12 key players of advertising industry

By on January 23, 2015

12 Key Players of Advertising Industry


The advertising industry is cosmic in nature. There are many departments to overlook the functions of advertising. The people see the faces of the models and the stars who endorse the brands. However, the real and difficult work is handled by those who work behind the scenes. They provide the content and turn it into visuals; they hold the camera and look after the productions; they take care of the studio and handle the public relations. There is no dearth of professionals who do the back office job. Here are the departments that put a collective effort to keep the advertisement industry flowing.

1. Copywriters

They are the ones who provide the content for an advertisement. They visualize the product as it should be marketed. They have to keep in mind the product’s impact and scale on the viewers. They have to keep in mind the current trends and most importantly the choice and the language of the viewers.

2. Art directors

It involves the tech know-how of the art directors who back up the team with providing desired sets and screen effects. They should be technically sound in their field.

3. Model coordinators

When everything related to an advertisement is planned, the model coordinators provide the artists who will execute the thought into a reality. You need to fit in right artists who supplement the visualization. They can be from the film world, television or totally new artists. The important factor is to adhere to the client’s budget.

4. Darkroom managers

They convert the advertising copy from the negatives to the photogenic printing paper. They sit in a dark room throughout the process. They sit there with only the red lights on to provide the precise exposure for film developing. The only time they see the sunlight or the daylight is probably when they come out in the open to have meals or refreshments.

5. Audio visual studio professionals

They club together the slides and the audio visual films and update video recording formats from u-Matic to Betamax to Digibeta. What we see now are the FCP editing studios.

6. Slide makers

Their job is to make the slides for their client presentation. The agencies used to make a beeline outside their offices in the past before PowerPoint presentation came into force.

7. Stenographers

They are the ones who do all the letter work and official notification work. The creative heads dictate letters to them.

8. Proof readers

The proofreading skills of the copywriters could not be trusted with conviction. So the proofreaders are hired who work with the newspapers or as freelancers for the agencies.

9. Translators

Most of the writers today think and write in English only. So the agencies have to maintain translation departments.

10. Scraperboard artists

Their job is to outline illustrations for artwork, manually editing images and fill in for Photoshop.

11. Print production department

They control the material required for printing advertisements depending on the number of publications where it will be released.

12. Client servicing

Their primary task is to be knowledgeable about the clients’ business. They have to collect every detail and put it into practice to satisfy the clients’ needs.

She is an author at askebuddy. She holds a master degree in journalism. Creativity is her forte, she is always in search of new things, and she is a free spirit.

Kanchan Wadhawan

She is an author at askebuddy. She holds a master degree in journalism. Creativity is her forte, she is always in search of new things, and she is a free spirit.