ADV 300 - Types of agencies and agency jobs

research

conducted by an agency for a client, usually consists of the agency locating studies (conducted by commercial research organizations) that have bearing on a client's market or advertising and IBP objectives

in-house agency

advertising department in a firm and takes responsibility of planning and preparing advertising materials -greater coordination and control in all phases -advertiser's own personnel have control

promotion agencies

can handle everything from sampling to event promotions to retail promotional tie-ins

creative services

comes up with the concepts that express the value of a company's brand in interesting and memorable ways -develops the message that will be delivered thru advertising, sales promotion, direct marketing, social networks, mobile marketing, event sponsorship, or public relations

account planner

coordinates research efforts

sales promotion agencies

design and then operate contests, sweepstakes, special displays or coupon campaigns for advertisers -specialize in consumer sales promotions and ill focus on price off deals, coupons, sampling, rebates and premiums

design firms

designers and graphic specialists -involved in the execution of the advertising or IBP effort -help a firm create logo and other visual representation -graphic designers also design most materials used in support such as package design, coupons, in-store displays, etc.

creative boutique

emphasizes creative concept development, copywriting and artistic services to clients -advertiser can emily this alternative for the strict purpose of infusing greater creativity into the theme or advertisement -most often used when client wants lots of ideas they can chose from

account services

entail identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan -account service managers work with the client in translating cultural and consumer values into advertising and promotional messages thru the creative services in the agency -work with media services (internal and external) to develop an effective media strategy for determining the best vehicle for reaching a target audience

event planning agencies

experts in finding locations, securing dates, and putting together a team of people to pull off a promotional event -audio/visual people, caters, security experts, entertainers, celebrity participants, or whoever is necessary

digital/interactive agencies

focus on the ways to use web-based solutions for direct marketing and target market communications -ex. do work for BMW, army, etc.

production services

include producers (directors) who take creative ideas and turn them into advertisements, direct mail pieces and other IBP materials -producers generally manage and oversee the endless details of production of the finished advertisement

full service agency

includes an array of advertising professions to meet all the promotional needs of clients -often also offer a client global contacts -not all full-service agencies are large companies

direct marketing agencies and database agencies

maintain and manage databases of mailing lists as one of their services -can design direct marketing campaigns that use either mail or telemarketing, or direct response campaigns using all forms of media -help advertisers construct databases of target consumers, merge databases, develop promotional materials, and execute campaign

public relations firms

manage an organization's relationship with the media, community, competitors, industry associations and government organizations -press releases, feature stories, spokespersons, lobbying, company newsletters

(E.F.) Production facilitators

offer essential services both during and after the production process -area where advertisers and their agencies rely most heavily on the external facilitators

advertising agency

organization of professions who provide creative and business services to clients in planning, preparing, and placing advertisements -house a collection of professions with very specialized talent, experience, and expertise that can not be matched by in-house talent

external facilitators (E.F.)

organizations or individuals that provide specialized services to advertisers and agencies

administrative services

personnel departments, account and billing departments, and sale staffs that go out and sell the agency to clients. -most important to clients is the traffic department, which has the responsibility of monitoring projects to be sure that deadlines are met

(E.F.) marketing and advertising research firms

research firms can perform original research for advertisers using focus groups, surveys or experiments to assist in understanding the potential market or consumer perception of a product or services

(E.F.) consultants

specialize in areas related to the promotional process -advertisers can seek out marketing consultants for assistance in the planning stage

media specialists

specialize in media time and space and offer media strategy consulting to advertising agencies and advertisers -strategic coordination of media and promotional efforts has become more complex because of the proliferation of media options and extensive use of promotional tools beyond advertising

(E.F.) Software Firms

the technology in the industry, particularly new media technology, has expanded so rapidly that a variety of software firms facilitate the process -some are well known such as Microsoft