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CHAPTER NO –IVADVERTISING AGENCY: STRUCTURE, DIVISIONSAND FUNCTIONS
4.1 HOW IS AN ADVERTISING AGENCY STRUCTURED?
 
The Basic StructureThe traditional, full-service agency is divided into 3 functional parts:account management (sometimes called client service), creative andmedia.
These parts report to a central authority, often the President. There is acentral administration and the accounting department.Each functional area has a vital but different role to play in developingadvertising for the agency's clients. The account group, for instance, workswith the client in developing the advertising approach and objectives andoversees the whole process through the agency. The creative group plans outthe words and the artwork, in keeping with the advertising objectives. Themedia group develops the placement plan - where, and for how long, and inwhat media, and in what specific outlets, etc., the advertising should run. Someagencies may also have a research unit, which provides basic marketinginformation to assist in developing advertising objectives.
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Art jobs in advertising are plentiful, but competitive. If one work well under deadlines can come up with fast ideas and work long hours, then this may bethe profession. Although a college degree is not required for most advertisingcreative jobs, it can help.Recruiters say the key to being a good candidate is to have a great portfolio.This portfolio should include a variety of layouts, thumbnail ideas, and if appropriate, storyboards.The candidate should demonstrate proficiency with the computer. Programsone should be proficient in include Pagemaker, Illustrator and/or Freehand,Corel Draw (if using Windows), and programs such as Painter, Ray Dream,and Macromedia Director. A strong knowledge of typefaces and production isalso helpful.Only the best applicants land their first job in a well-known advertising firmsuch as:
 
Leo Burnett, J. Walter Thompson, or O&M Getting some experiencein high school and at an art school or college is one way to get a leg-up onother applicants. Printed samples of work speak volumes more than marker or computer layouts of imaginary products.
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FLOW CHART NO: -4.1TYPICAL STRUCTURE OF AN ADVERTISING AGENCY
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