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The Moving Parts in Advertising: Are You Prepared for It?

The Moving Parts in Advertising: Are You Prepared for It?

Today’s marketing is so tightly intertwined with advanced technologies that it’s become one of the most dynamic domains in the world. In fact, there is a clear distinction between classic marketing and digital marketing, with the latter dominating the show.

Digital marketing is also one of the domains where everyone has a chance to show off their talents and become successful. As a result, the digital advertising agency industry is a $14 billion industry with a growth rate of 13.3% between 2011 and 2016. While the numbers may be affected by the 2020 situation, the overall market will adapt and continue to develop.

So, if you’re looking to start a digital marketing agency, it’s a good idea to make sure you know all the facts and parts involved in the process.

Organizational Structure

An advertising agency has lots of moving parts that come together in order to create amazing campaigns and exciting ads.

For instance, the structure of a standard advertising agency looks something like this:

  • Media & Public Relations (PR) Department
  • Art & Copy Department(s)
  • Research Department
  • Production Department
  • Accounting and Finance Department
  • Office Management
  • Client Department

Each of these elements has well-defined roles in the agency’s structure, but they also work as a whole. For instance, staff in the Client department will take care of bringing in prospects and staying in touch with existing customers, while the Art & Copy department is in charge of artistic creation and concepts.

Now, in the old days, with so many elements, the collaboration might have been a bit troublesome and lagging, but in today’s world, we have advanced advertising agency software. This way, anyone can keep track of a project’s progress and all the involved people know their assigned tasks and deadlines. In fact, this type of software allows digital advertising agencies to hire talent from all over the world, which opens the door to creative excellence.

The Advertising Process

Once you have the right people in the right places, it’s also important to understand the natural steps involved in creating an efficient ad (for any type of campaign). As such, there are three major steps.

#1: Establish the Primary Goal and Placement

This first question you should ask yourself is why are you creating the ad? Is it for brand awareness, increased engagement with the brand, lead generation, or something else? The answers to this step will let you know which channels to use (placement) and how to engage with the target audience.

#2: The Message

Each ad is based on a script (or copy) that’s specifically designed to convey the message the customer wants to send to their audience. As an advertising agency, it’s your job to make sure the content and style of the ad are in sync with the audience’s preferences and mode of thinking.

#3: The Design

Also known as the fun phase of every ad project, design comes after all the other pieces are in place. This step encompasses the visual and creative artwork that will be used to convey the message to the audience.

Wrap Up

Whether you’re looking to start your own advertising agency or you want to know more about the world of marketing, it’s important to be aware of all the parts that make this world. Overall, there are lots of moving components, but they all have the same purpose – creating amazing ads and bridging people together through fantastic campaigns!


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by Rebecca Jones // Contributor to Businessing Magazine.

Opinions expressed by contributors are their own.