The Role of Marketing and Advertising Agencies in Business

advertising-agency-tucson copyAn advertising or marketing agency is the third-party offering advertising and marketing services to organizations and businesses. They are the best source to acquire complete information about the market. With the help of various methods like culture knowledge, market research and modernized sales techniques, advertising agencies provide detail information about the current market scenario.

What services do advertising agencies offer?

The services of an advertising agency include creating gorgeous color schemes and logos that can drive consumers towards their client’s ads. Amongst the services, they also prepare brochures and slogans and create descriptive copies for the sales materials. Most advertising agencies use various media platforms for promoting their client’s organization and business. Magazine advertisements, TV commercials, websites, radio commercials, newspaper ads and infomercials are few of the media used for marketing.

Google Adwords is a leading Internet Advertising Agency which helps you to promote your business through Mobile Advertising, Online Advertising, etc.

Introduction to Marketing – Part 6: Branding Strategy

Branding is a large part of marketing as it encompasses so many things. A brand is a name, term, symbol, design or a combination of these used by an organization to identify it as unique from others. It acts as an identity and signal, communicating many messages to the market. Position comes from the way the market views and connects with a brand. The strength of this bond and the value that customers place on a brand is known as brand equity.

Marketing strategiesA brand/label name is the part of a brand than can be spoken or written, made up of words, letters and/or numbers. Brand elements are all of the central components that make up a brand, such as the name, design, slogan, and so on.

Secondary associations in regards to a label are all the related elements, such as celebrity endorsements and product reviews.

A trademark, commonly associated with a label, is the legal registration and recognition of an entire brand by an organisztion that prevents the incorrect or unauthorised replication or utilisation of it. A service mark is the same as a trademark, however specifically refers to a service offering.

Brand Equity

As mentioned above, the value customers place in a brand is known as a measure of brand equity. This value grows in stages:

(1) Salience: this is general awareness of a label by the market, and is part of a general identity. The marketing strategy at this level is focused on determining who the brand is.

(2) Imagery and performance are the visual association and product behaviour of a brand that communicate the features of what a label is to the market. At this level, the marketing strategy is focused on the meaning of the brand and what it is.

(3) Feelings and judgements refer to the critical analysis and emotional connections that label has with the market, which communicate the personality of the label. At this point, marketing strategy is focused on response and what it is about the label that customers find appealing.

(4) The pinnacle of brand equity is known as brand resonance. At this point, the label has a relationship with the customer and spurs a certain behaviour in response to the label. Marketing strategy here is about fostering brand loyalty by focusing on what the label is worth to a customer.

Brand Development

There are two main approaches to developing a brand. An organization can utilize a high budget and spend a lot of money to heavily communicate messages and increase awareness, or approach with a low budget, and instead, rely on other communication, such as word-of-mouth and very obvious brand names.

Depending on the approach above, the brand name can line on a spectrum from:

(1) Fictitious- such as Sony or Apple. The name is so obscure that it requires specifically teaching the market about what the product behind the label is or does.

(2) Associative- names that allude slightly to their product’s function, but are conjured up on top.

(3) Suggestive- label names that are semi-descriptive but a slight play on words.

(4) Descriptive- such as Quick Copy or Pizza Hut. These names are more obvious

Obviously, the more fictitious end of the spectrum has the advantage of being unique and therefore easier to legally protect, however an organisation much teach the market about themselves (which may not always be a negative).

The descriptive side offers a far more descriptive and obvious name that signal the right kind of image when a customer hears it, however because they are so run-of-the-mill, it can be difficult to be unique and tricky to legally protect.

The goal of brand development is to increase brand equity so that the market pays attention and values a brand enough to generate popularity and sales. A good brand is strong, favourable, compatible with the product, unique and memorable.


A logo is the visual brand element or a brand, and can either be used with or without the name, depending on the knowledge of the target market. Logos can enhance or hinder and image, which is why it’s important for an organisation to ensure it matches the brand well.

How to Bridge the Gap Between Sales and Marketing

Bar chart business growthIn the organizational structure of most businesses, there’s a marketing department and a sales department. While this separation of activities may be necessary for reporting reasons, it often leads to confusion and tension between the two.

Marketing has a broad agenda in its responsibility to the business. This agenda includes:


  • Branding
  • Advertising
  • Lead Generation
  • Web content
  • Market research
  • New product development
  • Social media


Sales, on the other hand, has a specific focus. Sales people are charged with cultivating customer leads, qualifying those leads, managing a sales pipeline, and remaining focused on the key touch-points that move a general inquiry to a qualified lead to a buying customer.

Regardless of the difference in scope, both sales and marketing share the same objectives: satisfying customers and growing revenue for the business. So it’s essential for businesses to close the gap between the two departments – enabling them to work more efficiently toward these common goals.

