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When a business looks for an advertising agency, typically they will solicit bids from ad agencies to develop advertising for them. The ad agencies commonly make presentations to the company and one is ultimately selected. Within an advertising agency, there will be many different departments working on the bid or project: creative divisions writing copy and preparing artwork, production divisions and media/research divisions. All will be working together to meet a client's goal of increasing sales.

The majority of ad agencies write copy, prepare artwork, graphics and perform other creative work. They then place the resulting ads in periodicals, newspapers, radio, television or other advertising media. There are some firms that specialize in specific markets. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. A small number of firms produce aerial advertising, while others distribute circulars, handbills and free samples.

The objective of any company is to market and sell its products or services profitably. Therefore you will want to select an advertising company that understands your business and its particular needs. When researching your options:

• Ask about the agency's advertising philosophy
• Ask to see the agency's portfolio of completed work
• Check if they have worked on projects in your industry before
• Find out how many people will be involved in the team handling your account; who will be your contact person
• Get the name of some of their clients and call to talk with the clients about their experience with the ad agency

Whichever agency you choose, it should help you come up with an advertising campaign or single ad that is compelling and helps you reach your target audience.