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Figure 3.9 - How Agencies Add Value to Client’s Business

Figure 3.9 - How Agencies Add Value to Client’s Business

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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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Sales Promotion Agency

 Involved with the developing and managing of 

sales promotion programs

 Provide following services

 Promotional planning, creative research, and tie­in 

coordination

 Fulfillment

 Premium design and manufacturing 

 Catalog production

 Contest/sweepstakes management

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Functions Performed by Public 

Relations Firms

Strategy



Generating



development



publicity



Public

affairs



Managing

crisis



Lobbying



News

releases,

communicatio

n



Research



Special

events



Coordination

w/promotional

areas



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Digital/Interactive Agencies

 Specialize in the development and strategic use of 

various digital marketing tools 

 Websites for the Internet

 Banner ads

 Search engine optimization

 Mobile marketing 

 Social media campaigns



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Collateral Services

Marketing research

Package design

Consultants

Photographers

Printers

Video production

Event marketing

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Figure 3.9 - How Agencies Add Value to Client’s Business

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