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10Advertising Agency 11Functions Advertising agency is a business that assists advertisers in all stages of the advertising process - from account management and planning to message creation media planning and research Bergh Katz 1999 p29 In another words advertising agencies are service companies that specialise in planning and execution of advertising programmes for their clients Belch Belch 1990 p61-63 An advertising agency acts on the basis of an assignment placed by the client in which the client also delegates some decision making authority to the agency Mills 1990 In most cases the agency makes the creative and media decisions Often it supplies supporting market research as well and may even be involved in the total marketing plan The activities undertaken and the amount of autonomy allowed to the agency vary from one relation ship to another Aaker Myers 1987 p10 Advertising services can be defined as packages of activities that are offered to other companies and which concern the planning production and or delivery of advertising Advertising services are bought and designed to improve the purchasing companys performance and well-being Wilson 1982 Advertising is expected to influence the attitudes intentions and behaviour of the clients customers and thus increase sales and contribute to the growth of the client company The core of any service is linked to the benefit it offers to the buyers Therefore in buying advertising services companies are purchasing knowledge and creativity embodied in individual people Creativity is the heart and soul of advertising services and consequently a vital resource in every business relationship Halinen p28 The following are the characteristics of advertising agency Intangibility The advertising services acts planning production and delivery of advertising are all essentially intangible activities despite the fact that the knowledge and creativity are often translated in tangible forms eg written briefs research reports commercials and advertising videos etc The outcomes of advertising
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