By Abbey Klaassen (Editor)
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Additional info for Advertising Age - 28 March 2011
Working closely with the pivotal department on the business sideaccount managementthe media people contract for the broadcast time into which commercials are placed. They choose the time of day, the programs on which the commercials will be played, the location, and the number of times each commercial will be aired. They also decide whether to buy network time or to place the commercials on separate local stations. After the target market has been selected, it is the function of the media department to use its media-buying power to zero in on that market.
Sales promotion, in contrast, strives to give the consumer a short-term incentive to purchase a product. This approach often increases immediate sales through various types of money-saving promotions, but too often at the price of weakening long-term brand loyalty. This has put an increased burden on the production of TV commercials. The commercial must now sharpen its visual and auditory approach to support brand loyalty, while "cents-off" sales promotions are fighting for immediate sales. It used to be that large agencies looked down their noses at promotions, believing that such efforts were below their creative ability and brought in very little revenue to the agency.
However, having the right idea for a commercial is not necessarily the end of the rainbow. How the idea is expressed can sharpen or blunt its effectiveness. And this is the importance of commercial production. A badly produced commercial can result in a failed campaign. The creative department of a full-service advertising agency is dedicated to finding and nurturing ideas. That's why it is called the creative department: It is staffed with well-paid men and women dedicated to locating attention-getting ideas and turning them into ads and commercials that will help sell products and promote services.