The internet has made it easy for the customers to become aware of the product details including its availability at competitive prices which has precipitated the need to develop a whole new perspective for a new marketing technique. Today the markets have been designed to cater to the system as a whole rather than exclusively to the customer. The more innovative the product and fancier the promotional techniques, the higher are its chances of capturing market space. Thereby, asserting that brands, advertising, and promotional techniques are very important tools of marketing and the company must use all the available sources for maximum impact. The advertising agencies play major roles in promoting products and services of a company. In the launch of bmibaby, the BDDH, the advertising agency had significantly contributed towards creation of a brand image that was distinct and which had helped to exploit the personal preferences of the people to influence their behavior as a consumer of goods and services that they wish to sell. According to Campbell, ‘..companies are building strong brands using a corporate vision and “a way of doing business” approach. Customers identify with their attitude and promise to deliver..’ (Campbell, 1999).' (Campbell, 1999). The agency was involved right from the inception of the creation of the brand name and had successfully created an advertising campaign in different media that had made it an instant success. There are various advantages and disadvantages of using external agencies to promote one's goods and services.
The external agencies have expertise in their area and can offer huge range of alternatives for promotion of the services.
They also have better information about demographic segmented market.
Using the services of the external agencies is not only cost effective but the company is also able to better focus on its core competencies.
The advertising is a complex process that requires coordinated networking of the various elements within the system so that unique advertising campaign can be introduced within the prescribed time limit for maximum impact. This is the major reason that advertising of the products and services are taken up by external agencies.
If the goals and objectives and the creative ideas are not properly communicated to the agency, it would not be able to deliver the desired results at the crucial time.
The Company may not be able to get the bargain and discounts from the various inter-related linkages that are separate but intrinsic part of the advertising campaigns.
The delivery schedule is at the hands of the advertising agency which may sometime become crucial factor in the launch of new schemes.