Full service advertising agencies have the ultimate intention of influencing the purchasing behavior of consumers, in a way favorable to the advertiser. How do they achieve this end? The first requirement is that the advertisement should capture the attention of its audience. To achieve this, the advertisement has to provide the audience with information that is of interest to them. It may give them new information, or it may support the information they already have, or it may attempt to alter their existing views or beliefs.
Some people like information that is communicated through stories, while others like figures and data. There may be another category who may listen to information that is couched in real experience situations, and there may be others who totally avoid unpleasant information or information that upsets their existing faiths. In any case, the advertising message should interest the audience.
So it is essential that an advertisement provide information that is of interest to the audience. Only then would the audience listen to it. It is also essential that the audiences see the advertisement and interpret it in a way favorable to the advertiser. The same advertising message under a given setting can be perceived and interpreted by different people in different ways. An agency has to ensure that his message is interpreted in the manner intended, in a way favorable to his products/offerings.
It is not enough if the audience listens to the advertisement and interprets it the way the advertiser expects it to be interpreted. It should also appeal to them and influence their attitudes, thought processes and purchasing behaviors in favor of the advertised brand. It is generally agreed that purchases are governed by the attitudes of consumers towards alternative product offers. The full service advertising agencies therefore should know that if attitudes of the target customers can be manipulated and changed, behavior changes on the lines preferred by the advertiser would naturally follow.