1 MEANING OF ADVERTISING MANAGEMENT

Advertising Management is a managerial process aimed at managing the advertising

activities of organization. It is one through which company’s monitor and controls their
advertisement programs for attracting target audience. This is a process which uses different
kind of media for selling company products.

OBJECTIVES OF ADVERTISING MANAGEMENT

1. To Inform Buyers: This objective includes informing customers regarding product’s

availability, price, features, qualities, services, and performance. Besides, it also includes
informing them about changes made in the existing product and introduction of new products.
Company also highlights its location, achievements, policies, and performance through
advertising.
2. To Persuade or Convince Buyers: Company uses advertisement to persuade or convince
the buyers about superior advantages offered by its product. Company communicates
competitive advantages the product offers to induce customers buy it. Comparative
advertising is used to prove the additional benefits of product at a given price.
3. To Remind Buyers: Marketer uses advertising to remind the buyers regarding existence of
company, products, maintenance of quality, superior services, and chasing customer-
orientation. Mostly, the existing firms aim their advertising for this objective.
Here, the purpose is to inform that the company is still in existence and serving customers in
a better way. Due to huge information bombarded by a number of companies, customers are
more likely to forget name of company and/or products and services it offers.

4. To Face Competition: Advertising is treated as the most powerful weapon to fight with
competitors effectively. Advertising enables the firm to respond the competitors strongly. It
helps the firm to distinguish its total offerings from competitors.
In brief, the firm can face competition, can prevent the entry of competitors, or can remove
competitors away from the market. In competitive marketing environment, the firm cannot
survive without an effective advertisement.

5. To Achieve Sales Targets: Increase sales volume is one of the major advertising
objectives. A company can advertise its products in various media to attract customers
situated in different parts of the world. National and international marketing is the result of
advertising. Even, non-users can be converted into users and usage rate can be increased.
Thus, company can achieve its sales objectives by advertisement.
6. To Build and Improve Brand Image: Advertising is used for brand recognition and
acceptance. A company can distinguish its brand by magnifying major benefits the product
offers. Advertisement attracts customers toward the brand; they try it and accept it over time.
In the same way, bad image related to brand can be changed by systematic presentation of
facts and scientific evidences, and removing misunderstanding.
7. To Help or Educate People: Advertising is not always used only for company’s benefits.
It is meant for helping customers to make the right choice of product. It educates people
about availability of new products, its features and qualities, price, services, and other related
aspects. Such information is instrumental for purchasing suitable products. Thus, it guides
customers to choose the most appropriate product.
8. To Build Company Image and Reputation: A company opts for advertisement to build
prestige and reputation in the market. Most of the companies, though they are satisfied with
the volume of sales, go for advertising to acquire fame in the market. Many companies
advertise its policies, activities, and achievements to make a permanent place in the mind of
people.
9. To Assist Sales Force and Middlemen: Advertising is an aid to middlemen and salesmen.
Advertising also popularizes the name of dealers. Likewise, advertising provides necessary
information to the buyers. Middlemen and salesmen are not required to do the same. It eases
the task of sellers. In the same way, advertising encourages sales force.
10. Other Objectives:
There are certain minor objectives of advertising, such as:
i. To promote new products.

ii. To build long-term relations.

iii. To remove misunderstanding.

iv. To expand of market.

v. To gain confidence of buyers.

2 TYPES OF ADVERTISING:
Advertising activities can be categorized into above the line, below the line, and through
the line advertising according to their level of penetration.

1. Above the line advertising include activities that are largely non-targeted and have a

wide reach. Examples of above the line advertising are TV, radio, & newspaper
advertisements.
2. Below the line advertising include conversion focused activities which are directed
towards a specific target group. Examples of below the line advertising are billboards,
sponsorships, in-store advertising, etc.
3. Through the line advertising include activities which involve the use of both ATL &
BTL strategies simultaneously. These are directed towards brand building and
conversions and make use of targeted (personalized) advertisement strategies.
Examples of through the line advertising are cookie based advertising,
digital marketing strategies, etc.
Advertising activities can also be categorized into 5 types based on the advertising
medium used. These types of advertisements are:

1. Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

2. Broadcast Advertising: Television and radio advertisements.
3. Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
4. Digital Advertising: Advertisements displayed over the internet and digital devices.
5. Product/Brand Integration: Product placements in entertainment media like TV
show, YouTube video, etc.

