...Role of advertising agencies in the development a good promotional campaign. Advertising agencies work alongside clients to the serve the major role of developing, enhancing the image of and sustaining a brand in the market. The perception of a brand by the consumer is of vital importance in its acceptance and longevity. This in turn places a huge responsibility the advertising agency in building a brand through consumer insight and understanding in a way that grants it acceptance and growth. The market today is flooded various products and services most of which closely resemble each other in one way or another. Advertising agencies focus their talents on their client’s product or service making it stand out from the rest thereby causing it to emerge successfully as a brand. Good advertisement campaigns will grab eyeballs or persuade consumers to choose the brand they are promoting over all the others. An advertising agency also brings together people with the required expertise and experience of the various sub disciplines of advertising has the copyrighters, visualizers, researchers, photographers, directors, planners and people who get businesses and deal with clients with working in ad agencies. An agency moulds all these into a team and gives them a highly conducive working atmosphere. This means that the advertising agency makes best use of their talents and experience in order to deliver rapidly efficiently and in greater depth than a company or organization could do...
Words: 385 - Pages: 2
...The role of account management is to serve as a connection between client and agency emphasizing its resources on client’s needs. It has the responsibility of handling the client’s expectations such as managing the client’s business, having good knowledge of the product, business and market. Basically, an excellent account person is a master of being a generalist. The account management team have a clear understanding for every departments in the agency such as creative, media, internal services and able to take proper client briefs; good planner for the whole advertising programme. In addition, the objective of account management is to handle the client’s account and advertising agency properly in order to develop an advertising strategy so that the client’s sales will be increased. The role of account management is essential for the smooth performance of an advertising agency because account management is the liaison between client and agency. The role of account management is to maintain a smooth communication with the client, develop a team spirit and getting mutual cooperation between client and agency. Lack of communication and misconceptions will occur if the account management team is not well functioning. Therefore, it is important that the account management team should have the ability to communicate clear briefs from the client to other departments like creative, media and research. Communication between client and agency will be smoothened as account manager will...
Words: 646 - Pages: 3
...The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer, and by communicating the brand's own personality. There are few reasons why to choice an agency: • An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. • Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate...
Words: 279 - Pages: 2
...introduced to the customer through advertisement. Target group of this topic obviously the mass people who are suppose to be influenced through advertisement. When a company introduces an advertisement, its motto is to increase sales volume in the market. The term paper focuses on how an advertisement starts and how it comes to an end through commercialization. It includes the role of company’s branding department, ad-firm and TV channels marketing team. It also highlights post advertisement feedback and advertisement in present age. * INTRODUCTION There are many ways of advertising a product or service, Television commercial is one of them. In present age, advertisement and television are part and parcel of each other. Electronic media has been explored in a great range by the help of advertisement. Advertisement also comes out with a huge success by using the popularity of this media. Advertisement means a public promotion of any product or service. In today’s world, advertising is considered most vital promotional tool. According to Philip Kotler, “Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified person.” If we look at the history we come to know that, the very first television ad appeared on July 1, 1941 during a baseball game on a local New York channel. It was a 10-second ad which advertised Bulova watches and cost only four...
Words: 1835 - Pages: 8
...to not only look after one account, but work with several accounts like Unilever, Bkash, Edison Properties, Symphony, Aarong, Mi-amore, BATB etc, so that my learning is more widespread. In the course of this internship, I got to learn how advertising is not all about producing billboards and TVCs, but how it has integrated itself into a vast network and how it intends to get into a consumer’s lifestyle rather than bombard them with information. Which is why, the topic I have decided to work on is the Evolution of Advertising and how Ogilvy Bangladesh has adapted to the changes and how those changes reflect on their campaign effectiveness. I have also gotten the chance to experience what life is like in the corporate world and all in all, it was a fantastic learning experience. Thank you for being there as a support whenever I needed it. It was a challenge in completing this project and compiling this report and I hope I have fulfilled your hopes and expectations. Yours sincerely, Mahmuda Sarker Acknowledgement Over the past few months I have had a wonderful experience full of challenges and satisfaction over completing my project and contributing significantly to one of the largest multinational advertising agencies in Bangladesh. First of...
