Given the dynamic nature of advertising, it is important to work with an advertising agency that can work with the flow.
The ideal agency to work with is one whose name has been quite a household name already. It rings a bell even for those who are new to the idea of having an agency work out a campaign for them.
Nothing can give you the assurance and guarantee you want for your campaign than having a widely referred advertising agency to manage it for you. It is for this reason why advertising agencies are quite few in number. It is also a matter of finding the best one there out the few that can meet your requirements and your specific deadlines.
An agency must be easy to talk to. The success of an advertising campaign does not lie on the track record of the agency (although it does have some weight), but more on the communication that flows between the agency and the client.
Once you work with an advertising agency that knows how to listen aside from talking and giving you suggestions for your campaign, you can have the campaign that is tailor fit according to your requirements and goals.
While it would be necessary for the advertising agency, you will hire to come up with the plan of marketing your product or service, it is prudent that you give your own opinion and style in terms of the direction the campaign will take.
After all, the campaign is also a reflection of how you handle your business, how you take care of your brand and how you want to be perceived by the public. It is a big advantage to work with an advertising agency that gives you your freedom and gives you valid suggestions and feedback from their end.
Work with an agency who can give you calculated results. An agency that can provide you a list of what to expect at the end of the campaign means they understand what your business is about.
The advertiser- advertising agency relationship is a very crucial aspect of advertising management. Only when the advertiser and the advertising agency work in close contact and collaborate with each other can the advertising function can be carried out effectively and successfully.
The collaboration cannot be limited to the mechanics of developing the advertisements; it has to pervade the entire task of marketing communications.
The firm and the agency must work together in media selection, theme development, message construction and copy development. It is essential that the agency have all the relevant information about the firm, its products and markets, the consumer, the competition and the channels. The agency must become an ‘insider’ and right at the ‘fact finding stage’; full collaboration between the firm and the agency must be established.
The agency should also have a correct idea of the marketing and communication objectives of the firm; how the particular product/brand is positioned or proposed to be positioned, and how the other elements of the marketing mix, such as distribution and pricing, are conceived and handled by the firm.
In the modern context, knowledge of just advertising related matters is not sufficient for an advertising agency to succeed. It must have a comprehensive appreciation of all the aspects of marketing.
The advertising agencies have to acquire more and more professional expertise, again, not merely in advertising-related matters, but also in all aspects of marketing. They have to appreciate that advertising is a method of marketing. Their advertising effectiveness would be proportionate to the extent that they are aware of the overall dimensions of marketing.
The success of any business depends on the way messages are communicated to existing and prospective customers, competitors, advertisers, suppliers and other people important to the business.
Today there are many modes of communication, beginning with the most basic and rudimentary means of word-of-mouth to advertising on the Internet. With so many options in advertising, from the traditional newspapers and magazines to radios and television to the modern phenomenon of the Internet and SMS advertising, how does one know what is best for the product? How should one advertise, in order that the message stands out and reaches the target market? To address needs such as these, there are professional advertising agencies.
Professional advertising agencies are external companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services like advice based on market studies, 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 company would do for a product is to begin by basically understanding the product, its unique selling proposition (USP) and the kind of people it is meant for. After this, the media in which it should be advertised is decided. Then the creative team of the agency conceptualises the message and designs the advertisement.