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.
“THE STUDY OF ADVERTISING AGENCY BUSINESS IN INDIA” - A STATUS REPORT