In House Agency • Advertising department in a company. The main business is not advertising. (part of business) • Disadvantages • Lack of objectivity • Won’t try to improve the advertising by arguing for better options • Lacks the depth and variety of experience that an agency can maintain… • Advantages • familiarity with products, industry, and business practices • Better control and coordination of the ad process • Doesn’t have to pay an advertising agency for its services
Full-Service Agencies • Account management • Marketing planning and management • Creative design • Production • Media-planning • Media-buying services
Creative Boutique • Specializes in creative concepts • Writing creative text • Providing artistic services • Normally hired by another agency
Media-Buying Services • Specializes in buying a vast array of media to choose from, including traditional media, like radio, TV, magazines, newspapers, and out of home, and new media, which includes cable TV, Satellite radio, and the Internet. • a media buyer evaluates media reach, station formats and pricing rates, plus demographics and psychographics relating to the advertiser's marketing objectives.
Account Services • Identify benefits of clients products • The possible consumers to target with advertising • Best positioning against competing products
Marketing Services • Sales promotion, research , event scholarship, direct marketing and public relations • Event marketing specialist identify if an how the business should support different events. • Researchers study areas such as advertising results and target audiences.
Creative Services • Develop advertising message • Creative director(ensures art and text come together to create the desired results) • art director(ensures quality of graphics) • illustrator(draws and create graphics) • - and copywriters(write the text)
Media Services • Media planners, media buyers and media researchers help the client choose the most effective media options within the client’s budget • Media planners, media buyers, media researchers
Administration Services • Traffic management ensure that creative services and media services coordinate so that ads are ready for the media placement deadlines.
Production Services • Bring the images and words to life for the radio and television commercials • Crew includes producers and their assistants.
Interactive Agencies • Help create advertising for interactive media such as the Internet, CD-ROMs, and interactive television. • Often purchased by other agencies