ADVERTING AGENCY
    Ad. Agency-Meaning, 
    Features,Functions, Structure, Types.
    Agency and Client-Relationship, Client 
    turn over, Agency Compensation-types, 
    Creative Pitch.
    Careers in Advertising
    MODULE 2.1 AD. AGENCY
     Advertising Agencies Association of America-
    , “an independent business 
    organisation,composed of creative and business 
    people, who develop, prepare and place 
    advertising in the media for sellers seeking to 
    find customers for their goods and services.”
     It is a specialised institution that consists of a 
     creative team and experts in advertising who 
     hire their services in the field of advertising.
     It is an independent service institution 
     involved in advertising and allied activities.
     It is a link between the Advertiser and the 
     media.
   AD AGENCY-FEATURES
    Specialsed organisation
    Independent institution
    Link between advertiser and media
    Service institution
    Creative team
    Expertise 
    Agency compensation
    Various types
    Accreditation
     AD. AGENCY –
     ORGANISATIONAL STRUCTURE
                             President/CEO
   Creative               Media             Account                 Manage
   services              Service                s                    ment 
                             s              services
     Copy &           Media                 Budget              Planning
     Art              Planning
                                            Finance             Decision 
     Producti         Media Buying                              Making
     on                                     Accounting
                      Media                                     Routine 
     Traffic          Research                                  management
   AD AGENCY-FUNCTIONS 
   AND SEVICES
    Creative services/functions
    Accounts Services/Functions
    Media Services/Functions
    Management
    Client related Services