Representative offices of international advertising agencies Young & Rubicam, Ogilvy & Mather and DMB&B(Now- D"Arcy) appeared in Moscow back in the late 1980s – early 1990s, i.e. at the same time when their clients came to the Russian market - Procter & Gamble, Unilever, Mars and Johnson & Johnson.

Gradually, large Russian agencies, wanting to join Western technologies, joined international networks that were not yet represented in Russia. For example, RA, which separated from the agency "Partner" Navigator entered the network DDB Needham, and the Adventa agency, which emerged from the same “Partner”, joined the network Lowe Lintas.

A similar situation occurred in the markets of Eastern Europe. If in Poland, the Czech Republic or Bulgaria local offices of network agencies control local advertising markets from the moment of their formation until now, then in Russia there have always been strong positions of local agencies, primarily due to the fact that advertising on television was sold by large companies of Russian origin – “Video International” (RTR, NTV) and “Premier SV” (ORT, TV-6). This situation for local companies was similar to the situation in Japan, where Western communications holdings are significantly inferior to local advertising corporations, for example Dentsu(about 25% of the market) and Hakuhodo.

Recently, it is clear that the Russian market cannot contain the expansion of the world's largest companies: the share of media budgets of network (representing international networks) agencies on television is more than 60%, and according to experts, it can increase to 85%. The growing influence of network agencies in the Russian market is mainly due to the strengthening of the positions of their main clients - the world's largest companies.

Currently in Russia The following trends exist in the development of advertising agencies.

• 1. A successful Russian company, having gained experience and earned some money, changes its tasks, and at the same time the advertisers working with it, giving preference to Western network agencies. Basically, the selection of advertising agencies is carried out by tender, and only network companies are allowed to participate in a serious tender. Participation (even formal) of a small Russian company in international advertising networks can become a ticket to the world of large advertising budgets.
• 2. Active participation of international network advertising agencies in the Russian market independently, and not through local partners. For many Western agencies, working in Russia on their own, according to experts, will be quite difficult, since without a strong Russian partner it is difficult to become a leader in the Russian advertising market and specializing in creative is currently not the most profitable strategy in this market.

advantages:

• highly qualified employees:
• developed system of personnel training;
• ability to build relationships with clients at all levels;
• ample opportunities to promote goods through networks;
• creative (creativity);
• strategic planning skills – bringing a brand to the market, its repositioning.

Assessing the activities of international network advertising agencies in Russia, we can highlight the following: flaws:

• expensive services;
• inconsistency in the work of departments, each of which is fighting for its part of the advertising budget;
• low quality of work of subsidiaries;
• questionable effectiveness of global advertising campaigns;
• the level of human and professional attention is directly proportional to the size of the budget.

• flexibility, efficiency and availability even of top officials in working with clients;
• price-quality ratio, i.e. cheapness. So, if network agencies work for 15–20% commission, then the earnings of Russian agencies are about 5%;
• willingness to take risks;
• creative (creativity);
• knowledge of “features of national advertising”;
• the value of each client.

• relatively low qualifications of employees;
• weak personnel training system;
• weak technical base (for example, when presenting projects);
• frequent changes of subcontractors, which leads to unexpected price changes;
• mandatory conditions for full prepayment;
• limited opportunities to promote goods (for example, they do not have the opportunity to work in international markets);
• insufficient experience in strategic planning.

Western advertising agencies in Russia will no longer be limited to serving their network clients, which will inevitably lead to increased competition for advertisers between all agencies in the Russian advertising market. Advertisers will likely begin expanding into the regions soon, and a combination of network and Russian companies is possible here. The possibility of new alliances will improve the situation in the Russian advertising market and create further prospects for its growth. In addition, according to experts, Russian advertising agencies can be saved by narrow specialization, for example, agencies creating creative advertising.

The growth of the Russian advertising market leads to its clearer segmentation. Large Western and Russian advertisers give preference to international network agencies; and a sufficient number of advertisers with medium and small budgets give preference to the segment in which Russian agencies operate. Russian agencies need to more clearly position themselves in this market, identify the circle of their potential clients and make the most of their existing advantages. Experts believe that Russian agencies have a much richer experience of surviving and working in crisis situations: they are more resilient and less fearful.

