The Roles of Advertising and Media Agencies |
Posted: March 4, 2017 |
Most of the advertising campaigns undertaken by big companies and governments use the services of at least one marketing agency. Some big advertising companies provide a “one stop shop” offering many or all of the above services, while other companies will only specialize in one or a few services. Role of an advertising agency: The marketing agency will propose the creative tactics to pass your messages and reach the campaign target market. They will offer the advertising ideas and also include many “below the line” marketing options, e.g. events or presentations, website, handouts, collateral (posters, stickers as well as brochures). Once one has agreed on the method to be used, the agency responsibilities will involve all parts of the production of the marketing materials and dispatch of those materials to the media. Marketing agencies charge head hour costs and third party production or services they commission. A straightforward campaign which needs the production of basic print materials might need the help of a graphic design provider, rather than a marketing agency. In these situations, you can consider directly working with the specialist services that you need. Role of a media agency: A media agency is accountable for the strategic advice of media activity for the campaign. Working from a brief the planning procedure involves analyzing the target audience objectives as well as balancing the reach, rate and costs of media choices to deliver a good media plan that maximizes marketing exposure and impact. A few reasons to use a marketing agency: You gain access to a quality pool. Marketing companies work only work with top talent in the field. The designers, presentation specialists, writers etc. have good portfolios and credentials. But that is not all, some of the best experts are “passive” and not combing help actively wanted ads. The best marketing agencies have long-lasting relationships with the talent they have, no matter where they may be in their careers, and will contact these hidden gem candidates just for the client.
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