The Right Fit...   Before you make a choice about who you should turn to for   advertising support, it's good to know what's available and what   each brings to the table. This overview is intended to help you   understand some of the differences, which should in turn,   help you make more informed decisions.   Range of Capabilities: At one end of the spectrum you'll find "Full-service Ad Agencies" - at the other end are self-taught desktop publishers with limited experience. Only you can decide who within this spectrum is right for you: Ad Agency: offers a full list of services; media research, planning & buying for radio, TV, print, web; account managers, creative directors, PR managers, writers, designers, art directors, web masters and production staff. In general, they can manage all of your advertising, design and marketing needs under one roof. It's expensive, but if you need that level of support, it's invaluable. Design Firm: as it's name suggests, their services focus more on visuals and graphics - often including copy writing. They can range in size from a one-man shop, to a mega-firm of 50 or more people. Perfect, if you have to generate a high volume of marketing materials (like retail packaging, posters, catalogs, etc) - but you don't need help buying and planning advertising. Once again, a bit on the pricey-side, but hire the right firm and you'll find them to be creative and professional. PR Firm: specializes in managing your image, usually through favorable exposure to media outlets, special promotions and events. They often work side-by-side with ad agencies and design firms. Free Lance Creatives: Here's where things get tricky... This would include creative directors (like me), designers, art directors, copy writers, desktop publishers, and to a certain extent, illustrators and photographers. Creative Director: typically has years of experience as a designer, art director and copy writer. Manages accounts and campaigns from start to finish. Analyzes client needs, develops promotional concepts, sets the creative theme, writes and designs promotional materials, directs production, and if needed, finds and negotiates with related vendors (packaging, direct mail, print resources, etc.). Designer: more vertically skilled, a designer typically takes conceptual direction from a client or creative director, then uses his or her talents and computer skills to execute a professional presentation. An experienced designer can take a good idea and make it look great. Art Director: like a designer with extra responsibilities - an art director is often required to recruit and direct illustrators, photographers, copy writers and printers, and either do the design and desktop publishing himself, or oversee the process. Desktop Publisher: primarily production oriented - although a good desktop publisher will have some design experience, they typically take design direction from a client or creative director, then use their computer training to create files that are prepped for print or the web.          Proficiency & Experience: What's the difference? To be proficient in something, is to acquire skills and training (could simply be book-learning); to be experienced is to have actually done something. Good training and having the right skills are important, but there is simply no substitute for experience. With experience we not only become more proficient, we learn to anticipate problems. We learn efficiencies and short-cuts, and we're able to build on our successes. So, what should you be looking for?  The Right Fit... a firm or free lancer that offers the services, skills and experience you need, at a price that meets your budget.

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