Specialized Service Advertising Agencies

In addition to advertising agencies, other outside agencies may provide marketers with specialized services that are important in developing and executing integrated marketing communication programs.

Direct Marketing Agencies

Fastest growing areas in IMC is direct marketing where companies communicate with their customers through telemarketing, direct mail and other forms of direct-response advertising.

Direct response agencies provide their clients a variety of services including

• Database development and management,
• Direct mail,
• Research,
• Media services, and
• Creative and production capabilities.

Read: Types of Advertising Agencies

Sales Promotion Agencies

These agencies specialized in the provision of sales promotions such as contests, games, sweepstakes, and refund and rebate offer.

Services provided by large sales promotion agencies include

• Promotional planning,
• Creative,
• Research,
• Tie-in coordination,
• Fulfillment,
• Premium design, and
• Contest/sweepstakes management.

Public Relations Firms

Many large companies use both advertising agencies and public relations (PR) firms.

Public relations firms develop and implement programs to manage an organization’s

• publicity,
• image,
• affairs with consumers and
• other relevant publics including employers, suppliers, stockholders, government, labor and the general public.

Read: Organizing for Advertising and Promotion

Interactive Agencies

Many marketers are turning to interactive agencies to develop websites, banner ads for the Internet, and other forms of interactive communications.

Functions performed by Interactive Agencies are

• Web Banner Ads
• Text Messages
• Search Engine Optimization/Marketing
• Kiosks
• Websites

They also have expertise in digital technology elements, such as audio, video, special effects, and animation, as well as database marketing

 Social Media Agencies

Social media agencies form a subset of new media agencies. They concentrate on using social media such as Facebook, Twitter, and blogs to communicate with consumers and business customers. In addition to helping clients use social media, agencies also monitor social networks to respond to any threats to their clients’ reputations.

Read: The Promotional Mix

Integrated Agencies

Integrated agencies offer the equivalent of a full-service agency, but claim to integrate communications to achieve improved campaign results for clients. By using techniques such as advertising, email and social media to reinforce each other in a single campaign, integrated agencies aim to improve response and conversion rates while reducing overall campaign costs.