What is the role of an Full-service agency in the advertising process?

Question

what is the process of advertising?
Describe the role of a full service advertising agency

Answer 1

First of all you tell them what you want to advertise and your budget and the back ground to your company as much info as you can, they go off and do some designs it can be anything from letterheads, comp slips, bags, packaging and mousemats to posters,radio and tv campaigns, if you want a website they will design and get that up and running for you. They will then present all this to you with costs and predicted impact on your business if you like it you go ahead if not tell them what you want changing. They will do everything all you have to a check the artwork or the ad and say yes or no and they will send if to the papers for example if its press advertising or off to printers if you want brochures printing or a bag company if you want bags printed etc etc. They make sure there are no spelling mistakes on anything they will get everything delivered on time to where ever you want, this saves you time and stress.

Answer 2

The full service agency is going to make the whole process less stressful and time consuming for you (hopefully!), the other advantage is that they ideally should be more knowledgable in advertising etc than you are - therefore providing you a more professional and effective integrated campaign than you could for yourself!

Main pointers though are that you need to provide a really good brief for them to be as effective as possible, make sure you have lots of detail on your company, brand and your target market, the product, your objectives and goals (short and long term) and what you expect from the campaign.

Also, don't let them get carried away and blow your budget when you don't need to ;)

Answer 3

Full service refers to the marketing services the agency provides, which will mean that they will offer other services rather than just advertising, for example they could produce print collateral and maybe manage a direct marketing campaign too. This sort of agency would be particularly useful for you if you wished to have an integrated campaign - i.e. a campaign where you gave the same message through a variety of mediums, as they would work from one set of creative to produce different marketing pieces along the same theme.