Advertising is a complex concept, the intricacies of which take many years to understand. Any merchant needs advertising to gain fame and expand his business. In order for the company’s advertising activities to be effective and successful, it is better to contact specialized companies, which are called advertising agencies. These firms will be able to organize high-quality advertising and at the same time help to spend as little financial resources as possible on this. What is an advertising agency?

Main functions of advertising agencies

Accordingly, each step means performing some important function of the company. Here are the main ones:

— the stage of drawing up plans involves studying various products, as well as the situation on the market regarding competitiveness, researching the market system as a whole in the required volumes, methods of selling goods, existing advertising means, as well as drawing up a plan according to which the advertising company will work;

— the stage of direct advertising preparation includes the creation of advertising products, as well as complex advertising campaigns. Also, the staff of such agencies cooperates with various external specialists, studios, and printing houses;

— the stage of advertising placement is carried out by specialists at a “frantic” pace and involves the purchase of advertising media services, transmission of the original message, control over the placement of this message, creation of mailing lists, holding exhibitions, fairs, as well as carrying out all kinds of settlements with both advertisers and the media information;

Classification of advertising agencies

There is a special classification of companies depending on what types of advertising agency activities are implied:

1) agencies specializing in providing services:

• full cycle - large companies that are able to produce serious advertising campaigns that cooperate with other companies involved in marketing, personnel advertising issues, and so on. These agencies may also have their own branches.
• incomplete cycle - small firms engaged in relatively modest projects. These could even be independent artists, designers or copywriters who prefer to work alone.
• agencies specializing in industrial advertising - companies that advertise products in the field of industry and technology. Such advertising is distributed mainly in print media.

2) media agencies with independent status–special agencies that play a significant role in all advertising agencies, since this type has so many placement channels. Among this type, there are those companies that are engaged in advertising only on radio or only on television, and there are large companies that are capable of placement in all channels. The quality of work of these companies is determined by the quality of the compiled media plans and corresponding programs.

3) one-time order agencies or “alacarte” agencies - these are mainly creative companies that are engaged, for example, in introducing new products or promoting already proven ones among consumers.

• creative agencies– develop themes or events for advertising campaigns, and then create a product for the media. For example, their work can be considered the creation of characters or music from advertising. This subtype is a kind of addition to media agencies.
• agencies specializing in attracting product development c – as agencies of this type themselves believe, they are the best, since their work begins at the very first stages of the appearance of a product. They should be involved in creating its name, pricing, sales issues, and so on. And in fact, the main pride of these agencies can be considered a large number of effective campaigns, since at the moment many products experience sales failures in the very first steps.
• specialization in contact advertising– these companies are engaged in advertising of those companies that distribute their goods using postal services. In addition, their responsibilities include advertising all kinds of subscriptions to printed publications, as well as advertising on the spreads of color weekly magazines. Efficiency of advertising agencies A This type can be considered more than successful, since advertising by mail is very popular.

3) sponsorship agencies– these companies create all kinds of programs and offer ideas for advertising sponsors. The decisions of the teams of such agencies can be seen in the news ticker when showing a television program or during a commercial break on the radio.

Advertising agency staff

Relatively large advertising agencies most often unite specialists competent in a particular field of activity into departments, the main goal of which, naturally, is the creation of advertising. Typically, managing the personnel of an advertising agency does not fall on one person, since each department performs its own functions:

— work with distribution channels;

— compilation of all document flow related to accounting;

If we consider the standard composition of advertising agency employees, we get the following list:

