The role of the advertising agencies plays a very vital role in this context. Sainsbury’s launched its first supermarket in Croydon in 1950, and now the main dominating companies in retail sectors are Tesco, Sainsbury’s, ASDA and Safeway. (Brierley, 2002, p. 233). The main component of the marketing and advertising department is to choose the proper agency. In the late 1970s, these companies started branding themselves (Brierley, 2002, p. 233). Advertising agencies are predominantly structured around two main sections and they are the creative development in art direction and copywriting and media planning and buying. The brand which serves the mass, for example, Sainsbury’s, there are basically there kinds of agencies which can be beneficial, and they are full-service agencies, limited service agencies, and A la carte agency.
Most of the big companies go for the full-service agencies but sometimes the company prefers different ranges of services from different agencies for an example Lloyds TSB selected Saatchi and Saatchi for their internet banking but they also depended on another company called Inter focus for working on the strategy for the launch of the direct marketing and the customer relation management. (Hughes &. Fill. 2007. p. 78).
It is a very vital question that whether the companies should follow the traditional advertising process or not. It is true that TV and Radios are the ultimate platforms for putting advertisements, but in the recent time while people are very busy in work and they spend a large portion of their daily time on the internet, so the question is how important are the TV and Radios in case of giving advertisements. The advertising industry went through the ultimate consolidation during the time period of 1999 to 2002. (OGuinn, Allen &. Seminyak. 2008. P. 45). The recent trend of advertising relies on web-based ads and definitely the advertisements in newspapers and other print media.