Definition of full-service agency

advertising agency that is equipped to serve its clients in all aspects of communication and promotion, so that there is no reason for the client to use any other outside service agency. The full-service agency offers total service in both advertising and non-advertising areas. The advertising services concern preparation and placement of advertising and include the creating, planning, and production of advertisements and commercials as well as research services and media selection and purchase. The non-advertising services are in the area of production and include sales promotion materials, publicity pieces, annual reports, trade show exhibits, and sales training materials. Although a full-service agency can offer this wide range of services, all full-service agencies are not alike. They vary greatly in size, focus, and areas of specialization. Therefore, they also vary in the type of client they serve. When choosing a full-service advertising agency, it is important to the advertiser to be aware of the agency's expertise in the area that best serves the advertiser's product or service.