What Is a Full-Service Advertising Agency?

Full-service advertising agencies provide services for all aspects of advertising and advertising campaigns for businesses. Full-service agencies will always include creative services, media services, research services, account management and usually marketing communication services.

Creative Services

This division of the advertising agency is responsible for the creative work in the production of an ad or ad campaign. The creative services department consists of copywriters, graphic designers and art directors.

Media Services

This branch of the advertising agency is responsible for researching and selecting the media on which to release the advertising message. The chosen media must consistent with marketing strategy. The media services department consists of media buyers and media planners.

Research Services

The research services department is responsible for conducting research to better understand the customers and their shopping habits. Research is conducted through focus groups, studies, surveys and experiments.

Account Management

The account management department serves as the liaison between the departments of the ad agency and the client. Account executives and managers work in the account management department.

Marketing Communication Services

This department works on developing the additional marketing strategies such as sales promotion, publicity and the marketing strategy itself.

References

• "Advertising, Promotion, and Other Aspects of Integrated Marketing Communications"; Terence A. Shimp; 2007