FUNCTIONS OF ADVERTISING:
Advertising has become an essential marketing activity in the modern era of large-scale
production and severe competition in the market.
It performs the following functions:
(i) Promotion of Sales: Advertising promotes the sale of goods and services by informing
and persuading the people to buy them. A good advertising campaign helps in winning
customers and generating revenues.
(ii) Introduction of New Products: Advertising helps in the introduction of new products in
the market. A business enterprise can introduce itself and its products to the public through
advertising. Advertising enables quick publicity in the market.
(iii) Support to Production System: Advertising facilitates large-scale production. The
business firm knows that it will be able to sell on a large-scale with the help of advertising.
Mass production will reduce the cost of production per unit by making possible the
economical use of various factors of production.
(iv) Increasing Standard of Living: Advertising educates the people about the products and
their uses. It is advertising which has helped people in adopting new ways of life and giving
up old habits. It has contributed a lot towards the betterment of the standard of living of the
society.
(v) Public Image: Advertising builds up the reputation of the advertiser. Advertising enables
a business firm to communicate its achievements and its efforts to satisfy the customers’
needs to the public. This increases the goodwill and reputation of the firm.
(vi) Support to Media: Advertising sustains press. Advertising provides an important source
of revenue to the publishers of newspapers and magazines and the producers of T.V.
programmes

3 TYPES OF ADVERTISING COPY

Technique or formula of presentation of an ad is the way in which a message is presented.

Technique or formula of presentation of an ad is the way in which a message is presented.

Various types of advertisement copies are formulated to inform, inspire, influence, affect,
engrave, and inscribe the mindset of the reader. Certain elements are significant in a copy like
the attention, conviction, sentiment, instinct, and education.

The advertisement copies can be divided into six main types:

 Human interest ad copy

 Educational ad copy
 Reason why? ad copy
 Institutional ad copy
 Suggestive ad copy
 Expository ad copy
Human Interest Copy
Human interest copy entices the emotions and senses of its prospective customers rather than
the intellect and judgment. This advertisement copy defines the product to people instead of
sticking to facts. Human Interest copy gets to selling part indirectly or reluctantly. It focuses
on people’s undying interest in themselves, their families and friends. The most important
forms of Human Interest Copy are- humorous copy, fear copy, predicament copy, and story
copy.
HUMOROUS COPY
Humorous ad copy is a copy which is designed to make the reader laugh. This copy brings
about a smile on the readers face.

FEAR COPY
Fear ad copy arouses a sense of fear in the reader to save their lives or to protect themselves
from something. It creates interest among its consumers by instilling a sense of fear in them.
Fear advertisement copies must be designed carefully as it may carry an unpleasant
association on the viewer’s mind concerning the product.

STORY COPY
In a story copy, a story is narrated in a very interesting way to develop interest amongst its
prospects. Customer experiences can also be narrated in the form of a story.

PREDICAMENT COPY
In a predicament copy, the copy provides a dramatic explanation about the product. This copy
explains all the advantages and benefits of using the product. The predicament copy usually
takes over the other three forms of the advertisement copy.

Reason Why Copy

A Reason Why advertising copy offers reasons as to why the consumers are expected to
buy the product of a particular brand. The reason why copies appeals directly to the
intellect or the judgment of an individual than the emotions. It tries to explain the product
qualities and benefits by giving evidence in the forms of testimonials, guarantees,
customer experiences, and so on.

