Professional Documents
Culture Documents
The Advertising Agency
The Advertising Agency
Media buying
In –house agency
• In house agency is a full service agency owned by and
operated under supervision and control of the advertiser
Parent Advertising
ideas Advertisements
organization agency
Flow of ideas of out side
advertising agency
Orgn 1
Orgn 2
Advertising advt
agency
Orgn 3
Orgn 4
General agency
• It is general in the sense that it is willing to represent
the widest variety of accounts or clients across
industries.
Production Traffic
artist Copy writer In-charge media
Structure of full services advertising agency
Head of account team Client
brands
Account planner
Art
TV /
Creative Film producers
Copy
planning
Branch Media Media houses
head Buying
operation
print
Studio Outdoor
Printers, press
production
Additional Functions of
Product
services advertising agency services
Traffic
Accounting
Media
services
(a) Account planning
Various activities performed by account planer are
• Planning the objectives of the advertising he makes use
of skills analysis, synthesis, logic and insight
• Selecting & evaluating research feedback on the basis of
which team makes judgments and takes decision
• Making the objective and the feedback relevant and
stimulating the rest of the team particularly the creative.
• They are responsible for taking the brief from the client which
they interpret to various specialist departments in the agency,
getting the approval of the client and supervising the work to
ensure quality production and meeting the deadlines.
© Creative services
• Creative services are called heart and soul of advertising. the
creative services are two pronged viz., copy writing and
graphics.
Copy
visualizer
chief
Copy writer 2
Copy writer 1 Lay artists
• The media dept. job is to match the profiles of the desired target
with the profiles of the audience of a wide range of media.
• The media planners get the tear off copies from the media vehicle
for when the advertisement was published.
• Media buying services includes
• The scheduling of advertisements
Accounts executive