An advertising agency constitutes a service industry concerned with designing, developing and executing advertising and other promotional undertakings for its customers. It offers an external scrutiny to the client's pains of selling its products. It is autonomous from the clients. Clients include large corporations, small businesses, nonprofit organizations and governmental departments. The advertisements may range from short term (single magazine placement) to long term (placing advertisements on radio, television and print media).
Autonomy
An independent agency is able to sell and promote products from any interested client. The agency focuses a lot on strengthening relationships with customers rather than fulfilling a customer's requirements using the customer's limited product range. The agency can obtain quotes for similar goods and services from different advertising and product promotion firms and offer them to prospective clients, helping them choose the most suitable. Autonomy helps an agency to remain flexible, choosing its own course and thus resulting in improved value to its clients.
Cost-Effective
The agencies have established strategies that eliminate various administration costs and production markup while offering a favorable pricing model. An environment is created where agents are sought when need arises though a client-agent relationship is built in advance and clients are only billed for services rendered. Independent agencies have the capacity to outsource some services where providing them would be expensive in their endeavor to reduce their operating costs as well as the costs charged to their clients.
Innovativeness
The agencies have adopted a cutting-edge technology, which coupled with creativity constantly develops advertising products that easily identify with a client's goods/services. The clients therefore enjoy the latest promotional products in the market. This is done by hiring competent and qualified professionals who keep on researching new advertising avenues and improving the established ones over time.
Industry Experience
Over time and due to constant interaction with the industrial participants, e.g. various media houses and publishing firms, the agents establish relationships and channels in the industry. This enables them to identify the best advertising and promotional channels to use for client goods/services. This invaluable industrial knowledge broadens their understanding of the market and also creates a cordial relationship, which gives them an edge over in-house advertising departments.
Tags: agencies have, goods services, client goods, client goods services