Advertiser - Part II - advertiser dealing with advertising agencies

In many such cases the individual reponsible for buying advertising might use freelance services of a copywriter and an artist and even the various services available for the production of advertising material and then go in directly to buy space or time in the media. Others, placed in such a situation, might prefer to use the service of an advertising agency. Such business enterprises might well do without trained advertising staff or a full-fledged advertising department. What I am trying to get at is that it is possible for you to fulfill your desire to be in advertising even without getting a job in advertising agency or in the advertising department of the advertiser. Job opportunities in advertising are not limited, because the buyer of advertising is practically everywhere in commerce and industry, in government and even in non-commercial social service organization. This is because every one who wants to make known what one has to offer for sale, or even voluntary service, and what service or product one wants to buy, has first to buy advertising. You might create it yourself or get the help of experts on payment.

How does an advertiser deal with an advertising agency? One does not necessarily have to maintain specialized staff or an advertising department to be able to deal with an advertising agency. Depending on the size of the business enterprise the task of advertising could be the responsibility of someone directly connected with sales or marketing, commercial or sales manager or executives. This is how one would except a relatively small enterprise to operate.

In a commercial enterprise, where advertising is a major component of it's varied commercial or marketing activities, it is usual at least to have one person solely responsible for advertising. This person would usually be designated advertising manager. Some organization prefer the title publicity manager. Depending on the amount of work involved, usually related to the number of products marketed, some firms have an advertising department presided over by the advertising manager. The bigger the enterprise the bigger the department and the entire hierarchy. One would find such persons as marketing directors, sales manager or product manager and the advertising manager. In some cases all these roles are combined in a single person, who is an executive director and thus part of the board of directors, or the top management of the company. Thus, there is no single pattern.

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