Advertising
Agencies
Large publicty
companies are usually General Service Agencies
or complete services. These agencies offer many of the services needed
to develop publicity campaigns. It is normal that for special activites
like direct marketing, or the purchase of advertising spaces they
have specialized companies that belong to the same group. The Spanish
Association of Publicity Agencies lists the most important Agencies.
Specialized
Publicity Agencies.
Some Publicity Agencies specialize in one type of Media. For example,
there are Agencies that specialize in the Internet or in billboard
advertising and outside publicity. Other companies specialize in one
part of the process or advertising work. There are also companies
that just work in comercial research, in creativity or the purchase
of media areas. An example of this is the online publicity agency
Adlink
Exclusive
Advertising Agencies
are companies that try to get publicity for some determined clients.
For example, they are dedicated to a newspaper and they look for advertisers
that are going to advertise in their newspaper. Novomedia is the Agency
that looks after newspaper and magazine publicity.
Media Centres
are companies that buy advertising spaces in bulk and then re-sell
them to publicity agencies and big advertisers.
There
are advertising wholesalers. For example, they buy an amount
of time on the Television for a discounted price, they then re-sell
it.
A
Media Centre tries to optimize its clients advertising expenses
by means of purchase, planning and controlling the Media spots.
Some
companies contract a publicity agency and a media centre separately.
For
example Optimedia is a Media Centre. The media centre Sudlow explains
that "Media Centres started as press distributors, increasing
the sales volume to get higher discount levels, thus making the
investment more profitable for their clients then in turn benefiting
themselves, they act like Brokers and give special attention to
buying/sales".
