Getting A Bachelor's Degree In Advertising Or Public Relations

Braxton Tulin - Monday, May 06, 2013

He may become involved in setting up product pre-tests and test marketing exercises to decide whether the product, the marketing strategy or the advertising media and techniques are likely to be successful or are capable of improvement or amendment.

1. To interpret the company policy to advertising agents and also other outside services so that their work is produced in accordance with the policy of the company. This is a delicate operation, a matter of clear communication to others who do not need the benefit of his intimate inside knowledge gleaned over a period of time. Unless he is able to convey his company's requirements within easily understandable terms, time, money and patience can be sacrificed on producing unacceptable campaigns, copy, layouts, photographs, print films, displays, and so on.

2. To determine the appropriation or advertising budget and to make allocations for different media and purposes.

3. To manipulate expenditure. With monies spread over a diversity of campaigns, mass media and techniques, the advertising manager has to be a get good at of budgetary control.

4. To co-operate with the advertising agency. This is absolutely essential, and it is a good saying that an advertising agency is only as good as the client allows it to be. Agencies are not miracle people. While their ingenuity must be encouraged they cannot work in a vacuum, and the advertising manager must be responsive in feeding his agency with all the facts, samples and other background material on which the agency can go to work. The advertising manager also has to remember that agency personnel may not be always in direct contact with him, but have to sort out departmental heads.

5. To control or undertake 'product publicity', that is press relations for his products. He may have his own press officer or use the services of a PR consultancy. If his company has a separate public relation department, he will work with that department.

6. To assess the results of advertising, doing this where possible by means associated with conversations from inquiries to sales, shop audit results showing shares of the market held with regards to advertising expenditure and other methods.

These responsibilities indicate something of the breadth of the advertising manager's job. It calls for a liberal education, business experience and sound training in advertising.

There are many search engines (SEs) that sell listings to businesses and these listings usually can be found in the top few results. Contrary to what many people may believe, searchers have no need to fear these paid listings since the revenue generated from paid listings ensures that unpaid listings can be purchased in search results. Listed below are a few facts about search engine advertising that will help you understand how search engine marketing works.

Paid Placement Listings

Popular SEs usually offer a paid placement listing through which businesses that advertise are certain a high-ranking. This listing is usually in relation to your selected keywords and these paid listings are highlighted to get attention of searchers. The exact position of paid listings varies based on a few factors but as a general rule, paid placements appear above the editorial listings. Some search engine advertising listings that are paid for may seem in the side of the editorial content and these listings are typically referred to as sidebar listings.

Advertising Agencies in Utah : The Silicon Slopes Best

Braxton Tulin - Monday, April 15, 2013

Now, advertising has become a prestigious and serious business in Utah. With a booming market scenario and consumer spending going up, the advertising agencies too have proportionately seen an exponential growth. The remarkable aspect about this vast industry of advertising agencies in Utah is that it is an active part of the global business with many agencies having worldwide operations and actively catering to foreign clientele in their own language, customs and cultures.

The advancement in technology has affected the role of advertising agencies everywhere, including Salt Lake. With a choice of several media and communication devices - from newspapers and magazines to television, the various radio channels, the internet, mobile phones - everyone is now spoilt with unlimited choice. This has opened an array of avenues for the advertising companies.

Dynamic Action, Dedicated Service
Unlike earlier times, the advertising agencies have now expanded their many functions to different departments, all creations of recent years. Most agencies are now equipped with full-fledged sections such as the creative department, media planning, business development, direct marketing, DTP, computer section, public relations and customer care and feedback.

What is remarkable is that all reputed and established advertising agencies in Utah now operate according to the 360-degrees branding. The services of these agencies largely include print advertisements, TV advertisements, radio jingles, creating websites, web banners, direct marketing, e-mail marketing, telemarketing, designing packaging, outdoor promotion, and public relations.

Utah's economy has been kept open and free to attract investors and business. Government control and regulation of private sector activities are very few. Therefore in recent years Utah has become a major area for a number of growing and profitable business and commercial activities. Accordingly the advertising agencies are much sought after for their expertise in various activities involving exhibitions, conferences and meetings; tourism and hospitality sector; banking, finance and insurance; business and industrial consulting; information and communication technology and, small and medium manufacturing.

Excellence in advertisements
Not only is a good advertisement appealing to the masses, it certainly does connect with its target audience. It is simple, direct and hard hitting. For this it has to be memorable and easy to recall. A good advertisement also provides the core information quickly and makes an impact on the potential buyer's mind. And most important of all - it calls to viewers to make more enquiries on the product, either through internet search or by approaching the vendor or retailer. The quality of a good ad is thus reflected in its ability to convince, persuade and accept the product or the brand, resulting in its actual purchase. This talent of creating excellent ads is now seen in most reputed advertising agencies in Utah.

The print ad
A good print ad has certain unique features; one, the image whether actual or photograph, or graphic or illustration should be provocative; second, the headline should be worded strongly and thirdly, it must contain a well written copy, not more than ten to fifteen sentences, well typo-graphed and attractively displayed. Effective print advertisement never bombards the reader with too much information. The company's logo along with the contact addresses should be displayed towards the end of the advertisement.

The outdoor ad
The outdoor billboard ad should have a minimum number of words, five to six at the most and one clearly defined image of the product. A logo of the company or the brand should be displayed prominently in an outdoor advertisement.

