Advertising and promotion
1. Explain your agency’s position in the communication industry and the other parties that it liaises with to create communication campaigns.
The agencies position in the communication industry is formed by the need to be part of four principle sectors. The communications industry consists of four principles which are:-
• Agencies
• Media
• Clients –advertises
• Support Organisations
• Agencies
The agencies position in the communications industry is a client based advertising position that develops a campaign to advertise to attract the target market for other business who is the agencies clients.
“Agencies act on behalf of clients to develop implement and evaluate either part or all of a marketing communications campaign.” (Fill C. 2006 pg. 359)
The role of a communication agency would have to come up with the planning of advertising campaigns, witch are creatively designed to capture the end consumers attention. In addition the agency is responsible to provide all the media contacts and the purchase of materials used to design the adverts. The agency would also have to monitor and evaluate the results and make any improvements that need to be made.
The agency is an extra cost to Dorma who want to market there goods with the use of the agency to handle the work load of advertising and gaining professional results. In addition the agency is external there would be an addition cost factor taken on board to recruit advertisings agencies.
Types of Agencies
There are different types of advertising agencies and the two main ones are internal and external. Internal advertising is know as “In- house” and external are known as “Full service Agency” ...