Structure and Hierarchy of an

Advertising Agency
Organization Structure
The activities within an ad agency are divided into 4
broad groups:
1. Account management
2. The creative department
3. Media buying
4. Research
Recently added: public relations, direct marketing, and
promotional services
Effective Advertising
Consumer’
Sound s Persuasive
Strategy View

Effective
Advertising

Deliver
on
Break Doesn’t
Promises
Clutter Overwhel
m
Selecting an agency
• Have they fully understood the brief?
• Do they know how to use market research?
• Can they contribute to our thinking here?
• Is their strategic thinking sound?
• Is it imaginative?
Have I learned anything useful from it?
Are they professional and business like?
Can I work with their senior people? And will
they be actually working on my business?
Are their capabilities high in all key areas –
management, strategy, creative, media?
Do they work well as a team – both among
themselves and with our people?
Selecting an agency
Is their creative work of a high quality?
Is this confined to TV, or does it go across all media?
Does this include below-the-line? New media? Can they offer
an integrated service?
Do they have real expertise in the specialist areas which we
are looking at, eg: direct marketing, new media?
Can they work with us internationally (now or in the future)
How do they propose to evaluate the effectiveness of the
campaign?
Function of advertising agency
• Account Services / Account Management
Creative department
The Creative Team

COPY WRITER ART DIRECTOR

CREATIVE
TEAM

CREATIVE
CONCEPT
Copywriting and the Creative Plan

Copywriting is the A creative plan is

process of the guideline that
expressing the specifies the
value and message elements
benefits a brand of advertising
has to offer. copy.
Creative Department people need following attributes:

A good psychologist.
Willing and able to set high standards.
An efficient administrator & Research minded
 Capable of strategic thinking – ‘positioning’ and all
that.
 Equally good at package goods and other kinds of
accounts
Application And Management(BVICAM),New Delhi -
Well versed in graphics and photography
A hard worker and fast
Slow to quarrel
 Prepared to share credit for good work, and accept
blame for bad work
 A good presenter & good recruiter
• © Bharati Vidyapeeth Institute of Computer
Media selection
Broadcast Television
Cable Television
Radio
Newspaper
Direct Mail
Magazines- Consumer/Business
Outdoor
Internet
Media scheduling
After selecting media, marketers determine the most effective
timing and sequence for a series of advertisements.
 Influenced by seasonal sales patterns, repurchase cycles, and
competitors’ activities.
Measure effectiveness in three ways:
Reach—the number of people exposed to an advertisement.
Frequency—the number of times an individual is exposed to an
advertisement. Minimum of three exposures is recommended.
Gross rating point—the product of the reach times the frequency.
Thank You!