By J Vilanilam

This ebook introduces the reader to a quick background of the evolution of advertisements on the planet and in India, together with: the commercial and social significance of advertisements; the function of advertisements organisations within the construction and dissemination of ads in the course of the media; and principally, the sensible facets of purchaser servicing and duplicate production for various media

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The promotion ladder usually begins with the Senior Account Executive, then the Account Group Head, Account Supervisor, Account Manager/Director, Branch Manager, General Manager, Vice-President, Executive VicePresident and finally the CEO of a company. The entire process may take up to 20 years. The Account Managers analyze competitive activity and consumer trends, report client billing, forecast agency income and basically combine the responsibilities of the creative, media and research areas.

Many of those who subscribe to the new corporate philosophy believe that advertising, public relations, promotional and image-building activities have a substantial role in building the reputation of the company and in creating goodwill about the company, thus affecting the public’s judgement and attitude. They believe that in the long run, such activities would certainly pay. 5. Media Selection Although it has been left to the advertising agencies to recommend the appropriate media, the company’s CEO and other officials have to give serious thought to this exercise.

Dattaram & Sons of Bombay. W. Ayer & Sons of the US, started in 1875. But there were press agents in the Western world who sold advertising space in newspapers and magazines even before Ayer. Ayer & Sons evolved a new system by which they would represent the publishers and follow the rates fixed by them, instead of varying rates according to the market rates. This helped in standardizing advertising rates throughout the US. The advertising agencies took up the responsibility of following the same rates for different advertisers for the same medium.

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