Advertising agencies. Myths about advertising agencies

Everyone knows that an advertising agency is a group of people engaged in … But not everyone is able to tell what they are doing clearly. Someone represents their main function is increasing the number of sales, someone – promoting the goods.

For some, the advertising agency stimulates client spending, it is also the place where the boldest ideas come true. As a result, people far from the advertising world, weakly imagine the true goals and objectives of the agency. Hence, it is not surprising the generation of a string of myths, which we will consider.

The advertising agency only places your advertisement.

First of all, it should be noted that advertising agencies are different. Today even those organizations that are just busy printing business cards are already in a hurry to declare themselves an agency of this kind. In reality, there are full-service advertising agencies that organize a full range of services of this kind. This can begin with the development of the concept, and continue with design, media planning and placement and other nuances of advertising. In addition, there are highly specialized advertising agencies, these are BTL agencies, creative agencies and so on. Summing up, we can say that the advertising agency can deal with absolutely all matters in this sphere, and not only with the placement of advertising. Do not forget about a clear specialization in some of these institutions.

The advertising agency and PR agency are one and the same.

PR, or Public Relation is an independent industry that deals with public relations and the formation of public opinion. Figuratively speaking, it is possible to present advertisers and PR-specialists as close as the dentists with physicians. Although they work in different directions, they still have something in common. If advertising can be learned, practicing constantly and being in the corresponding world, then PR requires special training. In this field, it is not possible to achieve success accidentally, it is necessary to know the necessary technologies. Often to carry out a certain project with PR elements, advertising agencies invite the relevant specialist from outside. Not all companies allow themselves to maintain their own PR-specialist. A person of this profile must have communication skills, intuitively understand the situation developing in the media market, know who exactly needs to communicate and whom to attract. PR-kshchik must understand all the secret mechanisms of influence on the client and the audience as a whole, be able to maneuver between them. This is very difficult, such skills really need a long time to train, spend a lot of energy, and without the appropriate talent can not do.

It is better to order advertising in your own department than from a specialized agency.

This is a myth, as every business should be handled by a professional. If a person wants to sew his own clothes, clearly representing its color, style, then he will turn to the tailor, and will not cut himself. Similarly, with the advertising campaign, the client knows his product well, its quality characteristics, perhaps even better than others, but there are difficulties in effectively promoting the service or product on the market, because an advertiser is needed. It is reasonable that the client will come with his knowledge to the professional, trusting him. The customer reports what he has, and what he would like to receive. This, however, is an ideal position, in fact, clients are trying to decide for themselves how an advertising company will occur, although this approach is fundamentally wrong. Wanting to get tangible results, it is worthwhile, however, to work with professionals, referring to advertising agencies.

The best place for advertising is always the media, and advertising agencies are just intermediaries.

This is not true, first of all – who determines which newspaper or radio station should be used in general? And is there a need for this? The answers to these questions can be given only by an advertising agency that already has its own studies of the market, the audience, press ratings, TV and radio channels.Possession of such information automatically makes the agency not an intermediary, but already an adviser of where it is better to distribute the advertising budget with maximum efficiency. After all, simply investing in advertising on the most popular channel or newspaper is the easiest way, but often not always effective.

Placement of advertising through the agency goes more at the expense of their prices.

Long-term partners have long concluded that advertising through agencies is beneficial for all parties. Some clients even hold tenders, choosing a partner for themselves, which stimulates the agencies to show their best qualities. Money should be spent wisely, the RA helps to do this. After all, the main thing is not the quantity of advertising, but its quality. Any ingenious movie can not “shoot”, if it is placed in the wrong place. So, cooperation with the agency will help to save money through a thoughtful advertising campaign.

For professional advice, it is better to contact the radio or the publisher.

In this case, it is not surprising that every channel or newspaper will extol its capabilities and circulation. Will this be true information? The advertising agency is not engaging the media, it is able to offer a truly objective point of view. After all, the main thing in the work of such specialists is not the choice of a specific publication for the placement of advertising, but the selection of the most profitable option, both in price and in return, for the client.

