Advertising Agency in detail
An advertising agency is an organization which is there to work on possibilities to promote other businesses & services. It follows a process to plan and execute advertisements for its clients.
The process includes a flow chart i.e.
Market Analysis > Competitor Analysis > Target Group Research > Promotion Strategy > Designing > Campaign Testing > Full Execution
Every excellent advertising campaign starts with market research, once a client comes to an advertising agency with their product/ service. A lot of analysis and market research is done to find out everything related to the requirement of the product/ service and the future perspective.
Once the market research is complete an advertising agency runs a competitor analysis to check where there are similar products, what they are doing, and what benefit they are getting from each type of promotion. Did we miss out on any good option or are we using any option which is of no use, each and everything is checked.
Target Group Research
Target Group Research
In TG research the advertising agency finds out which audiences will be interested in the product/ service of the client. This can be checked with past records and media analysis software which provides details i.e. which media targets which audience.
Once the research is complete advertising agency works on the strategy part wherein as per the client’s budget various media options are considered and the ones which come under the budget possibility are checked with per impression cost and the media which proves out to be the best are selected for further action which is also referred as media planning.
Media planning includes all media options available i.e. outdoor advertising, print media, electronic media, digital media, events & exhibitions and much more.
Designing is the next big thing required to be done by an advertising agency to get the best results. A design should have the product user’s fear/ attraction, the product’s benefits and a call to action.
Once the design is complete the advertisement is tested in a specific area so that running directly on a larger scale doesn’t waste the client’s resources.
If the campaign works well on a small scale, it expands nationwide or globally as per the requirement of the client.
While the campaign is running, throughout the process the running audit is carried out to keep a check. Further, results are also measured from time to time so if some change is required for better output, it can also be incorporated.
Types of advertising agency
There are 5 types of advertising agencies
- Full-Service Agencies
- Creative Agencies
- Interactive Agencies
- Media Buying Agencies
- In-House Agencies
Full-Service Advertising Agencies
The advertising agency which can take care of all your promotional work and can even help out in new product development also. They have specialized teams for research & analysis, product development, planning & strategy, designing, production & even execution. If you are going to hire a full-service advertising agency, you don’t need to run here & there for different work.