Role of an Advertising Agency

Market would have no glamour if advertising agencies were not there. Without ad agencies the market would be only selling & buying nothing else.

For example if I’ve a poultry farm in which the hen are giving three types of eggs: One normal medium sized what we all eat, Second a smaller one (smaller than medium sized) and third a bigger one (bigger than medium sized). My market will be limited to medium sized eggs because these are the only what people use. Here an ad agency plays the role. Ad agency will suggest you to market the other two also. How? Ad agency will project the market very differently claiming that the smaller egg is a lighter food for small babies & kids under 5. The normal sized will be mass marketed. And the remaining Jumbo sized eggs will have the target market as “Jims”. People who want stronger bodies should eat Jumbo eggs.

Therefore an ad agency drives the sale & pulls the market. You need not push your product to customers if you have an ad agency. Ad agency will magnetize the customers pull them towards your product.
You will be surprised to know that the refined oil “Safolla” and “Fortune” are manufactured in the same factory with the same mechanisms. But do we find it so in the market. No. “Saffola” brand stands for the healthy oil which helps you prevent the heart attacks & lower down the cholesterol level whereas “Fortune” brand is projected like the other refined oils but both are being manufactured exactly in the similar way in the same factory.
This is one face of ad agencies. Ad agency is a total solution which better understands the customer & market than what you understand. Profound researches by advertising agency lay down the foundation for using a particular marketing strategy for a particular product. Data bases, studies of different cultures, research about the market trends, etc puts a heavy thrust to appoint an advertising agency for your product.
Another example of Coca-Cola will explain the second definition. Coco-Cola is present almost everywhere in every country. Can we brand it uniformly in all the countries? No. Different countries have different set of etiquettes & gestures, so Coca-Cola had to conform to the cultures of each country to pull up the sales. That way it has different ad agencies for different countries. Therefore, once you surrender the product to ad agencies then it’s their responsibility to get you the desired market share unless you have restrictions. According to me, product is a baby that can be nourished only under the care & supervision of an advertising agency.