{"id":1786,"date":"2018-07-22T11:48:12","date_gmt":"2018-07-22T11:48:12","guid":{"rendered":"http:\/\/armaniads.com\/?p=1786"},"modified":"2018-07-22T12:07:25","modified_gmt":"2018-07-22T12:07:25","slug":"a-way-to-better-understand-advertising-agencies-and-their-operations","status":"publish","type":"post","link":"https:\/\/armaniads.com\/en\/a-way-to-better-understand-advertising-agencies-and-their-operations\/","title":{"rendered":"A Way to Better Understand Advertising Agencies and Their Operations"},"content":{"rendered":"

Advertising Agencies<\/strong><\/p>\n

The advertising agency (or other types of marketing communication agencies) creates, produces, and distributes the messages. The working arrangement between advertiser and agency is known as the agency\u2013client partnership.<\/em><\/p>\n

An advertiser uses an outside agency because it believes the agency will be more efficient in creating advertising messages than the advertiser would be on its own. The advertising professionals working for the agency are experts in their areas of specialization and passionate about their work. Not all advertising professionals work in agencies. Large advertisers, either companies or organizations, manage the advertising process either by setting up an advertising department (sometimes called marketing services) that oversees the work of agencies or by setting up their own in-house agency. Tasks performed by the company\u2019s marketing services department include the following: set the budget and select the agencies; coordinate activities with vendors, such as media, production, and photography; make sure the work gets done as scheduled; and determine whether the work has achieved prescribed objectives.<\/p>\n

Now we\u2019ll discuss types of agencies in order to well understand the advertising industry and after demonstrating any type of agencies, we\u2019ll give examples of any types in Iran to better understand which types in Iran is suitable for your business.<\/p>\n

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Types of Agencies<\/strong><\/p>\n

We are concerned primarily with advertising agencies in this blog, but other areas, such as public relations, direct marketing, sales promotion, and the Internet, have agencies that provide specialized promotional help as well.<\/p>\n

In addition to agencies that specialize in advertising and other areas of marketing communication, there are also consulting firms in marketing research and branding that offer specialized services to other agencies as well as advertisers. Since these various types of marketing communication areas are all part of an integrated marketing communication approach, we cover many of these functions in separate blogs in the future.<\/p>\n

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  1. Full-Service Agencies <\/em><\/strong>In advertising, a full-service agency <\/strong>includes the four major staff functions of account management, creative services, media planning, and account planning, which includes research. A full-service advertising agency also has its own finance and accounting department, a traffic department <\/strong>to handle internal tracking on completion of projects, a department for broadcast <\/em>and print production <\/em>(sometimes organized within the creative department), and a human resources department.<\/li>\n<\/ol>\n

    For instance, one of the full-service agencies in Iran is Maat Advertising Agency located in Tehran and it\u2019s one of the subsidiaries of Maat MARCOM Holding which is discussed later in this blog.<\/p>\n

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    1. In-House Agencies <\/em><\/strong>Like a regular advertising agency, an in-house agency <\/strong>produces ads and places them in the media, but the agency is a part of the advertiser\u2019s organization rather than an outside company. Companies that need closer control over their advertising have their own internal in-house agencies. An in-house agency performs most\u2014and sometimes all\u2014of the functions of an outside advertising agency and produce materials, such as point-of-sale displays, sales team literature, localized ads and promotions, and coupon books, that larger agencies have a hard time producing cost effectively. Retailers, for example, find that doing their own advertising and media placement provides cost savings as well as the ability to meet fast-breaking deadlines. Some dairy companies, such as Kalleh in Iran, also create their own advertising in-house to maintain complete control over the brand image.<\/li>\n<\/ol>\n
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      1. Specialized Agencies <\/em><\/strong>Many agencies either specialize in certain functions (writing copy, producing art, or creating digital ads), audiences or markets (youth, minority groups, such as Asian, African American, or Hispanic), or industries (health care, computers, agriculture, or B2B communication). In addition, some agencies specialize in other marketing communication areas, such as branding, direct marketing, sales promotion, public relations, events and sports marketing, packaging, and point-of-sale promotions. Sometimes one-client agencies are created to handle the work of one large client. Let\u2019s take a look at two special types of agencies:<\/li>\n<\/ol>\n

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