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Full Project – Design and implementation of an advertising agency platform

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CHAPTER ONE

1.1 INTRODUCTION

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas or services. Most commonly the deserved result is to drive consumer behaviour, with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media, including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail, or new media such as websites and text massage.

Commercial advertisers often seek to generate increased consumption of their products or services through “bearding” which involves the repetition of an image or product name in an effort to associate avidities with the brand in the minds of consumer, non- commercial advertisers who spend money to advertise items other than a consumer product or service include political parties interests groups religions organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public services announcement.

Modern advertising developed with the rise of mass production in the late 19^th and early 20^th centuries.

An advertising agency o aid agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An aid agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or service. An agency can also handle over all marketing and branding strategies and sales promotions for its clients.

Typical and agency clients include business and corporations, non profit organizations and government agencies. Agencies may be hired to produce an advertising campaign.

1.2 HISTORICAL BACKGROUND OF STUDY

The first acknowledged advertising agency was William Taylor in 1786, another agency was started by James ‘Jem’ white in Fleet Street, London in 1800 and eventually evolved into white bull holmes a recruitment advertising agency, that went out of business in the Late19802. in 1812 George Reynull, an officer at the London Gaette, set up another of the early advertising agencies also in London.

This remained a family business until 1993, as ‘Reynell and son and is now part of the TMP world wide agency (Uk and Ireland) under the brand TMO Reynell, another early agency that traded until recently, was founded by Charles Barker, and the firm he established traded as ‘Baker’ until 2009 when it went into administration.

Volney N palmer opened the first American advertising agency, in Philadelphia in 1850 this agency placed and produced by its clients in various newspapers, produce, “photographs, ambrotypes and daguerreotypes “his and were the first whose type face and fronts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper and were set in only a gate. His use of larger distinctive fronts caused a sensation. Later that same year Robert Bonner ran the first full- page and in a newspaper.

In 1864, Willian James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1968. Thompson rapidly become their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thopsons hired writers and artists to form the first known creative department in an advertising agency. He is created as the “father of modern magazine advertising” in the US.

In many African Countries, a few elites, notably politicians tend to be prominent actors in them every day drama that plays out in many Nigerians talk shop, group gatherings and in front pages of the media, further crowding out space for discussions about practical non-elite involved issues that influence the common man. Sometimes not only do they make the news they own the media and they are also the news. The conspicuous elites within an heterogeneous and stratified Nigerian society then use different mediums to convey traditional solidarity, maintain their social and political influence padding and socially of status, men of influence within their community and reference for power brokering.

1.3 STATEMENT OF PROBLEM

The challenges that lead to this digital advertisement agency system are expected to be enumerating under this area of the research work. The statement of challenges was encountered in the course of operating under the system on ground and these difficulties are peculiar to all system that runs on manual processing. The problems are related dn almost the same with the point enumerate in chapter three of this write up under problems with existing system ie the manual system. These problems also as the starting point of this great in venation and some other challenges was used the stepping stone to some certain height during the course of this research.

1.4 OBJECTIVES OF STUDY

They provide a means of communication and co-ordination between groups (client and agency working on different parts of a campaign).
These objectives also serve as a guide for decision making and provide a focus for decisions that follow in the process of developing promotional plans.
Objectives provide a benchmark so that relative success or failure of a programmed can be determined.

1.5 SCOPE OF STUDY

For every research work and every other activities under the sun, scope other range of the work that will give a kind of guild to where to start and stop is necessary to avoid working off point and that will cause wastage of resources and ware out of the person. The case study of this research work is the department that takes care of advertisement activities in coca- cola Owerri and that is used as the scope of the study. The research went around every company that deals with advertisement agency to get information but it was trimmed down to the case study to avoid wasting time and other resources.

1.6 LIMITATION OF STUDY

Any great work to be achieved must encounter one or two limitation along the way of achieving it. The limitation of this very project work contributed and cause many slow down in the acceleration of the project. there are many limitation experience during the project of but few are enumerated below.

Lack of enough time: This type of research work is a very sensitive one because every company in the world no matter the level they have attained still go under advertising and such a research work needs enough time together real facts that will be useful in the doing of the work. Short time at hand the research is on made the research work not hundred percentages rich but the aim of study is achieved.
Bottle necked: Many people, expert, personnel, and agency were met together some information about the study and the system on mind but many of them were trying to be careful not to release some information they call their secret and this lead to wasting of time on information gathering and much effort was inputted to force such information out.
Lack of fund: I not shy away from this very fact that money try to stop and even cause of pause during the research work. Many things were needed that is only money that can answer it e.g. traveling together information buying materials like journals, dailies, using of internet included and visitation of libraries both outside the state. This very point of fund try to bring down the swing flag of the research but based on the aim of the project focused on it was trashed out.
Software: The systems created have some part that is omitted due to some factors that lead to the action.

1.7 DEFINITION OF TERM

Agency: a business or organization providing a particular service.

Advertisement: a notice or display advertising something communication: the action communicating, a letter or message containing information.

Digital: relating to or using signals or information represented as digits using discrete values of a physical quantity such as voltage or magnetic polarization.

Media: is the main means communication (especially television, radio and news papers) regarded collectively.

Computerize: is the processed by computer.

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