Full Service Agency

Introduction to Advertising - mass media.

Q9) Advantages and disadvantages of FSAs.

Answer: FSAs (Full Service Agency) are those which engage in virtually all facets of the advertising process, typically including account management, market research, creative design, administrative tasks, planning, production and media buying.

Advantages

1. One-stop shop

• The client has to only worry about managing a relationship with one main agency of his choice vs. multiple agencies.

• The agency handles the client's campaign from the beginning to the end.

2. Integration

• Phase related to the integration of advertising across all platforms like print and digital

• Offers more seamless integration of advertising media and better consistency of brand messages over all platforms.

3. Saves time and money

4. Complete job tracking and planning

5. Integrated agency diary

6. One point of contact for easier management

7. Lower costs with design and print packages

Disadvantages

1. Less specialization

• Contrary to one-stop shop, there's limited access to top specialized talent

• Talented specialists fulfill certain niches like creativity, digital, media

• buying; hence have a primary focus on these areas.

2. Narrow view

• They may not offer a wide array of unique vantage points and ideas which you might get with specialized agencies

For example, a small business uses creative boutiques, interactive agencies and event marketing agency, could get distinct ideas from each that are weighed