Words: 11177 - Pages: 45
...Essay on Theoretical Understanding and Practical Application of Advertising and Promotion in Business By Sofia Lyondova "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) INTRODUCTION Information Technology (IT) has become a vital and integral part of every business plan and is changing every aspect of how people live their lives. IT is a driving factor in the process of globalization. Technology is now the forefront of the modern world creating new jobs, innovations, and networking sites to allow individuals to connect globally. It’s much easier to communicate with others than it was just decade ago. This has improved our lives in many ways by allowing us to become more interconnected and knowledgeable about the world. In nearly every corner of the world, we cannot walk down the street without seeing someone talking, texting, or surfing the Internet on their cell phones, laptops or tablet Pc’s. Ten years ago, the only way for people to communicate with each other was meeting face to face or writing letters. However, people living or working in different countries might be unable to meet each other. It cost more money for travelling and sending letters if people lived too far from others. Now days, we are happy with the advance of new technologies such as email, cellular phones, television, etc. Technology...
Words: 1914 - Pages: 8
...Functions of Advertising Agencies Today advertising agencies are found in virtually every major city on the world and their role in stimulating economic growth is solidly established. To understand advertising, we need to examine the functions of an Ad Agency. These are: - a)Talent & Creative productions: The basic function of an Ad Agency is providing talent. The creative efforts of the art director, the detailed analysis of the research director and the political understanding of the campaign director, are just a few examples of the many abilities of Ad Agency personal have to offer. A business organization or person will contract the services of an ad agency to help market a product. This function involves processing the information collected from the client and through research and designing communication material in the form of advertisements and other publicity material. This also includes planning creative strategies, copy or script writing, visualization, designing, layout, shooting of films, editing, giving music, etc. b)Research: The second function of an Ad agency is research. In order to distribute the message to the public successfully, the agency must first know all that it can about the product. One of the first jobs is to research the product and the company, one must learn, one possibly can about both. The research must even take one close to the heart of the firm’s inner operations. Ad agencies use research as a tool to test consumer...
Words: 498 - Pages: 2
...The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer, and by communicating the brand's own personality. There are few reasons why to choice an agency: • An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. • Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate...
Words: 308 - Pages: 2
...Advertising and Promotion in Business Contents Introduction 1 Requirement 1 1 1.1 The communication process that applies to advertising and promotion: 1 1.2 The organisation of the advertising and promotions industry: 2 1.3 The regulating process of promotion: 3 1.4 Current trends in advertising and promotion including the impact of ICT in case of the advertising and promotion of BMW: 3 Requirement 2 4 2.1) The role of advertising in an integrated promotional strategy for a business or product decisions: 4 2.2) Branding and its use to strengthen a business or product: 4 2.3) The creative aspects of advertising strategy: 4 2.4) The ways of working with advertising agencies: 5 Requirement 3 5 3.1) The primary techniques of below-the-line promotion used by BMW: 5 3.2) other techniques used in below-the-line Promotion by BMW: 6 Requirement 4 6 4.1) An appropriate process for the formulation of a budget for an integrated promotional strategy: 6 4.2) The development of a promotional plan for BMW: 7 4.3) Plan for the integration of promotional techniques into the promotional strategy for BMW or its product: 7 4.4) Appropriate techniques for measuring campaign effectiveness of BMW: 8 Conclusion 9 Reference 10 Introduction Advertising and Promotion is the most common, popular and important word in any business arena. Advertising means one type of business communication which fulfills the public interaction...
Words: 1109 - Pages: 5
...HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY Lecturer PhD. Cristina LEOVARIDIS State University of Political and Administrative Studies Bucharest Abstract: The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies. Key words: knowledge-intensive organization, advertising agency, human resources management, competences Introduction Nowadays, competition between organizations - becoming more flexible and innovative adhocracies - is "moving" more and...
Words: 5453 - Pages: 22
...Advertising Stew: Marketing Communication/312. Advertising Stew Strayer University Zakaria A. Hashim Marketing Communication/312. Instructor: Shirley McLaughlin May 7, 2013 Advertising Stew: Marketing Communication/312. Discuss three (3) reasons Luis should hire an external advertising agency for the Dinty Moore campaign: Dinty Moore has been around for 75 years as a beef stew company and the reason a company should reinvent itself or its’ product is the new age and market and the exposure to a younger and faster group of consumers. A few of the reasons why a company should hire an external company is “You don’t have the time or energy to do it yourself.” Just like other marketing functions, consistent, strategic, and measurable advertisement is something that needs to be planned for and executed over a long period of time. Advertisement is something that only gets stronger as you put more effort into it. Another reason is to “Maximize a Launch: Most businesses understand how crucial launching a new product or service is to the success of your business. Advertisement is much more than just writing a press release and putting it over a wire service. Having a advertisement firm who can maximize...
