When a company wants to run an advertisement, it is common for them to consider and make arrangements for placing the advertisement themselves, or to consult an advertising agency. Advertisements can be placed in a variety of other places, including newspapers, magazines, television, the Web, and street advertisements. Additionally, the advertising content to be created must be carefully examined depending on the target of advertising.
In order to advertise optimally, it is essential to have the cooperation of an advertising agency that is an advertising expert and covers all advertising-related tasks.
Therefore, this time, as a reference for utilizing advertising agencies, we will explain the roles and functions of advertising agencies, and media reps, who are responsible for the agency work that specializes in web advertising.
What are the basic roles and functions of an advertising agency?
Advertising agency is a general term for companies that handle advertising.
They earn profits by purchasing advertising space from “advertising media” such as newspapers, television, and web media, and selling the advertising space to “advertisers” (sponsors), companies that wish to place advertisements.
The basic role of an advertising agency is to act as an intermediary between advertising media and advertisers.
Roles and functions of advertising agencies in a broad sense
In addition to the basic functions mentioned above, advertising agencies have recently taken on a broader range of roles and functions, and are engaged in a wide variety of activities. For example, they also have the following roles and functions:
In this way, advertising agencies not only act as an intermediary between advertising media and advertisers, but also often have functions that are broadly related to advertising in general.
It is no exaggeration to say that we are living in an era where once a company wants to advertise, an advertising agency can take care of all the necessary work.
What is the difference between an advertising agency and a media rep?
By the way, recently I’ve been hearing a lot about media reps, which are similar to advertising agencies. Let’s take a look at what a media rep is and how it differs from an advertising agency.
We manage advertising spaces and advertising products held by advertising media, and act as a sales point for advertising spaces, selling them to advertisers and advertising agencies.
For advertising media, it is an entity that sells advertisements posted on your website on your behalf.
In the past, companies that operated web media, etc., solicited people who wanted to place advertisements and produced advertisements themselves in order to earn advertising revenue. However, since these require a lot of effort and expertise, media reps have come to take over this responsibility.
Media reps play the role of mediating between Internet advertising media companies and advertisers/advertising agencies.
Media Rep selects the most suitable web media for advertisers and provides them to advertisers and advertising agencies. Media reps may also be responsible for everything from creating advertisements to posting them to web media and measuring effectiveness.
This is because media reps are primarily wholesalers who specialize in Internet advertising, and advertising agencies can also be customers.
- Wholesale or retail?
A media rep is a wholesaler who owns and sells Internet advertising. On the other hand, advertising agencies are like retailers who sell advertising space in a wide variety of media, including newspapers and magazines, TV commercials, transportation ads, and street ads, regardless of whether they are advertising on the internet.
- Advertising agencies can also be customers.
When an advertiser wants to run an Internet advertisement, he or she may request a media representative or an advertising agency to act as an intermediary. Therefore, in some cases, advertising agencies can become clients for media reps.
General advertising agencies also handle Internet advertising, but it can be said that media reps are skilled at managing Internet advertising, specialized knowledge, and streamlining operations.
In this regard, the positions of media representatives and advertising agencies often differ depending on the company, agency, and project, so advertisers and media sales representatives should check each time to ensure there are no misunderstandings. Recommended.
summary
◆The basic role and function of an advertising agency is to purchase advertising space from “advertising media” such as newspapers, television, and web media, and sell the advertising space to “advertisers” (sponsors), companies that wish to place advertisements. to do. They may also be responsible for a series of advertising production and sales promotion/PR activities.
◆Media Rep is an Internet advertising agency that manages advertising spaces and advertising products owned by advertising media, and acts as a sales point for advertising spaces and sells them to advertisers and advertising agencies. There is.
◆The main difference between media reps and advertising agencies is that media reps are wholesalers that mainly handle internet advertising, while advertising agencies are retailers of advertising media in general. Additionally, for media reps, advertising agencies can also be customers.