CB & IMC (PM01)

UNIT 3
By - Dr. Shubh Arora
Marketing Communication
• Marketing communication plays an important role in a company's overall marketing program.
• Marketing communication can be defined as the process of systematic and scientific way of disseminating the relevant marketing
information by a company to its target market and other publics by using a mix of media.
• A company through its marketing communication tries to persuade its target market to purchase its products and services vis-h-vis
its competitors. Since marketing communication aims at influencing the consumer behaviour in favour of the company's offerings,
this is persuasive in nature.
• Various persuasive marketing communication tools are more commonly called 'Promotion' and constitute one of the four Ps of the
marketing mix which was popularized by Jerome McCarthy in 1964.
• Thus marketing communication refers to the various promotion tools used by marketers to exchange persuasive messages and
information to its target market and other public.
• The study of marketing communication, therefore, is the study of the promotion function of marketing. It is to be noted that
effective marketing function depends to a great extent on how effectively the company is performing its promotion function.
There are innumerable examples where companies through their effective communication are able to perform well in the market.
• For example, in the success of the following products and services the marketing communication function played a, significant
role: Nirma washing powder, Maggie noodles, Hero Honda motorcycles, to mention only a few.
• In the same -lay ineffective marketing communication was responsible for the below average performance of some products
despite their good quality and competitive prices.
• With the tremendous increase in the competition in the market place and the variety of products and brand choice available to the
consumers it has become all the more necessary for the marketers to come out with persuasive marketing messages of the right
kind to the right group of target market.
The main objectives of marketing communication are:

• 1. Create and sustain demand

• Creating demand and preference for the product involves long-term efforts
to use communications tools to position your brand in your target
customer’s minds. Consistent communication efforts about product pricing
and distribution represent the company’s commitment to its brand and
provide long-term value.
• 2. Shorten the sale cycle
• Through marketing communication, a company can understand the
customer’s buying process and offer critical insights into how the sale cycle
can be shortened. Market research and conversations can help the
marketing staff identify methods to speed up the buying process.
Types of Marketing Communication Channels

• If you know what is marketing communication, you will know that businesses have a plethora of marketing communication
channels at their disposal. Understanding and utilising the appropriate channels may significantly influence the success of your
marketing efforts. Here are some key types of marketing communication channels to consider:
• Advertising: Advertising is a time-honoured but effective commercial communication medium. It entails promoting products,
services, or brands by paid commercials in various media formats, including television, radio, print, outdoor billboards, and
internet platforms. Businesses may use advertising to reach a big audience and raise brand awareness.
• Public Relations (PR): Public relations focuses on managing and enhancing the reputation of a brand or organization. PR activities
include media relations, press releases, events, sponsorships, and crisis management. PR helps build positive relationships with
the public, media, and stakeholders, ultimately influencing public perception and brand image.
• Direct Marketing: Direct marketing entails interacting with the target audience directly through personalised communications.
Knowing what is integrated marketing will help you understand that direct marketing may be accomplished by direct mail, email
marketing, telemarketing, and SMS. Businesses may use direct marketing to reach particular individuals or groups and measure
response rates to improve campaign performance.
• Social Media: Social media has emerged as an essential tool for advertising and marketing communication in the digital
generation. Platforms with Facebook, Instagram, Twitter, LinkedIn, and YouTube enable groups to interact with their customers,
share content material, run targeted ads, and create brand loyalty. Social media permits real-time interactions and stimulates the
advent of consumer-generated content material.
• Content Marketing: Content marketing involves developing and delivering valuable, relevant, consistent material to attract and
maintain a specific audience. Blog posts, articles, videos, podcasts, infographics, and ebooks are all examples of this. Content
marketing strives to educate, entertain, or solve issues, positioning organisations as industry thought leaders.
Developing an Integrated Marketing Communication (IMC) Strategy
• Integrated Marketing Communication (IMC) is a strategic approach that ensures all
marketing communication efforts work together cohesively to deliver a consistent and
unified brand message. Here are some critical steps to develop an effective IMC strategy:
• Set Clear Objectives: Identify the goals you want to achieve through your marketing
communication efforts. These objectives include increasing brand awareness, driving
sales, improving customer engagement, or launching a new product. Clear goals provide
direction and help measure the success of your IMC strategy.
• Identify Your Target Audience
• Understand your target audience’s demographics, preferences, behaviours, and needs.
This information will guide your communication message and channel selection.
Segment your audience to create personalized communication that resonates with each
group.
• Define Your Key Messages: Craft key messages that align with your brand identity and
resonate with your target audience. These messages should convey your unique value
proposition, address customer pain points, and differentiate your business from
competitors. Ensure consistency across all communication channels.
Developing an Integrated Marketing Communication (IMC) Strategy

