Explain The Functions of Advertising Agency

Functions of An Advertising Agency:

The functions of an ad agency depend upon its nature, size & internal organization. Broadly speaking, the functions of modern ad agency may be classified into the following five heads viz.

• Account functions
• Creative functions
• Marketing functions
• Management & Finance functions
• Other functions

• Account functions:

The account executive performs the following functions:

1. Preparing advertising plan for the client.
2. Preparing advertising plan budget of the client.

• Creative Functions:

The creative department performs the following functions:

1. Copy writing
2. Art work
3. Production of ads

• Marketing Functions:

The agency provides the following marketing functions:

1. Media planning function
2. Research function
3. Sales promotion function
4. Direct mail function
5. Product analysis function
6. Trade promotion function

• Management & finance functions:

The vice-president is in charge of the management & finance department. He performs the following functions:

1. Management of accounts.
2. Finance management &
3. Office management of an ad agency

• other Functions:

1. attracting new accounts and
2. Public Relations.