Advertising agency: structure and list of services

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Today, advertising is used to promote goods and services. The profit from the sale of the enterprise depends on the correctness of such campaigns. Therefore, such work is entrusted to professionals.

Specialized organizations deal with issues of product promotion, its separation from the mass of competing products. These are advertising agencies. The structure, main types and features of the activities of such organizations should be considered in order to understand the features of their work.

General concept

The first advertising agency was opened in the USA by Walin B. Palmer in 1814. He entered into a number of large contracts with newspapers to place advertisements at reduced prices. For those who wanted to place notes about products, goods or services in newspapers, he resold this place at a higher cost. At the same time, advertisers prepared the text of their ads on their own.

Modern organizations involved in the promotion of goods and services of other companies operate on a different principle. They plan, organize advertising campaigns and receive remuneration from advertisers for this. ATdepending on the type and characteristics of the structure of the advertising agency may be somewhat different. However, the main components almost always remain unchanged.

Today, an advertising agency is an organization that provides a range of services for planning, creating and promoting advertising. Such companies may specialize in one of its types. For example, the promotion of advertising on the radio. If the company distributes information about the product in different sources, it is able to cover the contingent of consumers comprehensively. This is a full service advertising agency.

Variety of agencies

Promotion and development of advertising is a rather difficult task, requiring full coordination of actions from the structural elements of the organization. There are several types of agencies that differ in their specialization.

Full-cycle organizations are developing a strategy, tactics for the campaign. They produce and promote advertising by placing it on various resources. These are large organizations that occupy a leading position in the market.

Specialized agencies perform mainly one function in the way of promoting information about a product or service. Design studios develop campaign concepts, design information in accordance with the requirements of the market and the customer.

Media agencies act as an intermediary between the media and the customer. They can also provide campaign planning services, develop schedules and plans for the appearance of advertising on variousvenues.

BTL agencies organize promotions. PR-agencies contribute to the establishment among buyers of a positive opinion about the customer's products. Also today there are agencies involved in the promotion of sites on the Internet.

There are companies that manufacture and place outdoor advertising, as well as organizations that conduct market research.

Specialized agency services

The type of organization determines what services an advertising agency provides. A narrow list of services is provided by specialized companies. They may or may not have their own production.

Specialized agencies can create one type of advertising, for example, outdoor, print, posted on the Internet, etc. Such companies can also purchase sites to post the necessary information, airtime, etc. It can also different types of advertising. It can be political, promoting a certain type of product or service.

Also, specialized companies can work with a specific audience, advertise abroad or within a country, a certain administrative unit.

Full service agencies

A full service advertising agency is a large enterprise. Its activities are carried out in several directions at once. The list of their advertising services is the most complete.

These companies study the market to be mastered by the advertising campaign, as well as the target audience. The full cycle agency also conducts strategic planning, setting goals and objectives, planning the budget and advertising schedules.

Tactical costing decisions are also left to certain departments in these companies.

After research, the agency creates an advertisement. Television and radio commercials are made, websites are created on the Internet, print ads or outdoor advertising. After that, the effectiveness of the developed campaign activities is examined. If necessary, adjustments are made in certain parts of its implementation.

Main departments

Development of advertising is carried out in the process of well-coordinated work of several main divisions of the agency. The structure may differ depending on the goals of the organization. Large full-cycle agencies unite employees of a certain specialization into departments. Each type of structural unit performs certain functions.

Almost all such organizations have the following departments:

• artistic (creative);
• production;
• order fulfillment;
• marketing;
• financial and economic.

Structure may vary. Some large agencies prefer to use the services of specialized organizations in a particular issue. However, most often within theirthe enterprise has many departments that have their own specialization.

Organizational structure

The organizational structure of an advertising agency can be different. One of the most common options is an organization led by a director. The managers of each department report to him. For example, these may be directors of the administrative, artistic, administrative department, as well as media relations. Employees with a certain specialization are subordinate to them.

So, the managing director manages the managers who are looking for advertising orders. The manager of the art department controls the work of artists, performers, copywriters. The administration is subordinate to the office, accounting. The director of media relations can independently perform all the functions assigned to the department or have a certain number of performers subordinate to him.

Each agency, in the process of its creation and development, chooses an organizational structure that will allow it to fulfill its tasks and goals as efficiently as possible with a minimum amount of costs.

Creative Department

The creative department in an advertising agency includes artists, authors, designers and other employees who work on the design of relevant information. They generate ideas to appeal to the target audience, and also find the best means to implement them.

This departmentis one of the most important in the work of the agency. Its employees must combine not only the ability to correctly and beautifully present information, but also take into account the psychological factors of influence on consumers.

Practically all major advertising agencies have their own creative or art departments. This allows you to develop a certain style of advertising, make the brand recognizable. Small agencies turn to paid services of specialized organizations that help to beautifully and correctly format advertising information.

Production department

The production department of an advertising agency coordinates the material manufacturing process of the designed products. They receive a layout and text developed by artistic specialists. This material is molded into the required shape by the production department.

Employees of this specialization control the production time, the quality of the finished work and all stages of the technological cycle. This department includes print managers, directors, producers, etc.

To create, for example, printed materials, the production department purchases all the necessary materials, fonts, illustrations to design their work. The agency cooperates with manufacturers of paints, photocliches, and other materials.

The unit may include a printing house, workshops for the production of billboards, advertising media, etc.

Administrative Department

The administrative department of an advertising agency includes the office, the accounting department. They are in charge of providingnormal operation of the entire enterprise. In the office, the director's orders on the process of the organization's work are being processed. Also, this department is responsible for the execution of various documentation required for the object of economic activity. With its help, employees are hired.

The Secretariat may also be part of the structure of this agency. He is engaged in the transfer of information within the organization and external partners, customers. This is an auxiliary element, which also allows the normal functioning of the agency.

Accounting deals with issues of remuneration, financing of the company's activities. Here, appropriate accounting of the company's funds is maintained, and the economic performance of the enterprise is monitored.

Customer Service

The customer service department of an advertising agency is also an important part of the organization. Employees of this specialization attract new customers, strengthen, maintain relationships within the existing client base. In large agencies, employees can be hired for a position who can deal with issues of cooperation with one large client or several small customers.

The well-being of the entire organization depends on the quality of the functioning of the customer service department. Therefore, higher requirements are put forward for the professionalism of employees in this area. Representatives of this department should understand the peculiarities of the customer's business, be well versed in the industry. Also, employees must know the law.

To havethe opportunity to conclude profitable large deals, employees of the customer service department must study the structure of the market in which potential customers operate, the level and characteristics of competition. They should also be aware of the potential consumer audience for which the advertisement will be directed.

Media Department

The advertising agency's media department is in charge of media relations. The functional responsibilities of employees in this area include the conclusion of contracts with various companies, on the resources of which prepared information can be placed.

Staff in this department are responsible for finding channels where advertising will be broadcast or placed. These can be printed publications, Internet sites, television, radio, etc.

Also, in some agencies, this department deals with monitoring the effectiveness of advertising placed on certain resources.

Marketing department

The structure of an advertising agency may also include a marketing department. He conducts market research, develops a strategy for the development of the organization. This department studies the position of the agency in the market, develops measures to improve its competitive position.

Thanks to the marketing department, the company can maintain its position, strengthen it. At the same time, the existing needs of customers, the contingent of the target audience are assessed. This allows you to promote the brand, make it recognizable.

Having considered the features of the structure of an advertising agency, you can understand the features of interactiondepartments, their contribution to the overall development of the organization.