Advertising is a broad, loosely defined profession which covers most of the artistic efforts that is put forth in order to increase and ultimately sell almost any product or service. Advertising agency is also in business to produce advertisement for a firm, product. It is usually a well organized body with a staff of experts in various media. They advertise for a firm, product, distributor or other clients and are rewarded for the services rendered. A certain percentage profit comes in the form of a commission paid by the advertising media for all time and space purchased by the agency on behalf of the client and as the remuneration or royalty given by the client. Usually the client is billed on a cost-plus-commission basis.
Every established firm allots a specific sum for advertising their products for a period. Within this budget the agency plans, and executes campaigns with the common object of sales promotion. Advertisers are sure that the agency costs them little, considering the research, media selection creative art facilities etc... Employed by the agency for the sales promotion. Every advertising agency has a number of departments such as, advertising managers, senior executives, executives, art directors, designers, photographers, calligraphists, illustrators, copy writers, accounting, printers etc. In the modern consumer society advertising has a great influence in the sales promotion of a product through various media of communication.
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