Advertising Agencies and Interactive Media

Advertising Agencies and Interactive Media

DOI: 10.4018/978-1-4666-0885-6.ch005
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For advertising to be efficient, various methods are used. Forming emotional or rational attractions, characterizations, animation, developing memorable mottos, and propaganda are some methods that allow an advertisement to achieve more success. To design a dynamic advertisement, a department should be organized inside or outside of an organization, with a staff demonstrating outstanding marketing skills. This chapter provides a detailed analysis of advertising agencies. It first presents a perspective of advertising agencies, and follows with the nature of the industry, work environment, and other involved elements. Next it deals with the role of advertising agencies in the new media and introduces concepts that have emerged due to changes made in the agency environment. Moreover, two groups of interactive agencies which play a significant role in online interactions are discussed: network advertising and lead generation.
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Advertising Agencies

Advertising agencies play an important role in producing modern advertisements. They require a proper level of knowledge and experience in order to provide efficient services. An advertising agency principally is skilled in advertisement design, production and placement. The Association of Advertising Agencies of America (AAAA) defines advertising agencies as independent commercial institutions consisting of innovative individuals and commercial experts who produce ads and find proper media for publishing (for sellers or advertisers who seek customers). Advertising agencies work with a variety of different methods and have distinctive ways of communicating with their clients. We first examine the history of these agencies, and then we discuss the different types of ad agencies.

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