Research Functions For Clients

The basic raw material for creating good advertising campaigns for website designer’s small business is information. Ad agencies required information about the product and its competitors, the company and its competitors, the market place, the consumer, the media, the circulation, readership, listenership and so on.

Web based clients provides some of this information. But for rest of the information, agencies conduct research. However, only a few agencies the world over provide this research service on their own. They usually depend on readymade material prepared by specialist research organizations or ask these organizations to conduct the required research.

Developing great selling ideas and advertising that is liked and acted upon is perhaps the very objective that every agency aims for. The people who do it are the creative people. These people take all the information collected by the account manager and the strategy developed by the account planner. And they turn the perceptions into word and pictures.

As words and pictures are like the heart and soul of advertising, usually copy writer and artists, work together. Copywriter and artists working in pair complement each other. Media service in advertising language means selection, booking, purchase of media space or time, and placement of advertisements according to the prepared schedule. And both these have emerged as highly specialized areas.

In fact, media planning and media buying have become independent areas and many specialized organizations have come up which deal with media planning and media buying respectively. Some full service ad agencies do not have a media department at all. They depend on media planning organizations to create the media plan or to select the media, the vehicles, and the options and of courses to prepare the schedule. Then accordingly they ask media buying organization to book advertising space and time in the relevant media. Some agencies do the media planning on their own and leave the job of media buying to specialized organizations.  

Although this is a very important aspect of advertising many agencies do onto have production departments? A production department requires many experts in the field of production such as photographer, finishing artists, illustrators, computer experts, jingle writers, music directors, musician, web designer, directors. Also highly expensive equipment is required.

All these technical experts and the equipment demands heavy investments. Agencies leave this part of advertising operation to organizations that specialized in many things. However, most of the agencies have functional art studios and sufficient computer facilities. The link between the client and the agency, the role of an account manager is to define what kind of advertising the client needs and then coordinate all the resources of the agency to deliver it to the web client’s satisfaction. An account manager needs to know all aspect of the advertising process from start to finish in addition to a thorough understanding of the local small SEO business.