The approach of this copy explains reasons to readers as to why the advertised product has to
be purchased. The format of this copy states a fact about a product or a service in the headline
and then explaining why the fact is true in its further text. This form of advertising works
better in print than on media, because broadcasting an ad has a limitation with respect to time.
There are good chances of the viewer missing the headline or the reasons why the headline
claims to be the truth.
Educational Ad Copy
An educational ad copies attempts to inform, update and prompts its clients to buy a
product by educating the prospective customers. It is designed to educate the public about
the attributes of the product. Introductory ad copies are usually created in this way. It is the
responsibility of every manufacturer to educate the prospects regarding the product and
endure a warm welcome amongst its clients. Such an ad copy signifies the benefits and
special features of the product.
Institutional Ad Copy
Institutional copy doesn’t sell its goods and services. Institutional ad copy aims at promoting
the selling house. It focuses to build a strong reputation for the selling house. The main
objective of this type of ad copy is to create, maintain, and increase the goodwill through its
philosophy, objectives and policies so that the prospective customers register it in their
minds. Institutional copy invites the target customers to the selling outlet. It is also called as
prestige or corporate advertising.

Example:

Suggestive Copy
A suggestive copy suggests or attempts to convey the message to the readers directly or
indirectly and prompts them to purchase the product. Suggestive ad copy works best when
the reader is confused regarding the quality of the product and is juggling with decision
making regarding his purchase.

Expository Copy
Expository copy conflicts with the Suggestive copy. An Expository copy doesn’t conceal
anything about the product but instead exposes the facts that are clear and apt. It describes
the product features, uses, merits, operation and benefits of the products or services.
Even a swift glance registers quickly in the consumer’s mind and is quite easy to remember
or pick up.

Writing an ad copy is an art of putting in the words or the elements that create a strong desire
to possess the product wherein the product features satiate the consumers desire to possess
the product. It is the ability to eliminate the surplus and substitute it with the essential
elements without jeopardizing the meaning.

Action is the essential end goal of any advertisement copy, which is to receive some reaction
from the target audience for the advertisement. It could be just about visiting the page of the
brand on the net, enquiring or filling a form or the actual purchase itself.
4 ATTRIBUTES OF AN EFFECTIVE ADVERTISING COPY
Salient features or characteristics of a good advertisement copy are:

(1) it should be simple

(2) it should be capable of holding the reader’s attention

(3) it must be suggestive

(4) it should have conviction value

(5) it should educate the people

(6) it should have memorizing value

(7) it should be true!

The advertisement copy refers to the written contents of the advertisement including its text
and head line. It can be referred to as the heart of advertising and should be drafted with
utmost care; otherwise all the money invested in carrying out the advertisement campaign
will go waste.

In the words of William J. Stanton “The copy in an advertisement is defined as the written or
spoken material in it, including head line, coupons and advertiser’s name and address as well
as the main body of the message”. Simply stated advertisement copy means the total structure
relating to the message which the advertiser wants to convey by using any medium of
advertisement.

The advertisement copy should be prepared in such a manner as to leave everlasting

impression on the reader. The job of drafting the copy should be entrusted to an expert. The
reader should not only read but understand and believe the contents given in the
advertisement copy.

It should be properly worked and cover every detail with regard to the product. Various
considerations or essentials of a properly drafted advertisement copy are as under. These are
also known as salient features or characteristics of a good advertisement copy.

(1) It Should Be Simple:

The first important ingredient of an advertisement copy is that it should be written in simple
language. It should be capable of proper understanding. It should not use ornamental and
tough words rather short, simple and properly understandable words.

(2) It Should Be Capable of Holding the Reader’s Attention:

An advertisement copy should be capable of holding the attention of the reader. It should be
presented in such a manner which attracts the consumer immediately.

The following methods may be undertaken to hold the attention of the reader:
(a) Headlines should be properly worded and attractive. It should be short and easy for the
reader to remember.
(b) Use of pictures and sketches should be in direct relation to the product to be advertised. A
good sketch and drawing will be greatly helpful in explaining the product.

(c) Attractive border may be inserted around the advertisement copy in order to distinguish it
from other advertisements. Underlining the key words and leaving blank space at the bottom
of the copy are also helpful in drawing the reader’s attention.

