Advertising Agencies
Table of Content
Advertising 3
Industry Snapshot 4
Nature of the Industry 5
Media 7
In-film advertising 9
Work Environment 10
Personal characteristics 11
Employment avenues 12
Public service advertising 12
Regulation 13
Copyright 14
Advertising Agency 15
History of ad agency 17
Advertising Process 19
Typical work flow in agency 19
Types of advertising agencies 20
The functions of an advertising agency: 23
The Benefits of Using an Advertising Agency 23
Advertising Agency's Role 24
Services offered by ad agency 25
Departments & Personnel 28
Account Services / Account Management 28
Account planner / Director 28
Account Supervisor 29
Account executives 29
Creative department 30
Art Directors 30
Copywriter 31
Digital Studio 34
DTP Artist 34
Visualizer 34
Media Department 35
FUNCTIONS OF THE MEDIA DEPARTMENT 35
Marketing Research Department 37
Creative Services Department 38
Event Management and Promotion department 38
Traffic Manager (system administrator) 38
Radio & TV Broadcast Production Department 39
Print Production Department 40
Agency Personnel 41
Production Team 41
Storyboard artist 41
Graphic designer 42
Advertising interns 43
Job Positions and Earnings 44
Agency Compensation 45
Impact of technology on advertising 46
Common software used by ad agency 47
Adobe Photoshop 48
QuarkXPress 48
Autodesk Maya 49
Adobe Flash 50
CorelDRAW 51
Computer-aided design (CAD) 52
Famous advertising agencies in world 53
Ogilvy & Mather India 54
Overview 54
Network 55
Key people 56
Services offered 56
Major Clients 57
Indian ad legends 58
Large vs. Small Agencies 62
Workforce for ad agency 63
Study / Training & Advancement 64
Courses / Institutions 66
Future 68
Outlook 69
Myth: An agency always helps to sell a product 70
Case study 71...
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