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　　A commercial advertising company is one that acts as a middleman Canvas Film between a business, their consumers or clients, and the public. Most agencies work with various media including television, radio, print, and online. In this article, we will walk you through the basic functions of an ad agency. Article:A commercial advertising company is one that acts as a middleman between a business, their consumers or clients, and the public. Though many agencies generally evaluate and execute the overall strategy of the campaign, the agency's role is typically dictated by the client and the project at hand. Most agencies work with various media including television, radio, print, and online. In this article, we will walk you through the basic functions of an ad agency.When a business has a service or product that they wish to promote or offer, they employ the expertise of an agency to come up with a campaign with which to communicate to their consumers. Agencies are hired when companies simply lack the time and resources necessary to launch the campaign, or when they realize the expertise of an advertising agency is necessary.The entire process surrounding advertising involves research, creative work, and an abundance of planning. In addition, media purchases and production can also play a role in the process.

Production can be anything from a commercial shoot, to print ads, while media purchases revolve around placement and running time on television, radio, or billboards.Agencies vary in regard to specialty and size. They can operate as a small mom and pop service, showcasing talents in a specific region, or a global enterprise, catering to many different markets. Full service agencies are the most common, offering a wide range of services and programs.Limited service agencies are another type. These are ones who specialize in a specific element of the process, typically in regard to production. Many tend to focus their efforts on specific markets, such as music or cosmetics.An in-house agency is the third type, and is made up of a staff who treats other in-house departments as they would a client. For instance, the account manager may have a writing team, a design team, and a presentation team, each having their own deadlines and deliverable.When it comes to compensation, the traditional method involves a commission system.

This is generally based on the space or time purchased for the campaign. Payment is determined based on how much the campaign costs, and thus, may not always be indicative of the amount of time or effort given to the client's project by the ad agency.There are other methods as well. Some ad agencies prefer to work with fixed fees or combination commission / fixed structures. Other methods include those such as the success of the campaign, business performance, or sales of intellectual property.In order to make certain that certain advertisements do not have a negative role within society, a series of guidelines and regulations have been set in place to be followed by the agencies. Of these, perhaps the most important is the requirement for advertisements to be truthful while having the evidence to back them. This rule helps the general public to have confidence that the advertisements they see on billboards, television or the internet, or hear on the radio are in fact truthful.

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