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advice
Can I really afford an advertising agency?
Whether the question comes from a start-up company or an established business, it's something that clients and potential clients ask time and again.
In the advertising business, the most common response is, "Can you afford not to have an advertising agency?" Whether it's total objectivity about a company's marketing needs or whether an agency's media buy saves a client big bucks, there are many reasons why retaining an agency is very cost-effective in the long term.
Creative and Business Objectivity
Let's face it. It's hard to be objective about your own business. It's even harder to gauge the perception of customers and potential customers. An advertising agency can give you an unbiased opinion on your brand identity, your public perception and sometimes even your products and service. An agency can also tell you what messages work and what messages need to be refined. Your company can save valuable resources by letting experienced professionals perform these vital tasks for you.
Media
Even with commissions, an advertising agency can save you money on the placement of media. Most agencies employ experienced media buyers who negotiate the best deal for clients. In fact, print, outdoor and broadcast media representatives expect to negotiate prices with agency buyers. They make good deals to promote long-term relationships with an agency. In the end, clients benefit by enjoying such perks as bonus spots in broadcast media or free installation costs for billboards.
Resources
In weighing the costs of hiring an advertising agency, ask yourself some simple questions. Does your internal marketing department have expertise in Internet technology? Do you have the latest computer software? Does your company have individuals who are experts in graphic design, copywriting and Web design? Advertising agencies already have these valuable resources in place and you won't have to buy new equipment, train existing employees or hire additional ones.
Ultimately, you should discuss all costs up front with an advertising agency to ensure you really can afford their services. But in most cases, you'll see that the majority of costs associated with creative and marketing expertise will pay big dividends in the end.
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