Functions of sales department in the advertising agency. Advertising agency: Structure and list of services

Even firms with strong own companies resort to the services of advertising agencies. advertising departments. Agencies have creative and technical specialistswhich are often able to perform advertising functions better and more efficiently than full-time employees of the company. In addition, the agencies bring a side view to the company standing in front of the company, as well as a rich diverse experience with different customers And in different situations. The agency is hired to make its own unique ideas in the development of the client's business.

First of all, products or customer services are being studied to determine their strengths and weak sides, as well as analyzes the existing potential markets of this product. In addition, before proceeding with the creation of advertising, it is necessary to conduct research on the application and benefits of products or services, analyze existing and potential consumers and determine the factors affecting the decision to purchase.

After that, using its knowledge of the sales channels of all available information available, the Agency is a plan for placing advertising materials for consumers, wholesale buyers, dealers and contractors. And finally, the queue of implementation of this plan comes: the texts are drawn up, the registration of advertising is prepared, the time and place in information funds are being purchased, the manufacture of advertisements and rollers actually, transmitting them to the means of information, checking their publication or broadcasting, to identify accounts for their services and services of information.

The Agency also cooperates with the marketing service of the Client to improve the efficiency of advertising at the expense of the relevant packaging design, marketing, learning, production of literature and stands for commercial personnel.

Most of the advertising is largely based on text material, which makes up the title and advertising message. Text compilers usually work in close cooperation with artists and promotional production service.

Large advertising agencies that fulfill a wide range of advertising services, feel the need to combine various specialists in the departments. Usually, the activities of the department are focused on performing a specific function. Five main functional units can be distinguished:

1) creative or art department

2) Orders execution department

3) Production Department

4) Marketing Department

5) Financial and Economic Department

The work of the departments is not similar to the conveyor, on which the moving item is subjected to different technological operations. As a rule, representatives of the first four departments are included in the working groups to fulfill a specific order. After setting the problem before the Working Group, its employees in close cooperation between themselves and with all departments are developing the concept of an advertising message (plans advertising campaign etc.). The concept is approved by the Client and representatives of the senior management of the Agency or the Editorial Council. After that, the process of final development of applications and advertising mothers begins.

The creative department unites texts, artists, graphic specialists, directors, editors and other creative workers. They generate the idea of \u200b\u200badvertising circulation, find faithful means of their implementation. Due to the fact that the role for advertising circulation is very high psychological factor And taking into account certain intimacy of advertising to art, the role of this department is extremely high.

The artistic department of the agency consists of artists and designers, the main work of which is to develop the arrangement of advertising, illustrate on sketches as various elements advertising announcement Will look together. When artists get a task to create a television video, they prepare a series of comics called script.

Most large advertising agencies have their own art departments. Others prefer to use paying services Independent studios or freelance designer artists working on an individual basis under contracts.

After the original advertising layout has been developed and the text is drawn up, and the client approved everything, it enters the production department. This department coordinates the manufacture of advertising at all stages, controls the quality and timing of the work, as well as ensures that all advertising materials are obtained information funds Before the established limit deadlines. Production managers work here print advertising Agencies or producers and directors of essential advertising.

For printed advertising, the production department purchases fonts, photos, illustrations and other components necessary for finished artistic material. The staff of the department cooperates with manufacturers of photoclice, elements of applying color and other materials required for transmission to the means of information.

The production department is also engaged in the manufacture of advertising media and in some cases combines such units as typography, workshops for the production of advertising shields, etc.

The execution department of orders in addition to the chief includes the head of the working groups. Head working Group, referred to as the project executor, or contactor, is a central figure in the entire process of completing the order. He represents the interests of the customer in his agency and is a representative of the agency in relationship with the customer. The head of the Working Group coordinates all the work within the agency for ordering from the beginning before it is implemented.

In this regard, the level of requirements for the contact is sufficiently high. It must combine such qualities as professionalism in advertising and marketing, the ability to establish business connections with the customer and absolute communicability, the ability to generate ideas, businesslikeness and accuracy, erudition, good taste and many others.

Employees of the marketing department carry out marketing research, analyze markets for advertised goods and advertising services market, organize a collection of information about the company-client and its goods, control the effectiveness of advertising campaigns. In some cases, the function of the department includes the purchase of space and airtime for advertising.

