Any advertisement starts as a series of ideas. An ad agency has a full staff that create ideas for your marketing campaign. They share their vision for your service or product in a meeting. When you hear or see a video or print ad that you feel best represents your firm, you approve the idea for that commercial. The ad agency then works on a script. They'll hire the required actors, vocalists and musicians for the commercial. They take the pressure off. They hire the producers, editors, writers and other critical staff. They film or record the ad and call you back for a viewing.
It's important to approach a company with a clear idea of how you want to advertise. Do you want to be humorous or serious? Are you willing to view both approaches before making a decision? Ask the firm if they have a consumer panel they use to see how well the advertising is received before it is finalized. Think about who you want to reach. Streaming an ad on the internet provides a different audience than late night TV or cable shows. Satellite TV provides a greater reach than a local radio broadcast.
Depending on the media, procedures differ. Movies, television and internet video ads differ to printed promotions. Radio ads require voice actors instead of actual people. Print ads need photos or digital images. Live ads broadcast online or on television require graphics, live actors or music jingles.
A marketing expert usually attends college to earn a degree in advertising. Some attend trade school programs for advertising and graphic arts, and then hone their new skills in on-the-job training. No matter who you choose, ask to look at their portfolio and pricing schedules.