Introduction advertising unit Structure

7) 
Art Department :
The approved layout pass into the hands 
of artists to prepare finished drawings for reproduction. Art 
department is in the charge of an Art Director and it is his duty to 
co-ordinate the work to select the correct type of treatment so as to 
prepare the visuals and then the final art-work. 
8) 
Free Lancers :
These are professionals who work in 
dependently and have a successful track record. They are 
copywriter, jingle singers, radio announcers, artists, visualizers, 
technical writers, etc. 
Thus, advertising can be an exciting and rewarding career, 
provided those in this profession understand the full social 
implication of advertising and their responsibilities to the profession. 

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10.11 SUMMARY 
The Ad Agencies conduct market research, consumer research, 
product research etc. for the manufacturer or trader.
A full-service advertising agency provides various services like, 
Media Selection, Advertising Planning, Preparation of an 
advertising copy, layout, illustration, photographs, advertising 
messages, theme of advertisement etc., showing the copy to his 
client and obtain his approval, Selecting target consumers, 
designing products and packages, developing channels of 
distribution strategy, determining prices and rate of discount, 
exhaustive evaluation of the advertising effects etc. 
While selecting the advertising agency some points are to be 
observed such as Location, Facilities and Services Provided, 
Imaginations and creative skills of the personnel of agency, past 
records of the agency, the reputation of the advertising agency, 
Rates Charged, the size of the advertising agency etc. 
Since advertising agency is an independent business 
organisation, it may be in the form of a sole proprietorship,