Advertising is one of the earliest concepts of human economic activity. This has developed with the coming of every new technology and continues to grow each day. Drawings, printing, telephone, television and more recently the internet and social media marketing have all made their mark in the history of advertising, and who knows what tomorrow might bring.
Advertising can be done individually, or by the use of a marketing agency. Depending on the kind of product or service that you wish to market, and the population that you wish to meet in terms of the strata of the population as well as whether the population is local or if you are looking for a worldwide distribution, you will want an ad agency that is able to handle your proposal effectively as well as reach the target population.
You will also have to make this choice based on the advertising strategy that you think is efficient for you and thus make sure that the agency you chose is specialized in this aspect of advertising.
[quote]Ad agencies are normally classified based on the media that they specialize in, and because of this classification, it is easy to see ad agencies that specialize in television ads, radio ads, newspaper ads and more recently web and new media ads. [/quote]
Marketing agencies are usually classified based on their scope. You might want to check if the agency serves a particular location as in a Orlando marketing agency or if the agency is has a global network and therefore a wider reach.
However in marketing, the term “type of advertising” is used to describe the primary focus of the advertising message and it can be classified as:
Product-Oriented Advertising
Image Advertising
Advocacy Advertising
Public Service Advertising
Therefore we can infer from these that type of advertising agencies will also fall within these categories.
Product-Oriented advertising
A product can be an idea, a service or a good that is the result of a company’s or a person’s activity. Product oriented advertising refers to advertising that is meant to promote this product or service to a particular audience. Here Ad agencies may use informative advertising to furnish information about the product; persuasive advertising where the approach is to try and convince people to buy, and comparative advertising that tries to show consumers how the product compares with others on the market.
Image advertising
Image advertising is the type of advertising that focuses on building up a company’s image to make it more attractive among its peers. They use strategy that increases the importance of a company and as such do not focus on particular products. This strategy is usually used in cases where a company has taken on a new name due to mergers or change of ownership, or due to negative publicity a company may need to rebrand itself.
Advocacy Advertising
These are usually advertising efforts that use the company’s public stance to voice certain opinions as concerns them or their future. In this way they companies can even sway public opinions on political issues and other debates that may affect them in one way or the other.
Public Service Advertising
These adverts are usually free of charge depending on the country and the policy of the agency that handles the advert. They are usually for the public good. It is important for nongovernmental organizations and humanitarian organizations to publicize themselves and to call for financial resources and personnel such as volunteers.
There are ad agencies that do not specialize in any one of these sectors, but embrace all the different sectors. There are also some that specialize in one or two of these and it will usually be to the advantage of the advertiser to choose the marketing agency whose profile is adapted to the kind of advertising he wishes to undertake.
Interested in obtaining more information about your target audience, and ready to enlist the expertise of an ad agency? Contact us today to schedule a consultation!
