ADVERTISING Agency: Basic Concept
     An advertising agency is a service business dedicated to creating, 
     planning and handling advertising and other promotional activities 
     for its clients. 
     An  ad  agency  is  independent  from  the  client  and  provides  an 
     outside point of view to the effort of selling the client's products or 
     services.
       An agency can also handle overall marketing, communication, 
     sales promotions oriented and branding strategies for its clients.
                                                              2
         ADVERTISING Agency: Basic Concept
      Typical advertising agency clients include the following clientele:
     1.  Businesses and Corporations
     2.  Government Agencies
     3.  Non Profit Organizations
     Agencies  may  be  hired  to  produce  a  complete  overall 
     advertising  campaign  and  promotional  activities  to  build 
     awareness and fulfill advertising goals and objectives
                                                                         3
       TYPES OF ADVERTISING COMPANIES
     Advertising agencies come in all sizes as stated below:
     1.  one or two-person shops (which rely mostly on freelance talent 
         to perform most functions)
     2.  Small to medium sized agencies 
     3.  large independents and multi-national, multi-agency 
         conglomerates like O &M and Satchi and Satchi 
                                                                         4
      TYPES OF ADVERTISING COMPANIES
     Limited-Service Advertising Agencies
     Some agencies usually offer only one or two of the basic services. 
     For example, although some agencies that specialize in "creative" 
     also offer strategic advertising planning service.
     Similarly,  some  "media-buying services" offer  media planning 
     service but concentrate on media buying, placement, and billing.
     Thus,  the  advertiser  who  uses  limited-service  agencies  usually 
     gives  greater  strategic  direction  to  specialist  creative  or  media 
     agencies, and exercises greater control over the product of these 
     agencies. 
                                                              5
     TYPES OF ADVERTISING COMPANIES
    Specialist Advertising Agencies
    There are agencies that specialize in particular kinds of advertising: 
    recruitment,  classified,  industrial,  financial,  direct-response, 
    retail, yellow pages, theatrical/entertainment, investment, etc
    Specialization  occurs  for  a  variety  of  reasons.  Often,  as  in 
    recruitment advertising, specialized media are involved that require 
    knowledge / expertise not ordinarily found in general-line agency. 
    In industrial advertising, the subject is technical and requires that 
    writers  and  artists  have  training  in  order  to  write  meaningful 
    advertising messages about it.
                                                6