Advertising Agencies - Meaning, its Role and Types of Agencies
“The work of a tailor is to
collect the raw material, find matching threads, cut the cloth in desired
shape, finally stitch the cloth and deliver it to the customer.”
Advertising Agency is just like a
tailor. It creates the ads, plans how, when and where it should be delivered
and hands it over to the client. Advertising agencies are mostly not dependent
on any organizations.
These agencies take all the efforts
for selling the product of the clients. They have a group of people expert in
their particular fields, thus helping the companies or organizations to reach
their target customer in an easy and simple way.
The first Advertising Agency was
William Taylor in 1786 followed by James “Jem” White in 1800 in London and
Reynell & Son in 1812.
Role of Advertising Agencies
- Creating
an advertise on the basis of information gathered about product
- Doing
research on the company and the product and reactions of the customers.
- Planning
for type of media to be used, when and where to be used, and for how much
time to be used.
- Taking
the feedbacks from the clients as well as the customers and then deciding
the further line of action
All companies can do this work by
themselves. They can make ads, print or advertise them on televisions or other
media places; they can manage the accounts also. Then why do they need
advertising agencies? The reasons behind hiring the advertising agencies by the
companies are:
- The
agencies are expert in this field. They have a team of different people
for different functions like copywriters, art directors, planners, etc.
- The
agencies make optimum use of these people, their experience and their
knowledge.
- They
work with an objective and are very professionals.
- Hiring
them leads in saving the costs up to some extent.
There are basically 5 types of advertising agencies.
1.
Full service Agencies
§ Large
size agencies.
§ Deals
with all stages of advertisement.
§ Different
expert people for different departments.
§ Starts
work from gathering data and analyzing and ends on payment of bills to the
media people.
2.
Interactive Agencies
§ Modernized
modes of communication are used.
§ Uses
online advertisements, sending personal messages on mobile phones, etc.
§ The ads
produced are very interactive, having very new concepts, and very innovative.
3.
Creative Boutiques
§ Very
creative and innovative ads.
§ No other
function is performed other than creating actual ads.
§ Small
sized agencies with their own copywriters, directors, and creative people.
4.
Media Buying Agencies
§ Buys
place for advertise and sells it to the advertisers.
§ Sells
time in which advertisement will be placed.
§ Schedules
slots at different television channels and radio stations.
§ Finally
supervises or checks whether the ad has been telecasted at opted time and place
or not.
5.
In-House Agencies
§ As good
as the full service agencies.
§ Big
organization prefers these type of agencies which are in built and work only
for them.
§ These
agencies work as per the requirements of the organizations.
There are some specialized
agencies which work for some special advertisements. These types of agencies
need people of special knowledge in that field. For example, advertisements
showing social messages, finance advertisements, medicine related ads, etc.
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