Advertising agencies help clients target potential consumers.
Businesses, small and large, hire advertising agencies to help them promote their products, services, events and causes. Advertising agencies work with companies to create memorable campaigns that will produce maximum sales and visibility. They assist companies in determining the appropriate media to advertise in. They help companies clearly identify their target markets and focus on reaching them with well-crafted marketing messages.
Account Planning
Advertising agencies typically have account planners who work as the go-between for the client and the agent. They ensure that client needs are expressed to the research and creative teams. They also work to ensure that necessary information is transferred to the client regarding creative, research, competition or any of other factor that may somehow affect how the client's product gets marketed to consumers. Account planning is where agencies start their initial interaction with clients.
Marketing Research
Advertising agencies work with companies to establish the characteristics of their target markets through marketing research. From holding focus groups to conducting surveys online and in person, advertising agencies spend a substantial amount of time researching consumers to understand what they buy and what motivates them to buy.
Market Research
Knowing the competition, what they offer and the methods they use to attract customers is key, as businesses work to promote their products and services to gain market share. Because of this, account managers at advertising agencies research the environment, identifying competitors, and researching their companies and marketing tactics. Through market research, advertising agencies also identify political, social, technological and economic factors that may affect a client's campaign.
Creative
Advertising agencies are known for their creative output, which can include website design, advertising copy, magazine advertisements, and radio and television commercials. The creative teams take research and the clients' wants and needs as expressed by the account manager, and produce creative advertising campaigns. The medium of advertising often varies by campaign. Graphic designers, web designers, writers, editors and creative directors make up an advertising agency's creative department.
Selling Advertising Space
Advertising agencies don't just create advertising pieces for clients; they also give clients insight as to which media will be most effective for their product, service, event or cause. In the process, they work to secure advertising placements for customers either online, in print, on billboards, on television or on the radio. They negotiate terms and work to get clients the best deals to maximize their dollars and their reach.
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