What Is a Media Agency?
Media agency refers to a commercial agency where the agent has the right to cause the principal to enter into a contract with a third party, but does not have the authority to enter into a contract with the third party directly. In the media agency, the agent only plays the role of the media, and cannot directly enter into a contract with a third party in the name of the agent. The contract generally does not show the identity of the media agent.
Media agency
Right!
- Chinese name
- Media agency
- Foreign name
- Media agent
- Media agency refers to a commercial agency where the agent has the right to cause the principal to enter into a contract with a third party, but does not have the authority to enter into a contract with the third party directly. In the media agency, the agent only plays the role of the media, and cannot directly enter into a contract with a third party in the name of the agent. The contract generally does not show the identity of the media agent.
- The emergence of media agency companies: On the one hand, due to the needs of the media, the media needs intermediaries to assist it in market expansion. Advertising companies purchase media from the perspective of the advertisers they serve. They cannot fundamentally represent the interests of the media, and the media Relying solely on its own advertising department to sell, customer expansion will be limited by cost considerations, so representing the media's interests to help the media in advertising sales is a professional service with market demand. On the other hand is due to the needs of advertisers and advertising companies. As advertisers mature and become more rational, they are more concerned about the economical and effective delivery of media. Advertising companies also need to pay a lot of extra costs when buying media and dealing with them. It is not economical and cost-effective. In such an opportunity, a media agency was born. [1]
- A media agency is an advertising agency's commissioned sales section or time period. The media can be newspapers, televisions, radios, magazines and other mass media, as well as outdoor media such as street signs, light boxes, car bodies, large-screen displays, and can engage in sports events, cultural performances or other activities. Advertising agencies engaged in media agency must not only be familiar with the content of the media, but also have professional research on the characteristics of the media and the audience, and recommend the media layout, time or space to the advertisers or agency advertising companies in a timely manner. Advertising agencies can promote the improvement of media content through the agency of the media, such as increasing the ratings of television programs and improving the artistic quality of outdoor media. Media commissioned advertising companies Agency agents generally pay agency commissions, usually in the form of a certain percentage of sales or annual contracting fees. [2]
- A client agent is an advertising company that accepts the commission of an advertiser to implement all or part of its advertising business, including market research, advertising strategy formulation, and advertising creation. Because advertising companies have expertise and experience in advertising services, it is more economical and scientific for advertisers to commission advertising companies to implement advertising programs. Advertising companies have professionals in marketing, media, and creativity. After being commissioned by clients, they use their expertise and company resources to help clients achieve advertising and marketing goals. For companies, commissioning advertising companies to advertise allows them to focus on production and marketing. The advertiser commissions the advertising company to implement the advertising plan, and pays the corresponding commission or agency fee to the advertising company.
- Customer agency and media agency are the survival methods of most domestic advertising companies. In practice, some of the advertising agencies mainly based on customer agencies also set foot in media agencies, and media agency advertising companies also do some customer service, but with the advertising market The maturity and development of this type of professional company branch unions is becoming increasingly apparent.