The Role of Advertising Agencies 1. An advertising agency is an organization that specializes in helping marketers plan and implement advertising campaigns. Some marketers create their own advertising concepts and materials, using an in-house agency , an agency that develops advertising only for its parent company. Larger marketers often hire independent agencies as marketing partners to handle some or all of the tasks. A full-service agency does everything from researching audiences and preparing ads to buying media time.
Some marketers hire limited-service agencies for a particular aspect of their advertising.
Before the process begins, review your internal and external marketing strategies, your overall marketing plan, and your IMC strategy. B. Identifying the Target Audience 1. Consumer advertising is geared toward individuals who purchase products for personal or household use. Organizational advertising is geared toward people in businesses or nonprofit organizations who buy products for organizational use. Be as specific as possible in defining whom you want to reach, so you can plan for their unique needs.