Explain the important department of ad agency and its functions
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Important Functions of Advertising Agencies
The objective of an advertising agency is to see that its client’s advertisements lead to greater profits in the long run. Therefore, an advertising agency needs to perform several functions towards achieving this objective. The size of an advertising agency, has a direct bearing over the variety of services that can be rendered to the clients. Generally, bigger agencies perform varied services than medium and small-size agencies. The functions are listed and explained below:

Important Functions of Advertising Agency
1. Advertising Plan
Advertising agency either prepares or helps in preparing advertising plans and programmes for its clients. Preparing an advertising plan needs concerted efforts and investigative information. In performing this function, the agency should have full information about the products. It may pertain to
the product’s positive aspects,past record,its position in the competitive market, andcompetitors’ negative aspects, strengths and weaknesses.
The advertising agency should assess the present market conditions and thefirm’s distribution methods.
A thorough knowledge on markets (consumers) is also very important. Information on what people buy, why they buy it, where they buy, how they buy, how frequently they buy etc., are very important and useful. An advertising agency may be required to conduct a research to obtain such information. Matching the advertising team with product positioning strategy is another important task.
Since an advertising agency knows the character of advertising medium, it can suggest a suitable media mix to its client. Knowledge of target market, the media habits and exposure of the target market are required for this purpose.
2. Creation and Execution
An advertising plan, prepared by the advertising agency will be sent to the advertiser for approval. Once approved, its execution is normally assigned to the agency. The agency enters into contracts with the suitable media and the stage is set for creating an effective advertisement to suit the advertising media. Copy will be written, layouts are made, illustrations are drawn or photographed; commercials are produced, advertising messages are prepared. Billing for service space is done.
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The objective of an advertising agency is to see that its client’s advertisements lead to greater profits in the long run. Therefore, an advertising agency needs to perform several functions towards achieving this objective. The size of an advertising agency, has a direct bearing over the variety of services that can be rendered to the clients. Generally, bigger agencies perform varied services than medium and small-size agencies. The functions are listed and explained below:

Important Functions of Advertising Agency
1. Advertising Plan
Advertising agency either prepares or helps in preparing advertising plans and programmes for its clients. Preparing an advertising plan needs concerted efforts and investigative information. In performing this function, the agency should have full information about the products. It may pertain to
the product’s positive aspects,past record,its position in the competitive market, andcompetitors’ negative aspects, strengths and weaknesses.
The advertising agency should assess the present market conditions and thefirm’s distribution methods.
A thorough knowledge on markets (consumers) is also very important. Information on what people buy, why they buy it, where they buy, how they buy, how frequently they buy etc., are very important and useful. An advertising agency may be required to conduct a research to obtain such information. Matching the advertising team with product positioning strategy is another important task.
Since an advertising agency knows the character of advertising medium, it can suggest a suitable media mix to its client. Knowledge of target market, the media habits and exposure of the target market are required for this purpose.
2. Creation and Execution
An advertising plan, prepared by the advertising agency will be sent to the advertiser for approval. Once approved, its execution is normally assigned to the agency. The agency enters into contracts with the suitable media and the stage is set for creating an effective advertisement to suit the advertising media. Copy will be written, layouts are made, illustrations are drawn or photographed; commercials are produced, advertising messages are prepared. Billing for service space is done.
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