All major advertisers maintain an advertising department. The structure of the department however may vary from one organization to another, as each one tries to…

Manufacturing firms carries out bulk of advertising. It is therefore, necessary to understand the various principles on which the advertising department can be organized in…

Should advertising be done on a centralized basis or should the responsibility be delegated to lower levels – say product or geographical divisions? Centralized Advertising…

Advertising and, therefore the people, manning the advertising department, do not function in a vacuum. Advertising is a tool of marketing. It is done to…

Just as the organizational structure of an advertising department varies, the activity profile also is subject to change from one organization to another. Kleppner has…

Accounts Executive or Director: Key Executive of Agency The agency’s key executive is Accounts Executive (he is accounts director when he is a member of…

Agencies grew in size, offering more varied and specialized services. Later, in order to cater to the needs of overseas clients, and as more multinational…

There are three phases involved in the creation of any campaign.(i) Strategy Development Phase,(ii) The Briefing Phase and(iii) The Creative Phase. Strategy Development PhaseThis phase…

As a matter of fact, the client has to brief the agency about the strategy. However, most of the time this does not happen. The…

Here the lateral thinkers come on the scene. They leap from a single unidirectional idea of the strategist to an advertising idea that will add…