• director responsible for the specifics of working with the client base. His responsibilities include communicating with customers, as well as drawing up reports on the profitability of the work done;
• manager working with clients of this advertising agency a, who is an intermediary between the latter. This mediation cannot be called simple, since this specialist must have a good understanding of the client’s preferences, his activities, and also be able to convey all this to his company. In a word, the main task of the manager is the backbreaking work of retaining clients, as well as the talent of working with all employees of the advertising company, aimed at uniting the efforts of the staff in favor of meeting the needs of the buyer;
• marketing manager. This person is required to conduct various marketing research, as well as order the same research from other organizations that are engaged in independent work;
• decorator or designer, creating layouts of a future advertising product. It is worth noting here that the main work is the creation of original layouts, which are compiled with all metric rules. Today, all this work can be carried out on a computer, which significantly increases the speed of work;
• media buyer. A specialist who works with the media regarding where, how and at what time an advertisement will be placed. The quality of the advertising space, as well as the profitability of the prices at which this space is purchased, depends on the effectiveness of the work of this personnel.
• media planner. An employee who deals with issues regarding the use of advertising media. The most basic task of a media planner is to establish a match between the media and the target audience. Thus, the specialist searches for a suitable target audience, and then selects means of advertising distribution. Next, the media planner recommends to the client any media that is most suitable for this audience. If we talk about small agencies, these specialists are also buyers of advertising distribution media, while in large agencies a whole staff of employees is engaged in this.
• art-directo r, which has a subordinate department consisting of visualizers, artists, and so on. In small organizations, this specialist is both the director and the performer of all creative work.
• copywriter. The person who is responsible for all verbal aspects regarding promotional products. The copywriter's style must be highly unique, as he must put forward topics and ideas that will attract clients, and also be able to put forward arguments that can be turned in favor of the product being promoted.
• visualizer. A copywriter’s copy in matters of creativity, as well as an embodiment of the copywriter’s ideas visually. Basically, these two specialists work together. The visualizer must create several sketches that, not yet completed, can be shown to the client for approval.
• press manager or editor. The responsibilities of this employee include formatting texts so that they can be easily understood. Having received all the necessary materials, the manager must select the best fonts. Also, this employee must calculate the number of words, phrases and determine which place is suitable for this ad in size in the overall layout system.
• TV advertising producer. An employee who develops advertising campaigns on television. In addition, the producer’s tasks are to select actors, music, and an organization that will perform actions in this area.
• production manager. A person who is responsible for monitoring work in an advertising agency, namely the timing of its completion. If an advertising company requires contacting a printing house, then the manager’s responsibilities also include placing orders there, as well as delivering ad layouts there.
• OIRP manager. This abbreviation stands for responsible executor of an advertising project. This employee is responsible for the entire production process as a whole. basically also “lies on his shoulders.” This manager must, as it were, distribute project tasks to managers and heads of all departments, distribute and direct financial resources, then collect materials from all participants in the production process and, finally, provide all materials to the financial director.

In a word, OIRP can be called an ordinary manager who has grown in his position. The knowledge of such personnel should be no less than that of an ordinary manager, but it should cover a wider range of information about advertising. Also, the OIRP must provide a document flow that corresponds to the level of the financial director, and in addition, this manager has much more rights to make independent decisions, including financial ones.

So, taking into account all of the above, you can make a list of rules and responsibilities that the OIRP must adhere to:

— constant search for new products and technologies related to a particular area;

— constant work with partners aimed at establishing optimal relationships;

— protecting the interests of your company before partners and clients (within permissible limits);

— exceptional knowledge of document management;

— compiling price lists of the products presented, as well as updating them at the right time;

— search for orders using all the means and capabilities available to the OIRP;

— monitoring the work of other managers, as well as the ability to solve problems that may arise during the production process;

— ambition and lack of conflicts on the part of the OIRP;

• advertising manager. The list of responsibilities of this employee includes the following items:

— organizing work on the sale of promoted goods on the market by advertising them, conveying to consumers reliable information about the qualities of products, their differences and advantages relative to other goods;

— control, planning, coordination of work directly related to advertising campaigns;

- development of all kinds of plans and schemes of activities related to advertising of a product or service, as well as calculating the costs necessary for this;

— direct work on the choice of advertising methods and its form, colors, text and music;

— research of all possible aspects in the product sales market in order to select the best conditions for advertising placement, its scale, selection of the target audience depending on age, profession, gender, ability to make purchases;

