Using an Advertising Agency for British Airways

Advertisers (BA) such as the client of an agency and agencies for

example media-buying as well as advertising service provider review

their methods of remuneration for different reasons:

· Advertisers such as BA want to be sure they are getting value for

their money – this means in other words that BA wants to be sure that

the service that they want to promotes gets best possible services

without the agency charging them over expensive bills.

· Agencies and media buying services want to be profitable so they

remain viable – for an agency their main source of income is from

providing advertisement services that business can purchase.

By looking at the clients point of view and the agencies there is a

clear underline that in some cases these two above issues can lead to

disagreements, but this can be avoided through negotiating before any

work is carried out by the agencies like for example negotiating

payments, services etc.

Advantages

One of the main advantages of an agency would be that some agency

would execute and develop an entire promotional campaign from scratch

to completion, the agency does this through relating the clients (BA)

needs with the promotion campaign of the service of BA this enables

the client to be assured that its needs are met.

An agency also takes a good part of developing and planning media so

that the clients (BA) promotional campaign of their services gets

maximum communication effectiveness, this means in other words that an

agency would do its best to promote the clients service advertisement

to get awareness of BA’s target audiences.

· Once the media plan is in place, the advertiser such as in this case

BA knows what they will be paying their agency and the agency knows

what it will be receiving.

· Putting pressure on an agency to keep its costs reasonably is the

best method of making sure that the agency gets carried away with the

clients money to advertise.

· An agency offers to its clients creativity this means new ways of

looking at advertising this could help because a company like BA after

so many years of advertising could loose its advertising appeal, this

is where advertising agencies are a key contributor because they offer

never ending creativity.

· An agency contributes to a company new and innovative ideas to help

them to get their promotion campaign an effective edge to attract

customers.

· The advantages of using and agency would be the certainty of getting

information such as market research for BA’s services to help them to

benefit from, this means in other words after the contribution of the