Transcript Advertising agency

ADVERTISING AGENCY
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There is a basic structure that most advertising
agencies stick to. In the smaller agencies, some people
will perform more than one role.
There are SIX major departments in any advertising
agency. These can be split into other subdepartments, or given various creative names, but the
skeleton is the same.
These departments are:
Account Service/ client services
Account Planning/ research dept
Creative/ or separate copy dept and arts dept
Finance & Accounts
Media Buying/ media dept
Production
Larger agencies may also separate out the
following departments:
 Human Resources & Facilities
 Research
 Web development
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ACCOUNTS SERVICES/ CLIENT SERVICES
Efficient working of this department results in
quick growth of ad agency.
 Supplies necessary information to the clients.
 It tries to increase and retain the number of
clients of agency.
 It brings new clients to the agency which is
crucial for increasing revenue, expansion and
growth.
 It acts as a liaison authority (connection)
between the advertising agency and its clients.
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CREATIVE DEPT/COPY DEPT
The main function of a copy department of
advertising agency is to prepare an attractive
copy-of-ad.
 The copy of advertisement is very crucial. It is
called the Heart of the AD.
 The staff of this department includes
copywriters, copy-supervisors, and others. They
use their talent of imagination, skill of putting
flair and fluent language while preparing a copy.
 The head of the dept is copy chief who directs the
functioning of the dept
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CREATIVE DEPT
Some agencies have creative dept instead of a
copy dept
 copywriters and art directors are paired up,
working as teams.
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Everyone within creative services reports to the
Creative Director. It is his or her role to steer the
creative product, making sure it is on brand, on
brief and on time.
ART DEPT
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Transform the ad-message into a self-communicating and mindstimulating imagery.
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Prepare visuals and layouts for press advertisement.
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Make painted bulletins, posters, illustrations, slogans, etc.
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Art Director heads this department of ad agency. He is assisted by an
assistant-art director, artists, visualizers and layout men.
The artists of art department work together with copywriters to make the
final copy of advertisement more attractive.
Both departments of art and copy operates under the overall guidance and
supervision of vice-president of creative services.
Not all ad agencies have a separate art department. Some prefer to
outsource their art-related work to freelance artists.
MEDIA DEPT
selects the best-media for advertising the
products of the clients.
 While selecting a media for advertising it must
consider the following:
 Nature of the product,
 Competition in the market,
 Advertising budget of the client,
 Media trends, etc.
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MEDIA DEPT
Select and use the best media possible to
communicate the ad message to the consumers.
This is very important function because a wrong
selection will result in the failure of product.
 Prepare a media plan for clients.
 Media scheduling.
 Supervise the execution of the schedule.
 Buy or book an advertising time and space in
media for client. (reach and frequency)
 Keep contact with various media.
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This usually involves close collaboration with the
creative department who came up with the initial
ideas
 collaboration with the client and the kind of
exposure they want.
 This department is usually steered by a media
director.
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PRODUCTION DEPT
Main role is to process and product the
advertisement
 Keep in contact with printing press,
typographers, photo engravers, etc.
 Assemble the typographic design patterns,
engraved photos, illustrations, copy, etc. and
prepare the final advertisement.
 Show it to the client (advertiser) and get his
approval for its release.
 Send it (after approval) to print media like
magazines, newspapers, etc. for advertising.
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As digital media trend is emerging some tasks of
the production dept change or are added on to:
 Keep in contact with digital artists, web
designers, etc.
 Assemble the work of digital art and prepare a
final digital-ad.
 Seek approval of it from an advertiser.
 Send it (after approval) to digital media like the
Internet, e-magazines, web videos, etc. mainly for
online advertising.
 This department is headed by a production
manager.
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ACCOUNT PLANNING/RESEARCH DEPT
This dept researches into the following:
 Market,
 Market competition,
 Market trends,
 Products and/or services,
 Competitors,
 Consumer behavior,
 Media trends,
 New trends in advertising, so on.
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ACCOUNT PLANNING/RESEARCH DEPT
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a typical research department usually comprises of:
Investigators,
Field workers,
Analysts,
Marketing assistants,
Statisticians,
Librarian and the staff of library, etc.
This team works under the guidance and direction a
Research Director, who is the head of research
department
The research done aims at executing a good ad
campaign
ACCOUNTS AND FINANCE DEPT
This takes care of financial and accounting
matters
 This department is responsible for handling
payment of salaries, benefits, vendor costs,
travel, day-to-day business costs, sending
invoices to the client and everything else you'd
expect from doing business.
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ACCOUNTS AND FINANCE DEPT
People involved in the dept are:
 Chief financial officer (CFO),
 Accounts receivable manager,
 Accounts payable manager,
 Accounts supervisors and
 Accounts executives.
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PUBLIC RELATIONS DEPT
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The main responsibility of a public relations (PR)
department is to maintain cordial relationship
between advertising agency, clients and media.
Generally, the PR department carries out following
work:
Address the complaints of the customers.
Solve their complaints as soon as possible.
Be a link between ad-agency, clients, media and
society.
Create goodwill and maintain the reputation of ad
agency.
Head of dept is a public relations officer
OFFICE MANAGEMENT
Recruit office staff.
 Training and development of new joined staff.
 Promotion of an existing staff.
 Transfer of a timely salary and (perks) to staff.
 Providing welfare facilities to staff.
 Correspondence to various internal and external
parties.
 Filing and record keeping of all the important
documents.
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