In this assignment I will be explaining the role of advertising agencies in the development of a successful promotional campaign.
I will be looking at the well-known company called Nike, an American worldwide company that’s involved in design and development and worldwide marketing and selling of footwear, clothing, equipment, accessories and services. Currently, Nike is the world’s leading supplier of athletic shoes and clothing and one of the major manufacturer of sport equipment. The brand is currently valued at $10.7 billion, making it the most valuable business in the sports market.
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There are four types of services offered by the advertising agencies. Media buying is the process which involves the advertising agency to make a decision on the best advertising option for the particular type of product, so this would involve the demographic of the product. The main task of media buying would be to negotiate the price and placement for the advertising to ensure the best possible value could be secured for their client. One of the ways to ensure a cheaper rate for their clients would be to bulk buy advertising times for multiple clients.
Another service that is offered by the advertising agency would be advertisement designs. In this service, the advertising agency would combine the copyrights, graphic designs and typography in order to design a suitable and effective advertisement for their client companies. The agency would have to negotiate with their clients to use their copyright pictures or slogans as it could lead to the advertising agency being sued for using a business’ logo without their permission. The advertising agency would have to ensure they keep the brand value in mind and ensure the design is suitable for the brand. This is one of the key to a successful promotional campaign for any business, including Nike as people would look at the design and have an image of how well presented and professional the business may be. Another service offered by the advertising agency is the public relations.
Public relations would help the company to build more awareness to the public and the positive effects of the business which is the key to a more successful and fast growing business. Public Relations’ used through social networking; Facebook, Twitter, Instagram, Snapchat and many other famous networking sites which are very popular and used by nearly all age groups. Nowadays, people also use the internet for entertainment, work and also to revise, which would mean that putting up advertisements around the internet would be a good boost for the company.Advertising production would be another service that is provided by the advertising agency for businesses like Nike.
This is where the advertising would be produced by either radio, or TV which are more expensive types of advertising than printing out on a newspaper or just using posters or leaflets. At this point, the agency would be working together with Nike in order for the agency to ensure that their client is happy with their agency’s ideas on the advert. Once the company has agreed on the concept of the idea.Lastly, the final service offered by advertising agency is the target audience that they provide to their client’s company. Target audience are a specific group of individual whom the promotional activities are aimed at. The advertising agency may carry out primary research which can be used by the agency to receive feedbacks from the target market.