What Do Advertising Agencies Do?
An advertising agency is a company that uses various techniques to develop an advertising campaign that is best suited for their client company. They could be small businesses or corporate entities.
Some of the departments within an ad agency include sales, copywriting, account management, graphic design, and market research. These departments work collaboratively with clients to obtain details about the company in question and eventually create an appealing advertisement.
Pitching
The general goal of an advertising agency is to create long lasting relationships with clients. However, at the beginning of a partnership, the agency might have to reach out directly to a client with a pitch of a possible campaign.
This process is usually done by approaching an individual within the business, as opposed to cold-calling the company to obtain their business. Another way to get clients is to look out for news articles that depict a company that may be in need of advertising in the future.
For example, if they notice a company going through a growth spurt, it may be a smart idea to obtain their business by reaching out with a letter and portfolio of their past experiences.
Presenting
When a client decides it’s in need of advertising services and chooses their agency, the ad agency will then go through the process of making a presentation of what they would be able to offer.
The time and effort put into the presentation, in regards to research and detail, depends on how interested the client is in their services. Case studies are usually included in the presentation, to show the client what services they have provided in the past and how they might be beneficial to the new company.
There could be a number of additional things included as well, such as brochures, mail, websites, billboards, or online ads. The ad agency could also present a replica of what the final result will look like.
Assessing
After a client chooses their advertising agency, the agency will then examine and analyze the company. It will look at its position within the industry, its finances, its competitors, and how recognizable it is within its market.
The client’s webpage and business plan are excellent places to uncover this information. The ad agency will ask the client to explain their vision for the campaign, and then a date will be set as to when certain tasks of the campaign should be completed.
Creativity
A creative department exists within an advertising agency, and this team is involved in the actual creation of the campaign materials. They create everything involved in the campaign, whether it’s television ads, website ads, billboards, mail, or another type of media. There are also copywriters and graphic designers who are permanent employees of the advertising agency, and they also utilize their skills when needed throughout the process.
For radio and television commercials, it would also be necessary to hire freelance filmmakers and actors. These individuals are hired only when the company is in need of their services, as opposed to being permanent employees. There may also be a long-standing relationship between the filmmakers and the agency as well.
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Campaign Rollout
The next step of the process is to get the advertisement out there for the public to view. This job is left to the ad agency’s media buyer, who will reach out to an ad sales team and purchase space on one of the many media platforms. This, again, would include newspapers, radio, websites, and other forums.
The advertisements are also put out in a way that they alternate between the various platforms. This is done to prevent the public from getting too much information all at once and prevents an advertisement from getting “boring” in terms of public perception. It is also helpful to alternate media forums so that different target audiences could be aware of the brand from different avenues.
Getting the public to buy products requires an extensive amount of advertising, depending on the product in question. It might seem like an easy task, but there are a lot of steps that go into making a great advertising campaign. However, if all the pieces fit right, the process could be fun and the end result could be rewarding for all people associated.
Image Credit: advertising agency Pixabay
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