(d) Quoting the price of the product in the advertisement copy is also helpful in holding the
attention of a reader. This would be more helpful if the price of the commodity is low.

(e) The insertion of reply coupons in the advertisement copy is also helpful in attracting the
people.

(3) It Must Be Suggestive:

The advertisement copy should be capable of suggesting the reader about the utility and use
of the product. Effective slogans can be used to give suggestions to the people.

For example, in case of camp Cola, it is written in the advertisement copy that ‘life is full of
camp cola times’, similarly in case of State Bank of India, it is advertised, ‘protect your
future with State Bank of India’. All these slogans have suggestive value. Suggestions may
also be given with the help of certain pictures in the advertisement copy.

(4) It Should Have Conviction Value:

The advertisement copy shall be able to have ever lasting impression on the reader, if the
suggestions are backed by convincing arguments. The reader should not have any doubt on
the quality of the product. He should be fully convinced and satisfied.

Exaggeration in explaining the qualities of a product must be checked. An appeal with regard
to outstanding features of the product must be made. It should be stated in simple language so
that the reader could understand easily. In the case of Chelpark fountain pen ink, it is written
that it cleans your pen while writing, contains clean x for better pen protection.

Similarly, in case of Forhan’s tooth paste, ‘it is ideal for the gums’ and protects your teeth’
some organisations assure ‘money back guarantee’ to convince the people with regard to
quality of the products.

(5) It Should Educate the People:

The advertisement copy should tell the people about the use and operation of a product. It
should also impart new uses of a product with which the people are not familiar. An
advertisement copy containing information with regard to use, sources from where the
product can be obtained, price and services available along with the product is greatly helpful
in enhancing the demand and enlarging the sales.

For example, in case of Hawkin’s pressure cooker a booklet is also given to the buyer
containing methods of preparing various vegetables, soups and puddings etc. with the help of
the cooker. Similarly, in case of a refrigerator, a booklet containing various directions with
regard to proper use and preservation of the refrigerator are given.
(6) It Should Have Memorizing Value:
The advertisement copy should be prepared in such a manner that a reader gets ever lasting
impression about the product. It can be successfully created by repeating the advertisement
time and again. Repetition projects the permanent image about the product on the reader’s
mind.

Trademarks and brand names can be used successfully for achieving this end. Dalda,
Thumps-up, Bournvita and Surf have successfully achieved memorizing value. The names of
these products are very common among the people.

(7) It Should Be True:

An advertisement copy should be truthful. It should not misrepresent and conceal the true
facts about the product. Rather it should clearly lay down the limitations in the product. For
example, a cloth merchant should clearly specify about the fading of colour and shrinkage of
yarn, if it is so.

If these limitations are not brought to light, the buyer eventually comes to know about them
after using the product. This will definitely shatter the confidence of the buyer in the product
and the very aim of the advertisement is defeated.

5 ADVERTISING APPEALS
Advertising Appeal is an igniting force which stimulates the customer mindset towards the
product or services. It not the only factor in the marketing mix which initiates a consumer for
buying the product but it is certainly one of the advertisers' most important creative strategy
decisions involves the choice of an appropriate appeal.

Advertising appeals are designed in a way so as to create a positive image of the individuals
who use certain products. Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of people. There are three types of
appeals:

1. Rational or Informational Appeal

2. Emotional Appeal
3. Moral Appeal

Rational or Informational Appeals

This is generally product oriented appeal, highlights the functional benefits like- quality,
economy, value, or performance of a product. Following are different types of rational
appeals:

o Feature Appeal - Advertisements based on such appeal are highly informative,

provides information of product attributes or features that can be used as the basis for
 rational purchase decision. Technical and high involvement product often uses this
appeal.
o Competitive Advantage Appeal - Such appeal is used to compare the product with
the competitor's product directly or indirectly and advertiser try to present his product
superior then competitor's product on one or more attributes.
o Favourable Price Appeal - Here price offer is considered as the dominant point of
the message.
o News Appeal - Some type of news or announcements about product or company
dominates the advertisement.
o Product Popularity Appeal - Product popularity is considered as the dominant point
of advertisement by highlighting the increasing number of users of brand or the
number who have switched to it.
o High Quality - Some products are preferred for their quality not merely because of
their taste or style, such products are advertised by highlighting the quality attribute in
advertisement .
o Low price - Many people prefer low priced goods. To target such audience products
are advertised by highlighting the low price tag of the product.
o Long Life - Many consumers want product of durable nature that can be used for a
long period, in advertisement of such product durability is the dominant point of the
message.
o Performance - Many advertisements exhibit good performance of product.
o Economy - Many customers consider savings in operation and use of product, for
example in case of automobile the mileage is considered while selecting the brand or
model.
o Scarcity - Another appeal that is occasionally used is scarcity. When there is a limited
supply of a product, the value of that product increases. Scarcity appeals urge
consumers to buy a particular product because of a limitation.
o Other Rational Appeals - Other rational appeals include purity, more profits, time
saving, multifunction, more production, regular supply and availability of parts,
limited space required, artistic form, etc. that can make advertising effective.

Emotional Appeals
An emotional appeal is related to an individual’s psychological and social needs for
purchasing certain products and services. Emotions affects all type of purchase decisions.
Types of emotional appeals are as follows:

o Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy
are shown in advertisements to appeal audience to buy that product. For example-
Jonson and Jonson baby products.
o Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do
things they should or stop.
o Fear - Fear is an emotional response to a threat that expresses some sort of danger.
Ads sometimes use fear appeals to evoke this emotional response and arouse
consumers to take steps to remove the threat. For example- Life Insurance
o Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers
might buy mouthwash, deodorant, a safer car, get retirement pension plan.
o Humour - Humour causes consumer to watch advertisement, laugh on it, and most
important is to remember advertisement and also the product connected with humour.
For example- Happydent, and Mentos.
Moral Appeals
Moral appeals are directed to the consumes’ sense of what is right and proper. These are
often used to exhort people to support social and ethical causes. Types of Moral Appeal are
as follows:

o Social awakening and justice

o Cleaner and safe environment
o Equal rights for women
o Prohibition of drugs and intoxication
o Adult literacy
o Anti-smuggling and hoarding
o Protection of consumer rights and awakening

Other Type of Appeals

o Reminder Appeal - Advertising using reminder appeal has the objective of building
brand awareness. For example- IPO
o Teaser Advertising - Advertisers introducing a new product often use this appeal. It
is designed to build curiosity, interest and excitement about a product or brand. For
example- Ponds ad of Saif & Priyanka
o Musical Appeals - Music is an extremely important component in advertising. It
captures the attention of listeners. For example- Docomo, Airtel
o Transformational Appeal - The idea behind this appeal is that it can actually make
the consumption experience better. For example- Ambay products
o Comparison Appeal - In this appeal a brand’s ability to satisfy consumers is
demonstrated by comparing its features to those of competitive brands. For example-
Tide & Surf
o Direct Appeals - Direct appeals clearly communicate with the consumers about a
given need. These extol the advertised brand as a product which satisfies that need.
o Indirect Appeals - Indirect appeals do not emphasize a human need, but allude to a
need.

6 AIDA
The AIDA Model, which stands for Attention, Interest, Desire, and Action model, is an
advertising effect model that identifies the stages that an individual goes through during the
process of purchasing a product or service. The AIDA model is commonly used in digital
marketing, sales strategies, and public relations campaigns.
The AIDA Model Hierarchy

The steps involved in an AIDA model are:

 Attention: The first step in marketing or advertising is to consider how to attract the
attention of consumers.
 Interest: Once the consumer is aware that the product or service exists, the business
must work on increasing the potential customer’s interest level.

For example, Disney boosts interest in upcoming tours by announcing stars who will be

performing on the tours.

