Advertising agency

From ArticleWorld

An advertising agency is a company that creates advertising campaigns to promote goods or services. An ad agency often works outside the company being advertised, so they can promote the company from an unbiased perspective. This is a very different technique that the used of in-house advertising, where a company does all its own promoting.

Purpose of ad agencies

The advantage of having an ad agency is that the ads are often most likely to be created from that of the customer's point of view, rather than from the point of view of the company being promoted. This is done in order that the ad will have a higher public response rate, because it is understood by more people. An ad that is understood, catchy, and makes sense is one to generate more sales. This is the job of the ad agency, and quite a challenge, but it can be done.

Advertising agency departments

There are two main departments in an advertising agency. The department that actually creates the ads is the creative department. In this department, copywriters, art directors, and creative directors all work together to complete an advertising design project. Each one of these positions within an advertising department has a unique role.

Advertising team roles

The role of the copywriter is to right persuasive text to persuade a reader to buy a particular product or service. Copywriters often invent new slogans, headlines, direct mail pieces, tag lines for Internet pages, jingle lyrics, Internet and Web Page content, TV and radio scripts, and press releases. They can also develop catalogs, billboards, commercials, brochures, postcards, on line sites, e-mail, letters and other advertising media.

These copywriters usually work within the advertising agency's office, or as a separate entity. The ones who work independently from the advertising offices are often called freelance writers, because they are not directly employed by the ad agency.

Another form of copy writing is the technical writer who also can work independently, or along with a technical writing team. Technical writers can also be used as copywriters, especially if they have expertise in the subjects in whom they need to right about for the Internet or other advertising content.

Another function of the creative team involves the art director. This person is in charge of the layout of magazines and newspapers, and works with an editor to choose designs and graphics that will be placed within the publication. The art director, copywriter, and often report to a creative or design director who oversees the entire advertising campaign, and publication.

The other major department of the advertising agency is the account services department. The people that work in this department make contact with clients and potential clients to find out what their needs are, and what the ad agency can do for them. In addition, some employees that work in the account services department directly represent each consumer.

In other words, there job is to meet with the creative team to tell them what the ad client's need are. This form of communication will help the advertising agency create effective ads for all of its clients, to reach more and more potential consumers. In small agencies, employees may do both creative and account service work.