• Select and Integrate Channels: Choose the Marketing Communication

channels that have to engage and reach its audience. Consider a mix of
online and offline channels, which includes advertising, PR, social media,
content advertising, and direct advertising. Integrate these channels to
deliver a seamless brand experience.
• Develop a Content Plan: Create a content plan that aligns with your IMC
strategy. Determine the types of content, topics, and formats that will
effectively communicate your key messages. Plan content distribution
across various channels and optimize it for each platform.
• Monitor and Evaluate: Regularly monitor and evaluate the performance of
your IMC strategy. Track key metrics such as website traffic, social media
engagement, lead generation, and sales conversions. Use data insights to
make informed decisions and continuously refine your approach.
What is Integrated Marketing Communication?
• Integrated marketing communications or IMC can be defined as the process that unifies
several marketing communication aspects such as social media, public relations, business
development rules, audience analytics, and advertising into a consistent brand identity
that remains constant across all media channels. Organizations can deliver a seamless
and engaging customer experience for their products or services and enhance their
image with all stakeholders.
• Integrated marketing communication combines both traditional and novel media
practices to communicate with the audiences. It is a holistic marketing approach that
includes the marketing strategy within the larger context of its business needs.
• Through IMC strategies and theories, marketing staff, brand managers, digital media
associates, and public relations officers can create and execute multi-channel
communication messages that can influence and target niche audiences.
• Integrated marketing communication tools are largely promotional tools that range from
SEO tactics to banner advertisements to blogs and webinars. Traditional marketing
communication elements such as billboards, newspapers, and magazines also form a
part of integrated marketing communication.
Benefits of Integrated marketing communication
• Through integrated marketing communication, marketers can effectively
communicate their brand story and message across all communication
channels and increase brand awareness. IMC is more cost-effective than
individual media as consumers are more likely to interact with brands
across social media platforms and forums.
• Integrated marketing communication offers companies a competitive
advantage that can boost their sales and revenue. This works well for small
and medium-sized businesses with limited marketing resources. Customers
immerse in communication and get help through all the stages of the
buying process. On the other hand, the organization consolidates its brand
image and nurtures relationships with its clients during the exchange.
Integrated marketing communication has the power to ensure a seamless
purchasing experience for the users and encourage them to become loyal
and long-term customers.
Steps in Integrated Marketing Communication
• An integrated marketing communications approach needs a lot of planning, deliberation,
and sustaining capacity. This is where a solid integrated marketing communication
strategy can help. The primary steps for an effective integrated marketing
communication strategy are:
• 1. Identify your target audience
• The first step in an integrated marketing communications strategy is to know your target
audience closely. This can be achieved by analyzing previous sales, buyer persona,
marketing data such as conversion rates. The overall scope of target customer
demographics must be understood through questions such as:
• Who are the competitors in the market?
• What are the main buyer personas in the target demographic?
• Through what medium does the target audience communicate?
• What is the average age and gender of the target customer group?
• The target audience can consist of qualified or unqualified leads, prospects, or
customers, and different communication strategies may work for different targets.
Steps in Integrated Marketing Communication
• 2. Create a budget plan
• Like any other marketing initiative, the marketing team must plan all the processes
associated with the integrated marketing communication to align with the company
budget and obtain feedback from the company’s CFO. The chief officers must monitor all
aspects of the communication plan budget, have a well-defined buffer and ensure that
the plan is going over the budget.
• 3. Identify your USP
• Adopting and communicating your key differentiators is needed to stand out amongst
the crowd of competitors. If a business recognizes its unique selling proposition, it can
reach a wider audience and expand its operations to new markets. As a result, they can
attract better prospects, enhance conversion rates, and stand amongst the top line of
enterprises.
• 4. Define your marketing communication methods
• One of the key parts of implementing a robust marketing communication strategy is
defining the methods that will constitute the strategy, such as style, platform, etc. The
first step in this process is defining the marketing objectives and goals to optimize its
marketing setup.
Steps in Integrated Marketing Communication
• Platforms
• Marketing analysts must determine what channels, platforms, and digital media
will serve as the best communication medium for the current market. For
instance, social media may communicate well for unqualified leads. At the same
time, chatbots may serve qualified leads better, while email can help deliver
messages to and maintain good relationships with loyal customers.
• Messaging style
• The messaging style and the brand voice are integral parts of marketing
communication. Marketers must conduct appropriate research to find out the
ideal messaging style to reach the target audience.
• Targeting and Frequency
• Once you determine the communication strategy, you also need to decide how
often you communicate with the target groups. You also need to analyze the data
to optimize future targeting. For instance, unqualified leads may require more
frequent communication than regular customers.
Steps in Integrated Marketing Communication
• 5. List Down Success Metrics.
• You must record, analyze, and use a set of metrics to gauge the success of
your present marketing communication efforts and formulate future
optimization strategies. Some common metrics you can consider are:
• Number of mentions you have received on social media
• Number of people who have signed up for newsletters
• How many people have visited your website
• What is the conversion rate for the existing marketing processes?
• 6. Execute, test, and reiterate
• Once the marketing plan is ready, you can begin to execute the strategies,
test their success against the set metrics, alter and optimize strategies as
you go. Marketing communications strategies must not be rigid but flexible
and have room for optimization.
Key Takeaway

