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Advertising


Topics
Overview
The work
Job profile
Requirments
Growth And money
Employment
Resources
Overview


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Advertising is an industry that delivers words and pictures, but what it really sells are intangibles, such as image and reputation. People in this industry are paid to persuade people�to buy goods or services, to vote for a political cause or candidate, to invest in a company.

Advertising companies put a premium on being clever and creative, good with people, and able to juggle numerous details without dropping a single one. Advertising agencies usually buy space in media to spread their messages - to place them in print, broadcast them or, increasingly, display them online.

Advertising firms are paid to think up advertising campaigns, to create advertising materials and to produce advertisements, whether that means laying out a magazine ad, taping a television commercial or coding a banner ad for a website.

Firms in the advertising industry prepare advertisements for other companies and organisations and might also arrange to place them in print, broadcast, interactive, and other media.

This industry also includes firms that sell advertising space for publications, radio, television, and the Internet.

Divisions of companies that produce and place their own advertising are not considered part of this industry.

Companies often look to advertising as a way of increasing sales.
Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff.

Companies, instead, commonly solicit bids from advertising agencies to develop advertising for them. Next, advertising agencies offering their services to the company often make presentations. If an agency wins the account, the real work begins. Various departments within the agency - such as creative, production, media, and research - work together to meet the client�s goal of increasing sales.

About three out of 10 advertising firms specialise in a particular market niche. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. Buses, subways, taxis, airports and bus terminals also frequently carry ads.

Groups within agencies have been created to serve their clients� electronic advertising needs on the Internet. The Internet is a medium that fosters rapid growth of advertising and commercial activities. Advertisements often link users from one website to the company�s or product�s website where information such as new product announcements, contests, and product catalogues appear.

Some firms are not involved in the creation of ads at all - instead, they sell advertising time or space on radio and television channels or in publications. Because these firms do not produce advertising, their staffs are mostly sales workers.

In an effort to attract and maintain clients, advertising agencies are diversifying their services, offering advertising as well as sales, marketing, public relations, and interactive media services. Advertising firms have found that highly creative work is particularly suitable for outsourcing, resulting in a better product and increasing the firm�s profitability.

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The Work

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Most advertising employees work in comfortable offices, however, long hours, including evenings and working weekends, are common.

Advertising work is fast-paced and exciting, but it also can be stressful. Being creative on a tight schedule can be emotionally draining. In addition, frequent meetings with clients and media representatives may involve substantial travel.

The world of advertising thrives on specialisation, and work in an advertising agency is handled by these departments:

Client-Servicing

This department handles the client's requirements and acts as a liaison between the client and the agency. Those in client-servicing must, therefore, interact with clients, collate information, oversee research where necessary, gauge consumer attitude, and work along with the various departments of the agency to formulate the most effective advertising strategy within the specified budget.

Creative Department

This is responsible for conceptualising and designing advertisements in the form they appear in print, audio-visuals or display. To meet this objective, those who handle the text (or 'copy' - as it is called in advertising jargon), and those who work on the visuals have to work together.

The creative department, once briefed on the campaign by Client-Servicing, evolves a theme. The copywriter then provides the appropriate slogans, jingles or scripts, or any other textual matter, while the art department handles the visual aspect which includes layouts, graphics, symbols, logos, etc. There are also visualisers and graphic artists who convert the designs into finished works or slides.

Media Planning

Once the advertisement campaign is complete, it is the responsibility of the media planning department to position the advertisement in the press, radio, television or any other point of display. The media department must, therefore, devise the most effective use for an advertising budget to effectively and economically transmit a campaign message to the target audience.

Production Department

There is also a need for other disciplines within the ambit of advertising, such as those with a knowledge of printing and typography for those in the production department who are responsible for the final look of a print advertisement.

As more and more ads are released in the film format, the production department is also likely to be involved in the production of the ad film. Many agencies prepare the total story board and all other details for the film, but depend on independent producers for such television commercials.

Market Research

Another important area is that of market research, which has to do with collection of data about the consumer, the market, existing competition and so on. Market research specialists need to be good at statistics or have a background in psychology or behavioural science. Most agencies do not have a separate market research department and work with specialised market research companies for this requirement.

Account Planning

Some agencies also have an account planning department. Account planners basically take a broad overview of a brand and how to develop it, and are more into strategy than implementation.

They essentially guide the servicing and the media departments on what directions the brand should take in its communications strategy.

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Job Profile

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In advertising, managers and executives, professionals, sales workers, and administrative support workers account for 9 of every 10 jobs. Employees have varied responsibilities in agencies with only a few workers, and the specific job duties of each worker are often difficult to distinguish. Workers in relatively large firms specialise more, and therefore, the distinctions among occupations are more apparent.

Advertising agencies have five categories of jobs�account management, creative, media, research, and support services and administration.
Account management links the agency and the client. It represents the agency to the client as well as the client to the agency.
Account management brings business to the agency and is ultimately responsible for the quality of the advertisement.
Account management workers carefully monitor the activities of the other areas to ensure that everything runs smoothly.

Account managers and their assistants analyse competitive activity and consumer trends, report client billing, forecast agency income, and combine the talents of the creative, media, and research areas.

Working with the marketing idea that account management obtains from the client, the creative department brings the idea to life. Here, staff work together to transform a blank piece of paper into an advertisement. As the idea takes shape, copywriters and their assistants conceptualise various ideas for advertisements, as per the brief given to them by the client-servicing department.

Art directors and their assistants develop the visual concepts and designs of advertisements. They actually execute the design element that is in the They prepare paste-ups and layouts for print ads and television storyboards, a cartoon style summary of how an advertisement will appear. They also oversee the filming of television commercials and photo sessions. Once completed, the ad is shown to the client. At this point, the job of the creative department could be over; however, based on the client�s response, it is likely that the creative department staff will have to modify their ideas or develop an entirely different approach.

The media department is responsible for placing advertisements in the right place at the right time, so they will reach the desired audience for the least amount of money. Media planners gather information on the public�s viewing and reading habits, and evaluate editorial content and programming to determine the potential use of media such as newspapers, magazines, radio, television, or the Internet.

The media staff calculate the numbers and types of people reached by different media, and how often they are reached. Media buyers track the media space and times available for purchase, negotiate and purchase time and space for ads, and make sure ads appear exactly as scheduled. Additionally, they calculate rates, usage, and budgets

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Requirement

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Most entry-level professional and managerial positions in the advertising industry require a bachelor�s degree, preferably with broad liberal arts exposure. Beginners usually enter the industry in the account management or media department. Occasionally, entry-level positions are available in the market research or creative departments of an agency, but these positions usually require some experience.

Completing an advertising-related internship while in school provides a definite advantage when applying for an entry-level position. In addition to an internship, courses in marketing, psychology, accounting, statistics, and creative design can help prepare potential entrants for this field.

The assistant account executive, the entry-level account management position in most firms, requires a bachelor�s degree in marketing or advertising. At some agencies, a master�s degree in business administration may be required.

Bachelor�s degrees are not required for some entry-level positions in the creative department.
Assistant art directors usually need at least a two-year degree from an art or design school.
Although advantageous, assistant copywriters do not need a degree, but they must demonstrate superior communication skills and abilities.

Assistant media planner and assistant media buyer are also good entry-level positions, but almost always require a bachelor�s degree, preferably with a major in marketing or advertising. Experienced applicants who possess at least a master�s degree usually fill research positions. Often they have a background in marketing or statistics and several years' experience.

Requirements for support services and administrative positions depend on the job and vary from firm to firm.

Employees in the advertising industry should have good people skills, common sense, creativity, communication skills, and problem-solving ability. New media, such as the Internet, are creating new opportunities to market products, but also the need for additional training for those already employed. Keeping pace with technology and incorporating it are fundamental to success in the industry. Besides staying abreast of new technology, advertisers must keep in tune with the changing values, cultures, and fashions.

Particular skills for particular departments

For Client Servicing

  • Negotiating skills
  • Ability to communicate
  • Drive, determination, tremendous physical and mental stamina
  • Sensitivity to consumer behaviour, trends and human nature
  • Understand the client and be understood by creative, media planning
  • Get along with others and make other departments meet deadlines
  • Ability to withstand high levels of stress
    For the Creative Department

  • Ability to express ideas in words and visuals
  • Good language, artistic skills
  • Understanding the target audience
  • Teamwork
  • Tremendous physical and mental stamina
  • Patience, resilience, persistence
  • Ability to handle justified/unjustified criticism
  • Self discipline, economy of style
  • Imagination

    For Media Planning

  • Ability to work with an integrated team
  • Ability to interpret, absorb great deal of information
  • Good negotiation skills
  • Attention to detail
  • High numerical ability
  • Ability to be miserly, stay within budgets allocated
  • Be informed about media habits of consumers

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    Growth and Money

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    Success in progressively responsible staff assignments usually leads to advancement to supervisory positions in this profession. As workers climb the organisational ladder, broad vision and planning skills become extremely important.
    Another way to get to the top in this industry is to open one�s own firm. In spite of the difficulty and high failure rate, many find starting their own business personally and financially rewarding. When self-employed, advancement takes the form of increasing the size and
    strength of the company. The following figures are only rough estimates and remuneration may vary from agency to agency. Of course, a lot depends on work profiles, experience and results.

