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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 Sun. November / 17 / 2019

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. Twitter says issue ads not part of ban on political advertising  USA TODAY
  5. How Google's New Advertising Policy Trumps Twitter And Facebook's 2020 Approach  Grit Daily
  6. View full coverage on Google News

Is Uber Local Advertising's Duopoly Killer? - Grit Daily
Is Uber Local Advertising's Duopoly Killer?  Grit Daily

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

National View Column: Unchecked political advertising on social media a threat to our democracy - Duluth News Tribune
National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Zeroing in on Transit Advertising - American Laundry News
Zeroing in on Transit Advertising  American Laundry News

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

Advertising & Sponsorship Sales Marketing Manager - cynopsis.com
Advertising & Sponsorship Sales Marketing Manager  cynopsis.com

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers - JD Supra
SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers  JD Supra

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

UK Advertisement Authority Goes After Misleading Crypto Advertisement - CryptoGlobe
UK Advertisement Authority Goes After Misleading Crypto Advertisement  CryptoGlobe

Cynopsis Media Presents: Advanced TV Advertising and the New Power of Local - cynopsis.com
Cynopsis Media Presents: Advanced TV Advertising and the New Power of Local  cynopsis.com

Majority of anti-vaccine ads on Facebook were funded by two groups - The Washington Post
Majority of anti-vaccine ads on Facebook were funded by two groups  The Washington Post

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

At last, some good news for privacy: signs that micro-targeted advertising may be on the way out - Privacy News Online
At last, some good news for privacy: signs that micro-targeted advertising may be on the way out  Privacy News Online

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Advertising / Partnerships - PW-Philadelphia Weekly
Advertising / Partnerships  PW-Philadelphia Weekly

CCPA's Uncertain Effect on Digital Advertising | Ballard Spahr LLP - JD Supra
CCPA's Uncertain Effect on Digital Advertising | Ballard Spahr LLP  JD Supra

Social Advertising & Social Media Marketing Market Analysus Report by Product Type, Industry Application and Future Technology 2024 - Tech Estate Today
Social Advertising & Social Media Marketing Market Analysus Report by Product Type, Industry Application and Future Technology 2024  Tech Estate Today

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Don’t abandon traditional in-home advertising channels, they still work - Marketing Land
Don’t abandon traditional in-home advertising channels, they still work  Marketing Land

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Globo Loses Share of Official Advertising Funds under Bolsonaro Administration - The Rio Times
Globo Loses Share of Official Advertising Funds under Bolsonaro Administration  The Rio Times

Water authority would pay $30 million to Raiders under proposed decade-long advertising contract for water conservation - The Nevada Independent
Water authority would pay $30 million to Raiders under proposed decade-long advertising contract for water conservation  The Nevada Independent

Microsoft Advertising Sends Some Customers Halloween Treats - Search Engine Roundtable
Microsoft Advertising Sends Some Customers Halloween Treats  Search Engine Roundtable

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

SEC Proposes Amendments to the Investment Advisers Act Rules on Advertising and Cash Solicitation - Lexology
SEC Proposes Amendments to the Investment Advisers Act Rules on Advertising and Cash Solicitation  Lexology

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Friday Sector Laggards: Rental, Leasing, & Royalty, Advertising Stocks - Nasdaq
Friday Sector Laggards: Rental, Leasing, & Royalty, Advertising Stocks  Nasdaq

Google Will Restrict User's Data to Advertisers - Security Magazine
Google Will Restrict User's Data to Advertisers  Security Magazine

Rapid TV News - Addressable advertising set to rocket - Rapid TV News
Rapid TV News - Addressable advertising set to rocket  Rapid TV News

ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019 - CSRwire.com
ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019  CSRwire.com

LinkedIn Is The Best Free Business Advertising For Attracting Clients - Forbes
LinkedIn Is The Best Free Business Advertising For Attracting Clients  Forbes

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Data from Facebook Pay will power its advertising - TechHQ
Data from Facebook Pay will power its advertising  TechHQ