— control over the correctness of drawing up contracts regarding advertising of goods and services;

— organizing effective connections with internal and external partners, collecting information aimed at expanding these connections;

— analysis of factors motivating customers to purchase certain goods, research of customer needs;

— organizing connections with other structural institutions and organizations and their support, attracting all kinds of consultants and experts to the advertising campaign;

— leadership over other participants in the production process;

• manager specializing in print advertising e. An employee who prepares an advertisement for printing communicates with typesetters, printers, and so on.
• publicity manager. An employee who provides popularity to clients, provides communication with the press and mediates between the customer and the public;
• product manager. The responsibilities of this personnel include organizational issues of marketing certain products or brands, as well as commercial issues and advertising.

Recently, advertising agencies have had a hard time in terms of competition, as more and more similar companies are appearing every day. Modern consumers are not so easy to surprise, so it is necessary to look for as many unique ideas as possible.

I love learning everything new, interesting and unusual. And also - wrap yourself in a warm blanket, take hot cocoa and tell you about the latest in the financial market, hot stories from the offices of bank consultants and other interesting things.

An advertising agency is a professional organization that provides its clients with a full or limited scope of services for planning and conducting advertising, as well as its individual means, for example, preparation or placement, or both, of orders in the media - in the press, on radio and television, orders for the production and rental of advertising films, videos, video clips, etc.

An advertising agency is an independent organization of creative professionals and business people specializing in the development and preparation of advertising plans, advertisements and other promotional materials. The agency also purchases or uses subcontractors to purchase advertising space and time in various media. All this is done on behalf of various advertisers or sellers, called clients, in order to find buyers for their goods and services.

This definition reveals several reasons why such a significant number of advertisers use the services of advertising agencies. First of all, the definition states that the agency is independent. This means that it is not owned by the advertiser, media or service providers. This independence allows them to bring an outside, objective point of view to the advertiser's business. Their day-to-day experience of working with a wide range of marketing situations and issues gives agencies the knowledge, qualifications and competence to serve the needs of different clients. For some clients, such needs may be immeasurable.

The agency employs both creative people and businessmen who specialize in applying the multifaceted art and science of advertising to solving business problems. They include writers, artists, market and media analysts, researchers, and various professionals who use their skill and talent to help their clients succeed. They are in daily contact with specialists and suppliers outside the agency who do advertising illustration, photography, typesetting, retouching, filming commercials and recording sound - all the work required to produce a quality product. They keep abreast of the latest technological developments, the latest price fluctuations and current production problems.

By purchasing and hiring subcontractors to purchase airtime, newspaper and magazine space, agencies provide another service to the client. Firstly, it provides the client with cost savings. Most media outlets allow agencies to keep 15% of the amount received by that news organization. Such commissions received by the agency reduce the amount that the advertiser would otherwise have to pay the agency for its services.

In return for these commissions, agencies must continually monitor the performance of media outlets that offer their services to advertisers. And this is not such an easy task.

Finally, agencies work for a range of sellers to find buyers for their goods and services. Agencies work for their clients, not the media and/or service providers. They have a moral, ethical, financial, and sometimes legal obligation to their clients to find them the best prices, provide them with the highest quality work, and help them grow and prosper.

For the same reason that a well-organized enterprise seeks the assistance of professional lawyers, economists, bankers and management specialists, advertisers resort to the help of agencies, since they are usually better equipped to create more effective advertising and more effective selection of media than Advertisers themselves can do this. These days, virtually every significant advertiser seeks qualified, objective advice from advertising agencies and relies on their unique creative resources.

Despite this, agency changes often occur annually. Moreover, many advertisers believe that it is in their best interest to do without agency services altogether. Why is this so, if agencies have the concentration of impartiality, skill, experience and talent that we just talked about?

First, there is the obvious problem of personality conflict and lack of communication that is often present in human relationships. Secondly, not every agency has the independence, skill, experience and talent that it should have.