• Marketing communication strategies offer several tangible benefits to

enterprises of all sizes. They allow businesses to create a concise plan
of action to reach the largest and most significant target audience and
improve their revenue, brand image, and market position.
IMC: Making an Impact with Marketing Communication

• Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t
know about it. That’s where promotion enters the picture: it does the job of connecting with your target audiences and
communicating what you can offer them.
• What Is Marketing Communication?
• Defining marketing communication is tricky because, in a real sense, everything an organization does has communication
potential. The price placed on a product communicates something very specific about the product. A company that
chooses to distribute its products strictly through discount stores sends a distinct message to the market. Marketing
communication refers to activities deliberately focused on promoting an offering among target audiences. The following
definition helps to clarify this term:
• Marketing communication includes all the messages, media, and activities used by an organization to communicate with
the market and help persuade target audiences to accept its messages and take action accordingly.
• Integrated marketing communication is the the process of coordinating all this activity across different communication
methods. Note that a central theme of this definition is persuasion: persuading people to believe something, to desire
something, and/or to do something. Effective marketing communication is goal directed, and it is aligned with an
organization’s marketing strategy. It aims to deliver a particular message to a specific audience with a targeted purpose of
altering perceptions and/or behavior. Integrated marketing communication (IMC) makes this marketing activity more
efficient and effective because it relies on multiple communication methods and customer touch points to deliver a
consistent message in more ways and in more compelling ways.
• Concept of Integrated Marketing Communication
• Marketing communications is a management process through which
an organization engages with its various audiences. Through
understanding an audience’s communications environment,
organizations seek to develop and present messages for their
identified stakeholder groups, before evaluating and acting upon the
responses.
• By conveying messages that are of significant value, they encourage
audiences encouraged to offer attitudinal and behavioral responses.
Marketing Mix