Podcast Industry Grapples With the Prospect of Automated Ads - The Wall Street Journal
Podcast Industry Grapples With the Prospect of Automated Ads  The Wall Street Journal

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

States to expand Google antitrust probe into search and Android businesses - The Verge
States to expand Google antitrust probe into search and Android businesses  The Verge

Bringing Purpose To Advertising - Forbes
Bringing Purpose To Advertising  Forbes

Spectacular Outdoor Advertising Market 2019| Analysis, Revenue, Price, Market Share, Growth Rate, Forecast to 2026 | Research Industry US - News Obtain
Spectacular Outdoor Advertising Market 2019| Analysis, Revenue, Price, Market Share, Growth Rate, Forecast to 2026 | Research Industry US  News Obtain

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Tories spend thousands on targeted advertising in Boris Johnson's seat - New Statesman
Tories spend thousands on targeted advertising in Boris Johnson's seat  New Statesman

How Businesses Can Use Wearable Tech for Advertising - TechiExpert.com
How Businesses Can Use Wearable Tech for Advertising  TechiExpert.com

Look Back: Advertisements say it all | News, Sports, Jobs - Parkersburg News
Look Back: Advertisements say it all | News, Sports, Jobs  Parkersburg News

As the pay TV bundle unravels, advertisers should stick to sports - AdAge.com
As the pay TV bundle unravels, advertisers should stick to sports  AdAge.com

MILLER ADVERTISING AGENCY INC - Ad from 2019-11-15 | Office Services - Bloomington Pantagraph
MILLER ADVERTISING AGENCY INC - Ad from 2019-11-15 | Office Services  Bloomington Pantagraph

Why Salesforce is shifting Advertising and marketing Cloud to Microsoft Azure - Market Research Reporting
Why Salesforce is shifting Advertising and marketing Cloud to Microsoft Azure  Market Research Reporting

Bloomberg to pour $100M into online advertising campaign attacking President Trump - Yahoo News
Bloomberg to pour $100M into online advertising campaign attacking President Trump  Yahoo News

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

Social Media Influencers are Earning Big Bucks Thanks to Advertising Boom - Latin Post
Social Media Influencers are Earning Big Bucks Thanks to Advertising Boom  Latin Post

Infinite Energy Center Advertising New Matchups for Starrcade 2019: Bray Wyatt vs. Braun Strowman, Seth Rollins vs. Erick Rowan - 411mania.com
Infinite Energy Center Advertising New Matchups for Starrcade 2019: Bray Wyatt vs. Braun Strowman, Seth Rollins vs. Erick Rowan  411mania.com

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

New restrictions on alcohol advertising introduced in Ireland - FoodBev.com
New restrictions on alcohol advertising introduced in Ireland  FoodBev.com

Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media - Business Wire
Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media  Business Wire

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Do advertisements on the side of vans and trucks violate Vermont billboard ban? - Burlington Free Press
Do advertisements on the side of vans and trucks violate Vermont billboard ban?  Burlington Free Press

LA Council Seeks Report on Effects of Digital Advertising on Taxicabs - MyNewsLA.com
LA Council Seeks Report on Effects of Digital Advertising on Taxicabs  MyNewsLA.com

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Robert F. Kennedy Jr. is the single leading source of anti-vax ads on Facebook - Ars Technica
Robert F. Kennedy Jr. is the single leading source of anti-vax ads on Facebook  Ars Technica

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

TikTok is reportedly trying to poach advertisers from Facebook as the rivalry between the companies heats up - INSIDER
TikTok is reportedly trying to poach advertisers from Facebook as the rivalry between the companies heats up  INSIDER

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

Art or advertising? Town tells restaurant Chinese calligraphy will have to go - Fall River Herald News
Art or advertising? Town tells restaurant Chinese calligraphy will have to go  Fall River Herald News

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Truth in Advertising - Ms. Magazine
Truth in Advertising  Ms. Magazine

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

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