Advertising Agency And Promotion Management-Myassignmenthelp.Com

Question: Discuss About The Advertising Agency And Promotion Management? Answer: Introduction Since 1946 Clemenger Group is one of the first and foremost groups in marketing communications in Australia. Clemenger BBDO, one of the top agencies of Australia, is its biggest subsidiary business which is the local outpost of BBDO Worldwide. Along with its local branches, Clemenger also manages successfully a large portfolio of special agencies of other brands. Clemenger BBDO changes the behavior of people by creating stories that is suitable for them. They also help organizations to find new dimensions by building brands of higher value. The customers needs are satisfied by creating designs that they love (Young 2014). Creative strategy Clemenger BBDO of Australia has a strong strategic understanding of the advertising business. They have been appointed as the lead creative agency by TAB out of three agencies. Their team of creative experts who has experiences in strategic planning and specialist digital roles keeps them ahead of their competitors. Their strategy is to define and deliver the companys creative goals clearly. They have big, enduring brand ideas which are brought to the reality. They have the quality of combining the rich storytelling with that of technology and purpose (Ashley and Tuten 2015). Media strategy Media strategy plays an essential role in advertising. Through media strategy the Clemenger BBDO has been successful in placing the right persuasive and relevant message to the right person at the right time. The process of media strategy includes three Ws where when and what to advertise? They have used the strategy to bring together the skills of people into the digital media, creative data and development. They have a strong belief in the future of integrated agency models. They also offer interlinked service models, cost efficiency, integrated output and reduced requirements of client management. Clemenger owns 50% in the media buying and planning agency, OMD. The digital world has made it possible to own and earn marketing opportunities with numerous outlets and it is also possible for Clemenger BBDO to reach out to a larger audience through social media. They wanted to stop the decline in donation and emotionally connect to the new and younger target group. To develop an idea that generates important media value and is looked up to as a great idea, is what the agency had in their mind (Belch et al. 2014). Digital media planning is costlier than the traditional media planning because it depends on a number of factors like, compensation structure of the agency, salaries, change in objectives, strategies and campaign parameters. The critical financial situation made them work in the four prime areas, i.e. mutuality, inclusion, immediacy, fashion and style. Their media strategy was successful and they had a total media investment of AU$150000 in the previous years and AU$140000 in the recent years. The engagement of the media partners and the potent created significant media value. The strategy was effective as it had won the award for being the most effective Australian agency, as well as the Digital Strategy Agency. The Clemenger group has built a manifest offering called the Logical Magic to win Myers digital business and deliver ongoing transformation through data, technology and creativity (Bucha 2014). Communication plan Clemenger BBDO has active and passionate communication planners who are further helping in the growth and development of the team. They facilitate revolution and incorporation by driving through the process of cross- channel thinking, application of creative ideas are made real and brightened in the social, digital and mobile marketing channel. They believe in being a creative thinker and doer at heart, which means not only being an adept in thinking strategically but also being creative gives the best result for the company and also satisfies the customer. Their design and experience in communication help their clients to remain connected globally (Dickenson and Crawford 2017). Marketing communication of the company To improve the current marketing communication of Clemenger BBDO, they need to participate actively to put up original and effective creative work. They need to have a total and detailed understanding of the clients in Australia, their trends and connection with the media channels, specifically the rising ones i.e., the mobile, digital and social platforms. The quality to be able to transform the knowledge and skills into marketing, business and communication ideas helps in better marketing communication. It is also required to develop an understanding of cross- channel strategies to focus on the goals and creative prospects and also on target, awareness and engaging materials. The planners must learn to be creative and media partner both inside and outside and also with clients for guidance on implementing business techniques across channels. Developing specific ideas related to digital, social and mobile, creating, monitoring and managing the best practices of training is also an a dvantage (Percy and Elliott 2016). Effectiveness of the plan This will prove to be effective because contribution to creative thinking on digital, social and mobile platforms leads to strong strategies in media channel recommendations. Managing a team of experts to bring the ideas into reality provides best practice and client objectives. They will be able to measure the importance of communication plan both internally and externally, i.e. on the alignment and brand and business growth respectively (Wijaya 2015). Models of marketing communication There are different Marketing communication models which are as follows- AIDAS model DAGMAR model Heightened appreciation model Advertising exposure model Model of JOYEE Lavidge and Steiner model (Potter and Mein 2016) Marketing communication model of the company In this case, the AIDAS model can be suitable for justification. AIDAS stands for Attention, Interest, Outcome, Desire, Action, and Satisfaction. Clemenger BBDO used this model of marketing communication with success in its marketing campaign. AIDAS is one of the oldest and most desired marketing communication models. This model was used by the company to attract attention, maintain interest, create desire and get the customers to act. The company believes that the creative work that they do is a sign of effectiveness otherwise it is of no value. Their creative work has attracted the clients from all over. They always wanted to stand out in the crowd. The agency thinks in a rather different way, they do the best possible work to make their clients popular in the market. Once the clients are attracted by their flawless designs they start showing interest about the agency. The information about their creative works impresses the clients. They decide to hand over their works into the ag encys hands. The attention and interest caused a positive impact on the clients. Their desire is fulfilled when they entrust their work on the agency. Thus the action of business transaction is completed. Healthy relationships start building up between the agency and its clients. This completes the whole cycle as the successful completion of the work make both the agency and its clients satisfied. The agency starts earning new orders in this way. That is how Clemenger BBDO has been able to increase its business with their potential clients (Sayedi, Jerath and Srinivasan 2014). Fig- the AIDA model Source- (Rawal 2013) Conclusion The renowned advertising agency Clemenger BBDO mostly cares about creativity and that is what makes them exceptional. According to them, work is the only true measure of an agency. Their work makes their brand, their sale and their clients. Their unique creative and media strategy have made them one of the leading advertising agencies in Australia. They follow the AIDA model of marketing communication but there is still a lot of scope by which they can improve their communication plan. Their unique working strategies have made them the most award winners in the advertising industry Reference Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology Marketing,32(1), pp.15-27. Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014.Advertising: An integrated marketing communication perspective. McGraw-Hill Education. Bucha, M.T., 2014. Advertising Promotion. Dickenson, J. and Crawford, R., 2017. 14 Australasian advertising and the world.Global Advertising Practice in a Borderless World, p.208. Percy, L. and Elliott, R.H., 2016.Strategic advertising management. Oxford University Press. Potter, E. and Mein, T., 2016. Clemenger BBDO Melbourne.Artichoke, (54), p.110. Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps.International Journal of Multidisciplinary Research in Social Management Sciences,1(1), pp.37-44. Sayedi, A., Jerath, K. and Srinivasan, K., 2014. Competitive poaching in sponsored search advertising and its strategic impact on traditional advertising.Marketing Science,33(4), pp.586-608. Wijaya, B.S., 2015. The development of hierarchy of effects model in advertising.International Research Journal of Business Studies,5(1). Young, A., 2014.Brand media strategy: integrated communications planning in the digital era. Springer.