Based on these materials, scriptwriters and artists combine their efforts to work out a creative product, which must be approved by the customer before it is placed in the appropriate media. Afterwards, another survey is conducted to determine the effect of the advertisement, which will serve as reference materials for future designs.
製成的廣告經過客戶的確認或修改後，再依產品的性質，對媒體作適當的選擇和分配，然後才開始「實施」（刊出或播出）。廣告實施後，廣告公司的工作並未結束，他們還需做「廣告後效」調查，做為下一次廣告計畫的參考。