task 7 advertisment

History

Advertising agencies started in the late 1800s and were limited in scope. They did not create ads but simply served as a broker of advertising space in newspapers and magazines. Over time, agencies added creative services to increase revenue.

Function

The main role of an advertising agency is to work with you to develop an advertising campaign. Advertising agencies are staffed with copywriters, art directors and media planners who will create your ads and place them in the appropriate media. The agency will work within the constraints of your advertising budget.

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Expert Insight

Each advertising agency specialist is an expert in his area, so in many cases he can perform his particular function better than you might be able to. The copywriter is an expert at using words to persuade a customer to take action. The art director knows what appeals to customers on a visual basis and will incorporate her artistic skills into the ad's design. The media planner knows which type of media -- such as radio, television, newspapers, online or a combination -- is right for the message you are trying to convey and will negotiate to obtain the best possible rates.

Considerations

When dealing with an advertising agency, you'll likely be working with an account executive who serves as a liaison between you and the agency's other personnel. When choosing an ad agency, it is important that you get to know the account executive you'll be working with so that you can develop a strong working relationship and communicate effectively. This will ensure that the agency's creative people will have a clear understanding of what you're trying to accomplish with your ad campaign.

Warning

While advertising agencies can help you reach your business goals, they do present potential drawbacks. Because of the high cost of hiring an agency, it may not be feasible for smaller businesses with limited resources. If an agency hasn't worked with your type of business before, it may not truly understand the nature of your business, which could lead to an ineffective campaign.

GOOD ADVERTISING

No matter the nature of your business, having a solid marketing plan behind you is essential. If you fail to advertise your products and services effectively, it will be difficult for your business to succeed. Understanding what makes a particular advertisement effective allows you to tailor your own marketing plans and achieve better results.

Memorable

In order to be effective, an advertisement has to be memorable for the viewer. If the viewer does not remember the ad after viewing it, the company sponsoring the ad is simply wasting time and their money. With an effective advertisement, the viewer should be able to clearly recall what happened during the course of the ad, and more importantly, which product is being advertised. That recall is the hallmark of an effective advertisement.

Effective Targeting

A big part of developing an effective advertising campaign is knowing exactly who your target audience is. Chances are the product or service you offer will not appeal to everyone, so it is important to identify the segment of the population that is most likely to need what you have to offer. Identifying your target audience also helps you decide which television programs, radio stations and other advertising venues are likely to be the most effective.

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Entertaining

An effective ad will inform the consumer about the product or service you have to offer, but that advertisement also need to entertain the potential buyer. Capturing the attention of the consumer is essential for an effective ad, and the more entertaining your can make that ad the more effective it can be. If it is appropriate, try to incorporate an element of humor into your ad, since that humor helps to capture and hold the attention of the viewer or listener. Creating a parody of recent events is often a good way to incorporate humor into your advertising campaign.

Grabbing Attention

No matter how good your ad may be, it will do your company no good if no one sees it. An effective advertising campaign needs to engage the interest of the viewer with an attention grabbing design. Getting the attention of those potential customer is essential, so it pays to test several different designs and choose the one that is the most eye-catching.

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