Marketing Communications

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Marketing Communications

Organizination And Management Of Advertising

Agencies And Advertising Departments

DEPARTMENT STRUCTURE

The creative section is organized into departments such as – copy, art, media and production. Personnel
in each department may work on all the agency’s accounts and do not develop enough expertise on the
client’s product and marketing programme as in the group plan.

This plan is much more economical in the use of creative time. Small advertising agencies are normally
organized using department structure.

COMBINATION GROUP AND DEPARTMENT STRUCTURE

This type uses department plan while using certain personnel to work on specific accounts. Medium
sized advertising agencies use this method which provides more specialization for personnel of
agencies that cannot afford the group plan. Creative personnel can be adjusted to workloads under the
combination plan.

PUBLIC RELATIONS AGENCY: Public relations accounts are usually too small to allow public relations
to operate a group plan. Public relations is usually organized along the advertising agency and account
executives are assigned to each account.

ADVERTISING NETwORK: Is a group of independently owned, non-competing advertising agencies
that agree to exchange ideas and services in the interest of their clients.

AGENCY NEwORK: This is a voluntary affiliation of one agency in a major city to act as local office
or provide local service for other members of that network.

FUNCTIONS OF AGENCIES

1. PLANNING: Organizing creative abilities to implement strategic or tactical advertising.


2. RESEARCH: Studying of the client’s products markets and competition to determine
   strength and weaknesses.


3. C OP Y: Development of a good copy, using the appropriate advertising appeal based on
   client’s briefing.


4. L AYO U T: Designing and arranging advert to attract and direct reader’s attention to the
   advertiser’s product.


5. MEDIA SELECTION AND EVALUATION: Involves the selection of best media identified
   to carry the advertiser’s message at the right time and place.


6. MECHANICAL PRODUCTION: Agency maintains contact with printers and vendors of
   copy production services.