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Posted on: October 6th, 2010 / In: Media Jobs

There are three parties concerned in advertising, namely, the commercial firm (the client), who wishes to advertise its product or service, the advertising agency which launches the advertising campaign on behalf of its client, and thirdly the media (the press, radio, television, cinema), in which the advertisements appear. In an advertising agency the personnel who attend to the “advertising account” of the client, are as follows:

Client service

The client service team forms the link between the agency and the client. Depending on the size of the agency and the size of the account, this could be done by one person or by many people. The contact person is usually called an accounts executive. It is his important duty to present or “sell” the agency’s advertising campaign to the client, to explain in detail to the client the advantages of a proposed campaign, and make any necessary changes, because the agency must execute the wishes of the client. The accounts executive must be familiar with the client’s products, selling techniques, markets, competitors and advertising policies.

Media management

The media manager, media planners and media buyers have to cover a wide field. They must be conversant with all the possible ways in which to advertise, namely, through the daily and periodical press, television, radio, bus and bus shelter advertising, pamphlets and many more. The advertisements must be exposed to the correct target market/ audience at the most economical cost, while providing the best possible coverage and reach.

Copy-writing

The copy-writers create the words in the advertisements. While a basic ability to write is a fundamental requirement, copy-writing ability is not always inborn. Hard work and good training by skilled copy-writers produce a good copy-writer.

Art direction and graphic design

Art directors have to be people with many exciting ideas. They are responsible for the visual execution. They design the illustrations and lettering of advertisements and must therefore constantly have new original ideas and ingenuity. When the brief is received, art directors and copy-writers work jointly on the basic concept or idea. Most art directors at advertising agencies have been trained in commercial art and have learnt how to combine elements of an advertisement for easy reading, to get the attention of and to appeal to the reader.

Graphic designers in advertising agencies are usually responsible for designing logos, corporate identities, packaging and label design, editorial or magazine design and layout. Computer knowledge is essential. Both art directors and graphic designers should possess some knowledge of the various production processes.

Marketing research

Marketing research allows for the understanding of consumers attitudes, perceptions and behavior. Research departments differ form agency to agency. In some instances the department actually conducts surveys through its own field force.

Production

There are two general production areas within an agency, print and electronic production. Print production caters for all forms of advertising in the print media, i.e. newspapers and magazines, as well as in brochures, posters and promotional material. This area is technically orientated and involves reproducing concepts produced by the creative team. Electronic production relates closely to broadcast media, i.e. television and radio.

Account Manager Jobs:

As an account manager, you’ll assume responsibility for a number of advertising accounts, oversee the work of account executives and be a key person in charge of budgets and administration.

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