What it is
Broadcast and print advertising covers paid messages delivered through television, radio, newspapers, magazines, billboards and direct mail. These are often called traditional or legacy media, and many are still used alongside digital channels.
An advertising agency is a company that helps plan, create and place those messages. Some focus on creative work such as scripts, design and copy. Others focus on media buying, which means negotiating and purchasing ad space or airtime on a business's behalf.
Within this silo you will find topics for a tv advertising agency, radio advertising agency, print advertising agency, media buying agency, direct mail marketing agency and billboard advertising company. Each handles a different piece of the traditional media picture.
How it’s traditionally been approached
Traditionally, a business decides on a goal, such as awareness or local foot traffic, and then picks media that reaches the audience it has in mind. Television and radio are often associated with broad reach, while print, billboards and direct mail are often associated with local or targeted placement.
Many organizations have worked with a full-service agency that handles strategy, creative production and media placement together. Others hire specialists, such as a separate media buying agency or a direct mail marketing agency, or manage some tasks in-house.
Approaches vary widely by industry, budget and market. Some businesses favor one channel, others blend several, and many pair traditional media with online efforts. None of these paths is right for everyone.
How the right marketing expert may help
The right marketing expert may help you clarify your goals, understand your audience and think through which channels could fit. They may also explain how creative, scheduling and placement work together so the pieces make sense as one plan.
A first conversation is generally a discovery chat. Expect questions about your business, your customers, your timeline and how you currently measure success. It is a good moment to share what you have tried before and what concerns you.
Helpful questions to ask include: How do you approach planning for my type of business? Who does the creative and who handles buying? How do you report on activity? How are fees structured? What would you need from me? Good answers are clear and free of guarantees, since no professional can promise specific results.
The bigger picture
Advertising decisions can carry real weight. Money, reputation and the hope of growth are tied up in them, and it is normal to feel uncertainty or pressure when committing to a campaign. Taking time to learn the basics may help you feel steadier and more confident in the questions you ask.
Looking after your wellbeing matters too, including your financial peace of mind. Set a comfortable pace, talk with more than one professional if you wish, and respect your own limits. If your wider wellbeing needs support, Providers.plus is one place to explore additional resources.
Keep in mind
- ICA Marketing Association is an independent directory and does not give professional, legal or financial advice.
- No marketing professional can guarantee outcomes, leads, return on investment or results.
- Ask for clear written scopes, terms and reporting expectations before you agree to anything.
- Traditional and digital channels are often used together, so consider the whole picture.
Guides in this topic
Marketing expert types
Broadcast, TV & radio advertising
TV commercial production · radio advertising · media buying
Print & direct mail agencies
print advertising · direct mail campaigns · out-of-home / billboard advertising
Analog & traditional advertising
signage and wayfinding · trade publication ads · classic analog media
Frequently asked questions
What does an advertising agency do?
An advertising agency helps businesses plan, create and place marketing messages. Services may include strategy, creative development, media buying and campaign reporting. The exact scope differs from one agency to another, so it helps to ask what is included.
What is the difference between a TV advertising agency and a radio advertising agency?
A tv advertising agency focuses on video content and television airtime, while a radio advertising agency focuses on audio spots and radio scheduling. Many full-service agencies handle both. The right fit often depends on your audience and the way you want to tell your story.
What does a media buying agency do?
A media buying agency purchases advertising space or airtime on behalf of a business. It may research options, negotiate placement and manage schedules. Some agencies do this alongside creative work, and others specialize only in buying.
When might a direct mail marketing agency be considered?
A direct mail marketing agency may be considered when a business wants to reach specific households or addresses with a physical message. Such an agency may help with design, list planning, printing and mailing logistics. Whether it suits you depends on your goals and audience.
What does a billboard advertising company do?
A billboard advertising company typically helps businesses find and rent outdoor display space and may assist with design and installation. Locations, formats and terms vary by market. It is wise to ask how placements are selected and what the contract includes.
How do I choose a print advertising agency?
Start with your goals, audience and budget, then speak with a few print advertising agency options. Ask about their process, past experience in general terms, how they handle design and placement, and how they communicate. Choose someone whose approach and transparency feel comfortable to you.
Educational resource. ICA Marketing Association shares general information and connects people with independent marketing experts. It is not professional advice. Talk with a qualified professional about your own situation.