P3 Unit 9
The main role of an advertising agency is to work alongside the clients to develop and sustain brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution to those clients for the advertising of those brands. A product is something that is made in a factory for example, whereas a brand is something that is bought by a customer. A competitor can copy a product for example a Fuel Band in Nikes case, however a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer, and by communicating the brand's own personality.
There are multiple reasons why a business might make the choice to work with an agency:
An advertising agency brings together people with the required expertise and experience of the various areas of advertising. Therefore, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly beneficial work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own.
Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate in a strange way. While they take up advertising for others, agencies hardly advertise themselves. Ad agencies being outside intermediaries can be objective. They thus will offer independent and detached viewpoints and suggestions based on objective analysis.
If an organization wants to hire people to do its advertising, it cannot provide them work all through the year. Also most experts in the...