Who Develops the Advertising Campaign?
A. In very small firms, one or two individuals are responsible for performing advertising activities. Usually, these individuals depend heavily on personnel at local newspapers and broadcast stations for artwork, copywriting, and advice about scheduling media. B. In certain large businesses, and especially large retail organizations, advertising departments create and implement advertising campaigns. Depending on the size of the advertising program, an advertising department may consist of a few multiskilled persons or a sizable number of specialists such as copywriters, artists, media buyers, and technical production coordinators. C. When an organization uses an advertising agency, the development of the advertising campaign is usually a joint effort of the agency and the firm. 1. The degree to which each participates in the campaigns total development depends on the working relationship between the firm and the agency. The firm ordinarily relies on the agency for copywriting, artwork