• Marketing mix is a set of tools which is used by the marketer to (for) satisfying the need and
wants of the customers’. It mainly includes; Product; Price; Place and Promotion.
• Promotion: Promotion is an activity of marketing through which the marketer try to promote
their goods and services among the prospective group of customers. The promotional mix of an
organization includes various elements through which the products are promoted among the
consumers.
These elements include:
• Advertisement
• Sales promotion
• Personal selling
• Publicity
• Public relation
• Direct marketing
• When the marketer collectively uses all the tools or elements of promotional mix to promote the
goods and services is termed as integrated marketing communication. Introduction, Concept and
Objectives of IMC
Need of Communication in Marketing
• What is IMC need in marketing? To answer this question first we need
to understand the simplest marketing system, through which the
answer will be depicted itself.
• The above figure demonstrates that an organization or a firm collects
necessary information about customer needs and wants as well as
demand with the help of marketing research and others means, then
they produces all such goods and services to sell them to the
customers in the market place. This is the stage where the
communication or marketing communication takes place a vital role.
• Through which the marketer inform the customers about the
available goods and services and try to create an image for their
product and services through positive association with customer’s
feelings with their products and services.
Process of Marketing Communication
• The process of marketing communication is an extension of the process of communication;
• In general communication is a process of sharing idea, thoughts, message and suggestion by one person to another person,
which involves following main elements :
• Idea/ Message: the idea or message is called the subject matter in the communication process because without the subject
matter the process of communication cannot be initiated.
• Sender: the person who initiates the process of communication is called a sender. The sender usually send the message to the
receiver.
• Encoding: is the process of converting the message into meaningful symbols is called encoding. Here the sender convert the
message into words, picture, symbol or any other form, which could be easily understandable for the receiver. This element of
communication is very much important for the both the sender and receiver.

• Medium: medium refers to the channels or methods through which the sender send or pass the message to the receiver.

• Decoding: the process of understanding the message from the side of receiver is called decoding.

• Receiver: the person who receive the message send by the sender is called receiver.

• Feedback: the response of the receiver on the message of sender is called feedback.
Marketing Communication Mix
• Generally, marketing communication mix is an integrated term that
includes personal selling, direct response marketing, sales promotion,
media advertisement, and public relations.
Meaning of Advertising Management
• ADVERTISING MANAGEMENT
• Introduction
• The advertising management has emerged as a new discipline where
the study of planning, organizing, directing and decision making is
learnt. Various principles, objectives, techniques, and strategies of
advertising have been developed and with the study of those
techniques, a successful and effective advertising campaign may be
carried out.
• Definition
• According to American Marketing Association, “Advertising is any
paid form of non- personal presentation of ideas, goods or services by
an identified sponsor”
Classification of Advertising

• Advertising may be divided into four main categories:

Area, audience, media, and function. This
categorization method can help business owners
better understand the numerous aspects of
advertising and organize their advertising initiatives.
Let’s examine all significant categories:
Classification on the Basis of Area
• Advertising can be classified based on its target geographical area. This categorization greatly influences the reach and breadth of
the advertising campaign. Following are the various categories of area-based classification:
• Local Advertising:
• Local advertising focuses on a particular city, town, or neighborhood. Local marketing works best for small firms that want to reach
a specific area. Local newspapers, direct mail, and regional television and radio stations are some of the media outlets utilized for
local advertising.
• Regional Advertising:
• This advertising focuses on a particular state or region. Enterprises with many sites within a single region or businesses aiming to
reach a specific region should use regional advertising. Regional magazines, newspapers, and local television and radio stations,
are among the media outlets utilized for regional advertising.
• National Advertising:
• This kind of advertising aims at the entire nation. National advertising is perfect for companies with a national presence or a good
or service with broad appeal. National periodicals, newspapers, television networks, and radio stations are some of the outlets
utilized for national advertising.
• International Advertising:
• A worldwide audience is the objective of this kind of advertising. Businesses with a global presence or with goods or services that
are popular worldwide should use international advertising. International periodicals, newspapers, television networks, and radio
stations are some of the media outlets utilized for global advertising.
Classification on the Basis of Audience
• Advertising can be classified based on the target audience. This classification is essential
to identify the target demographic and ensure that the advertising campaign successfully
reaches the target audience. Following are the various categories of audience-based
classification:
• Demographic Classification:
• A specific demographic, such as one based on age, gender, income, education, or
employment, is the focus of this categorization. Demographic categorization suits firms
aiming to reach a specific population, such as teens or elders.
• Interest-based Classification:
• This categorization focuses on a particular interest group, such as sports fans and tech-
savvy or eco-conscious shoppers. Businesses that want to market to customers with
specific hobbies or interests can use interest-based categorization.
• Behavioral Classification:
• Consumers are targeted in this way depending on their actions, such as past purchases,
internet activity, or brand loyalty. Businesses that target clients with particular habits,
such as repeat customers or those who have expressed interest in a specific good or
service, can use behavioral categorization.
Classification on the Basis of Media
• Advertising may be categorized based on the media utilized to spread the advertising message. This categorization is essential for
choosing the most effective media to communicate the advertising message to the target audience successfully. The many media-
based categorization categories include:
• Television Advertising:
• Television is the media used by this advertisement to spread its message. Businesses with a big budget and a broad target
audience should use television advertising. By advertising television, companies may communicate visually and audibly with a big
audience.
• Radio Advertising:
• Radio is used in this sort of advertising as the medium to spread the message. Businesses with a focused target demographic, like
commuters, and a tight budget can consider radio advertising. Companies may transmit an audio message to a specific audience
through radio advertising.
• Print Advertising:
• Print media, such as magazines and newspapers, are used in this sort of advertising to communicate the message. Businesses
targeting particular groups, like the elderly or professionals, should use print advertising. Companies may communicate a visual
message to a specific audience by using print advertising.
• Outdoor Advertising
• Public signs, billboards, and posters are all examples of outdoor advertising. Businesses wishing to reach a local audience and raise
awareness in a particular location should turn to outdoor media.
• Digital Advertising
• Online advertising falls under this category, including display advertising, search engine advertising, social media advertising, and
mobile advertising. Businesses wishing to reach a target audience through digital channels, such as the internet and mobile
devices, should use digital media.
Classification on the Basis of Function
• Advertising may be categorized depending on what it does or serves. The aims and goals of the advertising campaign must be
based on this categorization. Following are the several categories of function-based classification:
• Informative Advertising
• This type of advertising aims to educate the target market about a new good or service. Businesses launching a new product line
or presenting a new service to the market should use informative advertising. Informative advertising aims to raise awareness of
the product or service and educate the target audience.
• Persuasive Advertising
• This kind of advertising persuades the target market to do something, like buy something or join up for a service. Businesses
aiming to boost sales or gain market share should use persuasive advertising. Effective advertising aims to persuade the target
audience to do something.
• Comparative Advertising
• In this kind of advertising, a product or service is contrasted with one offered by a rival. Businesses that want to distinguish their
goods or services from those of competitors and emphasize their unique qualities and advantages should use comparative