In addition to the implementation of specific advertising functions, the advertising agency should effectively conduct its financial and economic activities, to have a corresponding logistical supply level. By solving these tasks busy finally economical the Department.

IN foreign countries (And recently in Russia) the staff of the advertising agency includes, as a rule, many specialists.

1. Director for work with the main clients (Account Director) is responsible for working with a group of clients, customers and reports to the Board of Directors for the profitability of work.

2. Customer Service Manager (Account Executive) interacts between the Agency and the Client, but this is not a simple mediation. Such an employee must understand the needs of the client, as well as his business and production and be able to convey their knowledge to employees of the agency. This is a delicate, diplomatic work, its goal is to hold the client. An employee who leads the client must be well educated in the field of advertising and be able to work with all employees of the agency, coordinating their efforts in the interests of the Customer. It can be a graduate working in the agency as an intern; man who makes a career manager or seeming best job in another agency; Finally, his goal may be the creation of its own or joint agency or division in the company.

3. Marketing Manager (Marketing Manager) operating in the agency performs a number of functions. Marketing services are offered to customers who do not have their own employees of the same profile. If the advertising agency specializes in marketing, customer managers can consult with it. Agency employee responsible for marketing research can also order research independent organizations. Possible topics of custom marketing research may be the development of goods, the preparation of the name and brand, packaging development, definition target groups consumers (market segmentation), trial implementations and delivery of goods to the merchants.

The success of the advertising campaign can be facilitated by the Marketing Manager, especially in working with product distributors. The demand for goods caused by advertising depends on such a factor as the time required by the company's commercial representatives to attend individual retailers. It is also possible that everything is clear to which the market segment is addressed to the goods, what is its product brand, packaging, price and assortment. It is also necessary to justify the choice of the topic of the advertising campaign and the media necessary for its implementation. Any of elements marketing work affects the success of sales. Therefore, if they are not agreed among themselves, the advertising campaign will be a waste of money.

4. The artist-designer (Layout Artist) is preparing both the main original layout and its options. Original advertising layout is an accurate example of ads made in compliance with metric requirements; It can be printed on the printer or shoot it. Usually the layout was made with an indication of what font and what size should be used. For advertising media of different types, special options for the source layout, or adaptation were prepared. Computerization strongly changed not only artistic, but also technological work agencies. Now all work can be performed in in electronic format. Two main advantages of work on a computer - accuracy and speed. Electronic layouts are made as carefully as traditional paper. It became possible to immediately change the image on the desired scale, without making the stubborn.

5. Mediabier (Media Buyer) agrees with the media on the acquisition of advertising space and airtime. The acquisition depends on his skills and ability better place And time for advertising on the most profitable rates. Some media can be acquired by advance a few months ahead. In addition, certain agreements should be made before the schedule approval by the client. The purchase manager must have a good relationship with sales representatives Media, which from time to time turns to him with suggestions. It does not matter whether they correspond to a specific schedule.

6. The author of promotional texts, copywriter (Copywriter) is responsible for the verbal design of advertising. He must be able to represent trade offers In an attractive form, to put forward new ideas, create themes or basic plots of advertising campaigns and convert the arguments in favor of purchasing goods in the minimum number of the necessary characters. His author's style is very individual.

7. Art Director (ART Director) in a large agency must have a team that includes authors of visual materials, visualizers, artists-investors and technical editors. In a small agency, he as the head of the design studio must perform all these functions personally. If there is no special buyer of creative products in the agency, it can be purchased through agents working with the artist, or from the artists themselves. Photos are ordered and models are selected, as a rule, through a modeling agency.

8. Visualizer (Visualiser) is a creative twin copywriter, a first-class artist who can visibly present the ideas of a copywriter. Usually they work together as a creative team, and can cooperate with several customers. Using traditional techniques, the artist makes various billets, goes through many options, until the ideas are quite well expressed by sketches and inscriptions made by hand. Visual materials usually show the client not in final form, like a photo, drawing or typographical print. However, even semi-finished products can create a good idea of \u200b\u200bthe final version of advertising. If the client approves the found advertising solution, contracts are concluded.

9. The print manager is, in general, a technical editor. The performance of its functions involves the knowledge of thousands of material organization options and possible types of fonts, skillful uses to maximize the relief of the perception process. advertising text. After receiving the text and sketch of advertising, he decides on the use of fonts certain view and size. According to the manuscript of the text, it determines the number of words and messages and plans their placement in the empty spaces of the overall layout. Modern high-tech printing also has computers and publishing programs containing thousands of different fonts, the scale of which can vary at the discretion of workers.

