Do you develop your own ads? Can you? Can you afford to use an advertising agency? Can you afford not to? Deciding on how to create your advertising is a decision each business must make. Your available resources will determine how difficult a decision this will be. It is important that the creative aspects of your advertising communicate the look and feel of your business to build the image you desire. What is the “persona” of your business? Is it an image that is fun, formal, secure, functional, intellectual, and reliable or a combination of these qualities? Your advertising must capture and communicate the optimal attributes. If you cannot accomplish this goal in house, your decision to buy these resources is already made.
When going through the “make or buy” decision process, ask for references from those companies with advertising that you like and that seem consistent with a look and feel that is going to be best for your business. You may be surprised where some of these referrals lead you. You may not want or need a “full service” advertising agency. An independent graphic artist may be a good solution for your needs, be more responsive, and more affordable.
And actually, the goal of the “make or buy” process is to acquire the best ad possible with your available resources. Keep in mind how important it is to have an ad that produces optimal results. It can be one of your most significant investments in your marketing efforts.