The Advertising Process & Personnel
The manufacturer provides a number of different agencies with aparticular
. The brief includes details of the product and the aimsof the campaign - it might be to launch an new line or inspire newinterest in an old favourite - as well as limitations of budget, timescaleetc. Each agency will then research the brief, and come up with acampaign idea which they will
to the client. The client choosestheir favourite pitch and employs that agency to mastermind thecampaign. The agency is then responsible for executing the campaign,producing in full the designs for adverts, buying space in magazines,on billboards and TV, and
the campaign on the givendates.Producing a single campaign can be an expensive process involvinghundreds of skilled people - read about a recent Audi (A8) campaignherewhich employed over 600 people and "the kind of state-of-the-artfilm technology otherwise reserved for Hollywood blockbusters".The main personnel who work for an advertising agency include:
- They deal directly with the client and oversee alloperations. They have overall responsibility for individual accounts -and their success or failure. Quite a responsibility if your client isFedEx...
- art directors and copywriters who are responsible forcoming up with visual and verbal ideas. They are responsible forturning the strategy devised by the strategic planner and accountmanager into a series of original and effective advertisements.
- are responsible for researching audiences andmarkets -an increasingly scientific task - and coming up with astrategy which will connect audience to product. They need to knowabout psychographics, demographics and economics.
- spend their time negotiating for pages in magazines,and bashing out deals with TV companies for prime time commercialspots. Because they are often negotiating on behalf of many clients atonce, buying huge blocks of advertising space, they are powerfulenough to get good deals.