Words: 964 - Pages: 4
...Ajasiz Johnson American Intercontinental University Consumer Marketing MKT655 – Research Methods in Marketing June 23, 2013 Abstract Celebrities are often used by advertising agencies to endorse their products in an attempt to persuade the consumer to purchase their products. This paper discusses how celebrity endorsements tend to have an effect on consumers. Consumer Marketing Introduction Advertising obviously plays an essential role in the success or failure of a product. In some cases, using celebrity endorsers to promote products has been quite an effective campaign strategy for advertisers. Celebrity endorsed campaigns are created to sway the consumers and to promote a positive image. Research on Brand Endorser and Consumer Perception Since one of the key objectives of an advertising agency is to persuade customers to purchase the products they represent, an advertisement’s credibility plays an intricate part in heightening the sense of appeal to potential consumers. The enormous amount of money that is allotted for advertising budgets for celebrity endorsements indicate that they are vital in the “advertising world”. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till and Shimp 1998). Even though it may sound vain, when creating campaigns, advertisers also have to consider the attractiveness, physical appearance, personality, etc., of...
Words: 1802 - Pages: 8
...for their advertising Advertising heavily influences the customers’ decision-making process as it puts people in touch with the latest products and technology available. With the help of advertising, there are more chances for cutting-edge products to be understood by the target customers. Thus, the companies always stand in a positive position and that means they should assume the responsibility for the information provided and should be brought to justice if they don’t live up to their promises. With respect to advertising, both the company and customer seek benefits. There are some convincing reasons for why all business have a legal responsibility to ensure that advertising is truthful and not deceptive, and no matter where advertising appears, the same truth-in-advertising standard applies. To start with, the Federal Trade Commission has taken action against dozens of companies that claimed to safeguard the privacy or security of users’ information, but didn’t live up to their promises in the day-to-day operation of their business (Federal Trade Commission). Therefore, if the products provide benefits, such as for health, safety, or performance, the company should attach competent and reliable scientific evidence. Moreover, there have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Specifically, in countries like New Zealand, South Africa, Canada, and many European countries; their advertising industry...
Words: 1733 - Pages: 7
...AAAA (Adopted September 19, 1990) To improve and strengthen the advertising agency business in the United States by counseling members on operations and management, by providing the collective experience of the many to each, by fostering professional development, by encouraging the highest creative and business standards,and by attracting excellent people to the business. To work with Federal, state, and local governments to help achieve desirable social and civic goals, to influence public policy, to resist unwise or unfair legislation and regulation, and to be the principal source of information and advice about advertising. To be an advocate of advertising, studying the ways in which it contributes to the economy and society and promoting the results of those studies to all appropriate audiences. To represent the agency point of view to advertisers, helping solve mutual problems, helping improve our members’ value to them, helping resolve collectively those issues that individual agencies and clients cannot resolve singly. To represent the agency point of view to media, providing constructive suggestions, solutions to problems, and technical help—while receiving and acting upon similar information from them. To facilitate the application of our members’ skills and talents to pro bono efforts on behalf of worthwhile social and community causes. To serve our members’ needs for information, agency management counsel, professional development, employee benefit...
Words: 472 - Pages: 2
...|How Did Advertising Start in India? | | |By B Sumangal; Illustration by Anup Singh | |The first newspaper in India was brought out by an Englishman James Augustus Hickey in 1780 who was stationed at Calcutta. The | |paper was brought out on Saturdays and was first called the Calcutta General Advertiser or Hickey's Bengal Gazette. | | | |Publishing a newspaper is an expensive business as Hickey realised to his cost. He was losing money faster than the newspapers | |came out of the printing press. To make ends meet, Hickey decided to take on advertisements or ads. | | | |The earliest ads consisted of simple messages 'classified' into different categories for easy reference with a mailing address | |from where they could be ordered. These became the forerunner of today's classified advertisements in newspapers. For instance, | |today's newspaper carry sale of autos, electronic items, domestic services, pets, etc under these headings. | | ...
Words: 823 - Pages: 4