advertising. Comparative advertising seeks to convince the target market that the item or service is superior to the rivals.
• Reminder Advertising
• This kind of advertising aims to remind the target market of a good or service. Businesses wishing to sustain brand recognition and
keep their product or service top-of-mind with the target audience could turn to reminder advertising. Reminder advertising seeks
to maintain a brand’s product or service in mind while also prompting its target market to take action.
Classification on the Basis of Advertising Stages
• Advertising can also be classified based on the stages of the advertising campaign. This
classification is crucial in determining the objectives and goals of the advertising campaign and
ensuring that the message effectively reaches the target audience. The different types of
advertising stages are:
• Awareness Stage
• This stage aims to inform and raise awareness of the target market about the good or service. The
awareness stage seeks to spark curiosity and establish a favorable impression of the item or
service.
• Consideration Stage
• This phase persuades the target market to think about the item or service. Creating interest and
motivating the target audience to act are the goals of the contemplation stage.
• Conversion Stage
• This stage aims to convince the intended audience to perform a specific action, such as making a
purchase or signing up for a service. The conversion stage’s goals are to boost revenue and
expand market share.
• Loyalty Stage
• Building and keeping consumer loyalty is the fundamental goal of this stage. The purpose of the
loyalty stage is to keep consumers and raise satisfaction levels.
Steps in Advertising Process
• “Mass demand has been created almost entirely through the development of Advertising”
• Calvin Coolidge in the New York Public Library.
• For the development of advertising and to get best results one need to follow the advertising process step
by step.
• The following are the steps involved in the process of advertising:
• Step 1 - Briefing: The advertiser needs to brief about the product or the service which has to be advertised
and doing the SWOT analysis of the company and the product.
• Step 2 - Knowing the Objective: One should first know the objective or the purpose of advertising. i.e. what
message is to be delivered to the audience?
• Step 3 - Research: This step involves finding out the market behavior, knowing the competitors, what type of
advertising they are using, what is the response of the consumers, availability of the resources needed in the
process, etc.
• Step 4 - Target Audience: The next step is to identify the target consumers most likely to buy the product.
The target should be appropriately identified without any confusion. For e.g. if the product is a health drink
for growing kids, then the target customers will be the parents who are going to buy it and not the kids who
are going to drink it.
• Step 5 - Media Selection: Now that the target audience is identified, one should select an appropriate media
for advertising so that the customers who are to be informed about the product and are willing to buy are
successfully reached.
Steps in Advertising Process
• Step 6 - Setting the Budget: Then the advertising budget has to be planned so that there is no
short of funds or excess of funds during the process of advertising and also there are no losses to
the company.
• Step 7 - Designing and Creating the Ad: First the design that is the outline of ad on papers is
made by the copywriters of the agency, then the actual creation of ad is done with help of the art
directors and the creative personnel of the agency.
• Step 8 - Perfection: Then the created ad is re-examined and the ad is redefined to make it perfect
to enter the market.
• Step 9 - Place and Time of Ad: The next step is to decide where and when the ad will be shown.
• The place will be decided according to the target customers where the ad is most visible clearly to
them. The finalization of time on which the ad will be telecasted or shown on the selected media
will be done by the traffic department of the agency.
• Step 10 - Execution: Finally the advertise is released with perfect creation, perfect placement and
perfect timing in the market.
• Step 11 - Performance: The last step is to judge the performance of the ad in terms of the
response from the customers, whether they are satisfied with the ad and the product, did the ad
reached all the targeted people, was the advertise capable enough to compete with the other
players, etc. Every point is studied properly and changes are made, if any.
• Creative Aspects of Advertising
• Advertising Appeals
• A vast amount of time, money and energy go into the creative work of developing
advertising appeals to influence the buying behaviour of consumers.
• Through various appeals, advertising influence, rationally or emotionally, the
prospects' purchase decisions.
• For this purpose, they take the help of varying product features or attributes in
their ad appeals, or seek to influence consumer perception of, and changes in
consumer attitude to, the advertised product or brand.
• Types of Appeals
• Appeals are broadly classified as rational, emotional and moral appeals. Ad
appeals may also be classified as productoriented or consumer-oriented.
• Rational appeals - are those directed at the thinking process of the audience. They involve some sort of a deliberate reasoning process, which a
person believes would be acceptable to other members of his social group. A rational ad becomes believable and effective. Rational appeals as the
name suggests aims to focus on the individual’s functional, utilitarian or practical needs for particular products and services. Such appeals emphasize
the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. Print media is
particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products
