It is a form of communication used to encourageor persuade an audience (viewers, readers orlisteners; sometimes a specific group of people) tocontinue or take some new action.
Usually paid for by sponsors/clients, and arefeatured in numerous media outlets, including: printmedia, radio, television, outdooradvertising, direct mail, digital media, andtext messages
Seek to generate increased consumption of theirproducts/services through “Branding”, whichinvolves the repetition of an image or product name –with the aim to associate certain qualities with thebrand in the mind of the consumers
Advertisers who spend money to advertise items otherthan a consumer product/service – includespolitical parties, interest groups, religiousorganisations, and governmental agencies
Creativity is theability to perceivethings differently
Client ServiceForms the link between the agency and the client. Thiscontact person is responsible for “selling” the agency’sadvertising campaigns and services. This individual mustbe well versed with a company’s offerings, values, targetmarkets, competitors, etc.
CopywriterThe copywriter is responsible for creating the words inadvertisements. Usually involves creative writing, butcan also involve writing styles that are professional.
Media ManagementThe media manager, media planners and media buyershave to cover a wide field. They must be conversant withall possible ways in which to advertise their message.The advertisement must be exposed to the correct targetmarket/audience, at the most economical cost, whileproviding the best possible coverage and reach.
Art DirectorArt directors have to be people with exciting ideas. Theyare responsible for the visual execution of anyadvertising initiative. They design the illustrations andlettering of advertisements and must therefore constantlyhave new original ideas and ingenuity.
Graphic DesignerGraphic designers are usually responsible for designinglogos, corporate identities, packaging and label design,editorial or magazine design and layout. Both artdirectors and graphic designers should possess someknowledge of the various production processes.
ProductionThere are two general production areas within anagency, print and electronic production. Print productioncaters for all forms of advertising in the print media.Electronic production relates closely to broadcast media.
Marketing ResearchMarketing research allows for the understanding ofconsumer attitudes, perceptions and behaviour. Involvestesting of concepts and advertisements, researchconsultation, analysis of research data, etc.