Working with one advertising agency gives manufacturing companies some advantages over working with different smaller agencies that provide more narrow range of services. Full cycle service advertising agencies have more possibilities to coordinate this complicated and multifunctional process.
The more understanding companies gain on importance and value of their brand assets and maintaining an integrated company image, the more attractive the idea of working with full cycle service advertising agency becomes.
The concept of full cycle service advertising agency perfectly fits the desire of companies to centralize advertising process and control all outgoing ad messages that create company's image and communicate it to customers and partners.
First of all, agency needs to diagnose and detect company's marketing and brand problems that may exist. Researches become the main tool of investigation here.
Agency needs to know all about a product, a brand, and company's competitors, as well as about market condition and tendencies. The matter of no less importance is studying target customers, their demography and geography, preferences, motives, needs, their existing attitude toward the brand. How the product of agency's client may satisfy customers' needs and requirements in the best way? Is the product consistent with its target market customers' lifestyle? These and many other questions must be answered before an advertising agency can start work on creating company's advertising strategy and product image.
All company's goals must be set clearly defined. If there are too many goals and they are too unrealistic then no advertising will ever help to accomplish them. Setting right goals is a priority that requires obtaining a lot of information obtained and conducting continuous research. The right decisions made about the goals ensure proper positioning of the product. Then the advertising campaign plan can be put together.
When the overall strategy is developed there have to be more decisions made on the creative design, texts, headlines, etc., of ad messages.
When all the above mentioned is done there comes a turn for media planning. All possible communication means should be taken into consideration. The correct choice of media may increase the effect of creative ads design.
As a result of this process, clients are presented with a detailed advertising plan, samples of advertisements, schedules of advertising and the total cost of advertising campaign.
Many companies have chosen to use full cycle service advertising agencies and develop lasting partnership relationships with them. It greatly reduces the risks of misunderstanding or mis-coordination of advertising campaigns and ensures the integrated image of the company.