Advertising Agencies - article by MOREinfo-About.com

Advertising Agencies

Advertising agencies are responsible for the spending of billions of dollars for selling all types of goods and services. The same advertising agencies are responsible for persuading consumers to spend more billions of dollars for their clients' products. Advertising agencies create advertising and marketing campaigns for all media: newspapers, magazines, radio, TV and many types of outdoor advertising. Advertising agencies are responsible for selling everything from real estate to shaving cream, pharmaceuticals to heavy machinery, and all types of services.

Aside from the executives who manage advertising agencies, there is a staff which includes media specialists, accountants, copywriters, artists, account executives (who work with the clients) and persons who "traffic" or move work through the agency. The account executive is a very important member of the advertising agency staff, as he is the contact with the client, responsible for liaison between client and advertising agency, and for helping to "sell" advertising campaigns to the client.

Large advertising agencies may have an entire group of people assigned to produce work for a single client...a group which includes all of the above-mentioned advertising agency personnel. In some cases a vice president of the advertising agency may be in effect the creative director of a group working on a major account, and will appove all work done for that account, as well as contributing major ideas for advertising campaigns. When a new client comes to the advertising agency, the group assigned to the client will work together to create a new advertising campaign calculated to market and sell the client's product. The advertising agency account executive and possibly a vice president and a creative group will present the campaign, complete with art, copy and media recommendations to the advertising director and other executives of the client company.

An advertising agency client may accept or not accept a proposed campaign. Or the advertising agency client may accept a campaign in part. In this case, the creative group will return to the agency and revamp or even redo the proposed campaign.The preparation of a major campaign requires days of work on the part of a number of people and is a costly proposition. The fees the advertising agency receives for handling an advertiser's account must cover all of these operating costs.

When the client approves a proposed advertising campaign, the various members of the advertising agency staff who create and produce the elements of the campaign are off and running for days and weeks of hard work.

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