10 Major Functions of Advertising Agency
Advertising agencies are independent organizations that work for other organizations. Their major role is to promote their client’s product or service to increase sales. To do that, they go through several steps and complete several tasks. With the changes in advertisement trends, the strategies might vary. However, some key functions are constant for most advertising agencies.
10 Major Functions of Advertising Agency
The major functions of an advertising agency can be divided into 10 parts. They are briefly discussed below.
1. Attract Clients
The first and foremost duty of an advertising agency is to get clients. Without clients, they have no work to work for. An advertisement agency has to attract clients and impress them with their work.
In several ways, an advertising agency can attract clients. They have to expand their reach to get new clients. They can achieve that with the corporation of a digital marketing company. When people learn about an advertisement agency and their work, they will become interested in working with them.
2. Research
A research team of an ad agency researches the market based on the client’s product. They research everything related to the product and analyze them for the best results. The factors that they research for a product are the following.
- Quality and features of the product
- Advantages and disadvantages of the product
- Client’s market situation
- Competitors market situation and their product
- Competition in the market
- Distribution method of the products
- Buyer’s preferences
After analyzing all these factors, an advertising agency plans its advertising campaign. Depending on the analysis, the advertising agency decides where they will advertise and what media will best suit the product.
3. Planning
After doing market research and after collecting all the data, the agency starts planning for advertising the product. As the advertising agency knows about competition in the market, competitors, and product details, they create a result-oriented advertising plan.
After the plan is set, the agency presents it to the clients. Once the client approves the advertising plan, they move on to executing the plan.
4. Prepare the Creative Team
At this stage, the creative people come into play. Once a client is ready to go to execution, the advertisement agency gathers their skilled creative individuals for creating the ads. The team might include copywriters, illustrators, graphic designers, photographers, videographers, etc.
The creative team then comes up with unique and appealing ideas that can attract customers. They are challenged to come up with a new concept with each new product advertising.
5. Media Planning
After the research, the advertising agency selects the most suitable media for the client’s product. Selecting the appropriate media is a major responsibility of an advertising agency. Part of the research is done only for media planning.
Depending on the client’s product, its potential customer demographics, the media is selected. If the media selection is not right, the client might not reach the expected audience and face a huge loss. Planning and selecting the proper platform where the product will get the most exposure is essential for an advertising agency.
6. Account Team
The accounts team closely works with the client and plans the overall process. They handle the communication between the client and the agency. Additionally, they set up the initial strategy for advertising and then distribute work accordingly. In most cases, the account management team selects and decides who will work on what.
7. Advertising Budget
An advertising agency lets its clients know the expected budget. They ensure the client’s money does not get wasted. They plan the budget to utilize the finances estimated to them properly. The budget also includes how much money in which sector is needed.
With a proper budget, there is no risk of the client’s fund getting wasted or lost. Moreover, the agency also gets accurate payment for the work they put on.
8. Sales Promotion
Doing sales promotion is an important task for advertising agencies. They take the necessary steps to promote the client’s products to customers and dealers. Increasing sales is the main goal of advertising for a product. If sales promotion is not done correctly, there will be fewer sales.
9. Coordination
Coordinating all the departments or different advertising work is the job of an advertising agency. They ensure that everything is working smoothly and everything is well corporated. Without coordination, the final result will not be satisfactory. Again, the communication gap can create an unorganized ad campaign. Therefore, coordination between teams is very important.
10. Non-advertising Functions
There are also many functions done by an advertising agency that is not directly related to advertising. Some of them include,
- Fixing the price of a product
- Offering discounts or promo codes
- Designing product or packaging
- Designing trademarks, labels, etc
These functions might not be included in advertising. However, these tasks increase sales, which is the ultimate goal of an advertising agency.
Conclusion
An advertising agency gives overall support and service for increasing sales through advertising. The described ones are the most significant functions of an advertising agency. However, some parts might be divergent depending on the product and its brand.