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Advertising agencies are the link between the product and the market. They cannot be classified as just one service provider. As they provide a bundle of services to make and build a brand.
Advertising agencies first began as space selling agencies. They would buy space in bulk, then sell it and live on the commission gained. Slowly they began to give the client more than just one service. Media began to creep in. And slowly the creative personnel too were made the pillars of the organization. Today advertising agencies give the clients a 3600 view of their product.
How does an ad agency function? First the brief is provided by the client that is brought into the company by the client servicing personnel. The brief is about what the client needs to communicate to his target audience. Target audience is categorized according to their income, consumption, purchasing power etc. Once the target audience for a particular product is identified the strategy to communicate the product is taken on.
The strategies are carefully planned by strategic planners and then communicated to the creative. The creative team then takes on the task on how best to communicate the necessary to the common people. Smart headlines, attractive visuals are then brainstormed among the creative personnel. Finalized ideas are given birth to on paper, which are then presented to the client.
Deliberations, presentations follow in the conference room and the final ad to be released is settled upon. Sometimes rework is demanded, sometimes corrections are given until the ad is finalized. The estimate for media releases as requested is placed before the client. In-depth planning is undertaken for colossal product releases. The media too works on the estimate for days to finally sum up on the release plan that will give the product and the client maximum reach.
On release of the ads, feedback from the client’s end is anxiously awaited by the agency. A good response to the ad only elevates the relationship between the client and the agency and stands as a motivator for some more good work.
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