Chapter 11: Advertising Industry

62 Job responsibilities in advertising

The Advertising Educational Foundation (2016) defines several broad categories for jobs in the industry. Account managers serve as a liaison between the client and the advertising agency. They conduct research and oversee creative aspects, production, and more. Account planners are responsible for presenting information about the consumer. They analyze audiences and figure out ways to achieve brand loyalty through advertising.

Those in the creative department are responsible for developing the advertising message and images. They also pitch the advertising plan to clients. Employees in the media department work on advertising placement strategies, media buying, and analyzing consumer media behaviors. These roles are diverse but also interdependent in that they all contribute to the advertising process.


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Writing for Strategic Communication Industries Copyright © 2016 by Jasmine Roberts is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.

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