1. Use the following words and prepare the summary of the text

• to handle

• overall marketing

• branding strategies

• sales promotion

• a non-profit organization

• a conglomerate

• a fee

• a commission

• TTL advertising

• to offer a range of services

• to work “in-house”

Writing

Think through the information you have read and discussed. Write an essay on the following topic: “The importance of an ad agency work”. Use the active vocabulary!

Advertising Agencies (Part 2)

Pronunciation

1. Check the pronunciation of the following words in the dictionary

a copywriter

to generate creative ideas

a permanent partnership

account management

an account executive

coordinating

to negotiate

Internet advertising

to regulate the workflow

reduction of false job start

2. Watch the pronunciation and spelling of these words and word-combinations

inappropriate job initiation

incomplete information sharing

the need for media extensions

a university junior

expertise

intern

internship

brochure

Warm-up

Work in groups and discuss the following questions

1. People of what professions can you meet in an ad agency?

2. What departments of ad agencies can you name?

Reading

Read the following text and take notes on the work of:

- Creative Department,

- Account Service,

- Creative Service “Production”,

- Traffic Department,

- Advertising interns.

The structure of an advertising agency creative department

The professions of people who work in a creative department are copywriters, art directors and creative directors. Although copywriters have the word “write” in their job title, and art directors have the word “art”, it does not mean that copywriters write the words and art directors draw the pictures. Their main function is to generate creative ideas and form them into messages. A creative director controls the work of a creative department. This person is usually an experienced and qualified specialist. Creative teams (art directors and copywriters) may be permanent partnerships or formed on a project-by-project basis.

Creative departments often work with outside design or production studios to develop and implement their ideas.

Account service

Another name of this department is Account Management. People who work in this department are account executives. An account executive meets with the client to determine sales goals and creative strategy. They are responsible for coordinating the creative, media, and production staff behind the campaign.

Creative services’ “production”

This department is not well known, but its workers are the people who have contracts with the suppliers of various creative media. For example, they advise and negotiate with printers, if an agency is producing flyers for a client. However, if an agency deals with the major media (broadcast media, outdoor and the press), usually a media agency, but not this department, does this work.

Other departments and personnel

In small agencies may do both creative and account service work.

Larger agencies employ people who specialize in either creative or account service work. Besides, there are such job positions as work production, Internet advertising, planning or research in larger agencies.

Traffic department is important for the work of an ad agency. It regulates the workflow in the agency. The functions of the traffic department are reduction of false job starts, inappropriate job initiation, incomplete information sharing, and the need for media extensions.