that are complex and that need high degree of attention and involvement. Emotional appeals are those appeals, which are not preceded by careful
analysis of the pros and cons of making a buying. Emotions are those mental agitations or excited states of feeling which prompt us to make a
purchase.
• Emotional appeals - are designed to stir up some negative or positive emotions that will motivate product interest or purchase. An emotional appeal
is related to an individual’s psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated
or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much
difference between multiple product brands and its offerings. Emotional appeal includes personal and social aspects.
• Moral appeals - are those appeals to the audience that appeal to their sense of right and wrong. These are often used in messages to arouse a
favourable response to social causes, such as prohibition, adult literacy, social forestry, anti smuggling and hoarding, consumer protection, equal
rights for women, social responsibility projects of corporations, rural development, siding weaker sections of society, employment generation, and so
on.
• Direct Appeals - are those that clearly communicate with the consumers about a given need, followed by messages that extol the advertised brand as
a product that satisfies that need. In Industrial advertising, some ads may have a direct appeal, satisfying the customer's technical need; but, in
consumer advertising, the direct appeal plays a very limited role.
• Indirect Appeals - are those that do not emphasize a human need, but allude to a need. Because advertisers understand the influence of needs upon
selective perception, they leave some ambiguity in the message so that the consumers may be free to interpret it and the need to which the
advertiser is appealing. Since this interpretation of the consumer is not difficult, there is no risk involved in keeping the ambiguity in the message.
Indirect appeals are either product-oriented or consumer-oriented, or may be a combination of the two.
Advertising Agencies - Meaning, its Role
• “The work of a tailor is to collect the raw material, find matching threads, cut the cloth in desired shape, finally stitch the cloth and deliver it to the
customer.”
• Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to the client. Advertising
agencies are mostly not dependent on any organizations.
• These agencies take all the efforts for selling the product of the clients. They have a group of people expert in their particular fields, thus helping the
companies or organizations to reach their target customer in an easy and simple way.
• The first Advertising Agency was William Taylor in 1786 followed by James “Jem” White in 1800 in London and Reynell & Son in 1812.
• Role of Advertising Agencies
• Creating an advertise on the basis of information gathered about the product.
• Doing research on the company and the product and reactions of the customers.
• Planning for type of media to be used, when and where to be used, and for how much time to be used.
• Taking the feedbacks from the clients as well as the customers and then deciding the further line of action
• All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the
accounts also. Then why do they need advertising agencies? The reasons behind hiring the advertising agencies by the companies are:
• The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc.
• The agencies make optimum use of these people, their experience and their knowledge.
• They work with an objective and are very professionals.
• Hiring them leads in saving the costs up to some extent.
Functions of Advertising Agencies
• The list of top functions of advertising agencies is listed below.
• Proper Research Before launching an advertising campaign, there are so many things to consider
such as targeted audience, targeted platform, competitor’s performance in the market, the
current situation in the market, future possibilities in the market, and a lot more.
• Without proper research, the marketing campaign wouldn’t be successful. A top ad agency will
always do in-depth research to make the most profitable outcome.
• Social Media Management This is an important function of an advertising agency. The
advertisement agencies will manage the social media pages of clients.
• They also provide the best social media marketing services to reach more clients. Their social
media marketing strategies will increase clients’ online interaction and digital footprint.
• Client Management Client management and bringing in new clients are important functions of an
advertising agency. Because the whole business’ success is depending on the clients. The top ad
agencies use their own advertising abilities to attract clients.
• Establishing Public Relations One of the main functions of an advertising agency is to establish
excellent public relations (PR). PR represents the practice of maintaining an organization’s
reputation by conveying a positive brand image. Therefore, the agencies that can do this properly
can also be considered as the best branding agency.
Functions of Advertising Agencies
• Campaign Planning
• One of the key responsibilities of an advertising agency is to plan targeted
advertisement campaigns. The agency will decide the best media platform to
advertise on. The information they gathered from the research stage will be used
for the planning.
• Executing the Plan
• After planning, the experts in the ad agency will execute the plan. The
copywriting, photograph selection and graphic designing occur in this stage.
• The agencies may have in-house graphic designers for delivering the best graphic
designs or they may outsource the services to top graphic design companies.
• What Are the Functions of Advertising Agency – In Short
• The functions of an advertising company include market research, social media
management, client management, establishing public relations, campaign
planning and execution, and more. They mainly use digital marketing methods for
reaching more people.
THANK YOU!!