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Essay / Research Paper Abstract
This 4-page paper discusses the importance of advertising agencies when it comes to the development and planning of strategies for organizations. Bibliography lists 5 sources.
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4 pages (~225 words per page)
File: D0_MTadagen.rtf
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Unformatted sample text from the term paper:
turn to advertising agencies for help in this endeavor. To most outsiders, the "ad man" conjures up an image of someone who is a "huckster," someone who is determined to
shove a product or service down a consumers throat, whether the consumer wants it or not. But in reality, an organization that
partners with an ad agency is one who can work with that agency on various communications strategies as to the benefit of a good or service to the target market.
Advertising agencies can also test various concepts to ensure that the right message is communicated to the right person. Basically, when used correctly, advertising agencies can end up being a
valued strategic partner for any firm that needs to boost communication and brand awareness power. For one thing, certain agencies enjoy a
strategic insight about specific brands - especially agencies that have been around for a long time Young & Rubicon, for example (a U.S. agency), has hit a very good branding
image for Sears with its "softer side" campaign, geared toward women, who are the main shoppers (Anonymous, 1997). Analysts have complimented Y&R, basically because this is an agency that has
understood that branding focuses on what various trends and changes are happening throughout the world (Anonymous, 1997). Another strategic trend that ad
agencies can take advantage of in terms of branding is product placement among Hollywood movies (Leonhardt, 1996). With the right product placement, the ad agencies reach two sets of viewers
- U.S. moviegoers and foreign movie-goers, once rights to movies move overseas (Leonhardt, 1996). This is why more and more there are branded products on movies - and the fact
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