An advertising agency has four main departments: Account Services works with clients to define communication needs and ensure work meets objectives; Creative Services develops ads through copywriters, art directors, and producers; Media Planning and Buying determines the best media exposure and negotiates ad placement; Research and Account Planning incorporates consumers in the process by developing advertising with them as partners.

1. Advertising Agency

2. Advertising Agency
• Essentially an agency’s task is to evaluate
a client’s product or service and then
develop an effective advertising strategy
to assist their clients to maximize their
marketing efforts.

3. Advertising Agency
a full-service advertising agency involves
four main departments
• Account Service
• Creative Services
• Media Planning and Buying
• Account Planning and Research

4. Account Services
• works closely with the client to map out
their communications needs and define
the role the agency can play in helping
meet their business objectives
• Account Service is ultimately responsible
for ensuring that all agency work is
effective and projects are completed on
time within budget.

5. Creative Services
• Development of the creative is mainly done in
teams of two. A Copywriter (words) and an Art
Director (visuals) work together to create rough
versions of the ads including: TV storyboards,
print layouts, and radio scripts.
• Overseeing these teams is the agency Creative
Director, who approves all the work before it is
shared with the client.

6. Creative Services
• Once an idea for a radio or TV commercial is
ready to be brought to life, a Producer joins the
team. The Producer coordinates with the outside
resources necessary to produce finished ads
• Print Production Manager performs a similar
function for print ads, estimating costs, briefing
suppliers and coordinating these jobs from start
to finish.

7. Media Planning and Buying
• The largest portion of a marketer’s budget
goes towards buying media. This places a
huge responsibility on the media planning
and buying department.
• Media Planners determine how to best
expose the creative message to the
desired target.

8. Media Planning and Buying
• The Media Plan is formatted similar to a
calendar, and lays out when and where
the advertisements will appear.
• Media Buyers take the media plan
recommended by the planners and
negotiate its purchase as inexpensively as
possible.

9. Research and Account Planning
• Incorporate consumers in the ad
development process
• work with consumers as partners in the
process of developing advertising.

10. Research and Account Planning
• Incorporate consumers in the ad
development process
• work with consumers as partners in the
process of developing advertising.