Why a company need an ad agency when they have brand managers etc? what are the benifits of having an ad agenc
Answer:
The four Ps of marketing: Product, Price, Place and Promotion. The Brand Manager is the generalist to use a medical analogy. The advertising agency is a specialist.
Brand managers are the brand experts, not the advertising people. Brand managers are usually more analytical and project manager types than the creative engines that advertising agencies provide. Brand managers are more so to review and report numbers and manage a team across departments related to the price, place, production and promotion of the product. Advertising agencies come up with the creative and graphic depictions of the product. They also do the graphic design and copy (text/script of the ad).
ad agencies bring market knowledge into the company. They (are supposed to) know what type of commercials work better, how your competition is doing, what are the new trends in advertising, etc. Brand managers have to determine the product and brand strategy - generaly speaking. The ad agency creates the communication material, thus the advertisers are creative and imaginative people, that try to put in paper/tv/radio/whatever a message that the brand manager wants to pass to the market. Some companies pas their strategic responsability to the ad agencies, which is wrong.
Hi,
I found an article and many more related to your questions at http://www.advertising-world.info/advert.
They cover that topic and more also related to advertising agencies.
Karl
Brand managers are responsible for the brand. An ad agency's strength is in their leverage. If a company, on its own, hires creative designers to do their advertisements, copywriters, media buyers and planners and negotiators, and then outsources media production for some of these things, they're overhead will soar. The fact is that most companies don't do enough of these things, on their own, to merit hiring all the people needed.
But if they use an agency, they're only paying for what their using. The agency can leverage media and production costs because they have many clients and the volume of work they do in these fields is much larger. Although their hourly rate may be high, they can actually save the client money by being far more efficient.
Also, there's the cutting edge creative that most agencies offer. Internal designers just work on one brand all day, every day. Sometimes brands get stale. An agency is a good way to freshen up some of the creative assets by employing people that work on many different projects, many different brands, and many different clients.
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