Advertising agencies are independent organizations that provide specialized advertising and promotion services to help companies develop, prepare, and execute their advertising programs. They offer services like marketing analysis, creative development, media planning/placement, and research. Agencies have skilled specialists in areas like creative, media, research, and account management. They are organized into departments led by directors and coordinated by account executives responsible for client relationships. Agencies earn commissions from media buys or charge fees, and aim to gain new clients through referrals, presentations, and reputation while retaining existing clients through good performance and communication.

1. Advertising agencies

4. what agencies do. Structure & organization and how they’re organized to do it.

7. agency organization chart

9. Typical Full-Service Agency Organization Writers Art Directors Traffic TV Produciton Traffic Print Production VP Creative Services Account Executive Account Supervision VP Account Services Media Research Sales Promotion VP Marketing Services Personnel Accounting Finance Office Management VP Management and Finance President Board of Directors

10. Ad Agencies Have Skilled Specialists Artists Writers Researchers Photographers Media Analysts Other Skills

21. Why Agencies Lose Clients Poor performance Poor communications Unrealistic demands Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Poor performance Poor communications Unrealistic demands Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Policy changes

22. How Agencies Gain Clients Referrals Solicitations Presentations Public Relations Image, Reputation

23. What Makes Effective Advertising? Sound & other Creative strategies Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising