Advertising Agencies and Media

Role and Functions

Services

• Study clients product/service for advantages/disadvantages and in relation to competition
• Analyse present and potential market
• Knowledge of factors of distribution and sales and methods of operation
• Knowledge of all available media
• Formulation of a definate plan
• Execution of plan
• Co-operation with clients sales force

Functions

• To help client plan the advertising campaign
• To prepare the advertisments
• To place advertisments in most suitable media

Advertising campaigns should be regarded as an integral part of the overall marketing plan.

Agencies departments

• Research
• Media
• Creative
• Accounts
• Internal services
• Obtaining business

Relationship

Agency and Client

• Client should give information on product or service
• Product/Market/Consumer awareness shared responsibility
• Agency creates message but decision is clients
• Client will check all detailed work

Main Media

The Press

• Cheapest method of reaching large audience
• Accept copy at short notice
• Large circulation
• Can include coupons

TV & Radio

• Several TV Areas
• Variations in audience ratings
• Air time scheduling

Direct Mail

• Can mail every prospect
• Selective
• Personalised
• Any time

Cinema, Billboard & Posters

Planning an advertising campaign

The more the firm can pinpoint exact objectives and target audience the better.

Advertising opportunity

• Can campaign generate enough extra sales to cover costs and boost profits
• Primary - Introduce new products or open up new market
• Selective - Promotes awareness and sales of a brand or service
• Defining goals is a key requirement
• Goals
  • Exposure - Per period to audience
  • Awareness - Have they seen it
  • Attitudes
  • Sales
• Qualities of Objective
  • Must be precise
  • Must be communication oriented
  • Must relate to sales and profit
• Creating the message
  • Theme - clear differential advantage makes the theme stand out.
  • Message generation - Finding effective things to say about a product or service to a target audience
  • Message evaluation - Desirability, exclusiveness, believeability
  • Message execution - Sales pitch, Demonstration, Mood
  • Brand Image and Unique Selling Proposition
    • Brand Image - meets self image
    • U.S.P. - Must make definate proposition which is strong, attractive and unique
  • Media selection - depends on
    • Promotion objectives
    • Target market
    • Available funds
  • Factors to be considered
    • The market
    • Distribution
    • Creative strategy
    • Circulation
    • Audience
    • Media costs
    • Editorial
    • Advertising useage