In practice, some advertisers outgrow their agencies and require more services than only the larger firms can offer. Further, while achieving outstanding results for one type of client in one case, the agency may be completely unable to understand the problem or develop the necessary solution for another type of client. Finally, many agencies simply lack the backbone to be truly independent. Some clients, and this is a fairly common occurrence, do not notice the qualified services offered to them and seek to apply pressure to receive “ordinary” but unimpressive advertising from agencies. In their constant quest to please the client, agencies too often succumb to this pressure. The widely accepted justification for this behavior is quite simple: "It's the client's money."

The flip side of this problem is the arrogant behavior of agencies. Some agencies simply refuse to listen to the client and instead try to impose unacceptable artistic solutions.

The advertiser is the employer - the client who pays the bills. An agency works to meet the client’s needs - it is hired solely for the purpose of obtaining benefits for the client’s enterprise, and its services can be refused at any time. This kind of tension is sometimes healthy and encourages greater effort and high-quality work on the part of the agency. But if the wrong approach is chosen in a relationship or it is abused, then this can lead to a very sad result.

When choosing an agency, you must be guided by the following criteria:

1. Time of creation of the agency.

2. Availability of specialists.

3. Level of specialization.

4. Interest for services.

Time of creation of the agency, work experience. As a rule, a reputable agency is always ready to provide the time of creation and a list of companies with which it worked, as well as examples of particular work performed previously.

Availability of specialists in the area of ​​interest to you. It often happens that while seriously engaged in one or two areas of advertising activity, an agency nevertheless takes on any advertising area, entrusting it to someone who is least busy at the time, but does not always have sufficient professional experience in this area.

The agency's level of specialization in the area you are interested in. If an agency is specifically focused on the area you are interested in, then it usually has extensive connections and can significantly help you in placing or producing your advertising.

Percentage for services provided. When choosing an agency, be sure to inquire about the terms of payment for services (unlike most developed countries, we have adopted a form of 100 percent prepayment for advertising services). The percentage of compensation for work on completing your order can vary greatly (depending on the agency). But don’t be fooled by low prices; this is an important, but not the main selection criterion. Remember that good work always comes at a price.

Regarding the creation of an advertising service, it is perhaps impossible to answer unequivocally - it all depends on the volume of work, the intended directions and the amounts allocated for advertising purposes. One thing is certain: it will not be possible to do without advertising agencies. There are jobs related to advertising that require the experience of professionals in a specific advertising field, or special equipment, for example, the production of radio and television commercials, billboards, signs, etc.

Even in large companies, a situation arises that requires the immediate placement of an advertisement in a prestigious newspaper. Often attempts to buy advertising space in such a newspaper in 2-3 days end in failure, since the spaces were purchased 2 months in advance, or even earlier. For the publication of urgent announcements, the editors will require a large premium from you for urgency. But by turning to the services of advertising agencies, you will most likely find the space you need for your advertising, at a reasonable price and within a time frame that suits you.

The purpose of our research was to study the theoretical foundations of the work of an advertising agency and to identify the technology of the advertising agency’s activities when creating an advertising product.

The object of the study was an advertising agency as an organization providing a package of services for the creation and promotion of an advertising product.

The hypothesis of our research was the assumption that an advertising agency is a complex organization, which is a specially structured team that professionally develops advertising and promotes it on the market with subsequent analysis of the effectiveness of its own activities.

The objectives of our study included:

• 
  definition of the content of the concept “advertising agency”,
• 
  studying the species diversity and structure of advertising agencies,
• 
  identifying the type of agency that provides a full package of services,
• 
  consideration of the technology of work of an advertising agency, that is, a set of works carried out by various specialists at each stage of creating an advertising product.

To solve the problems, we used research methods:

• 
  studying specialized literature on the stated topic,
• 
  studying Internet resources and publications in periodicals.

