If you are an owner or a marketing manager of an established business, chances are you are already familiar with advertising agencies and media agencies, but for many new startups who want to invest in systematic marketing plans to achieve growth, it is important to understand these two external services that play crucial roles in the success of marketing.

While the principal goal of marketing is to embed the name of a brand in the heads of the customers, it is actually performed with the help of advertising agencies and media agencies.

What is advertising agency ?

We are living in the age of entertainment and promotion and hence are well aware of the advertisement and its effects on our lives. Today, advertisements are ubiquitous. They come in various forms and formats to catch us wherever we are.

These different types of content are the products of deep research and creative skills that convey brand messages to convince us. This is the job of an advertising agency. But the contour of their responsibility also includes creating needs, awareness, and demand for client’s products.

What is a media agency?

Creating impactful ad content is not enough for the success in marketing, it has to be placed in the right channel. A media agency helps businesses to have an inventory of the media channels so that their ad content can reach the right audience and yield best results.

In the world of digital marketing this is called programmatic marketing that enables marketers to use automated, real-time bidding to acquire ad spaces on various channels and then put the relevant ads to connect the target audience. The selection of channels are based on demographics, psychographics, interest, intent of purchase, etc and can be across desktop and mobile.

So, a digital marketing agency itself performs the role of a media agency that helps its clients implement and manage marketing strategies to achieve their business objectives. The target groups are precisely analyzed in order to have tailor made ad content placed in the perfect channels.

How to differentiate between media and advertising?

In a nutshell, a media agency works with various media, channels, and marketing strategies to increase a client’s online and offline visibility. An advertising agency, on the other hand, is responsible for creating tailored advertising content for specific audiences.

Their specific objectives bring forth the following differences between the media and advertising, such as:

• Differences in purposes – If a client wants to advertise their brand, they are more likely to turn to advertising agencies. However, if they want to increase their sales, increase their market share, and develop their products, they should contact a digital marketing cum media agency.
• Differences in approach – Advertising agencies create advertising content and broadcast them on various media channels as decided by the clients, whereas digital marketing cum media agencies conduct detailed customer and competitor surveys and analytics for a brand to develop strategies for advertising and media.
• Differences in skill sets – People in the media agency typically have marketing and media background, whereas advertising people mostly have research and creative background.

How important are the roles of media in advertising?

Selecting the appropriate media channel is critical for targeted advertising. Only then can potentially interested parties be reached in a cost-effective manner. The below points should be ascertained before launching an advertising campaign:

• Has the appropriate medium been chosen to reach the greatest number of people?
• Is there enough data to specifically address the target group?
• Is the communication’s language appropriate?

Mass media advertising

The mass media includes the Internet, television, radio, billboards, and other forms of mass communication that are accessible to a large proportion of the population, allowing advertising to have a significant impact.

A mass media marketing campaign usually spans through multiple media channels. Companies must maintain consistent branding across all channels so that consumers begin to associate specific visual themes, colors, and concepts with the company’s products.

Current trend

Despite their differences, the media agencies and advertising agencies are being looked at as integral parts of digital marketing as a whole and thereby giving rise to inclusive services to the customers at more competitive price points.

Source- Fluidscapes
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