AN AD AGENCY An ad agency is a service business dedicated to creating, planning and handling advertising for its clients. It is independent of the client. It can also handle the marketing and branding strategies and sales promotion for the clients.
TYPES OF ADVERTISING AGENCIES Full Service Agency Specialized Agencies Virtual Agencies
FULL SERVICE AGENCY An agency that handles all of a clients’ advertising efforts and offers four major staff functions- account management, creative services, media planning and buying, and research.
SPECIALIZED AGENCIES Industry focused agencies – specialize in working for a specific field like agriculture, medicine etc. Minority Agencies – focus on creating ads for minority groups. Creative Boutiques – Only work on the creative execution of client’s communication. Media – Buying Services – A company that offers to buy media for advertisers. In house Agencies – Advertising departments within an organization. Freelancers – provide creative services but are different in nature of employment.
IN-HOUSE SYSTEMAdvantages Disadvantages Cost saving Less experience More control Less Objectivity Increased coordination Less flexible
VIRTUAL AGENCIES People who work from home or from their clients’ offices. They are an agency but work like freelancers. Meetings are conducted over the internet using video conferencing or emails.
A TYPICAL AD AGENCY A typical ad agency has the following departments Accounts Management - Serves as a liaison between the agency and the client. Creative Services – provides the creatives based on guidelines determined by the accounts managers. Media Services – They plan the use of media, buy media accordingly, and research the effectiveness of the plan. Research – Perform research before creating an ad, and after an ad campaign to evaluate the success of the campaign