Agency essay for email

Agency essay for email

Text Box: The Client/Agency Relationship

Prestige Nursing & MKH Advertising

What are marketing and advertising agencies

The purpose of this report is to evaluate the relationship Prestige

has with its marketing agency MKH Advertising.

There are 4 basic types of agency:

· Full Service Agencies who carry out the full range of advertising &

marketing activities for clients

· Media Independents who specialize in buying media space

· Creative Specialists who focus on developing creative ideas

· Production Specialists who specialize in producing work in a certain

format or medium

MKH is a large agency offering a full range of advertising-related

services. They assist in planning and executing advertising

programmes and in all stages of the marketing and advertising process

to assist Prestige in getting the best from their advertising by

providing Prestige with the services of skilled & specialist

individuals.

The core services MKH provides for Prestige are creating ideas for

campaigns and selecting and buying the media in which they will

appear. MKH are also able to advise on marketing strategy, public

relations and integrated advertising campaigns involving above and

below the line media buying.

Their staff include an account manager, artists, writers, media

analysts, researchers, and others with special skills, knowledge and

experience that can help market Prestige’s services.

Why Prestige uses MKH

· They are communication specialists who understand integrated

marketing communications and the consumer buying process.

· MKH provides an objective viewpoint of the market, enabling Prestige

to achieve advertising objectivity & to maintain an independent and

unbiased view of the marketplace.

· Have an extensive range of experience of the healthcare advertising

industry & have worked on the accounts of our competitors, therefore

giving an insight into the industry and possibly the competition.

· Have the experiences and contacts to put the Prestige business ahead

in the marketing communications field by effectively engaging and

informing companies’ customers about the services or products.

· Enables Prestige to stand apart from the competition by retaining

corporate identity reminding customers reminded of the services

· Helps Prestige business reach its marketing goals.

· Helps strategically position Prestige services in the market

· Generates revenue by building awareness of their product or service

and therefore increasing sales.

Key personnel & their roles in the MKH/Prestige relationship.

MKH employs hundreds of people but the roles & departments within MKH

cover the same basic job functions as most other full service

agencies, each performing various advertising functions such as;

· Marketing

· Communications

· Promotions services (planning, creating and producing the