FULL-SERVICE ADVERTISING AGENCY

Full-Service Advertising Agency

Full-Service Advertising Agency

Printers with a business focus in the world of digital color will need to initiate alliances with advertising agencies. The top service that agencies perform on behalf of their client base is media buying and planning. Forty-eight percent of agency respondents indicated that this was one of the primary services provided, closely followed by creative development and graphic design.

Media selection varied by client served. The B2C client was much more focused on building brand awareness; their communications emphasis is on mass media. The B2B companies typically had limited budgets, as well as narrower target ...