Advertising agencies create positions and organize themselve

Advertising agencies create positions and organize themselves in order to accomplish their objectives. Knowing what the individuals who work in the ad business do is important for you as you develop your own skills and plan for a future in advertising.

Advertisers are companies that use or plan to use advertising and other IMC tools to accomplish their marketing objectives. Advertising agencies are the organizations that specialize in planning, designing, creating, and executing ad campaigns.

Roll over the items to read the hints. Drop the items to either the type of agency involved, or the agency person who is responsible. International Agencies Local Independent Full-Service Agency Production Business-to-Business Agency reative Director National Independent Full-Service Agency Research and Account Manager In-House Agency Account Media Planner Type of Agency Agency person who is s and outcomes Involved Bill needs to see someone about a design issue in the company\'s new ad Fortunately, the ad department is a part of Bill\'s company Stan operates a retail store in a mid-sized town. He only advertises in his community. He wants to make sure his independent agency takes advantage of some special issues of the newspaper that are coming out in the next few weeks Susan just started at a large company that advertises everywhere in the United States. Her boss tells her there is a problem they need to discuss with their ad agency. Susan is unsure whom to call, until her boss identifies the one person who serves as a liaison between the agency and the client Ellen makes purses that are sold in 50 countries around the world she wants deeper understanding of her consumers motivations in each country. Her ad agency helos her to advertise evervwhere Ellen\'s products are sold, and she knows she can find people who can help her in this agency department Laura designs flower arrangements that she sells exclusively to hotels for their lobbies. Her agency helps her design mail catalogs that showcase her arrangements. She recently mailed a new photo of her \"Prestige\" arrangement to the egency and she wants to be sure the photo was included in the materials sent Reset

Solution

1) Bill needs to see someone about a design issue in the company’s new ad. Fortunately, the ad department is a part of Bill’s company.

Type of Agency Involved - In-house agency

Agency Person who is responsible - Creative Director

2) Stan operates a retail store in a mid-sized town. He only advertises in his community. He wants to make sure his independent agency takes advantage of some special issues of the newspaper that are coming out in the next few weeks.

Type of Agency Involved - Local Independent Full-Service Agency

Agency Person who is responsible - Media Planner

3) Susan just started at a large company that advertises everywhere in the United States. Her boss tells her there is a problem they need to discuss with their ad agency. Susan is unsure whom to call, until her boss identifies the one person who serves as a liaison between the agency and the client.

Type of Agency Involved - National Independent Full-Service Agency

Agency Person who is responsible - Account Manager

4) Ellen makes purses that are sold in 50 countries around the world. She wants a deeper understanding of her consumers’ motivation in each country. Her ad agency helps her to advertise everywhere Ellen’s products are sold, and she knows she can find people who can help her in this agency department.

Type of Agency Involved - International Agencies

Agency Person who is responsible - Research and Account Planning

5) Laura designs flower arrangements that she sells exclusively to hotels for their lobbies. Her agency helps her design mail catalogs that showcase her arrangements. She recently mailed a new photo of her “Prestige” arrangement to the agency and she wants to be sure the photo was included in the materials sent to the printer. She should call this department to be sure.

Type of Agency Involved - Business-to-Business Agency

Agency Person who is responsible - Production Department