Types of Advertising
Agencies
Advertising
Agency Types
Full-Service Agency
Provides all services necessary to handle the
total advertising function, including planning, creation,
production, placement and evaluation of advertising.
Tasks include:
Diagnosing the marketing ("peeling the
onion")
-
Who’s the target market?
-
Where’s the target market?
-
Demographics and psychographics
-
Determine product features and benefits
-
Evaluate competition
Setting objectives and developing strategy
Positioning or branding
the product. Give consumer an image or concept to
grasp.
Creating the communication
Deciding on "creative," produce ads.
Notifying trade of upcoming campaign
Billing and Payments
Specialty Service Agencies
These do not offer the entire range of services that a full
service agency does. Any of the agencies below would be
considered a specialty agency.
Talent and Production Agencies
Usually offers talent like entertainment stars
or well known persons as spokesmodels, plus writers, directors,
etc for creative part of advertising process. E.g. LeBron
James
Independent Creative Services
Boutique agencies that serve special niches or
offer creative talent on a freelance basis. Strictly creative:
no research, account execs, media buyers etc.
A La Carte Agencies
Offer a menu of services related to
advertising. You choose from the menu, they charge according to
individual services.
Rolodex Agency
Very similar to an a la carte agency. Hired
guns. Often provide individuals for specific services, specific
times, or specific projects.
In-House Agency
Some big companies have their own advertising
departments which are “housed” within their own property.
Media Buying Services
Specialize solely in placing ads with different
media outlets.
Provide specialized expertise and may be able
to negotiate better deals for clients because they control
multiple accounts.
Also see: an overview of
advertising agencies and how to choose an advertising
agency.
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