Professional Documents
Culture Documents
Matter to be discussed:1] Media; 2] Advertising agency; 3] Purpose of advertising agency; 4] Structure of advertising agency; 5] Types of advertising agency; 6] Functions of advertising agency.
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Introduction
Advertising may be defined as Advertising is any paid form of non-personal communication of goods or services by an identified sponsor. -American Marketing Association.
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Media
Media is a means through which and advertising message is conveyed to the consumers. The proper selection of the medium, by which the message is to be conveyed must achieve the pre determined goal. There are some factors which are to be considered. The nature of the product and its demand. Find availability for advertisement. Nature of the market. Nature and extend of competition prevailing in the market. Coverage of the medium. The position of the product in the market. Size of the advertisement.
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Media
Some of the media of advertising are: Newspaper; Radio; Magazines; Television; Billboards; Direct mail and Internet.
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Agency
An advertising agency is defined as an independent company rendering specialized services in advertising in particular and making in general. According to American Advertising Agencies, an advertising agency is an independent business organization composed of creative business people, who develop, prepare and place advertising on advertising media, for sellers seeking to find customers for their goods and services.
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1] Advice and counsel on marketing strategy. 2] Advice and counsel on advertising and media strategy and tactics. 3] Prepare and develop print, outdoor and electronic advertisements. 4] Carry out collateral designs of various items such as display material, and other promotional materials. 5] Help and counsel on sales promotion and other communication task.
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The account planner or researcher:It is this executive who is responsible for the data and market intelligence on the account. The account planner gathers the necessary information related to the clients problem.
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The creative director:The individual who is responsible for the overall creative and the art work of the agencys client. The media director:The individual who is responsible for media planning and buying activities of the agency..
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