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An advertising^[4] agency is a professional service firm that specializes in creating, planning, and managing advertising campaigns for its clients. It acts as a mediator between advertisers and media outlets, providing various services such as creative design, marketing strategies execution, media planning and buying, and market research^[3]. These agencies originated in the late 18th century, with their roles and services evolving over the centuries. Today, they operate on a global scale and have expanded their services to include digital and mobile advertising^[2], data analytics, influencer and experiential marketing, and more. They also focus on integrating sustainability and corporate social responsibility^[1] in their advertising campaigns. Their operations and campaigns are influenced by cultural differences and technology^[5], with a growing trend of international creative collaborations.

Terms definitions

1. ↑ corporate social responsibility.

1 Corporate Social Responsibility, commonly referred to as CSR, is a business model that encourages companies to consider their impact on society and the environment in all aspects of their operation. It is a concept that has evolved and matured since the 1960s, encompassing not only economic and legal considerations but also ethical and philanthropic ones. CSR involves businesses voluntarily going beyond what the law requires to improve their social and environmental performance. This can range from reducing their carbon footprint to engaging in charitable work. However, CSR is more than just charity; it involves integrating these considerations into the business model. The implementation of CSR can lead to enhanced consumer loyalty, improved reputation, and potentially increased long-term profits. It's essential to note that CSR initiatives vary globally due to regional consumer preferences and different governmental regulations. Despite criticisms about its effectiveness and concerns of it being used as a smokescreen, CSR remains a significant aspect of modern business practices. It's verified through various industry resources and often forms part of the company's reporting to stakeholders.

2 Corporate Social Responsibility, commonly referred to as CSR, is a business model that encourages companies to consider their impact on society and the environment in all aspects of their operation. It is a concept that has evolved and matured since the 1960s, encompassing not only economic and legal considerations but also ethical and philanthropic ones. CSR involves businesses voluntarily going beyond what the law requires to improve their social and environmental performance. This can range from reducing their carbon footprint to engaging in charitable work. However, CSR is more than just charity; it involves integrating these considerations into the business model. The implementation of CSR can lead to enhanced consumer loyalty, improved reputation, and potentially increased long-term profits. It's essential to note that CSR initiatives vary globally due to regional consumer preferences and different governmental regulations. Despite criticisms about its effectiveness and concerns of it being used as a smokescreen, CSR remains a significant aspect of modern business practices. It's verified through various industry resources and often forms part of the company's reporting to stakeholders.

2. ↑ mobile advertising. Mobile advertising is a specific branch of mobile marketing that involves promoting products or services using mobile devices as a medium. It's a rapidly expanding sector, with its global market worth estimated at €1 billion in 2008 and projected to reach a whopping $247 billion in 2020. This type of advertising encompasses various formats, including click-to-download, click-to-call, and click-to-message ads, image text and banner ads, and push notifications. It's often coded in HTML5 for rich media on mobile and adjusts for different handset screen sizes and supported technologies. Mobile advertising offers immediate responsiveness for advertisers and is seen as a new media channel, particularly since the inception of SMS advertising in the early 2000s. However, despite its growth, it still represents a small portion of the overall advertising industry. The sector is also known for its engagement marketing, use of behavioral data for ad customization, and raising concerns over privacy infringement.

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Glossary

Advertising agency (Wikipedia)

An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well.

Typical ad agency clients include businesses and corporations, non-profit organizations and private agencies. Agencies may be hired to produce television advertisements, radio advertisements, online advertising, out-of-home advertising, mobile marketing, and AR advertising, as part of an advertising campaign.

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