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.
Today, a professional advertising agency involves a whole group of people that includes market researchers, planners, conceptualizers, copywriters, illustrators and a marketing team.
There are also special teams in each ad agency, each dealing and specializing in a different form of media. For example, there will be different specialists and teams for the print media, radio, television and the Internet.
What agency is best for one’s need depends on factors like the budget (both the advertising budget and budget for hiring and retaining an agency) and the type of advertising that the advertiser basically thinks would be good for the product.