 Desire: After the consumer is interested in the product or service, then the goal is to
make consumers desire it, moving their mindset from “I like it” to “I want it.”

For example, if the Disney stars for the upcoming tour communicate to the target audience
about how great the show is going to be, the audience is more likely to want to go.

 Action: The ultimate goal is to drive the receiver of the marketing campaign to initiate
action and purchase the product or service.

Therefore, the AIDA model says that Awareness leads to Interest, which leads to Desire,
and finally, Action.

Let us consider ways to use the AIDA model by looking into each part of the hierarchy.

 
First Step: Attention

Often, the attention part is overlooked by many marketers. It is assumed that the product or
service already got the attention of the consumers – which may or may not be the case. In any
event, don’t just assume that everyone is already aware of your product. One of the best
approaches to attracting consumer attention is what’s called “creative disruption” – breaking
existing patterns of behavior through a highly creative message. This can be done in several
ways:

 Placing advertisements in unexpected situations or locations. This is often referred to

as guerrilla marketing.
 Creating shock in advertisements through provocative imagery.
 An intensely targeted message. This is also referred to as personalization.

Essentially, the goal is to make consumers aware that a product or service exists.

Second Step: Interest

Creating interest is generally the hardest part. For example, if the product or service is not
inherently interesting, this can be very difficult to achieve. Make sure that advertising
information is broken up and easy to read, with interesting subheadings and illustrations.
Focus on what is most relevant for your target market in relation to your product or service,
and on conveying only the most important message you want to communicate to consumers.

A good example of this is Wendy’s “Where’s the beef?” ad campaign that focused on the fact
that Wendy’s hamburgers contained more beef than their competitors’ hamburgers.

Third Step: Desire

The second and third steps of the AIDA model go together. As you are hopefully building
interest in a product or service, it is important that you help customers realize why they
“need” this product or service. Think about how the content in infomercials is presented –
they aim to provide interesting information on the product, along with the benefits of buying
it – benefits that ideally make consumers want the product more and more. Infomercials do
this extremely well by showing the product being used in several creative situations. Convey
to the audience the value of the product or service, and why they need it in their life.

Fourth Step: Action

The last step of the AIDA model is getting your consumer to initiate action. The
advertisement should end with a call to action –  a statement that is designed to get an
immediate response from the consumer. For example, Netflix uses persuasive text to
convince the consumer to try their free trial. Netflix communicates how convenient their
product is and highlights its value, then urges consumers to sign up for a free trial.
 Good advertising should elicit a sense of urgency that motivates consumers to take action
RIGHT NOW. One commonly used method for achieving this goal is making limited time
offers (such as free shipping).

7 COPY WRITING FOR RADIO, TV,AND OUTDOOR MEDIA

Writing scripts for commercials that are seen on TV is probably just about every copywriter's
dream. Copywriters write copy for print advertisements every day, but to be able to write a
script for a commercial that will be seen nationwide is seen as a mark of success. The truth is,
any piece of effective copy that brings in results makes a copywriter a success. Yet for some
reason, being able to write a script for a commercial is something greater in the eyes of a
copywriter.

In this article, we're going to learn to write scripts for TV, radio, and multimedia
presentations.

8 PRINCIPLES OF LAYOUT
It is not necessary that all elements of advertisement copy must form part of the copy. They
appear in today €Ÿs ads with varying degree of frequency. The components of the
advertisement copy must be decorated or positioned on the basis of certain basic principles
regardless of the number of elements in an add. The following five principles of good
composition are important to anyone who creates or evaluates the advertisement:

1. Balance — A layout may be called balanced if equal weight or forces are equidistant from a
reference point or a light weight is placed at a greater distance from the reference point than a
heavy weight. Balance is the law of nature. The reference point or fulcrum is the optical
center of the advertisement. The artists with a given area or space, are to place all the
elements with in this space. Optical center of fulcrum of the ad is often a point approximately
two — thirds of the distance forms the bottom. It is the reference of the advertisement layout.
2. Proportion– Proportion is closely related to balance since it refers to the division of space
among layout elements for a pleasing optical effect. Good proportion in an advertisement
requires a desired emphasis on each element in terms of size and position. If the major appeal
in an advertisement is product’s price. The price should be displayed in proportionate space
position.
3. Contrast and Emphasis — Contrast means variety. It gives life to the whole composition and
adds emphasis to selected important elements. An advertiser always looks to advertisements
from completion point of view and desires the policy of the most important elements to
attract the attention of the people. An advertisement with good contrast may attract the
attention of customers Contrast maybe visible in a number of ways. It may be witnessed
through sizes, shapes and colors. Different colors sizes and shapes of elements in an
advertisement add contrast. The varying directions, of design elements (Vertical trees,
horizontal pavements arched rainbows) add contrast; too there must be sales communication
purpose behind every layout decision made.
4. Eye Movement — Eye movement is the design principle which helps move the eyes of the
readers from element to element in the order given in the hierarchy of effects model for
effective communication of the message in advertising. An effective ad uses movement to
lead its reading audience from initial message awareness through product knowledge and
brand preference, to ultimate action (intent to purchase). Direction and sequence are two
terms for the same element and artists may perform it in many ways. Mechanical eye
direction may be created by devices such as pointing fingers lines arrows or even a bouncing
ball that moves from unit to unit. Planned eye movement should follow the established
reading patterns too, such as the tendency to start to top left corner of a page and read through
to the lower right corner. The eyes also moves naturally from large items to small from dark
to light and from colors to not — colors.
5. Unity or Harmony — Unity or harmony is another important design principle. Although each
element should be considered as a separate unit in striving for balance, proportion, contrast
and eye movement. The complete layout or design should appear as a unified composition.
Common methods of securing unity in layouts are (i) use of consistent typographical design.
(ii) repetition of the same shapes and motifs, (iii) the overlapping of elements (iv) use of a
boarder to hold elements together and (v) avoidance of too much which space between
various element.

Although unity and contrast seem conflicting but they function quite smoothly together if
they operate at cross purposes — if the artists strive for balance here too as well as in the
advertisement layout overall. Unity contributes orderliness to elements — a state of
coherence. And if they are properly placed. Contrasting Size shapes colors and directions can
flow together beautifully.

VARIOUS AGENCIES

9 Advertising agency must have a suitable internal organizational structure to keep

functioning properly with a smooth workflow. All advertising agencies don’t have a same
organizational structure. Their structure varies from one another in relation to their size.

Typical structure of an advertising agency consists of:

1. Contact Department
2. Media Department
3. Copy Department
4. Art Department
5. Production Department
6. Research Department
7. Accounting and Finance Department
8. Public Relations (PR) Department
9. Office Management

1. CONTACT DEPARTMENT: Contact department, also known as client department is

in charge of keeping contact with their prospective clients of the advertising agency,
mostly the advertisers.

The functions of the client department include:

1) Carrying the important information to the clients

 2) Efforts for retaining and creating new clients
3) Building the bridge between the advertising agency and the client
4) Helps in boosting revenues
5) Promotion of their agency to create new prospects
6) Efficient working for the quick growth of its organization

2. MEDIA DEPARTMENT : Media Department of advertising agency is responsible for the

choice of media. This department selects the best suitable medium for the ad agency that
will be suitable for its clients.
Also Read- Traditional marketing vs digital marketing
Before the selection process, media department’s initial role is to find out about:
1. The product’s nature
2. The market competition
3. Advertising budget of the client
4. Media trends, etc.