Conveying the message within the timeline
In TV advertisement, the speed and quickness to make a lasting impression on the viewer's mind is most crucial. For radio jingles and TV commercials the timeline is usually around half-a-minute. In case of print advertisements, the timeframe to make a mark on the reader is much lesser, usually five to ten seconds only. Therefore the power of the advertisement lies in arousing the viewer's mind within this short span of time.

The importance of advertising in today's world cannot be underestimated. It is one dynamic way to send across the product or service information to the large number of potential customers. Good advertising always leads to a sale which translates into profit for the exporter or company.

Large Advertising Agencies Vs Small Agencies

Braxton Tulin - Friday, April 12, 2013

The one thing that a lot of advertising agencies claim is that they can cater for the needs of both large and small companies but when it comes down to it this might be stretching the truth slightly. What an advertising agency can realistically provide you with depends on a number of factors, which includes the size of the advertising agency and the size of the company that work needs to be carried out for. On top of this it depends on aspects such as budget and how long the advertising campaign needs to be running for. It is based on these factors as to whether you have your promotion and marketing performed by a large or small advertising agency.

There is a lot of debate around as to which is better a large or small agency but in all fairness neither of these can truly top the charts as what each of these has to offer differs. However it is automatically believed that a large advertising agency is always going to be better just because it is bigger. This isn't the case and the best way, as well as the only way, you can really judge which is better out of a large or small advertising agency is by looking at them in regards to your own business.

Lets start by first looking into small advertising agencies, these can, like large agencies, perform work on any size company however they are most suited to smaller businesses. The reason that I say this is because small companies will be able to afford them and the agency will have no trouble carrying out the work as it will be on a smaller scale, a large company however would need a long running advertising campaign on a much larger scale, something that a smaller agency may not have the resources to commit to, meaning the company may not gain all of the promotion and marketing that they are hoping for. So does this mean that large companies should stick to large agencies and small companies should stick to small agencies?

To put it simply yes, however there are a few exceptions to this, for example a small company could approach a large agency to produce a little bit of their overall advertising campaign or a bigger business could go to a smaller firm as a way of getting their advertising done inexpensively. However other than situations like this the above statement pretty much rings true.

There are a lot of large advertising agencies available to us but one of the most notable is Ogilvy, which was founded in 1948 and started with no clients and simply two members of staff. Today it has more than 450 plus offices in 169 cities and stands as one of the eight largest advertising networks in the world. Agencies such as this one hold the same concept as other leading ones, which is that smaller companies simply wouldn't be able to afford an hour's consultancy with them, let alone have an ad campaign run by them. It is agencies such as this that target and help the big players, for example some of Ogilvy's previous clients have included corporations such as Ford, Comfort and Nestle.

All companies want the best for their brand but where large companies are concerned they can afford the best advertising agencies to provide them with an advertising campaign that will get them remembered. It is clear that an advertising agency such as Ogilvy would only be interested in bigger brand companies who they hold respect for, in all fairness working for a lesser known company would do nothing for them. It is through aspects such as this that the evidence clearly stacks up; small agencies = small companies and large agencies = large companies.

How to choose the best advertising agency

Braxton Tulin - Friday, April 12, 2013

If you want your business to grow through advertising, the use of professional, experienced advertising and public relations firms can make a big difference. They can provide you tips and valuable insights about what would work best for your advertisement. They can also help you advertise your business with their expertise and resources. But finding the Best Advertising Agency for your business can be quite difficult. So here are a few tips to help you.

Start by understanding the difference between advertising and PR, the traditional definition of Advertising and Marketing is "Creating or changing attitudes, beliefs and perceptions by influencing people with purchased broadcast time (radio, television, audio/videocassette), print space (newspapers, magazines, journals, programs, billboards), or other forms of written/visual media such as flyers, brochures, and billboards.

After you have decided that you definitely need an advertising agency, be certain that the ad agency realizes that advertising is only a small portion of marketing. The agency must demonstrate that it knows that there are many other marketing weapons and that it is capable of using all the appropriate ones in your potential marketing arsenal. Make sure that your account will be considered special and deserving of the agency's top talent. Be sure to meet and talk to the people who will actually be doing your advertising: creative, media, research, etc. And see what else the creative people have created. You can also ask about the results. Avoid agency figureheads and get to know the troops who will be serving on your front line. You have to have a good relationship with the advertising agency so that the both of you can come up with a very Effective Advertising campaign.

Be sure that your agency understands your company's objectives and considers them reasonable. This understanding will be reflected in the advertising and marketing strategy that the agency creates for you. Check to see that the people who will be working on your account have the right credentials, experience, and attitude. They have to be good listeners and they should be able to understand the critical relationship between profitability and creativity. If the advertisement is not helping you earn profits, then it isn't creative.

Be positive that the people who you will work with have knowledge of your business, an interest in your business, and knowledge of the competitive situation. If the agency did their homework then by the time they present to you, they will have all these things. You can also look at the ads and other marketing materials the agency has created such as theme lines, logos, signs, brochures, videos, catalogs, newsletters, web sites, direct mail letters, postcards, posters, etc. The best advertising agency would have grown from the growth of their clients and those clients' ever-increasing marketing investments. This is a far better benchmark than growth coming from new clients.

When choosing for the Best Advertising Agency for your business, ask people from the agency to make a presentation for you with which they don't have to spend a lot of money for. Listen to their words and be aware of the emphasis they place on the importance of a strategy. See if they know how advertising fits into the overall marketing mix and be cautious if they only speak of advertising and nothing about marketing.


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