The advertising agency helps to increase sales.

Increasing the number of sales is the work of advertising! But the advertising agency helps to earn additional funds for this, building in this direction this part of the business. Many consider the advertising agency the “fifth wheel” in business, ideally – it is an indispensable assistant and partner in entrepreneurship. These structures do not just fulfill the customer’s wishes, they advise him and strengthen business opportunities. Ultimately, the client comes to the understanding that a certain part of the work can be entrusted to an advertising agency you like. In turn, the agency comes to the conclusion that its main task is not to force the client to spend as much money as possible, but to help them to earn money. When the goals of both sides coincide, the growth of incomes will not be long in coming. Today, a new system of payment for the services of advertising agencies is being built all over the world. Payment is directly associated with the effectiveness of the advertising campaign. Only in our realities this approach is often difficult to implement – clients are not always open and ready to provide all the financial information for carrying out the relevant analysis, and therefore the preparation of the campaign itself. The absence of such data does not make it possible to accurately predict the growth in sales, therefore, the agency can not bind the payment of its labor to the said efficiency. And unlike the western markets, the advertising agencies themselves are quite closed in the face of customers. As a result, there is no transparency in the client-agency bundle, which prevents the transition to new payment options.

If you submit advertising directly to television and radio, there will be more guarantees about the timeliness of the exit on time and without errors.

In reality, on the contrary, direct advertising in the media reduces the likelihood of its timely exit, compared to work through the agency. The fact is that from the side of the clients of the work on the direct submission of information is usually piled on one person, who needs to run through several radio stations, newspapers, TV channels and everywhere to place the necessary information. After that, we still need to make sure that everything goes smoothly and on time. It is worth mentioning about the control of payments, the receipt of relevant financial documents … And all this is the work of one person! In the case of hiring an advertising agency, it takes all these worries on itself, answering both for the proofreading of the text, for the terms, and for the payment.Of course, there are also failures, because there are no ideal situations, but mistakes can arise at all from the client’s side, we can not ignore the notorious human factor.

Advertising agencies have a price list for all their services.

Such a document simply does not exist, because it is not a hairdresser or a restaurant. Prices are formed taking into account the wishes of the client – what exactly he wants advertising and how much. The strategy of actions is discussed, on the basis of this, a further budget is being formed. That’s why the price lists simply do not make sense. The existence of such a document indicates one thing: it is an unprofessional firm that operates under a bell sign, but can really do, for example, only the printing of business cards.

The advertising agency already knows what the customer needs.

Actually, there are no telepaths in the advertising agency, there are ordinary people who are not gifted with the ability to read other people’s thoughts. Therefore, the client is invited to clearly and clearly state on paper all that he wants to receive from the advertising campaign in order to avoid misinterpretations of his words and wishes. The presence of such a document protects the agency from false accusations and allows you to calmly fulfill the specific wishes of the customer, without wasting time trying to guess his true wishes.

Advertising agency does not necessarily need to know all the nuance about the product being promoted.

Quite the opposite. The client should be extremely honest about telling advertisers about the characteristics and properties of their products, sometimes even should tell about the financial performance. The customer can calculate that not all the details are important, but the advertising agency needs to know everything. After all, this is how good and effective advertising will turn out, which will emphasize the true virtues and shade the shortcomings. Only this approach can increase sales.

Beautiful creative works are created by advertising agencies solely for the sake of winning at specialized exhibitions or festivals.

The main task of any agency is not another diploma on the wall, but a good job, which will lead to an increase in the number of sales. Myth is the idea of ​​creatives as crazy people, creating bright festival works and only. The plan of an advertising campaign is always strategically thought out, only then a good creative (and without it nowadays anywhere) can help increase sales and raise the level of the client’s income. There are no such agencies that use their clients to create creative work only for the festival. Of course, participation in such kind of events is pleasant, as pleasant as winning, but customers are attracted not by the number of diplomas on the wall, but by the real effectiveness of the advertising campaign.

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