

Advertising department in a company
The main business is not advertising. (part of
business)
Advantages
familiarity with
products, industry, and
business practices

Better
control and
coordination of the ad
process
Doesn’t
have to pay
an advertising agency
for its services
Disadvantages
Lack
of objectivity
Won’t
try to
improve the
advertising by
arguing for better
options
Lacks
the depth
and variety of
experience that an
agency can
maintain…
Account management
 Marketing planning and management
 Creative design
 Production
 Media-planning
 Media-buying services


Specializes in creative concepts
› Jugular of NY
› Five 2 Four in Georgia
Writing creative text
 Providing artistic services
 Normally hired by another agency


Specializes in creative concepts
› Jugular of NY
› Five 2 Four in Georgia
Writing creative text
 Providing artistic services
 Normally hired by another agency

Specializes
in buying a vast array of media
to choose from, including traditional media,
like radio, TV, magazines, newspapers, and
out of home, and new media, which includes
cable TV, Satellite radio, and the Internet.
 a media buyer evaluates media reach,
station formats and pricing rates, plus
demographics and psychographics relating
to the advertiser's marketing objectives.
Roles/Jobs of
individuals in the
Advertising industry
 Identify benefits of clients products
 The possible consumers to target with
advertising
 Best positioning against competing products

Sales promotion, research , event
scholarship, direct marketing and public
relations

Event marketing specialist identify if an
how the business should support different
events.

Researchers study areas such as
advertising results and target audiences.

Develop advertising message
 Creative director(ensures art and text
come together to create the desired
results)
 art director(ensures quality of
graphics)
 illustrator(draws and create graphics)
 - and copywriters(write the text)

Media planners, media buyers and
media researchers help the client
choose the most effective media options
within the client’s budget
› Media planners, media buyers, media
researchers

Traffic management ensure that creative
services and media services coordinate
so that ads are ready for the media
placement deadlines.

Bring the images and words to life for the
radio and television commercials
 Crew includes producers and their assistants.

Help create advertising for interactive
media such as the Internet, CD-ROMs,
and interactive television.
 Often purchased by other agencies