Advertising agency
An advertising agency is an independent organization that provides one or more specialized advertising and promotion related services to assist companies in developing, preparing and executing their advertising and other promotional programmes.
Its acts as a consultant to its client, the advertiser, in formulating the advertising plans and translating them into advertising campaigns. It is the media, which provides basic sustenance to the advertising agency by allowing 15% commission (as in India) on the billing of advertisers.
The system obviously has its origin in free-market operations arising from competition within the media.
There are a number of reasons for having an advertising agency, which has resulted in the growth of the advertising profession and business.
An advertising agency will be in a position to take an objective view of the advertiser’s plans and proposals and thus venture to put forward its opinions and comments.
The type of training and talent that is required for conceiving and executing advertising is likely to be available with an advertising agency.
An advertising agency will have regular contacts with various support systems required for the production of advertising material. A major advantage of the agency is its regular dealing with the media and the expertise it develops in the process.
It can performance is specially relevant to those advertisers who may not have the necessary expertise in the use of advertising.
A potential advertiser will need to formulate and analyse his marketing plans in order to examine the potential contribution of advertising from amongst the relevant marketing inputs. In case of doubt concerning the decision of whether to advertise or not, an agency may be asked to render advice.
If the decision is in favour of advertising, the services of an advertising agency will be required.
Location of Agency Office
A major consideration in the choice of an advertising agency, particularly in a country like India, is the location of the office of the agency.
A considerable amount of communication, including personal meetings, is required at various stages of decision making in the development of advertising plans and material.
Therefore, it becomes rather essential for the potential advertiser to have ready access to the agency and preferably one, which has an office in the same town or city.
Some agencies allow a certain periodicity of visits to their clients as a part of their normal service. This arrangement is convenient and also economical in terms of time and expenses for the agency, as long as it is in the same location as that of the client.
An advertising agency is an independent organization that provides one or more specialized advertising and promotion related services to assist companies in developing, preparing and executing their advertising and other promotional programmes.
Its acts as a consultant to its client, the advertiser, in formulating the advertising plans and translating them into advertising campaigns. It is the media, which provides basic sustenance to the advertising agency by allowing 15% commission (as in India) on the billing of advertisers.
The system obviously has its origin in free-market operations arising from competition within the media.
There are a number of reasons for having an advertising agency, which has resulted in the growth of the advertising profession and business.
An advertising agency will be in a position to take an objective view of the advertiser’s plans and proposals and thus venture to put forward its opinions and comments.
The type of training and talent that is required for conceiving and executing advertising is likely to be available with an advertising agency.
An advertising agency will have regular contacts with various support systems required for the production of advertising material. A major advantage of the agency is its regular dealing with the media and the expertise it develops in the process.
It can performance is specially relevant to those advertisers who may not have the necessary expertise in the use of advertising.
A potential advertiser will need to formulate and analyse his marketing plans in order to examine the potential contribution of advertising from amongst the relevant marketing inputs. In case of doubt concerning the decision of whether to advertise or not, an agency may be asked to render advice.
If the decision is in favour of advertising, the services of an advertising agency will be required.
Location of Agency Office
A major consideration in the choice of an advertising agency, particularly in a country like India, is the location of the office of the agency.
A considerable amount of communication, including personal meetings, is required at various stages of decision making in the development of advertising plans and material.
Therefore, it becomes rather essential for the potential advertiser to have ready access to the agency and preferably one, which has an office in the same town or city.
Some agencies allow a certain periodicity of visits to their clients as a part of their normal service. This arrangement is convenient and also economical in terms of time and expenses for the agency, as long as it is in the same location as that of the client.