Assignment 3 CCP Essay example

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Assignment 3
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An advertising agency creates, plans and manages all aspects of a client's advertising. Advertising agencies can specialize in specific areas, such as interactive advertising, or they can be a full-service agency that creates advertising materials like brochures, catalogues, direct mail, print ads, radio and TV commercials, sales letters, etc. Most agencies are their own independent company that handle many types of clients and their different advertising needs.
There are a number of advertising agencies throughout Northern Ireland, some of these include:-
Ardmore
This is a well-known advertising agency in that work for a large number of popular companies in Northern Ireland such as-
Belfast City Council
Belfast Met
Castle Court
Coca-Cola
Dale Farm
Belfast Telegraph
Lifeline
PSNI
Queens University
Tayto
Translink
They offer a number of different services:
Advertising- TV, radio, press, outdoor and digital as well as a strategic approach to creative campaigns.
Design- logo and brand development, brochures, annual reports and packaging concepts.
Digital- developing apps and mobile optimised sites, intuitive websites and social media strategies.
Media- combining audience profiling with strategic media planning.
Walker Communications
This advertising agencies have two main offices in Holywood Co. Down and in Dublin and do not work at such a large scale compared to Ardmore. Walker Communications work more for local businesses whereas Ardmore would for big brand, well-known companies.
However, they do work for a small number of well-known businesses such as:
Supervalu
Ulster Bank
Centra
Power NI

Types of Agencies

Full Service- This type of advertising agency handles all the details of the advertising process for the clients. It usually plans, produces, creates and places the advertisement. Likewise, the agency can also help in providing marketing services that include trade shows, sales promotion, newsletter, annual reports and exhibits. This means that this type of advertising agency provide services such as account management, media planning, creative development and production as well as buying and research services.
Creative Boutiques- This advertising agency is responsible in creating the actual advertisements. Apparently, this type of advertising agency creates interesting and imaginative advertising themes. Likewise, they also produce original and innovative advertisements. However, hiring the service of creative boutique would require hiring another advertising agency that can perform the buying, planning and other administrative functions related to advertising.
In-house- This type of advertising agencies is usually owned by advertisers themselves. This agency and full-service agency has similar functions and organizational structure. In like manner, the owner of in-house agencies can expect for good revenue from the commission obtained from different agencies advertising their work.
Specialized- Specialized advertising jobs are taken care of by specialized agencies. They cater certain fields that include finance, social advertising, medicine, outdoor advertising and many others. That is why if you need specialized advertising jobs this is the right agency to head on.
Media Buying- This type of advertising agency is responsible in buying television and radio time. After which they will resell it to other advertising agencies. Once the advertisements are sold they will monitor if it runs in various stations.

Agency Services

Planning- Those in the planning department of an advertising agency are responsible for analysing and the interpretation of market research reports which they have custom-built. They are an essential source of objective information.
Creative- The first internal agency team members to see the brief tend to be the creatives and the media planners. The brief contains a ‘proposition’ that the client wishes to communicate to the target audience. The creative team will
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