advertising agency
Advertising agency is a business that assists advertisers in all stages of the advertising process - from account management and planning to message creation, media planning, and research (Bergh & Katz, 1999, p.29). In another words, advertising agencies are service companies that specialise in planning and execution of advertising programmes for their clients (Belch & Belch, 1990, p.61-63). An advertising agency acts on the basis of an assignment placed by the client in which the client also delegates some decision making authority to the agency (Mills, 1990). In most cases the agency makes the creative and media decisions. Often it supplies supporting market research as well, and may even be involved in the total marketing plan. The activities undertaken and the amount of autonomy allowed to the agency vary from one relation ship to another (Aaker & Myers, 1987, p.10).Advertising services can be defined as packages of activities that are offered to other companies and which concern the planning, production and / or delivery of advertising. Advertising services are bought and designed to improve the purchasing company's performance and well-being (Wilson, 1982).
- Advertising agencies are the communication specialists. Doner has come up and developed a simple but powerful slogan for Mazda, "Get In. Be Moved." The slogan is seen as more than just an advertising tagline; it's a brand promise. Mazda's group manager of brand strategy and communication notes, "It's an invitation to the consumer, a motivation and a promise that you come to Mazda, you get in, and we promise that you'll be moved by what our cars have to offer." (Gazdik, 1999). The media department determine where and when advertising messages should be placed. The media planners put together a schedule of different media vehicles and decide which medium will best reach the target audience at what cost. Once the plan is approved by the client, it is then executed by the media buyers, who negotiate with the media for space and time. Media buyers and planners work together to determine which media will be most effective at delivering the client's brand's message with cost efficiency (Arens, 1999, p.101). When Richard Beattie took over as the president of Mazda North American Operations in early 1997, he found Mazda is an inefficient company with an "image that was bouncing all around." Most of the advertising for the various Mazda models focused on the prices and functional features of the cars and little attention was being given to Mazda's image and positioning. Richard Beattie recognized that a change in marketing strategy as well as advertising philosophy was needed if Mazda wants to regain its strong position in the U.S. market.
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Approximate Word count = 2705
Approximate Pages = 11 (250 words per page double spaced)
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