring promotional success.
They have creative and artistic resources, they can provide access to these resources more cheaply or for short term requirements, they provide an independent view of your product, they may have better information on demographics across a broader region of the country or internationally, they can normally buy advertising at rates lower than individual companies can, they give you someone to sue if it is screwed up. Use of professional agency can place your product in the correct market category for gaining more and more population. These companies know where the company’s ads should be placed so that their ads will get maximum market exposure. If you select a good advertising agency you don’t need to do anything because the agency will decide on the design ads, the content of ads etc. Those agencies focus on their aims and they try to achieve it without any delay. This agency knows all about techniques of producing the right advertising according to the customer’s needs. It will bring high costs to pay an agency, so when your employees do the work it might be much cheaper for the organisation. It is easy to work with promotional team when you are all in the same location. Communicating like this is also a lot easier.
Disadvantages: They take things out of your control such as delivery schedule, they can be more expensive, they can have a conflict if they also advertise for your competition, and they may not fully understand your product value or your customers as well as you. It is expensive and beside that, you are playing the agency’s games instead of your own. 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.