Final answer:
D.It may be located in the creative services area of the agency or be a part of media or account management
The traffic department in a full-service agency coordinates the flow of projects and may be part of creative services, media, or account management. It is not typically headed by an art director, graphic designer, or a copywriter but works closely with these and other departments to ensure deadlines are met.
Step-by-step explanation:
The traffic department within a full-service advertising agency is responsible for coordinating the various departments and ensuring the smooth flow of projects from initiation to completion.
Specifically, the correct answer to which statement is true of the traffic department in a full-service agency is D: It may be located in the creative services area of the agency or be a part of media or account management. This department does not focus on primary or secondary research, which is typically associated with either the research department or the planning department within an agency.
While art directors and graphic designers are crucial in producing the final artwork for an ad, they do not head the traffic department; their expertise lies in the creative domain. Rather, the traffic department might work closely with these professionals to ensure deadlines are met and the final layouts are ready for production. Moreover, a media planner or copywriter, primarily involved with selecting media spaces or writing ad copy, respectively, would not serve as the head of the traffic department either.
To clarify, other departments such as the public relations office, marketing office, or literary department, while important in the context of a theater production, are less related to the functioning of a traffic department in a full-service advertising agency.