Please let me know the details and functioning of various departments in an Advertising Agency?
Answer:
"Careers in Advertising Agencies
Account Services Department:
- positions in account services: assistant account executive, account executive, senior account executive, accounts supervisor/accounts manager
- salary range for assistant account executives is $20,000-$40,000
- directs contact with the client; acts as liaison between art department, production department, and client
- represents client's needs to art and production departments
- provides interpretation support to client at presentations
responsible for seeing that the client's needs are met accurately and on time, which calls for closely following the in-house progress of the campaign
Account Services Department-Traffic:
- positions in traffic: account coordinator/traffic manager
salary range for traffic manager is $18,000-$20,000
- coordinates all the jobs in progress and monitors their status to ensure that production remains on schedules and deadlines are met
- works with all departments throughout the advertising campaign
Media Services Department:
- positions in media: assistant media planner, media planner, media director, media manager
- salary range for assistant media planner is $15,000-$25,000
- applies statistical models to audience, circulation, and cost figures to minimize media cost and maximize media effectiveness
- manages the purchase and control of large blocks of media time/space, whether in print or broadcast
- recommends and allocates this space among clients according to campaign requirements
- negotiates favorable billing terms for large, repeat, and/or guaranteed space purchases, which translates into more cost-effectiveness for clients and agency
Research Department:
- positions in research: research project director, research account executive, associate research director, advertising research director, research department manager
- salary range for research project director is $30,000-$55,000
- expert in statistical applications, mathematical modeling, project design, and methodology
- works with and often obtains outside services
- monitors project to ensure accuracy and validity of findings, which are then reported and presented to the client
Creative Department-Art Direction:
- positions in art direction: assistant art director, junior art director, art director, senior art director
- salary range for assistant art director is $14,000-$18,000
- requires knowledge of advertising trends and strong visual communication skills
- develops and recommends artistic strategy and rendition for client campaign, often presenting several for client approval
- generates creative content for both print and broadcast
- often works with copywriter as a team to brainstorm visual and verbal content
- oversees progression of campaign from rough sketches through final production
Creative Department-Copywriting:
- positions in copywriting: junior copywriter, copywriter, senior copywriter, copy chief
- salary range for junior copywriter is $14,000-$18,000
- responsible for writing ad and promotional copy and developing concepts for campaigns
- often works with art director as a team to brainstorm visual and verbal content
- requires knowledge of advertising trends and a strong writing ability
Creative Department-Production:
- positions in production: layout worker, graphic artist, production manager
- artists and layout workers create the visual impact of the ad by selecting photographs, drawing illustrations, choosing print size and type, and sketching scenes for commercials to go with the copy
- design packages and create logos, trademarks and symbols
production manager oversees the actual printing of ads, filming of commercials, or recording of radio spots
There are a number of new departments that are being created within agencies to cover many new types of media. They include:
Specialty Advertising Department:
- recommends and obtains imprinted merchandise appropriate to client campaign
- develops strategy and recommends items to be used
- obtains sources and monitors production to ensure timely arrival
Internet Advertising Department:
- develops visual and written content for client web pages, and/or on-line advertisements
- develops strategy for on-line promotions and web page development
- monitors web site and on-line traffic
Outdoor Advertising Department:
- develops content for outdoor/transit advertisements in adherence to client's strategy
- obtains sources for production and monitors progress
Direct Response Advertising Department:
- develops content for direct response advertisements, such as direct mail and infomercials, in adherence to client's strategy
- obtains consumer information lists from client and/or outside sources
- monitors progress of direct response efforts"
Creative, Client servicing, Media planning, business development and administration. Of these the creative department will remain critical thoughout as your ideas and concepts are what will make or break your agency. Business development is the most important initially till you are established in the market and your creative reputation and work backs up your sales pitch! Client servicing is the support function that gets you referrals and keeps existing clients happy and content even with mediocre work. Media planning devises strategies to deploy campaigns across various media (print, TV, Radio, hoardings, posters, website, mailers, etc) according to the target market needs and leverages best possible deals for the client. Administration essentially ensures all these parts work smoothly.
Market Research is a very specialsied function and is usually a separate division to maintain an impartial approach. It studies the market to gauge consumer response to campaigns or new initiatives/ products/ services through surveys, focus groups, etc. and involves a huge bunch of statistical and data analysis and modelling tools and needs very quantitatively skilled manpower.
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