An ad agency is in essence a service providing outfit wherein it creates, plans and promotes advertisements according to the necessarily of its client. It uses a broad spectrum of methods to create marketing campaigns to promote a service or a product. It could be in-house but it is commonly independent from the client and works to accomplish marketing, branding and gross revenue promotion goals of the client. It generally consists of the following departments:
- Market Research
- Accounts Management or Sales/Client Servicing
- Copy writing
- Graphics Design Team
- Media Planners
All these departments run a close-knit operation and work with the client to get information and consequently pitch their ideas for a campaign which is followed by the creative team actually producing and current the ad.
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Certain language used in the business:
Pitch:
An ad company can't just start making random cold calls to get clients as it is not a very productive way of going about the business. Other than maintaining current accounts and clients, all ad agencies need to cente acquiring new clients in order to expand their business operations. For that, first extensive marketing research is carried bent on find businesses or clients who could use their services. A portfolio of their work can be emailed to put forward a business proposal.
Presentation:
Once a company or client shows interest, a meeting can be set up where work can lean to the client. This presentation will admit all that the client can gain by availing these services. A elaborate portfolio containing logos, brochures, billboards, websites, banners etc designed antecedently by the agency can be showcased during this presentation. Case studies of how other clients benefitted are also given.
Creative:
After the client actually agrees to hire the company, then the actual work begins. The creative team has to come up with innovative design concepts that would highlight the client's company/brand/service in a manner desired by the client and also appeals to the target audience. The creative team is responsible creating a visible impact of the brand and the copy-writer has to come up with the tag lines that would communicate the brand objective in a crisp and brief manner. So the actual components of the campaign are actually created in that department.
Media Planning:
After an ad has been authorised by the client, then the work of the media provision department comes into play. This department is responsible buying media i.e. they buy space for ads in newspapers, space on hoardings and billboards, floater on the radio, slots for TV Commercials etc. from ad gross revenue people. They also depend on marketing research so as to propagate the brand in the correct medium so that it reaches the correct target audience. Usually, a combination of all media is used so that it appears like the audience is bombarded with the ad. Alternating the media also Michigan it from becoming monotonous yet repetitively reminds the people about its existence.
In a crux, we can say that in today's tech savvy and extremely digital world, where information is available at the click of a button, an ad agency has to work doubly hard to come up with out of the box, creative ad concepts that make a lasting impression on the consumer's mind.
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