Advertising Agencies Industry Description

Companies that provide planning, creation, and management of campaigns to create positive and compelling images of products, services, or individuals.

Summary

Although our popular images of the advertising executive have generally not been positive (the bumbling Darrin Stephens from Bewitched and the conniving Amanda Woodward in Melrose Place, for example), advertising is an important piece of the puzzle in a consumer-driven economy. Advertising agencies are responsible for developing and executing marketing communication for distribution through TV, radio, print, the Internet, and other media. This is often done as part of a unified campaign that highlights a company’s brand or products. In addition to the creative element, these firms manage the campaign’s execution and may also offer some measurement of its success in reaching the intended audience. Larger agencies also provide allied marketing services, including brand development, response marketing, and customer relationship management. Agencies typically make their money on a commission basis.

Advertising Agencies Industry Resources

• AdForum.com
  
• Advertising Age
  
• Adweek
  
• Agency ComPile
  
• Trade Show News Network
  

Advertising Agencies Industry Terminology

• Advertising Glossary