In: Root » » Advertising and Media » Advertisers may develop communications messages
Advertisers may develop communications messages in a variety of ways. But there are four basic ways usually adopted. In-houseThe advertiser may quite simply do it all himself. Where a message is brief or resources are limited, the advertiser may just quickly think of the words, produce an illustration, and get these set up by the newspaper providing the media space. This saves bother, argument and time. A local retailer may decide on a sales advertisement, draft out the wording, find a photograph of the product, jot down an indication of what the advertisement should look like and then send them round to the local newspaper, which will offer a production facility. If necessary, the retailer may draft a script for radio advertising and ask the local commercial radio station to record it. There is nothing wrong in this, and many smaller advertisers do it. Alternatively, the advertiser may be large enough to operate an in-house creative facility – a design studio, for example. Certain kinds of advertiser (larger retailers, motorcar companies, engineering or chemical companies, for example) find it expedient to operate a studio in order to design display material, or catalogues or price lists, or house magazines. They can also be used to develop advertisements. The growth of desk-top publishing systems and the availability at low cost of suitable computers (eg the Apple Mac) and graphics packages make it easier to produce in-house artwork to a reasonable standard. These electronic systems may also enable in-house development of Web site pages. While useful as a fast and economic resource, in-house facilities may nevertheless be limited in terms of fresh ideas, or creative originality. The advertising agency Traditionally, the bulk of larger-scale campaigns has been done through advertising agencies, for the sake of specialist skills, provision of talent, and general creative know-how. Creative groups or consultancies An increasing number of advertisers (though by no means the majority) combine the use of a media independent to buy space with a creative consultancy to develop the message. A large number of specialist consultancies or creative groups now exist, especially in London. They will do the complete advertisement development job, for a fee. Finished art studios also offer creative origination. Where an advertiser uses a design studio to produce brochures or catalogues, it may be convenient to combine this with the production of advertisements too. Specialist creative work Advertisers may use several methods simultaneously. It is common for an advertiser to use an advertising agency plus a specialist creative source for particular kinds of specialised activity. For example: - advertising agency: advertisements for the main media, press, TV, radio etc - exhibition designer: specialist design for exhibition stands - direct mail writer: a specialist in writing mailshots - Web masters: to design and develop Web pages. It should also be borne in mind that many of the media will also provide a free creative service (basically text design and some mechanical production), although it may be, at a very simple level, appealing primarily to the one-off or smaller advertiser. The advertiser will select whichever methods or combination of methods is easiest, quickest and cheapest and, above all, the method which produces the most satisfactory results. Here it is fair to observe that most advertisers find the advertising agency still to be the most convenient resource. |
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