Advertising agency Midlands

So, what is an advertising agency?

The most common perception of an advertising agency is a company that undertakes marketing communications activity using commercially available media streams. These could be broadcast (radio and TV), print (newspapers and magazines) or digital (online). Most people would expect the agency to take on the creative aspects of conceptualising, creating and producing the advertising content. Some advertising agencies might also take care of media buying, although there are media buying companies that specialise in this field.

The problem with this perception is that it is very narrow. Advertising in its strictest definition is the act of publicising something, be it a company, organisation, event, product, service, person or any other subject.

As such, advertising encompasses all methods of promotion, from sending a party invitation to friends and family to an international through the line promotional campaign for a new car.

An advertising agency should, therefore, be able to provide the full range of marketing communications needs. Most would draw the line at sending invitations to friends and family, but a good advertising agency will be fully conversant with the principles of marketing and marketing communications. They will be able to understand what the customer’s requirements and objectives are, then devise, design and deliver a promotional campaign which best suits these needs.

The advertising campaign should consider many factors in achieving these aims – company/organisation ethos, brand image, target markets, existing and potential customers, desired results, budgets and so on – and comprise solutions which provide the best fit.

The most effective solutions will rely on the advertising agency gaining a good understanding of the client’s business; image, position in the market (and position it wants to reach), the markets in which it operates (geographical, business, consumer, seasonality, etc.), the target audiences within those markets, competitors, competitor activity, potential problems, previous promotional activity, etc.

It would be very rare for a comprehensive advertising campaign to consist of a single advertisement placed in a single journal. Successful advertising campaigns incorporate a mix of promotional tools, each designed to contribute towards the same goal, but in a slightly different way.

Advertisements in appropriate media could be used to carry direct promotional messages for immediate and sustained impact to establish and maintain awareness throughout the campaign period; public relations activity could be used to inform and educate, possibly change perceptions; social media campaigns can be used to drive traffic to a website and project brand image… the range of activity and methods is broad and varied. Creative approach and concepts are limitless.

Whatever the advertising agency recommends should be relevant to its client and the markets in which it operates and have due regard for the resources available. The advertising campaign should be feasible, achievable, affordable and, ideally, measurable.

Publicity Services is an advertising agency based in the Midlands, less than half an hour from Birmingham.

Established more than 30 years ago, the company has a wealth of experience in the creation and delivery of all forms of marketing communications, including:

With such an enormous wealth of experience and resources, the company is also able to offer a range of marketing management and consultancy services, including interim marketing management, market research and strategy advice.