It was determined that highly specialized advertising agencies cannot provide the client with the maximum range of services - simultaneously developing an advertising product and implementing a full-fledged advertising campaign, including stages from negotiations to marketing research. Such agencies, which most fully provide a package of services for the creation and promotion of an advertising product on the market, are only full-cycle agencies. They include various departments that carry out quality work in their field. In particular:

• 
  the client department determines the client’s requests and requirements for the content and main goal of the advertising campaign, the information received is conveyed to all employees of the advertising agency;
• 
  the analytical department carries out marketing research; an analysis of the markets for advertised goods and the market for advertising services is carried out; collection of information about the client company and its products is organized; the effectiveness of advertising campaigns is monitored;
• 
  the creative department generates ideas for advertising messages and finds the right means to implement them;
• 
  the media planning department enters, on behalf of the client, into contractual obligations with the media or intermediaries (sellers) regarding the placement of advertising (or other communication messages) in various media;
• 
  the production department is engaged in the production of advertising media and combines the production units necessary for the process;
• 
  the legal department carries out legal relationships with clients, employees and government organizations;
• 
  The financial and economic department of the agency carries out internal financial and economic activities and ensures the effective management of support services.

• 
  at stage I, the conformity of the properties of the advertised product with the properties of the market and the capabilities of the agency itself is determined, the approximate terms and schedule of the advertising campaign are determined;
• 
  at stage II, the main ideas are developed that should form the basis of the advertising campaign, the means of advertising distribution are selected, the emphasized characterological properties of the advertised product and the general meaning of the advertising message for the target audience are determined;
• 
  at stage III, strategic goals, timing, duration, cyclicity, schedules, media, sequence, degree of importance and priorities of advertising events are determined, the size of the advertising campaign budget is clarified, that is, a media strategy and media plan are developed;
• 
  at stage IV, strategic plans are transformed into concrete implementation, individual stages of the advertising process are drawn up and launched, advertising is audited and the success of the advertising agency is assessed.

Bibliography

1. 
   Gross M.D. 13 conversations about advertising. – M.: Niva XXI century, 1994
2. 
   Vasiliev G.A. Basics of advertising activities. – M.: Unity-Dana, 2004
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   Vikentyev I.L. Advertising techniques. - St. Petersburg; Triz-chance, 1995
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   Germogenova L. Yu. Effective advertising in Russia. Practice and recommendations. – M.: Rus Partner Ltd, 1994
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   Goldman I. A., Dobrobabenko N. S. Advertising practice. M.:Helios, 1998
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   Katernyuk A.V. Practical advertising: textbook. – Rostov n/a: Phoenix, 2008
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   Krylov A., Zuenkova O. Advertising strategy: setting the task and assessing effectiveness: some aspects // Petersburg Advertiser. – 2003. – No. 3-5
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   Pankratov F. G., Batenov Yu.K. Advertising activity. – M.: IVC Marketing, 2004
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   Platonova N. Review of the development of the advertising market in Russia (2000 – 2006) // Digest Marketing. – 2006. – No. 2
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    Romanov A.A. Statistical studies of advertising activities // Questions of statistics. – 2006. – No. 1
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    Romanova O. Lego for adults, or constructing an advertising agency. // Laboratory of Advertising, Marketing and PR. – 2006. – No. 2
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    Sargsyan O.A., Gruzdeva O.A. Advertiser's summary. – M.: RA “Newton”, 2002
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    Sandage Ch. Advertising: Theory and practice - M.: Progress, 1998
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Annex 1
Glossary of terms
b2b (business to business) oriented advertising agencies– focused on providing advertising services to legal entities.

b2c (business to consumer) oriented advertising agencies- focused on providing advertising services to individuals.

BTL agencies– (from the English below the line) – agencies that organize special events and promotions to promote goods, for example promotions with prizes for consumers.

Event(from the English event - event) - a planned advertising event that can become news: presentation, opening ceremony, laying the first stone; festival, fair, exhibition, tasting; meeting, round table, conference, symposium; anniversary, jubilee; open day, company tour, etc.
Face2Face(Face-to-Face) - an advertising agency that works face to face with clients, located not in the office, but taking a step closer to the client, where it is closer to him, for example, located in shopping centers or the foyers of office buildings, and certainly not in in a separate, closed room, but in an open group, for example, at the administrative desk.

PR agencies– agencies specializing in organizing PR companies for clients contribute to the development of a positive public attitude towards the company and improve its reputation.

