IAAJAH - IGWEBUIKE: An African Journal of Arts and Humanities
Vol. 8 No. 2, 2022
THE ROLE OF ADVERTISING AND PUBLIC RELATIONS AGENCIES IN BRAND BUILDING
Okoh Samuel Ejime

ABSTRACT

Advertising and Public Relations agencies are firms designed to help advertisers grow their brands and services, the process of achieving this starts with creative brief from the client to the creative agencies. The essence of this article is to help give insight into how advertising and Public relations agencies functions and are managed but more importantly how they deploy creative efforts in building client products and services. Although both Advertising and Public Relations agencies has been in existence since Nigeria independence in 1960, the professions and practice has evolved over the years, faster than the industry envisaged most especially with the modern communication tools deployment to achieve better and faster result in the industry. With the unbundling of Mass Communication programme by the National Universities Commission which favoured Advertising and Public Relations to stand as full disciplines and departments, will further help examine how these two disciplines help build strong and enduring brands. This study also examined the requirements for establishing the Public Relations and Advertising studio PRAD for Mass Communication department of a University. The importance of creative brief to advertising and public relations agencies from clients is very vital and critical in marketing communication industry, because this brief is the only document from advertisers that help creative agency develop marketing communication strategy.

Keywords: Advertising Agency, Public Relations Agency, Mass Communication programme unbundling, creative brief
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