The advertising agencies usually take up the promotional and marketing campaigns of client firms or companies in different industrial segments. The work of advertising agencies differs accordingly. Some agencies handle all the different phases of a promotional or marketing campaign while others take up specialized assignments or projects which are part of the marketing life cycle of a product or service.
Full service firms
There are large advertising or pr agency firms that handle all necessary parts of a marketing or promotional life cycle of a product or service. Clients discuss the different aspects of their product, the target customer segment and their requirements. The large agencies which handle diverse marketing, research and promotional work usually have different departments to carry out the planning and execution of the different functions. The general departments of an advertising agency comprise of account management, creative services, market research, PR, media services and others.
The function of the account management team
Every advertising or pr agency has an account management team. This team manages the interactions between the client and the agency and its different functions or departments. The requirements of the clients are understood and communicated accordingly by this time. This team also brings in new accounts to an agency firm by approaching different client firms or companies which need to get their products or services marketed or need to revise their promotional or marketing strategy.
The other vital function or department of an advertising agency is the market research team. Usually a product or service campaign that needs to be designed requires inputs from the market. The right customer segment and how the product can be positioned are determined by market research. Different methods and techniques are followed by the advertising firms for research as per the nature of the product or service being launched by a client firm or company. Often focus groups are chosen to understand the perception of a target customer segment regarding the product of a client via the competitor brands or companies. As per the market research inputs the marketing campaign of a product is determined.
Ad designs and execution
The final stages of a promotional campaign is the design and execution of the ad campaign that is designed after all, the market research inputs are considered and after taking in the inputs of the client. Ads could be designed as still images, animated or commercial films. In certain cases more than one format is chosen for an ad campaign. The artistic staff executes the design, print and shoot of the ad campaign. The media channels where the ads will be floated are decided accordingly as per the nature of the product, customer base and market segment.