The Power of a Media Advertising Company
A Media Advertising Company is a company which strategizes and develops advertisements on behalf of an advertiser or a client (as advertisers are referred to in advertising parlance) to be deployed across the various mediums of advertising such as print, electronic, internet and outdoors.
The advertising company begins by first assessing the products or services which the client intends to promote and market. Then comes the important part of identifying what exactly does the client want to achieve through the intended advertising campaign – does the client want to introduce a new product or brand, reinforce an existing brand through reminders leading to repeat sales, counter competition and so on. It is important for the objectives of the client to be very clear at the very beginning itself as all other activities then hinge on this clarity. The budget allocated for the advertising campaign is another important factor which the media advertising company needs to be aware of.
The next step would be an in-depth research on the consumer base and identify that segment of the market that would be the most receptive to the advertiser’s products and services. The advertising company would go deep into the profiles of the intended target audience and understand every aspect of their lifestyles – how they work, play, shop, entertain and maybe even their fears and insecurities. The development of the advertisements would be based on the information gathered during this analysis.
Having all the needed information in place, the media advertising company then moves into its core function which is the actual developing of the advertising campaign. The creative heads at the company work out exactly “what” the advertisements should convey about the products or services and more importantly “how” they should convey the advertising message. It would be pertinent to mention here that the success of an advertising campaign usually depend upon the following factors:
1. Creative appeal of the advertisements in terms of design and production for example the use of a catchy jingle.
2. The ability to connect to the emotions of the audience.
3. How the advertisements “differ” from others.
Then comes the actual creating of the advertisements using the services of photographers, copywriters, models, graphic artists, film crews and musicians to create pictures and videos which are appealing to the senses and effective in conveying the intended advertising message. This is a complex task which involves a lot of co-ordination and also ensuring that the budgets set are not stretched.
Although the main work of a media advertising company is creative in nature, these days such companies provide end to end services in managing the entire advertising campaigns of the advertisers which includes the actual placement of the advertisement in the various media and following it up with the assessment of the effectiveness of the campaign and the public response to it. Based on this, the media advertising company makes modifications if needed in the campaign and also designs various promotional strategies to bolster and reinforce the impact of the advertising campaign.
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