The functions of media department are:

1. It selects and uses the best media possible to communicate the ad message to the
ultimate consumers
2. It can also fail, as a wrong selection will result in the failure of the advertised product.
3. Preparation of media plans for its clients
4. Media scheduling
5. Supervising the execution
6. It keeps constant contact with the media and the client

3. COPY DEPARTMENT: The copy of the advertising agency is very crucial. It is called
the heart of the ad as this conveys a direct message to the consumers creatively.
Also read- Good advertising sells itself and other myths

Primary functions of the copy department are:

1. Preparing an attractive copy for its clients and customers.

2. Participate in brain- storming sessions and come up with ideas.
3. Using their extraordinary skills of putting flair and fluent language while preparing a
copy.
This department includes copywriters, copy-supervisors, and others.  The copy department
works in close co-operation with the art department. Mostly, the copy department is the
largest department of an advertising agency. It comprises of a hard-working team of qualified
professionals and experienced staff.
4. ART DEPARTMENT : The art department consists of all the artists in an advertising
agency. The advertisement finally becomes agreeable and acceptable because of these people
in the art department. These people use the principles of real art, probably on software, as a
guideline or base to present a product to the targeted audience. The personals working in the
art department are known as the Art Directors.
 The functions of the art department are:

1. Transform the idea that the client wants to convey, into a simple and beautiful
imagery.
2. Preparing layouts and visuals for the clients.
3. To work closely with the copywriters for developing the visual messages.
4. Making painted bulletins, posters, car cards, illustrations, slogans, etc.
5. PRODUCTION DEPARTMENT: Once, after the copy and art is finalized, the
advertisement is sent to the production department for further process. Both the departments,
copy and art, create the basic model of the advertisement. The production department takes
the advertisement into its final stage. A production manager heads the production department.

Functions of the production department are:

1. Produces the final advertisements for the markets.

2. Making contacts in the industry for the easy carrying out of tasks.
3. Assemble the typographic design patterns, engraved photos, illustrations, copy, etc.
and prepare the final advertisement.
4. Sending the final product to its clients and get the approval.
5. Once the approval is received, then it can be sent for final printing or production for
the market.
6. Keeping them updated about the latest trends and technologies.

6. RESEARCH DEPARTMENT: Without knowing the 5 W’s and 1 H of the market, you
can never run a successful advertisement campaign. The research department in
advertising collects information about the market, market competition, market trends,
products and services, competitors, consumer behavior, media trends, new trends in
advertising, so on.
The success of the advertising agency’s advertisement campaign depends upon how hard the
research team has done its work. A right direction and the right approach are very important
for a successful ad campaign.

Functions of the research department include:

1. Carrying out research and deriving out useful information.

2. Critically analyze the information, which they have derived.
3. Apply the results in different ways.
4. Agency makes use of above information for executing an excellent ad campaign.

Accounting and Finance Department

As the name suggests, the accounting and finance department of an advertising agency looks
into the financial and accounting matters of the organization.

The functions of this department are:

 To generate and keep a record of the invoices that the company incurs or gains.
 Sending out regular reminders to the clients for un-cleared payments.
 Clear accounts before or within the due dates.
 Issue payments to vendor parties within or on the due date.
 Keep a track of the monthly and yearly accounts.
 Deposit the government fees on time.
 Manage salary accounts of the employees.

Public Relations (PR) Department

The chief responsibility of a public relations (PR) department is to maintain a cordial

relationship among three parties, namely, advertising agency, clients, and media. Every
organization may not have a separate department for PR hence, it becomes important for the
other members of the organization to build cordial relations with clients and customers.

The functions of the PR department are:

 Redressing the grievances of the consumers.

 Taking feedback from clients and customers and working on it immediately.
 Serve as a road between the advertising agency and the other parties.
 Maintain a repo, by maintaining the goodwill.

Office Management

The office management department can also be called the HR department of the advertising
agency.
Also read- Why you should join an advertising agency

Their functions include:

 Recruiting the office staff.

 Carrying out training and development of the newly hired staff.
 Carry out promotions of the deserving candidates.
 Provide welfare facilities to staff.
 Filing and record keeping of all the essential documents.
It is not necessary for an advertising agency to have all these different departments,
depending on their scale. But even the small- sized or mid- sized agencies have people for the
functions of all the departments. They can hire multi- taskers for that matter.  The
departments can be merged, but these are the basic functions that the organizational structure
of any advertising agency follows.

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