Here are tips for bridging the gap between marketing and sales:

Start speaking the same language. In your organization, is there common agreement on what constitutes a “lead”? More importantly, does everyone agree on the definition of a “qualified lead”? Make sure a consensus exists on these critical terms, then focus your marketing activities on developing comprehensive target customer profiles and gathering information on key decision-makers within the target audience. If sales pursue individuals who lack the power to buy, their efforts are wasted and they end up distrusting the marketing team that sent them down the wrong path in the first place.

Create a jointly developed plan. Amazingly, many companies spend vast amounts of time and effort creating a strategic plan but never get input from their sales departments. Who else has more intimate knowledge and front-line experience of the customer than your sales team? A more effective approach involves sales and marketing creating a sales funnel plan that lays out every step of their customers’ buying process and details the best ways to reach out and influence those customers.

Measure activities and results. Encourage sales and marketing to revamp their analytics and to develop agreed-upon metrics that accurately measure the outcomes of the marketing and sales process.

Invite marketing staff to “walk a mile” in the sales team’s shoes. Often, tensions between sales and marketing arise from a simple misunderstanding of how a salesperson operates. One solution to this problem is to have members of the marketing team (from the top executive on down) spend a day or week with sales reps. See how they make contact with customers, develop leads, follow up on calls, etc. There’s probably no better way to learn just what information salespeople require as they work to influence the buying process.

It’s worth emphasizing the depth of customer knowledge a good sales rep has. They know what works with targeted customer and what falls flat. Within your organization, it should be made easy for sales to share this vital information with marketing and, armed with this knowledge, for marketing to give sales every tool possible to succeed in the field.


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Utilize These Informative Tips And Succeed In MLM

There is an abundance of false information on the internet, so be sure you are receiving reliable information that you can trust. Here are some timely, accurate, helpful multi-level marketing tips that will send you successfully on your way!

If you are considering starting a campaign to use multi-level marketing be sure to compare the different compensation programs available, which can vary greatly depending on which program you choose. When you know how much you will be paid for your time, you will know whether you are spending your time wisely or should be open to other options.

Network marketing can be a game where you fight to sign up the most people. Focus on helping other people to create solid relationships.

TIP! If you have unique qualities, anyone can be interested. People are smart enough to choose what they need, but the choice has to be there to begin with.

Sometimes, multi-level marketing is turned into a vicious sport where the person with the most sign ups is the winner. To be sure you do not do this, think instead of how to work to help others and yourself.

While many people mistakenly focus their efforts on the numbers of leads they get, successful marketers emphasize the importance of quality prospects. It is to your benefit to have individuals that are able to cultivate their own downline so that they are creating profits for the whole network.

A good way to get ahead in marketing is to learn from all of your mistakes. It is crucial to admit to your failures and understand how to correct them. By studying your failures, you allow yourself to move past them and improve in the future. Likewise, those strategies that prove successful can be repeated.

You should always make time for friends and family so that you don’t stress out, and to make sure that you do not damage your personal relationships. You might have to spend a little more time working on your business in the beginning, but as you start to see money coming in, you may be able to spend time with your family.

TIP! It is crucial to have an email database that is constantly being used and updated if you want to do well at network marketing. Regardless of whether you buy the list or use comments from your site, you should have a very large list if you want to grow your profits.

Time spent with your family and friends is a guaranteed stress reducer, so don’t forget to make time for them. Starting up a business can mean long hours at the office, but they tend to ease up once you get a firm handle on things.

Repeat your successes when you can. Check out how the leaders in multi-level marketing have been organizing their efforts for inspiration. Watch their success and try to have the same approach and attitude. Imitating these people will only help you along your way to the top. Learn from your mistakes, but also learn from success that other people have.

Make use of video marketing to get more potential customers to your distributor website. A video allows for content-rich marketing, and it doesn’t cost more than hosting.

Embolden your networking contacts into holding sway over the conversation. Learning as much as you can about your customers through social media, then tailoring your marketing approach, will mean a better chance of making the sale. You will learn a lot about your clients such as what they’re looking for and what they like, so you can market more effectively towards them.

TIP! Look to others’ success stories as excellent learning opportunities. Analyze what people in your upline, and the best performers in your organization have been doing.

Your multilevel marketing efforts will succeed if you are able to emulate those independent distributors who are great leaders. This will cause you to start acting and thinking in the ways that these people would act and think, which will ultimately lead to a better success rate for you.

When you are considering a multi-level marketing company, choose one that deals with products that you have an interest in. The more you buy in to the product that you are selling, the more that enthusiasm will be seen by your customers, and this will excite them also.

By adhering to the tips from this article, you will be on your way to successfully having a MLM strategy, with a product that you can believe in. By utilizing these methods, you’ll have success.

Using some of your business funds to pay an outsource company for your network marketing efforts can be a great idea. You might be limited in manpower and resources and this would help with your advertising. Outsourced network marketing has a fast turn around time and can help you to free up your schedule for more urgent tasks.