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Figure 3.6 - Full-Service Agency Organization Chart

Figure 3.6 - Full-Service Agency Organization Chart

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Agency Services



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Creative Boutiques

 Small ad agencies that provide only creative 

services

 Advantages 

 Turn out inventive creative work quickly

 Provide more attention and better access to creative 

talent



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Media Specialist Companies

 Specialize in the buying of media

 Agencies and clients develop media strategy

 Media buying organizations implement strategies, 

and buy time and space



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Agency Compensation Methods

Commissions

from media



Fee, cost, and

incentive-based

systems



Percentage

charges



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Evaluating Agencies

Financial audit



Qualitative audit



Costs, expenses



Planning



Personnel hours billed



Program development



Payments to media



Implementation



Payments to suppliers



Results achieved



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Figure 3.9 ­ How Agencies Add Value

to Client’s Business



Source: “Report on the Agency–Advertiser Value Survey,” American Association of Advertising Agencies and Association of National Advertisers, August 

2007



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Direct­Marketing Agencies

 Provide a variety of services











Database analytics and management

Direct mail

Research and media services

Creative and production capabilities



 Has following departments











Account management

Creative 

Media

Database development/management



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Figure 3.6 - Full-Service Agency Organization Chart

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