Advertising is a kind of communication, which is used to influence prospects to purchase goods or services. The primary objective of advertising is to communicate a message, which can include several things e.g. name of the product / service, manufacturer, etc and how the product / service would prove to be beneficial to the prospects. Its aim is to persuade the potential customers to buy and use a particular product / service.

Advertising company play a significant role in this activity. The advertising company is a kind of service which is involved in creating, planning, and handling advertising work for its clients. An advertising company is independent from the client and provides an impartial view of the attempt to sell the products / services of a client.  The advertising company can also take up other roles such as marketing, branding, sales promotions etc for its clients.

The main departments of an advertising company are Creative Department, Accounts services, Media services.

Account services are the sales wing of the advertising company whose basic purpose is to meet the client and determine sales goals and creative strategy. Usually an Accounts executive is designated by an advertising company to  carry out liaison work with the clients They are then responsible for coordinating the creative, media, and production staff behind the campaign.

The people working in media services have contacts with the suppliers of various creative media. They advise upon and negotiate with printers. In small agencies, employees may do both creative and account service work.