Advertising and Sales Promotion Management

ADVERTISING AND SALES PROMOTION MANAGEMENT
ASSIGNMENT-1
NAME: P.SUMANTH
H.T.NO:18HX1E0035
1. Describe the three basic types of advertising agencies that can assist in the placement of
advertising around the world?
 According to B. Richard “Advertising is a paid form of non personal presentation of

ideas, goods or services by an identified sponsor”.
An advertising agency often referred to as a creative agency or an ad agency is a

business dedicated to creating, planning, and handling advertising and sometimes
other forms of promotion and marketing for its clients.
The three basic types of advertising agencies that can assist in the placement of
advertising are as follows:
 FULL SERVICE AD AGENCY :
A full-service ad agency is appropriate if your business needs the full-stack of

marketing. They’ll be able to deliver results through a TV ad as well as a social media
campaign. Because their marketing activities are so comprehensive, you’ll also want
an internal hire that can devote a lot of their time to working with this agency.
 Ad Campaigns
 Strategic Planning
 TV Ads
 Social Media Management
 Content Creation
 TRADITIONAL AD AGENCY:
Traditional ad agencies primarily work with traditional forms of media, such
as newspapers, television commercials, radio, and print.
Traditional ad agencies are best suited towards companies who are trying to
reach a local audience. A strategic direct mail campaign for a local restaurant or a
billboard promoting the opening day of a new museum can be an effective use of
traditional forms of media.
 DIGITAL AD AGENCY:
A digital advertising agency specializes in all things online. They probably have

familiarity with traditional media, but their primary focus lies in the digital sphere,
including:
 Search Engine Optimization (SEO)
 Social Media Marketing
 Website Design and Development
 Lead Generation
 Email Marketing
 Account Based Marketing
 Marketing Automation
 SOCIAL MEDIA AD AGENCY:
Social media ad agencies focus on one thing and one thing only: social media.
They are a team of content creators and ad optimizers that will max out your social
channels. They may focus on many social channels or be experts in a single channel,
such as LinkedIn. Because of recent social media algorithm changes that resulted in a
drop-off in organic reach, expect social media ad agencies need to charge a budget for
ad spend.
Social media agencies are a good fit for companies who are looking to
accomplish a single goal, such as selling skateboards, through social media platforms.
These marketing agencies usually have a creative team, a content team, and might
even have photographers and videographers.
 BRANDING AD AGENCY:
Branding agencies specialize in, you guessed it, branding. They’ll usually
conduct thorough market research to better understand the competitive landscape and
offer a range of services that include logo design, brand name development, creative
identities, and signage.
A branding agency is best if you are considering or planning an

organizational rebrand, or is interested in seeing how your current brand is perceived
in the market.
2. Identify the key objectives of message strategy in advertising?
 MESSAGE STRATEGY:
In B2B technology marketing, your message strategy is the foundation for

everything you do. It needs to be strong or your marketing efforts will fall apart. Your
message strategy consists of a positioning statement and three to four support points.
The positioning statement addresses the target market’s most pressing problem by
stating a benefit; i.e. why the target market should care about your B2B product,
solution, service, company or technology.
The following are the key objectives of message strategy in advertising:
 To get consumers to recall its brand name(s) first; that is, before any of the
competitors' brand names.
 To get consumers to associate a key attribute with a brand name and vice versa.
 To convince consumers to buy a product or service through high-engagement
arguments.
 To get the consumer to feel good about the brand.
 To get consumers to buy a product or service by instilling fear.
 To get consumers to make a purchase decision by playing to their anxieties;
often, the anxieties are social in nature.
 To create an image for a brand by relying predominantly on visuals rather than
words and argument.
 To leverage disruption and cultural contradictions in society to the brand's
advantage get consumers to see the brand as a way to resolve these tensions and
contradictions.
 To give the brand the desired social meaning.
 To create a feeling, image, or mood about a brand that is activated when the
consumer uses the product or service.
 Solution to promote brand recall.
 Solution to link a key attribute to the brand name.
 Solution to persuade the consumer.
 Solution to effective association.
 Solution to scare the consumer into action.
 Solution to change behavior by inducing anxiety.

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ADVERTISING AND SALES PROMOTION MANAGEMENT

 According to B. Richard “Advertising is a paid form of non personal presentation of

An advertising agency often referred to as a creative agency or an ad agency is a

 FULL SERVICE AD AGENCY :

A full-service ad agency is appropriate if your business needs the full-stack of

 Social Media Management

A digital advertising agency specializes in all things online. They probably have

 SOCIAL MEDIA AD AGENCY:

A branding agency is best if you are considering or planning an

In B2B technology marketing, your message strategy is the foundation for

The following are the key objectives of message strategy in advertising:

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