Be able to define the main departments in an ad agency and explain their functions. Account executive- the person who is the face of the company- pick and create the team and make pitches and act like a manager. Creative department- generates and produces ideas for ad campaigns. Market research : audience research (identify target market such as demographics etc. , copy research (evaluate the effectiveness of ads) Be able to trace how the advertising process works. Audience research (identify target market such as demographics etc. : copy research (evaluate the effectiveness of ads) Research is necessary to find out what type of audience we are trying to reach and what their needs are. Most ads cannot do all of these things. Some just try to focus on one in particular. Be able to describe different strategies employed under the new approach of affective economics. particular brand. Brand extension- trying to create a (super brand)- you aren"t just selling a.