Advertising Agency

Definition

An advertising agency is an organization that provides a variety of marketing communications services to clients seeking assistance in their marketing activities.

A full-service agency engages in the planning and administration of campaigns, including setting advertising objectives, developing communications strategies, developing and producing messages, developing and executing media plans, and coordinating related activities such as sales promotions and public relations.

A limited-service agency concentrates on one of the major agency functions such as developing and producing advertising messages or media plans.

An agency of record (AOR) is an advertising agency assigned specific media buying responsibilities by a client. It’s also sometimes used to refer to the agency responsible for creative development.

 

References

  1. American Marketing Association, AMA Dictionary.

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