What are the functions of an advertising agency?
Advertising agency is an independent body which undertakes the working of planning and preparing advertising campaign for its clients. Being a separate business organisation, it performs a number of functions for its client.
The main functions of an advertising agency are:
- Selection of Clients:
The first and foremost function of an advertising agency is to contact and select the clients who are willing to advertise their product. Preference should be given to those firms which have sound value, able management and qualitative product.
- Media Selection:
Another function of advertising agency is to select appropriate media for advertising the clients’ product. In selection of media several factors like – cost, circulation, nature of product, type of customers and needs of the client should be kept in mind.
- Advertising Planning:
Another important function of advertising agency is to plan advertising programme for its client. For this purpose advertising agency gets detail knowledge about firm’s product, its advertising history, market conditions, channel of distribution, knowledge about competitor’s product and their advertising technique, etc.
- Creative Function:
The creative function of advertising agency starts when the planning function is over. It includes the preparation of an advertising copy, layout, advertising message, theme of advertising, etc. This function is performed by group of creative people including writers, designers, artists, etc. employed by the advertising agency.
- Research Function:
Next major function of advertising agency is the research function on behalf of its client. For this purpose the advertising agency gathers and analyses actual information about the product, market, competitor’s strategy and buyers’ habit, etc.
- Marketing Function:
Advertising agency also performs certain marketing functions such as selecting target customers, designing product packaging and labels, developing channel of distribution, etc. on behalf of clients and advices in this regard.
- Evaluating Function:
Drafting the advertising copy does not put an end to the agency’s work. It also has to evaluate the benefits of advertising campaign for its clients.
