Advertising

While some businesses, especially small and medium sized enterprises (SME's), choose to do their own advertising work 'in house', many opt for an advertising agency to take control of the process. A New Zealand advertising agency is a business that plans, creates and executes advertising on behalf of its clients. Ad agencies have the advantage of being independent, thus providing an outsider's perspective, which can be helpful when constructing an effective campaign. All types of clients will engage the services of a New Zealand advertising agency:

• Large corporations, such as major telecommunications providers
• Smaller businesses, for example local restaurants and cafes
• Not for profit organisations and charities
• Government departments

As well as designing and implementing specific advertisements and advertising campaign, ad agencies may be responsible for overall marketing, promotions, and brand management for their client. The work involved could range from creating and placing a single ad in a magazine, to a full, long term campaign across television, print, radio, outdoor and online media.

Advertising agency structure

New Zealand advertising agencies range from 'boutique' firms with a small number of employees, through to larger businesses that are part of large multi-national advertising conglomerates (New Zealand examples include Saatchi & Saatchi, and Clemenger BBDO). Agencies may be specialists in a certain industry (such as medical or retail), whilst others may specialise in a certain media channel, for example radio or television. "Full service" advertising agencies offer clients comprehensive advertising campaign packages across all industry and media types.

Advertising agencies in New Zealand will generally have a number of well defined roles within their organisation:

• Creative: the creative department of an ad agency is responsible for designing your advertisement. This may involve copywriting, graphic design, voiceovers and TV production work. Some creative may need to be outsourced in the case of complex client requirements.
• Account management: this is the sales and client liaison part of an advertising agency's business. The key tasks of an account manager are working on the client's creative goals, collaborating with creative staff to ensure everything is running smoothly, and keeping the client informed and happy.
• Media planning and buying: the advertising agency function deals with planning and executing the purchase of advertising space across various media on behalf of the client.

There are a wide range of advertising options available, so find a method of advertising in New Zealand that suits your business:

TV advertising

Television advertising in New Zealand is the most well recognised form of commercial communication, offering advertisers a comprehensive reach to most Kiwi households. Advertising on television gives organisations the ability to employ messages targeting the senses of sight, motion and sound - allowing for an increased emotional response. TV advertising can also be targeted nationally or regionally, across both pay TV and free to air channels.

Print advertising

Print advertising in New Zealand is an established, proven method of communicating an advertiser's message. Whether through one of the major daily newspapers, magazine, direct mail campaign, or even on the back of a supermarket receipt, Kiwis will normally see some kind of print advertising every day. One of the strengths of this form of advertising is its highly targeted nature; for instance, holiday packages will be advertised in the travel section of a newspaper and consumers who have bought a certain type of product may be sent similar offers by mail.

Radio advertising

Radio advertising in New Zealand offers a good level of reach, with most New Zealanders regular listeners to one of the many radio stations on air. The frequency at which at ads are played is normally quite high, and a catchy jingle in an advertisement is likely to stick in a listeners head. The variety of stations allows for targeting by listener demographic; information of this kind is available from any of the major radio networks.

Online advertising

Online advertising in New Zealand is a huge growth area, reflecting a wider world trend. Some options available include banner ads on highly trafficked New Zealand websites, email marketing, viral marketing, and search engine marketing targeted to the New Zealand market. This area of advertising is still relatively young in our country and offers significant, cost-effective opportunities for advertising.

Outdoor advertising

Outdoor advertising in New Zealand can take on several forms; posters, bus advertising, signage at sports stadiums, and the most common and recognisable form - billboards. Prominently placed billboards offer frequent viewing, which when combined with a humorous or intriguing message, can be extremely effective. Some research has even indicated that a billboard-only advertisement resulted in a large percentage of viewers recalling that they had seen the advertisement on television.

Looking for more information? Find New Zealand advertising in the NZS.com directory.

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Business images from Flickr: Sky Tower, New Zealand Flag and Wellington Buildings.