Buyer agency– a legal structure specializing in the wholesale purchase of advertising space in advertising distribution media, and the subsequent resale of this space in parts.

Agency seller– a legal structure specializing in the sale of advertising space on behalf and on behalf of mass media owners, on certain exclusive terms.

Brief– see Creative brief.
Virtual agencies– recently a certain phenomenon of an agency has emerged, working like a group of free professions. In this type of agency, the concept of a traditional office is lost, and the concept of a “virtual office” appears. In such an agency, employees do not have permanent offices - they work from home, in cars or in the offices of their clients.

Client advertising agency– a legal structure that, together with the advertiser and at his request, performs creative, performing and control functions for the production and placement of advertising materials.

Marketing research companies– provide services for marketing and advertising research and market analysis.

Copywriter– a creative person capable of composing original texts, musical openings and larger works of different style, character and footage. The copywriter also participates in developing the company’s image, including the name, slogan, and advertising materials.
Creative(from the English creative - creative, constructive) - the creative component of the process.
Creative agency– design studio – develops the concept of an advertising campaign. Including its individual components: advertising style, ideas for print, video and audio advertising, design elements, etc.

Creative brief- task for the creative department.
Large– more than 200 employees.
Local advertising agency– has 1 office.
Small agency– 5-20 employees.
Media buying agency(media agency) – an agency that acts as an intermediary between the advertiser and the media, or the owner of advertising media. At the same time, it can provide services for planning advertising campaigns, drawing up media plans, etc.
International advertising agency is a large organization with branches in several countries.

Local advertising agency– a company doing business in a specific region. Having no representative offices in other regions, it can place advertisements in other regions, for example, through the website. As a rule, he knows the local advertising market conditions better.

Mini-agency– up to 5 employees.

Full service advertising agency– a legal structure specializing in the development of strategy and tactics of an advertising campaign, the creation of advertising products, the production and placement of advertising, creative services, planning and acquisition of media, research for order fulfillment, as well as the involvement of subcontractors.
Consumer Advertising Agency is an agency that concentrates its activities on the consumer advertising segment, i.e. on companies that produce goods and services purchased primarily by consumers, such as soap, cereals, automobiles, pet food, and toiletries.

Industrial advertising agency– represents the interests of companies producing products for sale to other enterprises. Examples of such products include hardware and software, smelting furnaces, locomotives and information meters.

Direct sales advertising agency– works with clients mainly on the client’s premises, traveling to him, for example, a system of working through advertising agents.
Internet advertising agency– provides services in the field of website creation, Internet marketing and Internet advertising: website development, planning advertising campaigns on the Internet.
Advertising producer– an advertising agency that carries out full or partial reduction of advertising information into a form ready for distribution.
Advertising distributor– an advertising agency that places and (or) distributes advertising information by providing and (or) using property, including technical means of radio and television broadcasting, as well as communication channels, air time, newspaper or magazine space and other means.
Network advertising agency– has a network of branches.
Synthetic advertising agency– works with clients in all of the above ways.

Specialized advertising agency– specializes either in specific functions (for example, creative or media buying), or in specific audiences (national groups or youth) or industries (for example, health care, computers, agriculture or business communications). In addition, there are specialized agencies in various areas of marketing, such as direct marketing, sales promotion, public relations, social and sporting events marketing, packaging design, corporate branding design, etc.
Medium agencies– 20-50 employees.

Medium agencies– 50-200 employees.

Traditional advertising agency– works with clients primarily in his office (on the agency’s premises).
Uhighly specialized advertising agency– specializes in any specific forms of advertising, for example, from outdoor advertising it deals only with banners or from advertising in the press - only modular advertising (it does not place line ads).
Universal advertising agency– deals with all forms of advertising and advertisements, for example, if an advertising agency specializes in advertising in the media, it places all forms and types of advertisements and advertisements in all media; If it’s outdoor advertising, then it deals with all its forms (signs, pillars, banners, etc.).
Federal Advertising Agency– large-scale advertising campaigns that are necessary for companies doing business at the federal level.

Appendix 2
Questionnaire