ABSTRACT
The agency business began to grow by expanding their menu of services. The love affair with newspapers and print still lingers in some old-line ad agencies. Only a handful of ad agencies in existence today can be called full-service—that is, agencies that will handle the many facets of a client's research, advertising, public relations, media, and production needs. Many medium-sized ad agencies specialize in a certain type of account, such as banking, financial services, or package goods. The fastest way to find out about the types of accounts and the media placement patterns of most reputable ad agencies is to consult the pages of "The Ad Agency Red Book." Smaller specialty shops—ad agencies—that offer little more than creative services, such as art, copy, or layout, sometimes hire media buying services. Ad agencies usually mark-up all audio, video, and print production 15% to 20%. The average cost of producing a 30-second television commercial is approximately $100,000.
