advertising agency
Advertising agency is a business that assists advertisers in all stages of the advertising process - from account management and planning to message creation, media planning, and research (Bergh & Katz, 1999, p.29). In another words, advertising agencies are service companies that specialise in planning and execution of advertising programmes for their clients (Belch & Belch, 1990, p.61-63). An advertising agency acts on the basis of an assignment placed by the client in which the client also delegates some decision making authority to the agency (Mills, 1990). In most cases the agency makes the creative and media decisions. Often it supplies supporting market research as well, and may even be involved in the total marketing plan. The activities undertaken and the amount of autonomy allowed to the agency vary from one relation ship to another (Aaker & Myers, 1987, p.10).Advertising services can be defined as packages of activities that are offered to other companies and which concern the planning, production and / or delivery of advertising. Advertising services are bought and designed to improve the purchasing company's performance and well-being (Wilson, 1982).
People IntensityAdvertising services, in contrast to capital-intensive services are people-intensive. - When entering new markets, advertising agencies can educate prospects about the benefits and features of a company's product or service. The following are some reasons why companies should hire and use advertising agency services:- Advertising agencies are the communication specialists. Its various models have always received high remarks from consumers in areas such as styling, performance, reliability and value. - Supervise the advertising business assigned to the agency. The art directors is responsible for how the advertisement looks. On e of the first challenges Doner undertook was to develop a campaign to completely reposition Mazda's Protege model. The following are the characteristics of advertising agency:IntangibilityThe advertising services acts, planning, production and delivery of advertising are all essentially intangible activities, despite the fact that the knowledge and creativity are often translated in tangible forms . Another reason for using an advertising agency is they can provide an objective viewpoint of the market and its business to companies that is not subject to internal company policies, biases, or other limitations. 1 MazdaHere is an example of how U. To launch the repositioning campaign for the Protege, Doner developed several television commercials that combined computer generated backgrounds with live action and feature a group of hip 20-somethings carpooling in a Protege.
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