Today, the advertising job has become so complex that normally, no company firm chooses to handle the function directly. They employ advertising agencies. And the advertising agency has developed into a major institution in the field of advertising and marketing.
The advertiser- advertising agency relationship is certainly a crucial element of advertising management. Only once the advertiser and the advertising agency work in close contact and collaborate with each other can the advertising function can be done effectively and effectively. The collaboration is not tied to the mechanics of developing the advertisements; it must pervade the whole task of promoting communications.
The firm as well as the agency must communicate in media selection, theme development, message construction and copy development. It is essential that the agency supply established track record information about the firm, its products and markets, the buyer, the competition and the channels. The agency must become an ‘insider’ and right on the ‘fact finding stage’; full collaboration relating to the firm as well as the agency has to be established.
The company also needs to have a correct thought of the marketing and communication objectives in the firm; how the particular product/brand is positioned or proposed to get positioned, and just how another portions of the marketing mix, like distribution and pricing, are conceived and handled by the firm.
In the modern context, expertise in just advertising related matters is not sufficient on an advertising agency to ensure success. It must use a comprehensive appreciation of all the elements of marketing. The advertising agencies need to find more and more professional expertise, again, not only in advertising-related matters, but additionally in most aspects of marketing. They should appreciate that advertising strategy of advertising. Their advertising effectiveness could be proportionate towards the extent that they’re alert to the overall proportions of marketing.