10. TelevisionProduser - This is an employee who develops advertising campaigns on television is also responsible for selection of actors and an invitation of a person who represents a product or service for musical accompaniment and choosing a organization and specific persons who will perform work.

11. Production Manager (Production Manager) controls the fulfillment of the time of work in the agency. If advertising involves the use of flexography, photographer or offset lithographic print, it also places orders in the printing house and delivers ready-made advertising layouts. Since now in the manufacture of newspapers and magazines, as a rule, an offset-lithographic printing is used, printing houses are provided with a listing layout that satisfies modern technological requirements. In major general agencies housework Supports controlling control (Traffic Controller), delivering copies of orders to all departments. Since it is possible to simultaneously execute multiple orders, information about the status of cases is often required several times a day.

12. Responsible performer of the advertising project (manager of ORP), - the person responsible for the entire comprehensive advertising campaign in general. With the customer communicates mainly. An advertising campaign plan is also largely the fruit of his efforts. He also gives the "pieces" of an advertising campaign for its implementation by managers and managers of internal industries. His task to send all financial and material flows, then collect all the documents from all the participants of the customer's technological process, check them out and transfer to the financial director.

13. Official duties Advertising Manager:

* Manuals, planning and coordination of work on advertising campaigns. Develops plans for advertising events in one type or group of goods (services) and determines the costs of their conduct.

* Explores the sales market and buying demand for the purpose of determining the best time and place of advertising, the scale and timing of advertising campaigns, the circle of persons to which advertising should be sent, orient it to the target groups by profession, age, purchasing power, sex.

* Organizes the development of advertising texts, posters, prospectuses, catalogs, booklets, controls their quality, providing visibility and availability of advertising, compliance with the norms of public morality, not allowing violations of the Rules of Competitive Fight.

* Monitors the development and implementation of contracts and contracts for advertising products or services.

* Organizes communication with business partners, system for collecting the necessary information and expansion external connections In order to improve promotional activities.

* Analyzes the motivation of demand for produced products or services rendered, organizes the study of customer needs and determines the focus of advertising campaigns.

* Supports the necessary links with other structural divisions of the enterprise, institutions, organizations in the process of developing and holding promotional activities, attracts consultants and experts to solve the tasks of consultants and experts, invites to participate in advertising of well-known and popular persons, concluding agreements on a commercial basis with them.

* Manages subordinate employees.

15. PR manager. Provides publicity clients; acts as an intermediary between the client and the public; Provides contact with press.

16. Product Market or Product Manager. Responsible for organizing a sales product or commodity Brand, including commercial activity and advertising.

The structure of advertising agencies fully reflects and obeys the objectives of the agency. The variety of agencies mentioned above is predetermined and the same variety organizational structures Each agency. In some cases, traditions or customs of the country affect the agency structure, where it works. However, despite the differences, there are uniform common methodological approaches to the organization of the work of any advertising agency.

· Functional - responsibility individual or groups of persons for performing a functional problem;

· Commodity-functional - a combination of the above, when functional departments, fulfilling the obligations attached by them in the context of a specific commodity group or brand, coordinate their actions.

Table 1 - the strengths and weaknesses of building advertising services

Strengths	Weak sides
Functional organization

Commodity organization
	Wide range of responsibilities of each advertising specialist for fixed functions
Market organization
Good coordination of services when leaving the markets. The possibility of developing a comprehensive market entry program. More reliable market forecast, taking into account its specifics	Sophisticated structure. Low degree of specialization of employees. Bad knowledge of the entire nomenclature of advertised products
Commodity Functional Structure
Best coordination of services when entering the market. Quite full knowledge of the specifics of the advertised goods	The highest cost of service content. Conflict capabilities when crossing functions

Consider in more detail the general structure of the advertising agency full cycle, the so-called edge of the structure, which in separate specific situations It can be either extended or trimmed. Such agency, as we know, fulfills the entire advertising order, as they say "turnkey": from the origin of the idea before receiving the advertising product.

Structure I. functional diagram Work is shown in Fig. 1 (as a basis for the scheme of the advertising agency "C - Media (Improving Media)").

