. (a) Discuss the various functions and structure of an advertising agency. 

(b) What do you understand by “positioning” in the context of advertising agencies? Explain the various positioning alternatives available for advertising agencies with suitable examples.

Management of Marketing Communication and Advertising: Functions and Structure of an Advertising Agency

(a) Functions and Structure of an Advertising Agency:

Advertising agencies play a crucial role in the management of marketing communication by acting as intermediaries between businesses and consumers. These agencies are specialized firms that create, plan, and manage advertising campaigns for their clients. The functions of an advertising agency can be categorized into several key areas:

1. Client Servicing: This department serves as the liaison between the agency and its clients. It is responsible for understanding the client's objectives, communicating them to the relevant departments within the agency, and ensuring that the client's needs are met.

2. Account Management: Account managers work closely with clients to understand their business, industry, and ___ _______ _____ __________ __________.
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