The main role of an advertising agency

The main role of an advertising agency is to promote and advertise any businesses products or services on offer for a company or an organisation. The advertising agency would be paid for their services by the company they are advertising for. The reason why businesses might advertise there products through an advertising agency is because it can save them a lot of time which may be needed to concentrate on other business ideas. Advertising is a wider range of communication used as a form of promotion; which is delivered through various media outlets such as television, radio, internet etc. All major businesses have advertisements which they put out to the public in order for them to be informed about their products and services, the advertising campaign for Nike is what I am going to be analysing within this essay.
The criterion for selection is basically the reason why Nike business has chosen a particular type of way to advertise its product, for example T.V adverts, billboards and news paper articles. Before businesses go about choosing a particular way of advertising its product they have to calculate the cost of the advertisement and also the exposure that their particular target market will get to the product. A lot of business also keep in consideration the cost versus coverage factor, this is basically thinking of how much a type of media type would cost the business and how much coverage they would get from this media type because the amount of coverage they get would tend to have a outcome on the amount of customers they attract to that product. Lower cost business would tend to use cheaper media types that would still appeal to their customers for example McDonalds tend to use a lot of posters and billboards because it’s much cheaper than a television advert and the posters are exposed for everyone to see; whereas on the other hand due to the superiority of Nike, they can afford to use any form of advertisement to ensure their products get the