Full-Service Advertising Agencies

Guide to Full-Service Advertising Agencies

Score big with consumers with full-service ad agencies
By Nikki Davis

Full service advertising agencies help you influence the purchasing behavior of your customers. You have a product, they have know-how on how to help you sell it. Your full-service ad agency will help you capture the attention of your consumer, and they give you a means to leave a lasting impression with your audience.

Full-service advertising agencies will help you determine your target market, how you want to tell you story and what media will be the appropriate place to share that information. Full service ad agencies will help you determine if your intended message is appropriate, and they will help you make sure that what you are trying to convey won’t be misinterpreted.

To make the most out of your full service advertising experience:

1. Determine your ad budget.

2. Find a full service ad agency that specializes in your medium or media of choice that is within your price range.

3. Choose a full-service advertising agency that is a good fit for you price-wise as well as belief-wise. You want to make sure that your thoughts on your product are in sync with those of your agency.

Action Steps

The best contacts and resources to help you get it done

Find reputable full service advertising agencies in your area Start your search online with advertising agency resources.

I recommend:  Run a search for full-service ad agencies in your state at the American Association of Advertising Agencies, or put your project out to bid at QuoteCatcher or Respond. The AAAAgencySearch.com will require you to register, but once you have filled out the form, there is no charge for you to use the service. To see an example of a high end full service advertising agency, also check out Ogilvy & Mather, who are the best in the business at making your brand stand out in your marketing.

Know your audience before hiring a full service ad agency Are your audience members readers, drivers or television watchers? Full service ad agencies will give you many choices when it comes to media: wall paintings, billboards, fliers, rack cards, movie and TV ads, shopping carts, web pop-ups, magazines, buses, bus stops, newspapers, posters, radio ads and human directionals, just to name a few.

I recommend:  Check out Lamar if you are considering billboard exposure. You can look up rates before you ever set foot in a full service ad agency's doors. Asking for rates from your local radio station and newspaper also helps you go into your meeting prepared.

Grab your audience's attention where they are exposed the most Utilize your advertising company to help you create a campaign that hits your target audience where they are most likely to be exposed to your ad. Determine if your audience is a bunch of couch potatoes that will most likely see your ad on television, are they commuters that the best place to hit them is with a roadside ad or are you looking to sell business to business and are better off placing an ad in a trade publication.

I recommend:  Check out a list of trade publications to give you a better idea.

Tips & Tactics

Helpful advice for making the most of this Guide

• Look at what your competitors are doing. Determine what are they doing well, and how can you make your own spin on the idea.
• Don't be afraid to be different. Different can often capture your audience's attention and leave a lasting impression.
• Stick to your budget by having an idea in mind when you walk in the door. Be concise with your revisions, and don't rack up needless hours of overtime by communicating changes clearly with your full service ad agency to help them get it right the first time.