Introduction advertising unit Structure

3) 
Copywriter : 
Copywriting is an art and the persons with 
good communication skills stand a fair chance to be copywriters. 
They contribute to the theme of an advertisement. In most ad 
agencies, there are creative teams headed by either a copywriter or 
a visualizer. 
A good copy can be destroyed if the words are badly set. 
Equally, unwise choice of type faces, sizes and weights can destroy 

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the layout. Creation of an effective copy for the client establishes 
them as copywriter.
It is the job of the copywriter to conceive advertising themes of 
copy flat forms, and to write the wording, including heading 
headlines and slogans. 
4) 
Visualisers :
Visualisers are those artists who translate the 
imaginations of the copywriter on the paper. Visualisers help 
shaping an effective ad. The visualisers usually have professional 
degree in fine art or commercial art. It is not essential for a good 
visualiser to have professional degree or diploma. Visualizing and 
layout is an important career option. 
5) 
Creative Department :
Creative department is the key 
department in an ad agency. It is in this department that the idea or 
theme behind the advertising campaign is born and the complete 
advertising plan is executed. Creative Director is the head of 
creative department. The department comprises of visualisers, 
creative artists and copywriters and their duty is to create 
advertisements. The creative director coordinates the copy-writing 
and designing. 
6) 
Production Department :
Production department also 
provides good opportunities for career building. The production 
department can be divided into two sections: one section is 
responsible for the mechanical preparation of the advertisement or 
the printed material, and the other for the administration of the 
detail work. The mechanical production section has many people to 
deal even technically with block-makers, printers, photographers, 
DTP operators in designing print outs. Many production 
departments also handle the job in different languages and need 
people to assist the advertising job.