2. 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.
3. TYPES OF ADVERTISING AGENCIES
Full Service Agency
Specialized Agencies
Virtual Agencies
4. 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.
5. 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.
6. IN-HOUSE SYSTEM
Advantages Disadvantages
Cost saving Less experience
More control Less Objectivity
Increased coordination Less flexible
7. 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.
8. 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