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General concept

The first advertising agency was opened in the US Walin B. Palmer in 1814. He concluded a number of major contracts with newspapers on advertising at discounted prices. Those who wanted to place about products, goods or services he resell this place at a higher cost. At the same time, advertisers prepared the text of their ads on their own.

Modern organizationsengaged in promoting goods and services of other companies, operate on another principle. They plan, organize advertising campaigns and receive remuneration from advertisers for this. Depending on the type and characteristics, the structure of the advertising agency may differ somewhat. However, the main components almost always remain unchanged.

Today, the advertising agency is called an organization that provides a number of planning services, creating and promoting advertising. Such companies can specialize in one form. For example, promoting advertising on the radio. If the company extends information about the product in different sourcesShe is able to cover the consumer contingent comprehensively. This is a full-cycle advertising agency.

Varieties of agencies

Promotion and development of advertising is a rather complicated task that requires the structural elements of the organization of the full coherence of actions. There are several varieties of agencies that are characterized by their specialization.

The organization of the full cycle is developing a strategy, campaign tactics. They produce and promote advertising by placing it on different resources. it large organizationswhich occupy a leading position in the market.

Specialized agencies are preferably one feature on the way of promoting information about the product or services. Design studios are developing campaign concepts, make information in accordance with the requirements of the market and customer.

Media agencies are a mediator between the media and the customer. They can also provide campaign planning services, develop graphs and advertising plans on certain sites.

BTL agencies organize promotions. PR agencies contribute to the establishment of a positive opinion among customer's products. Also today there are agencies engaged in promoting sites on the Internet.

There are companies that are engaged in the manufacture and placement of outdoor advertising, as well as organizations that conduct market marketing research.

Services of specialized agencies

The type of organization depends on which services is provided by an advertising agency. A narrow list of services is provided by specialized companies. They may be present or absent own production.

Specialized agencies can create one type of advertising, for example, outdoor, printed, posted in Internet resources, etc. Such companies can also be engaged in purchasing platforms for the placement of the necessary information, airtime, etc. Also, the type of advertising can also be varied. It can be political, promote a certain type of goods or services.

Specialized companies can also work with a specific audience, place advertising abroad or within a country defined by an administrative unit.

Services of the full cycle agencies

Such companies conduct a study of the market to be developed by the advertising campaign, as well as target audience. The full cycle agency also conducts strategic planning, Making goals and objectives, plans budget and advertising schedules.

Tactical solutions to compile cost estimates are also assigned to certain departments of such companies.

After the research conducted, the agency creates advertising. Television, radioles are drawn up, sites on the Internet, printed ads or outdoor advertising. After that, the effectiveness of the developed campaign events is investigated. If necessary, adjustments are carried out in certain parts of it.

Basic departments

Development of advertising is carried out in the process of coordinated work of several main divisions of the Agency. The structure may differ depending on the purpose of the organization's work. Large full-cycle agencies combine employees of a certain specialization in the departments. Each of the species structural unit Performs certain functions.

Almost all such organizations have the following departments:

artistic (creative);
industrial;
execution of orders;
marketing;
financial and economic.

The structure may differ. Some major agencies prefer to use the services of specialized organizations in a particular matter. However, most often within their enterprise there are many departments that have their own specialization.

Organizational structure

The organizational structure of the advertising agency can be different. One of the most common options is the organization led by the director. He is subject to the managers of each department. For example, it can be the director of an administrative, artistic, administrative department, as well as on media relations. They are subject to employees with a certain specialization.

So, the manager manager manages managers who are looking for orders for advertising. The managing art department controls the work of artists, performers, copywriters. The administration is also subject to the Office, Accounting. Director of Media Relations can independently carry out all the functions assigned to the department or have a certain number of performers in its subordination.

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

Creative department

The creative department in the 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 optimal means to implement them.

This department is one of the most important agencies in the work. His staff must combine not only the ability to correctly and beautifully file information, but also take into account the psychological factors of influence on consumers.

Almost all major advertising agencies have their own creative or art departments. This allows you to develop a specific advertising style, make a brand recognizable. Small agencies refer to payable services of specialized organizations that help beautifully and correctly arrange advertising information.

Production Department

The industrial department of the advertising agency coordinates the process of material manufacture of products. They get a layout developed by artistic specialists, text. This material manufacturing department clothes in the desired form.

