Advertising only issue is the advertising agency which, in most cases, making the creative decisions and media. Also often supplies support market research and even participate in the total marketing plan. In some advertiser relations agency, the agency operates fairly autonomous in its sphere of competence, in others the poster continues to participate in the creative decisions and media as the campaign progresses.
A modern agency employs three different types of people, in addition to the administration. The first is the creative services group, which includes writers, artists and people involved in the production of advertising. This group develops an advertising campaign, is preparing the track, and create real ads. The second is the marketing services group with expertise in media and market research. This group includes technicians – psychologists who run the market research efforts and operations researchers who develop media buying models. The final major group is the group’s client services, including account executives. The account executive is in many respects, the counterpart agency, brand manager for a client, and is responsible for contacting the customer.