Final answer:
The Creative Services Department in a full-service agency is responsible for the development and execution of advertisements, creating the content that the audience sees or hears.
Step-by-step explanation:
In a full-service agency, the department responsible for the development and execution of advertisements is the Creative Services Department. This segment of the agency is tasked with conceptualizing and creating the content that audiences will eventually see or hear in media. In contrast, other departments within the agency, such as the Traffic Department, Account Services, Media Planning, and Production, each has a specific role in bringing the advertising campaign to life, but they do not directly develop the creative concept.
For example, the Traffic Department is responsible for managing the project timelines and ensuring that different elements of the campaigns are completed on schedule. Account Services works closely with clients to understand their needs and communicate these to the Creative team. The Media Planning Department focuses on determining which media platforms will best advertise the client's brand or products. Production then takes the creative ideas and turns them into the final advertisements.
The marketing office may strategize the advertisement, but it is the Creative Services Department that actually produces the creative work for the campaign. This division is not to be confused with roles outside of an advertising agency, like the public relation office, or theater-specific roles such as the box office manager, house manager, or ushers, who have different responsibilities that cater to show promotion and audience management.