Advertising agencies: offer creative and business services, media selection and buying

Full service: all services offered

Creative boutique: only do the creative bits, concept developments, artistic work, copywritting, copy testing

Interactive agencies: prepare internet media, CDs, interactive TV

In-house agencies: the advertising department of a large advertiser (P&G, Campbell soup, etc). Client has more control and it can be more efficient

Media planning and buying: they specialize in just the media, planning for and buying media space and time. Economies of scale, better negociations

Promotion agencies: sampling, events, tie-ins (co-branding. ex: Nike & Ipod), special promotions

Direct marketing agencies: handle large mailing lists, create direct response campaigns, have fulfillment centers to fill orders

E-commerce: design promotions using e-commerce, sweepstakes, coupons, loyalty, programs, anything using the Internet

Sales promotion agencies: POP, sampling, coupons, incentive programs for wholesales, trade shows

Event planning agencies: find locations, assemble a team, get press coverage, advertise the event

Design firms: design your logo and supporting materials, newsletters, in-store displays, etc.

Public relations firms: work on managing the company’s image with its publics, handle crises

Types of advertising:

1 Primary demand stimulation Advertiser seeks to create demand for a new product category in general. Purpose is to educate about the basic values of a category rather than to emphasize a particular brand

ex: VCRs, etc.

2 Selective demand stimulation Purpose is to point out the brand’s unique benefits compared to others

ex: better sound quality, remote command, etc.

3 Direct response advertising Asks the message receiver to react immediately.

ex: “call this toll-free number”, “mail your check today”, etc.

4 Delayed response advertising Develops recognition and approval of a brand