The success of any business depends on the way the message for the product or service is communicated to the audience. Today, we find various modes of communication, the most basic being advertising through the internet. It is the core job of an advertisement, produced by an advertising agency, to ensure that the message for the product or service stands out and reaches the targeted market. Advertising agency plans the layout and creates an advertisement. Before delivering it to the client the agency also decides how, when, and where to apply the advertisement. The basic purpose of hiring an advertising agency is to create an awareness of the product or service to the world.
Advertising agencies provide services based on the market study, popular culture, and trends as well as advanced sales techniques. Being an independent entity, these agencies can be objective about a client’s business needs. Today, a professional advertising team includes market researchers, conceptualizers, planners, copywriters, illustrators, and a whole marketing team. Any professional agency will first understand the concept and USP of the product or service, demography, and the media in which it should be advertised. Then the main job of conceptualizing and creating a message as well as design for the ad starts.
Types of Advertising Agency
As a business, you must know different types of agencies that exist in the market. It helps in understanding their working style which further helps in making the correct choice for business.
- Full-Service Agency
As the name states, this agency handles all phases of the advertising process. Starting from planning, creating, producing, and placing advertisements at the right place, everything is done by the advertising agency. They may also provide other marketing services to promote the brands. These means of promotion can be trade shows, newsletters, sales promotions, exhibits, and annual reports. They are medium or large-sized agencies that are capable of providing all types of advertising campaigns. Their service is extensive and all the employees working in the agency provide full-time service.
- Digital Advertising Agency
Digital advertising agency combines digital graphics and copywriting with new technology and modern marketing techniques. The outcome is a blend of creativity, skilled engineering, and grit to fix glitches and to find solutions in a rapidly changing world. It takes a lot of effort to understand the medium and to implement it successfully to grow a brand through the digital channel. The core objective of the brand strategy remains the same, but the medium of promoting business is no more the traditional domain.
Services offered –
- Search engine marketing
- Social media marketing
- Website and apps design and development
- Online lead generation
- Media campaigns
- Mobile campaigns
- Email marketing
- Online brand development and management
- Content creation
- ROI assessments
Full-service agencies are home to traditional advertising and a little bit of everything, while Digital advertising agencies get everything done digitally. They’re not just focused on SEO and web designing, but other areas that are related to the digital world.
- Traditional Advertising Agency
Traditional ad agencies specialize in traditional forms of media. These media are TV, radio, prints, billboards, and direct mails, etc. Traditional advertising is good for businesses that are trying to approach the local or regional audience. In local areas, traditional media is still a noticeable part of information. Nowadays, most businesses who are working with traditional advertising agencies, also tie up with other forms of advertising like digital marketing. Traditional marketing helps in focusing on regional areas, while digital marketing helps in approaching a larger audience.
- Social Media Advertising Agency
Social Media Marketing(SMM) performs a pivotal role in industries. When the right strategies are used for SMM, the social media channels help in driving traffic to the website. SMM is not digital marketing, but it is a continuation of digital marketing. Digital ad agencies create a base for the business in the digital platform, whereas SMM helps businesses to reach their potential customers with brand visibility on social media. The majority of the public is spending maximum time on social media. Thus, it is the best platform for brand awareness and visibility. Whether it is a big or regional firm, social media is used for everything.
- Creative Boutique
A boutique is a storehouse where you get fashionable luxury goods. With this concept, a creative boutique ad agency was established. A creative boutique agency is a small agency that focuses on customized services. These agencies focus on making an extremely creative and innovative form of branding and advertising. They generally work for small, mid-market, and B2B companies. This is why creative boutique ad agencies hire extremely qualified professionals in this field. Their expertise in their area brings out the content of the next level. Basically, they give personal attention to the work.
- Media Buying Agencies
Successful marketing is not only creating an impressive slogan and repeating it for customers. Marketing is also about creating a strong and resonating message that can make its way to the audience at the right time and right price. Media buying agencies use paid marketing efforts. Their goal is to identify and purchase the ad space in the channel that will help to target relevant audiences at the right time with the least amount of money. Media buying agencies can buy traditional market channels like television, print, or digital channels like social media streaming, website backlinks, etc. Media buyers execute the purchase of advertisement space after the media planning team has created the marketing goals and targeted audience. Media buyers have the most difficult task of negotiating with sites, channels, and other networks. After this, media buyers also have to use marketing performance tools to track the performance metrics and delivery to ensure the ads are shown in the right place according to the contract.
Each advertising agency is an expert in its area. Every type of ad agency that you interact with can perform a particular function in the best form that you may not be able to. If the copywriter is an expert in using words, then the art director appeals with his/her visual art skills, and the media planner knows which type of media to use so that the message reaches the audience correctly and at the right time.
When dealing with an advertising agency you’ll be interacting with various personnel who are experts in their field. It is important to know the personnel you’ll be working with to develop a strong working relationship and for easy communication. This helps in reducing misunderstandings and creating work that satisfies everyone.