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Using Ad Agencies and Designers


Advertising and promoting your business is expensive, so it's important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer.

Let's start by understanding the difference between agencies and designers. Typically, a designer will work on specific projects under your direction. For example, you may request an ad design for your Halloween event, and give the designer your copy (the text) and the party theme. You are responsible for booking the ad with the newspaper, getting flyers printed, having posters made, etc.

An ad agency plays a more active role in planning the promotion of your events. They can work with you to plan your ad schedule, suggest the right mix of promotional tools to reach your audience, help you evaluate the effectiveness of your promotions, and negotiate ad rates and printing rates on your behalf. They can also help with choosing promotional themes and writing ad copy. Of course, you will pay more for these additional services - but you may actually save money by letting your agency do your negotiations and booking.

Whether you are working with a designer or a full-service agency, it pays to plan ahead. If you can plan your advertising a year in advance you should be able to lock in much better ad rates. Leaving a couple of extra weeks when printing flyers will save you "rush printing" charges. And giving your designer extra lead time will almost certainly get you a better looking result!

A typical small agency might require final "concept and copy" at least a week in advance of newspaper deadlines, four weeks in advance of distribution for printed materials like flyers (to avoid rush charges), and six to eight weeks in advance for complicated projects (such as die-cut and folded invitations). Many business owners don't understand why final copy is required so far in advance? they ask the designer to do a design, and add the text later. But in a good design, text and typography are very important to the look of the piece. So if you want your advertising to look good, plan on providing the copy when you give the job to the designer.

The above lead times allow time for the client to proof the final artwork, and make minor corrections, based on a single design. But when working with a new designer, or when promoting an important event, you may want to see several design concepts, and possibly several versions of the artwork. This can add one to two weeks to the schedule (more for very complex ads), and of course will cost more than a single design.

When ordering the work, make sure the designer understands your market and the image you are going for. For example, you may look at a design and say, "That's not cool enough for our market." Another business manager may look at the same ad and say, "Whoa, that's way too weird for our customers." Show your designer ads you like (and don't like) to help them understand the look you want for your business.

But what if you don't like the designs your agency produces?

Well, you obviously shouldn't run an ad that you feel really damages your image, doesn't convey your message, or isn't what you requested. But at the same time, avoid the temptation to micro-manage the design. You are paying your designer for their professional skills; their judgment is probably better than yours when it comes to layout, typefaces, color choices, etc. Also, if designers feel that the work they do for you is going to be extensively changed, they won't give you their best efforts.

So find an agency or designer whose work you like, and trust their design sense. If you find you consistently don't like the work they're producing, talk to them about the problem, and if necessary find another design firm. But don't spend your time trying to "fix" the designs.

It's also very important that one person from your business deals with the design firm, and has final authority on all design and copy decisions (many agencies will insist on this). If a designer is getting conflicting input from several people, they can't do a good job for you. If you need to, talk about the design with everyone at your business who is involved in the decision? but select one person to convey your feedback to the design firm. (A good design firm can schedule meetings with clients where everyone can contribute ideas and feedback - as long as one person represents the client when it comes to final input and decisions.) Note that this can be complicated when co-op advertisers or sponsors are involved. Typically the person or company being invoiced provides the input, unless they specifically designate a different person.

So far we've talked about printed advertising and promotion, but for most businesses, the internet has also become an important promotional tool. Print design, web design, and e-mail promotions require different skills and tools, so you may use different firms for each. However, there are some advantages if you can find a single firm to handle all your needs. The design firm can make sure that your print and web communications project a consistent image. And you will only need to provide your event information and promotional goals to one firm, who can then make sure that the print ads are placed, the website is updated, and the e-mail invitations are sent. Some firms can also handle other design tasks, including menus, signs, and promotional items.

Typically, in order to get this range of services, you'll need to work with a mid-size agency or design firm. There are advantages and disadvantages to choosing large or small agencies:

An individual designer (free-lancer) or very small agency can give you personal attention and often lower rates. But you will need to work around their schedule if they are out sick or on vacation, and you will need to find a new designer if they change jobs. Individuals and very small agencies probably cannot provide a complete package of design services.

Mid-size firms give your somewhat less individual attention, and may charge a higher rate than free-lancers. But on the plus side, they can provide a broader range of services, and they have several designers on staff so they can accommodate your needs even if someone is out, or if you need a lot of work done for a key event.

Large firms can offer a full range of services and a large staff to meet all your needs. Unless you are a large account, you will probably get little personal attention. (In fact, in a large firm, the smaller accounts are often given to junior designers and trainees.)

So, how should you choose?

Above all, find a firm whose work you like! Ask for samples and references, and if possible meet with the designers before making a selection.

Decide if you want to hire a design firm (and manage the ad planning and placement yourself) or an ad agency to provide more assistance with your promotional planning (most ad agencies will also provide "design only" packages if you prefer).

Find a firm that is large enough to meet your needs, but small enough to care about your business. We typically find that local, neighborhood businesses are best served by free-lance designers or very small firms; regional or metro-market businesses do well with mid-size firms, and major national companies get the best results from large firms (and can afford to pay for them).

Talk to the firm about how you will measure the effectiveness of your advertising. It's a good idea to try different types of advertising over time to see what works best for you. Consider coupons and special offers to measure how many people are responding to your ads.

Remember that even the best advertising campaign gets stale over time. Plan for (and budget for) occasional reworking you advertising. Most designers respond very well to an opportunity to do something new for a client, and you will get the best results from both your design firm and your customers if you freshen your advertising every 6-12 months.

Thanks to LunaGraphica Inc (http://www.lunagraphica.com) for input and suggestions on this article! Lunagraphica is a boutique advertising and design agency specializing in the arts, entertainment and youth markets.

Bob Nicholson / WYGK Consulting provides business, technology and strategic consulting for small businesses, internet start-ups and entrepreneurs.

Visit http://www.wygk.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. July / 11 / 2020

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Truth in advertising  Fence Post

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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Facebook Mulls Political-Advertising Blackout In Days Before 2020 Election  CBS San Francisco

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AdsDax, a digital advertising giant crosses 1 billion events  Martechcube

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Advertising, PR experts offer their picks for a new Washington NFL team name  Washington Business Journal

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ICF, A Digital Advertising firm Wins Multiple awards  Martechcube

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MatchCraft Launches Automated Responsive Search Advertising  Martechcube

Bayer Freezes Facebook Advertising In July - AdExchanger
Bayer Freezes Facebook Advertising In July  AdExchanger

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Will COVID-19 Change Your Marketing and Advertising Plans Forever?  Autobody News

D.C. Council votes to devastate local news and advertising agencies - Washington Times
D.C. Council votes to devastate local news and advertising agencies  Washington Times

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Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020  MediaPost Communications

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Google to restrict advertising of unauthorized tracking technology  WHTC News

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Google to restrict advertising of tracking technology, spyware  Middletown Press

Berkshire Hathaway Automates Digital Advertising - Martechcube
Berkshire Hathaway Automates Digital Advertising  Martechcube

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Kroger boosts media presence with new advertising partnerships  Supermarket News

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National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020  MediaPost Communications

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Facebook Advertising Boycott Has Its Limits, ADL and Color of Change Say  Barron's

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Fact Check: Picture does not show advertising endorsed by TED  Reuters

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TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Digital Advertising - Operator Strategies and Case Studies - GlobeNewswire
Digital Advertising - Operator Strategies and Case Studies  GlobeNewswire

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3 Places Advertisers Are Still Increasing Spend Despite COVID-19  Motley Fool

Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns - The New York Times
Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns  The New York Times

Proposed bill would offer tax credits to support local news, advertising - Williston Daily Herald
Proposed bill would offer tax credits to support local news, advertising  Williston Daily Herald

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Marketron Announces 'Radio's Digital Transformation' Webinar Series and Digital Advertising E-book  Twice

Facebook prepares to dig in as advertising boycott continues - NBC News
Facebook prepares to dig in as advertising boycott continues  NBC News

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Did Hedge Funds Make The Right Call On Lamar Advertising Company (REIT) (LAMR) ?  Yahoo Finance

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WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild  The Daily Swig

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Think Tank looks at best, worst of 2020 political advertising  KTAR.com

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Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

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Pinterest: Pivoting To eCommerce Advertising Will Drive Growth In The Long Run  Seeking Alpha

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

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1982 Issue 111: BDO Ban Advertising. • Darts World Magazine  Andy Till

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Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx  RisMedia.com

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

TikTok Rolls Out Its Self-serve Advertising Platform Globally, and the Company Will Provide $100 Million in Ad Credits - Digital Information World
TikTok Rolls Out Its Self-serve Advertising Platform Globally, and the Company Will Provide $100 Million in Ad Credits  Digital Information World

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Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

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PR.com - Veteran Advertising Firm, Fisher Design & Advertising Joins Forces with Savvy Outsourcing, Blending Services of Traditional and Digital Marketing  IT News Online

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

COVID's Brutal Impact on Advertising - Radio Ink
COVID's Brutal Impact on Advertising  Radio Ink

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

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Kids most exposed to junk food advertising in France, finds public health agency  FoodNavigator.com

Texas-based social media advertising firm plans to open office in downtown Cleveland - Crain's Cleveland Business
Texas-based social media advertising firm plans to open office in downtown Cleveland  Crain's Cleveland Business

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100+ Black creators in film and advertising launch Change The Lens pledge  Shots

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What Are the Growing Drivers of Online Advertising Market 2027 with top key players like Google LLC,Adobe Inc.,Amazon.com Inc.,Baidu (Nanjing Marketing Group),Facebook Inc.,IAC  Cole of Duty

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

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LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties  Eater NY

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Tobi Matthews joins SCG Advertising + Public Relations - Parsippany Focus
Tobi Matthews joins SCG Advertising + Public Relations  Parsippany Focus

ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com - Roanoke Times
ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com  Roanoke Times

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

3 reasons why you should advertise your business with DOOH - Digital Signage Today
3 reasons why you should advertise your business with DOOH  Digital Signage Today

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Huh? Advertisers Boycott Social Media Now, Plan On Raising 2021 Investment By 78% 07/10/2020  MediaPost Communications

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Tag: Telco Digital Advertising Market  Sports Skylark

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The state of advertising has still never been better  Campaign US

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2020 Prediction for Digital Advertising market: Key Players and Driving Factors Analysis  Cole of Duty

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Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

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Corona Impact on Tv Advertising Market – By Current Industry Status, Growth Opportunities, Top Key Players, Target Audience and Forecast | CBS, Comcast, News, Viacom  3rd Watch News

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Why digital OOH advertising is especially effective right now  Marketing Dive

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SIU is offering online advertising and graphics camps next month  SIU News

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NAACP and others call for advertisers to boycott Facebook  Vox.com

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Here are the major brands that have pulled ads from Facebook  MarketWatch

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Postmedia revenue down more than 25% amid COVID-19 advertising pullback  Times Colonist

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Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote  Kamloops This Week

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Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

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Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

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