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The Advertising Agency

The document outlines the internal divisions of an advertising agency: 1. The Account Management Department maintains contact with clients, negotiates agreements, and assigns accounts. 2. The Research Department gathers additional information to support projects if client data is insufficient. 3. The Copy Department prepares text and scripts for advertisements based on research and client documents. 4. The Art Department translates copy into visual presentations and illustrations. 5. The Media Department plans media schedules and buys space and time. 6. The Production Department handles mechanical requirements and distribution of advertisements. 7. The Traffic Department ensures advertisements run according to schedule by delivering materials to media.

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224 views2 pages

The Advertising Agency

The document outlines the internal divisions of an advertising agency: 1. The Account Management Department maintains contact with clients, negotiates agreements, and assigns accounts. 2. The Research Department gathers additional information to support projects if client data is insufficient. 3. The Copy Department prepares text and scripts for advertisements based on research and client documents. 4. The Art Department translates copy into visual presentations and illustrations. 5. The Media Department plans media schedules and buys space and time. 6. The Production Department handles mechanical requirements and distribution of advertisements. 7. The Traffic Department ensures advertisements run according to schedule by delivering materials to media.

Uploaded by

Titay Sam
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FUNDAMENTALS OF ADVERTISING

By: Ruby F. Alminar-Mutya, DBA

The Advertising Agency


This is an independent service organization operating outside of the control of
the advertiser or client. The agency consists of the following internal divisions:

1. Account Management Department is headed by the account executive. This is


the department where the advertiser or client, or the representative of the client’s
advertising department, communicates their requirements to the agency, for an
advertising project. This department maintains regular contact with the client to
update them on the developments of the project. Initially, it is in this department
that the client negotiates, submits requirements including researches about the
product or service, test marketing results, feasibility studies; enters into an
agreement on budget, deadline and agency commission. This group assigns
accounts to teams, and responsible for effective and efficient supervision of the
accounts.

2. Research Department is responsible for gathering additional information under


cases where data given by the client may be insufficient, to start the project. The
research group may conduct survey on areas of market, consumer, products and
advertising, on a small scale basis. If data needed is still huge, or requires higher
population sampling, then the department may sub-contract the gathering of data
to another independent research company.

3. Copy Department prepares the text or words of the advertisement. This include
the storyboard for television commercial, or the script for radio, and the layout for
print. Words of the advertisement shall be prepared by this department taken
from the facts given by the research group and documents submitted by the
client to the account management department. Text may include the features,
advantages or benefits of the products or service to be advertised.

4. Art Department translates the words into pictures. The department is


responsible for preparing the visual presentation of the advertisement. Pictures
shall be created for the words constructed by the copy group. These pictures are
called the illustration of the advertisement.

5. Media Department prepares the detailed media schedule, the list of media
selected for the delivery of the advertising message. The department may
consists of two sections: the space buying section, for print media; and the time
buying section, for broadcast media. Headed by a media director, responsible for
media planning for print, broadcast, outdoor, transit and other mass
communication tools.
6. Production Department is responsible for handling the mechanical
requirements of the advertisement including preparing several copies of the
mastertape, blueprint for distribution to media, typefacing, color reproduction.

7. Traffic Department sees to it that the advertisements are shown or published


according to schedule. Thus, the department shall deliver the advertising
blueprint or mastertape to the media desired, and supervises the advertisements
as scheduled.

Sources:

Fundamentals of Advertising by Ruby F. Alminar- Mutya, DBA


Pages 8 – 12

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