Introduction advertising unit Structure

4. Account Executive‟s Report to Agency Management :
The 
account executive will also give his superiors - the account director 
and perhaps the agency managing director - a verbal report. If new 
business is coming into the agency it may be necessary to make 
changes in the deployment of staff, engage extra staff, and 
consider the use or expansion of equipment and premises. 
5. Account Executive‟s Briefing to Agency Department Heads :
The account executive now writes up a detailed, factual but as far 
as possible unbiased report on the assignment, setting out his 
understanding of the product and the client‟s requirements. In this 
report he should try to avoid expressing any personal observations 
because the object is to inform others whose ideas and opinions 
are being sought. Each department head is asked to study the 
report and to attend a plans board meeting. 
6. Proposition :
At this stage, the account executive invites the 
managing director of the client company to attend a meeting at 
which the scheme is presented in report form with a presentation of 
ideas in rough visual form. At this meeting the client party may 
consist of the managing director, marketing manager, sales 
manager and advertising manager and the members of the agency 
party may include the account director, account executive and the 
marketing director. Once the scheme is approved and adopted in 
principle the agency will be instructed to prepare a full visual 
presentation at the client‟s expense. 

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Now, the agency will engage in actual copywriting, 
photography and drawing. Detailed media scheduling will now be 
done by the media buyer.
7. Presentation to Client : 
At this stage the complete campaign is 
demonstrated to the client. The campaign is presented visually. 
Advertising campaign planning must be flexible. Moreover, at such 
a meeting with the client there will be a number of company 
directors and executives present who disagree with one another as 
well as with the agency over what makes an advertising campaign. 
Everyone likes to argue about advertising! The account executive, 
supported by the advertising manager in deal circumstances, must 
sell his campaign on the basis of sales and readership figures of 
publications, show the results of copy testing, and offer alternative 
media plans with evidence of the reasoning behind them. Much of 
the comment and criticism from the client side will often represent 
arguments which were considered and rejected in the agency much 
earlier. This has to be expected, accepted courteously and gently 
dismissed by means by persuasive reasoning and statistics which 
reveal that the agency has really taken pains to produce not just a 
clever scheme but one based on businesslike thinking. 
Once the scheme has been approved, the account executive 
and his companions will return to the agency, ready to execute the 
campaign. At this stage when the media start buyers, creative staff, 
print buying production and traffic takeover, working under the 
direction of the account executive.