2.  It is a firm that------ 1. Creates new promotional ideas 2. Designs print, radio, television & internet advertisements 3. Books advertisement space & time 4. Plans & conducts ad campaigns 5. Conducts research & surveys

3.  It is an independent organization that provides one or more specialized advertising & promotion related services to assist companies in developing, preparing, & executing their advertising & other promotion programs  An ad agency is a service provider that works for clients to create an effective & goal oriented advertising campaign aimed at representing the company positively in the eyes of its target customers

4.  develop an advertising plan  prepare a creative strategy  create advertising executions  develop and implement a media plan  handle billing and payments

5.  Full Service Agency : As the name suggests, it provides a whole range of services to clients, both advertising & non-advertising A full service agency is composed of the following functional areas---- 1. Account Management 2. Creative 3. Media Planning 4. Finance & Administration 5. Research

6.  Liaison between agency & client  Understanding client’s business  Understanding client’s marketing needs  Presenting client’s point of view to the agency

7.  the creative department is responsible for creating and producing the print and broadcast advertising, website designing, copy writing etc.

8.  It has two main functions---planning & buying  The buying group handles media negotiations and implementation  The planning group deals with media placements

9.  There is an administrative head who takes charge of functions such as finance, accounting, HR & Office management & Legal services  Research department gathers & analyses data  Determine consumer needs/perceptions  advise how ads can meet strategic goals  help find solutions

10.  Modular Agencies/ A la carte agencies:  It is a full service agency that sells its services on a piece meal basis  It is also known as a la carte because it can be ordered according to client’s choice  In-House Agencies:  The companies which prefer to have closer control over advertising, have their own in-house agency

12.  Specialist Advertising Agency:  There are some agencies who undertake advertising work only in certain areas  Creative Boutiques:  These are agencies that provide only creative services such as copy writing, artwork etc.