12.2: Job responsibilities in advertising

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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.