Advertising

An ad agency is basically a service providing outfit wherein it creates, plans and promotes advertisements according to the needs of its client. It uses a broad spectrum of methods to create marketing campaigns to promote a product or a service. It could be in-house but it is usually independent from the client and works to achieve marketing, branding and sales promotion goals of the client. It generally consists of the following departments:

Market Research
Accounts Management or Sales/Client Servicing
Copy writing
Graphics Design Team
Media Planners
All these departments run a close-knit operation and work with the client to get information and accordingly pitch their ideas for a campaign which is followed by the creative team actually producing and circulating the ad.

Certain terminology used in the business:

Pitch:

An ad company can't just start making random cold calls to get clients as it is not a very productive way of going about the business. Other than maintaining current accounts and clients, all ad agencies need to focus on acquiring new clients in order to expand their business operations.

Presentation:

Once a company or client shows interest, a meeting can be set up where work can be presented to the client. Case studies of how other clients benefitted are also presented.

Creative:

After the client actually agrees to hire the company, then the actual work begins. The creative team has to come up with innovative design concepts that would highlight the client's company/brand/service in a manner desired by the client and also appeals to the target audience. The creative team is responsible for creating a visible impact of the copy-writer and the brand has to come up with the tag lines that would communicate the brand objective in a concise and crisp manner. So the actual components of the campaign are actually created in this department.

Media Planning:

After an ad has been approved by the client, then the work of the media planning department comes into play. Usually, a combination of all media is used so that it appears like the audience is bombarded with the ad.


An ad agency is basically a service providing outfit wherein it creates, plans and promotes advertisements according to the needs of its client. It could be in-house but it is usually independent from the client and works to achieve marketing, branding and sales promotion goals of the client. Other than maintaining current accounts and clients, all ad agencies need to focus on acquiring new clients in order to expand their business operations. Once a company or client shows interest, a meeting can be set up where work can be presented to the client. The creative team has to come up with innovative design concepts that would highlight the client's company/brand/service in a manner desired by the client and also appeals to the target audience with Advertising