Advertising Industry Essay

1891 Words8 Pages
Advertising Firms in the advertising industry prepare advertisements for other companies and organizations and might also arrange to place them in print, broadcast, interactive, and other media. This industry also includes firms that sell advertising space for publications, radio, television, and the Internet. Divisions of companies that produce and place their own advertising are not considered part of this industry. Companies often look to advertising as a way of increasing sales. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for them. Next, ad agencies offering their services to the company often make presentations. If an agency wins the account, the real work begins. Various departments within the agency, such as creative, production, media, and research, work together to meet the client’s goal of increasing sales. There are over 21,000 advertising establishments in the United States. About 6 out of 10 write copy and prepare artwork, graphics, and other creative work, and then place the resulting ads in periodicals, newspapers, radio, television, or other advertising media. Within the industry, only these full-service establishments are known as advertising agencies. Many of the largest agencies are international, with a substantial proportion of their revenue coming from abroad. About 3 out of 10 advertising firms specialize in a particular market niche. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. Buses, subways, taxis, airports and bus terminals also frequently carry ads. A small number of firms produce aerial
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