advertising agency
A tailor's job is to design a piece of cloth according to your preferences; Similarly, an advertising agency designs your ideas into a complete audio or/and video ad as per your requirements.
Similarly, an advertiser gives an idea to an advertising agency and in return the advertising agency returns an attractive ad.
What is an advertising agency?
An advertising agency is a service organization, specializing in planning, developing, managing and executing advertising programs for clients.
Creating an ad is a lengthy process that involves experts in various fields. Ad agencies are generally independent firms that offer quality work and help organizations or individuals reach their target audience through their eye-catching audio/visuals. An advertising agency plans, creates, researches, manages and executes advertisements on various media platforms for the advertiser.
Functions of an advertising agency
An advertising agency has a wide range of tasks, from the realization of an idea, to the commercialization of a new product/service to the development of healthy public relations. However, some of the notable functions of an advertising agency are –
● Taking the advertiser's idea/message and transforming it into an effective and memorable communication.
● To increase sales.
● To provide an integrated, professional and quality service.
● Accelerating economic growth and creating public awareness.
● Collecting feedback provided by customers and other audiences for future improvements.
Importance of advertising agencies
An advertising agency offers its clients (advertisers) an integrated solution under one roof. It consists of qualified professionals, who are experts in their respective fields. For example, copywriter, jingle writer, planner, researcher, videographer, manager etc.
The following main features make an advertising agency important –
● It has great social interaction and massive networking
● Makes optimal use of each resource.
● Provides quality work.
● Saves costs to a great extent.
Types of advertising agencies
Based on function and size, the following are the most common types of advertising agencies –
● Full Service Agency − This is a larger firm that offers a full range of advertising and marketing solutions.
● Interactive Agency - It is a smart ad agency that uses all the latest digital technologies. It offers quite creative and interactive advertising solutions.
● Creative Boutiques - A small-scale firm specializing in creative advertising services
● Media Buying Agencies – These types of companies buy and manage space for advertising and other types of campaigns. It manages the schedule with the media for advertising and monitors to see that the advertisement is aired on time.
● In-house agency – This is a full service agency, usually built in-house and working on the needs of organizations.
Specialized advertising agency
There are some advertising agencies, which provide only a specific type of advertising service. They are known as specialized agencies. They have highly qualified and subject matter expert professionals. For example, financial advertising agencies, pharmaceutical advertising, and advertising related to social and political issues etc.
Services provided by an advertising agency
An advertising agency provides a complete range of advertising and marketing solutions. Important among them are –
● Integrated Advertising Services − Provides services from strategic planning, creative design and development, in-depth research, and media selection to execution.
● Integrated Media Services − Offers services to advertisers as well as media including print media, electronic media, and digital media. It is a medium between the advertiser and the media.
● Marketing Services - Provides a range of marketing solutions including advertising, sales promotion, campaigns, market research, event marketing, public relations and more.
