Unit 9 – P3 – M2
This assignment will describe the role of advertising agencies and the media in development of a promotional campaign.

P3:

An advertisement agency is a service that is dedicated to creating, planning and handling advertisement and other forms of promotion for its clients.

The President (CEO): The CEO is the main chairman of the company, usually the person who founded the company.
Account services: In this particular campaign the Agency appointed the account executive to liaise with the clients. The account executives need to be sufficiently aware of the client's needs and desires that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. The account manager will develop a creative brief, usually about a page that gives direction to the creative team. The creative brief often includes information about the target audience and their attitudes and behaviours. The creative team will take the brief and, aware of their parameters; develop original copy and graphics depending on media strategy.
Media Services: In this particular campaign the media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they advised upon and negotiate with printers because the agency is producing flyers for the client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is was outsourced to a media agency which advised on media planning and is normally large enough to negotiate prices down further than a single agency or client can.

Production: In this particular campaign without the production department, the ads created by the copywriter and art director would be nothing more than words and pictures on paper. The production department, in