Advertising Agency tasks
Can you justify the outlay for media buying and media planning agencies?
First of all, the fundamental thing to consider is whether or not you need to take on the media advertising services of an advertising agency.
If you have the potential for advertising design services and media placement in a large variety of advertising media, then an investment in a media buying agency could be a good move.
However, before you sign on the dotted line there are a few things to note.
The agency is solely responsible for giving you the very best return on investment and to do this they will probably involve a number of key people within the agency set up.
Make sure you ask particular questions of these people to see if they know their stuff. If you have a favourite media like new media advertising or magazine advertising, ask who has experience in that media and ask them to give you examples of other satisfied clients, as well as case studies of media programmes.
The four main sectors of an ad agency are:
- The account Managers - these people have the responsibility to work on the specific needs of the client. These duties will include initial thoughts on ad strategies and will work very closely with the key contact.
- The creative team - these tend to be the people with good ideas and concepts in advertising, as well as have a great knowledge in designing advertisements through various graphic design tools.
- Researchers - people who are responsible for asking questions and gauging interest before, during and after the advertising campaign
- Media planner and buyer - this person matches the advertising design and target market to the required media - they will be involved in negotiating the final deals and offer media buying services by placing adverts in suitable media formats. They can also work very closely with the account manager.
Remember, advertising agencies are there to provide a top-level service and to keep you informed of developments at every stage. You should have a very close relationship with your agency and you are certainly onto a winner if they are prepared to go that extra mile for you.
To take a look at a specific list of agencies, go to our agency database.
Also see:
Media Buying News
Buying Media Services
Internet Media Buying
Media buying agencies