Assessing the Impact of Advertising Agencies on Effective Advertising Campaigns

Abstract:

Advertising agencies are key players in any advertising campaign. They have several roles in the initiation, production and dissemination of commercial messages through a suitable medium. Advertising campaigns are undoubtedly very crucial and require being handled and executed by experts to avoid wasting human and material resources. As such, advertisers engage the services of advertising agencies to help them realize their commercial goals. This paper specifically examines the impact of advertising agencies on successful advertising campaigns. Empirically, this paper adopted a survey method to gather resourceful data from 250 respondents who were accidentally selected among media practitioners, including a certain class of residents of Osun State, for their in-depth knowledge of advertising. Asymmetric Theory and Persuasion Theory, that are relevant to this study, were adopted. In the end, analysis of data collected with the aid of descriptive statistics of frequency, percentage and pie chart, as well as inferential statistics of Chi-square, proved to the fact that the role of advertising agencies on successful advertising campaigns cannot be overemphasized. The study recommends that advertising agencies should put more effort in discharging their duty to clients and should step up and take their place in the present globalization revolution.