Even firms that have strong own advertising departments are resorted to the services of advertising agencies. The agencies have creative and technical experts who are often able to perform advertising functions better and more efficiently than regular employees of the company. In addition, the agencies bring a side view to the problem with the company, as well as a rich diverse experience with different customers and in different situations. The agency is hired to make its own unique ideas in the development of the client's business.

First of all, products or customer services are studied to determine their strengths and weaknesses, as well as analyzes the existing potential markets of this product. In addition, before proceeding with the creation of advertising, it is necessary to conduct research on the application and advantages of products or services, analyze existing and potential consumers and determine the factors affecting the decision to purchase.

- creative or art department;
- Order execution department;
- Production Department;
- marketing department;
- Financial and Economic Department.

The work of the departments is not similar to the conveyor, on which the moving part is subjected to various technological operations. As a rule, representatives of the first four departments are included in the working groups to fulfill a specific order. After setting the problem to the Working Group, its employees in close cooperation between themselves and with all departments are developing the concept of an advertising message (plans for an advertising campaign, etc.). The concept is approved by the Client and representatives of the senior management of the Agency or the Editorial Council. After that, the process of final development of applications and advertising mothers begins.

The creative department unites texts, artists, graphic specialists, directors, editors and other creative workers. They generate the idea of \u200b\u200badvertising circulation, find faithful means of their implementation. Due to the fact that for advertising circulation, the role of the psychological factor and, taking into account certain intimacy of advertising to art, the role of this department is extremely high.

The artistic department of the agency consists of artists and designers, whose main work is to develop advertising layout, illustrate on sketches, as the various elements of the advertisement will look together. When artists get a task to create a television video, they prepare a series of comics called script.

Most large advertising agencies have their own art departments. Others prefer to use the payable services of independent studios or freelance designers working on an individual basis under contracts.

After the original advertising layout has been developed and the text is drawn up, and the client approved everything, it enters the production department. This department coordinates the manufacture of advertising at all stages, controls the qualities and timing of the work, as well as ensures that all advertising materials are obtained by information means to the established limit deadlines. Here work managers for the production of printed advertising agency or producers and directors of essential advertising.

The production department is also engaged in the manufacture of advertising media and in some cases combines such units as typography, workshops for the production of advertising shields, etc.

The execution department of orders in addition to the chief includes the head of the working groups. The head of the Working Group, referred to as the responsible executor of the project, or contactor, is a central figure in the entire process of completing the order. He represents the interests of the customer in his agency and is a representative of the agency in relationship with the customer. The head of the Working Group coordinates all the work within the agency for ordering from the beginning before it is implemented.

1. Director for work with the main clients (Account Director) is responsible for working with a group of clients, customers and reports to the Board of Directors for the profitability of work.
2. Customer Service Manager (Account Executive) interacts between the Agency and the Client, but this is not a simple mediation. Such an employee must understand the needs of the client, as well as his business and production and be able to convey their knowledge to employees of the agency. This is a delicate, diplomatic work, its goal is to hold the client. An employee who leads the client must be well educated in the field of advertising and be able to work with all employees of the agency, coordinating their efforts in the interests of the Customer. It can be a graduate working in the agency as an intern; Man making a manager career or seeking better work in another agency; Finally, his goal may be the creation of its own or joint agency or division in the company.
3. Marketing Manager (Marketing Manager) operating in the agency performs a number of functions. Marketing services are offered to customers who do not have their own employees of the same profile. If the advertising agency specializes in marketing, customer managers can consult with it. An employee of the agency responsible for marketing research can also order research to independent organizations. The possible topics of custom marketing research can be the development of goods, the preparation of the name and trademark, the development of packaging, the definition of target groups of consumers (market segmentation), trial implementations and delivery of goods to the merchants.

The success of the advertising campaign can be facilitated by the Marketing Manager, especially in working with product distributors. The demand for goods caused by advertising depends on such a factor as the time required by the company's commercial representatives to attend individual retailers. It is also possible that everything is clear to which the market segment is addressed to the goods, what is its product brand, packaging, price and assortment. It is also necessary to justify the choice of the topic of the advertising campaign and the media necessary for its implementation. Any of the elements of marketing work affects the success of sales. Therefore, if they are not agreed among themselves, the advertising campaign will be a waste of money.

