Advertising and Marketing Services Information
Advertising and marketing services evaluate client requirements, develop promotional strategies, implement plans for product branding, and manage advertising campaigns. They also design point-of-purchase displays (POP), develop business-to-business (B2B) marketing strategies, and manage direct mail campaigns. Both static POP displays and dynamic digital signage are designed to affect a buyer’s behavior at the moment and location of purchase. Self-serve kiosks can also be used for sales processing. Advertising and marketing services that provide B2B marketing create and distribute press releases, backgrounders, and RSS feeds in order to generate publicity. Really simple syndication (RSS) uses extensible markup language (XML) to allow a reader’s computer to fetch information of interest. Direct mail, a more traditional form of advertising, promotes a product by sending flyers, brochures, postcards, or other printed materials to a large group of consumers or a targeted set of potential buyers.
Capabilities and Costs
Advertising and marketing services differ in terms of capabilities and costs. Some companies specialize in lead generation, trade show management, product differentiation, Internet advertising, or demographic analysis. Others specialize in channel marketing, direct marketing, event and conference planning, search engine optimization (SEO), pay-per-click (PPC) management, media planning and buying, or international marketing. Advertising and marketing services that provide copywriting, sales forecasting, sales force automation (SFA), and web site promotion are also available. Typically, advertising and marketing services are staffed by brand managers, business consultants, copyeditors, graphic artists, and marketing communications specialists. They use a variety of proprietary and commercial off-the-shelf (COTS) software applications to design logos, brochures, and various printed and on-line materials.
Branding is one of the most important activities that advertising and marketing services provide. In its most basic form, a brand consists of a product’s name and a visual element such as a logo or image. Successful brands also convey a set of expectations, such as quality and performance, which produce customer loyalty. Advertising and marketing services that specialize in branding should conduct market research and provide positioning and targeting strategies such as unique selling position (USP).
A list broker buys and sells lists of contact information of potential sales prospects. A customer address is accompanied with a name and often aggregate transaction information. These companies specialize in the sourcing of lists, or the creation of new lists. These lists are often used in direct campaigns. List broker activity is sometimes referred to as list rental.