Introduction advertising unit Structure

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Advertising Agency Limited 
Board of Directors 
General Manager 
Contact
Media
Copy 
Radio & TV 
Merchandising 
Production 
Department Department Department Department Department 
 
Art 
Mechanical Research Finance
Public 
Relations 
Department Department Departmen Department
Department
 
10.7.3 Departments of an Advertising Agency 
The organisation of an advertising agency may be divided in 
various departments entrusted with a specialised function to be 
performed under each departmental manager who is specialised in 
the task allotted to him. The main departments of a large sized or 
reasonably sized advertising agency are as follows : 
1. Contact Department :
Contact department works under a senior 
executive officer known as the departmental manager. The main 
function of this department is to contact the new clients on the one 
hand and maintain the existing clients on the other hand. A number 
of contact men work under him. They function as the liaison people 
between the agency and the client. The contact men represent the 
agency when in the advertiser‟s office, they study the advertiser‟s 
need and inform the various departments what is required by the 
respective clients. 
2. Art Department :
This department is headed by the art manager 
who is assisted by artists, layout men and visualisers. A visualiser 
is a person who prepares the rough layout of the advertisement 
which is later developed into a comprehensive layout. The art 
department is responsible for the physical appearance of the 
advertisement for preparing layouts, illustrations, photos and for 
specifying the types to be used.