The success of any business depends on how messages are communicated to current and potential customers, competitors, advertisers, suppliers, and others important to the business.
Today there are many modes of communication, starting from the most basic and rudimentary means of word of mouth to Internet advertising. With so many advertising options, from traditional newspapers and magazines to radio and television, to the modern phenomenon of the Internet and SMS advertising, how do you know what’s best for your product? How should you advertise so that the message stands out and reaches the target market? To deal with needs like these, there are professional advertising agencies.
Professional advertising agencies are outside companies that serve the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services including advice based on market research, popular culture, trends and advanced sales techniques. Because they are independent, they can be objective about a client’s business needs.
What any professional advertising firm would do for a product is to basically start by understanding the product, its unique selling proposition (USP), and the type of people it is intended for. After this, the media in which it should be advertised is decided. The agency’s creative team then conceptualizes the message and designs the ad.
Today, a professional advertising agency involves a whole group of people including market researchers, planners, conceptualizers, copywriters, illustrators, and a marketing team.
There are also special teams at each ad agency, each dealing with and specializing in a different form of media. For example, there will be different specialists and teams for the written press, radio, television and the Internet.
Which agency is best for one’s need depends on factors such as budget (both the advertising budget and the budget to hire and retain an agency) and the type of advertising the advertiser basically thinks would be good for the product.