4. The artist-designer (Layout Artist) is preparing both the main original layout and its options. Original advertising layout is an accurate example of ads made in compliance with metric requirements; It can be printed on the printer or shoot it. Usually the layout was made with an indication of what font and what size should be used. For advertising media of different types, special options for the source layout, or adaptation were prepared. Computerization has greatly changed not only artistic, but also the technological work of the agencies. Now all work can be performed in electronic form. Two main advantages of work on a computer - accuracy and speed. Electronic layouts are made as carefully as traditional paper. It became possible to immediately change the image on the desired scale, without making the stubborn.
5. Mediabier (Media Buyer) agrees with the media on the acquisition of advertising space and airtime. The acquisition of a better place and time for advertising on the most profitable rates depends on his skills and ability. Some media can be acquired by advance a few months ahead. In addition, certain agreements should be made before the schedule approval by the client. The purchase manager must have a good relationship with media sales representatives, which from time to time appeal to it with proposals. It does not matter whether they correspond to a specific schedule.
6. The author of promotional texts, copywriter (Copywriter) is responsible for the verbal design of advertising. He must be able to submit trade proposals in an attractive form, to put forward new ideas, create topics or the main plots of advertising campaigns and convert the arguments in favor of purchasing goods into the minimum number of the necessary characters. His author's style is very individual.
7. Art Director (ART Director) in a large agency must have a team that includes authors of visual materials, visualizers, artists-investors and technical editors. In a small agency, he as the head of the design studio must perform all these functions personally. If there is no special buyer of creative products in the agency, it can be purchased through agents working with the artist, or from the artists themselves. Photos are ordered and models are selected, as a rule, through a modeling agency.
8. Visualizer (Visualiser) is a creative twin copywriter, a first-class artist who can visibly present the ideas of a copywriter. Usually they work together as a creative team, and can cooperate with several customers. Using traditional techniques, the artist makes various billets, goes through many options, until the ideas are quite well expressed by sketches and inscriptions made by hand. Visual materials usually show the client not in final form, like a photo, drawing or typographical print. However, even semi-finished products can create a good idea of \u200b\u200bthe final version of advertising. If the client approves the found advertising solution, contracts are concluded.
9. The print manager is, in general, a technical editor. The performance of its functions involves the knowledge of thousands of material organization options and possible types of fonts, skillful use of their use to maximize the process of perception of advertising text. After receiving the text and sketch of advertising, it decides on the use of fonts of a certain type and size. According to the manuscript of the text, it determines the number of words and messages and plans their placement in the empty spaces of the overall layout. Modern high-tech printing also has computers and publishing programs containing thousands of different fonts, the scale of which can vary at the discretion of workers.
10. TelevisionProduser - This is an employee who develops advertising campaigns on television is also responsible for selection of actors and an invitation of a person who represents a product or service for musical accompaniment and choosing a organization and specific persons who will perform work.
11. Production Manager (Production Manager) controls the fulfillment of the time of work in the agency. If advertising involves the use of flexography, photographer or offset lithographic print, it also places orders in the printing house and delivers ready-made advertising layouts. Since now in the manufacture of newspapers and magazines, as a rule, offset lithographic printing is used, printing houses are provided with an ad layout that satisfies modern technological requirements. In major general business agencies, the traffic control control supports copies of orders to all departments. Since it is possible to simultaneously execute multiple orders, information about the status of cases is often required several times a day.
12. Responsible performer of the advertising project (manager of ORP), - the person responsible for the entire comprehensive advertising campaign in general. With the customer communicates mainly. An advertising campaign plan is also largely the fruit of his efforts. He also gives the "pieces" of an advertising campaign for its implementation by managers and managers of internal industries. Its task is to send all financial and material flows by the necessary directions, then collect all the documents from all participants in the customer's technological process, check them out and transfer to the financial director.
15. PR manager. Provides publicity clients; acts as an intermediary between the client and the public; Provides contact with press.
16. Product Market or Product Manager. Responsible for organizing a sales of a particular product or trademark, including commercial activities and advertising.

The structure of advertising agencies fully reflects and obeys the objectives of the agency. The variety of agencies mentioned above predetermines the same variety of organizational structures of each agency. In some cases, traditions or customs of the country affect the agency structure, where it works. However, despite the differences, there are also uniform general methodological approaches to the organization of the work of any advertising agency.

Functions of sales department in the advertising agency. Advertising agency: Structure and list of services

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Similar documents

General concept

Varieties of agencies

Services of specialized agencies

Services of the full cycle agencies

Basic departments

Organizational structure

Creative department

Production Department