An advertising agency requires suitable internal organizational structure. The organizational structure differs from agency to agency according to functional areas and specialized departments. The first one is the media department – after preparing the advertising plan, the advertising agency has to select the best possible media for advertising the product of their client. The media analyst and estimators first decide and estimate the type of customers and number of customers. Then, they choose the appropriate media to send the message to them. The next one is the research department which gathers analyses and interprets facts concerning the customers, the product, the market, the competitors and also the effectiveness of alternative advertising strategies. The research director heads it. The analyst, investigators, marketing assistants, statistical clerks and librarians assist him. All the steps taken by the other departments are useless unless there is no improvement in sales. Sales promotion includes developing favorable dealer relations, providing dealers aids, keying the advertising program to other promotional activities of the advertiser, planning retail promotions, etc.