    Account Planning or Client Servicing

    Designation
    Salary (Rs/month)
    Management trainee 10,000
    Executive 12,000
    Senior executive 18,000
    Supervisor 20,000
    Group manager 27,000
    Associate director 35,000 + perks
    Account director 40,000 + perks
    Director 50,000 + perks

    Media Planning

    Designation
    Salary (Rs/month)
    Management trainee 10,000
    Executive 12,000
    Senior executive 18,000
    Supervisor 20,000
    Group manager 27,000
    Associate director 35,000 + perks
    Account director 40,000 + perks
    Director 50,000 + perks

    Copywriters (Creative)

    Designation
    Salary (Rs/month)
    Trainee copywriter 3,000
    Junior copywriter 6,000
    Copywriter 12,000
    Senior Copywriter 16000
    Copy Supervisor 22,000
    Creative Supervisor 36,000
    Creative group head 35,000
    Associate Director 45,000 + perks
    Director 50,000 + perks

    Visualisers (Creative)

    Designation
    Salary (Rs/month)
    Trainee visualiser 3,000
    Junior visualiser 6,000
    Visualiser 12,000
    Senior visualiser 16000
    Associate art director 20,000
    Assistant art director 24,000
    Art director 26,000
    Senior art Director 30,000
    Creative supervisor 32,000
    Creative group head 35,000
    Associative creative director 45,000 + perks
    Creative director 60,000 + perks


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    Employment

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    Those interested in the world of advertising can find employment in:

  • Advertising agencies
  • Advertising departments of public or private sector companies
  • Advertising sections of newspapers, journals, magazines
  • Commercial sections of radio or television programmes
  • Market research organisations
  • Freelance work
  • sown agency

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    Resources

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    Most advertising agencies recruit candidates with a formal management or advertising qualification. However, in small agencies it is still possible to make an entry without this, and spend about six months to a year learning on-the-job and then move on to a bigger agency after a few years of experience.

    Most advertising agencies prefer MBAs for posts in market research, client servicing and media planning departments, although a BA in economics is also acceptable.

    In the creative department, on the other hand, a general BA with communication skills is the requirement for all copywriters.

    Some creative talent and a qualification in commercial art from a reputed design or art school is necessary for entrance into the art department.

    Some institutions for courses in Advertising or Mass Communication are:

  • Mudra Institute of Communications, (MICA)
    Ahmedabad
    Email: www.mica-india.net

  • Indian Institute of Mass Communication (IIMC),
    JNU Campus,
    New Delhi

  • Bhavan's College of Communication and Management,
    Mumbai

  • Narsee Mohnjee Institute of Management Studies,
    Vile Parle (West),
    Mumbai

  • Xavier Institute of Communications,
    5, Mahapalika Marg, (near Metro Cinema), Marine Lines,
    Mumbai 400 020
    Email: www.xaviers.edu/frame4.htm

  • Symbiosis Institute of Journalism and Communications,
    Atur Center,
    Plot No. 417, Gokhale Cross Road,
    Model Colony,
    Pune, 411 016
    Email: [email protected]

  • Sophia College,
    Bhulabhai Desai Road,
    Mumbai 400 026

  • K.J. Somaiya Institute of Management Studies and Research,
    Vidyavihar,
    Mumbai 400 077
    Email: www.qlcomm.com/somaiya

  • Kishanchand Chelaram College (KC), Dinshaw Wacha Raod,
    Churchgate,
    Mumbai 400 020

    Some institutions which offer degrees in Commercial Art include:

  • National Institute of Design (NID),
    Paldi,
    Ahmedabad 380 007
    Email: [email protected]
    URL: www.nid.edu

  • Sir JJ Institute of Applied Arts,
    Dr. DN Road,
    Mumbai offers Bachelor in Fine Arts (BFA) or Applied Arts.

    The eligibility is higher secondary (Pune or Mumbai University) or equivalent. Students from other states and boards need a certificate of eligibility from the Registrar of Bombay University. The duration of this degree course is four years. It also offers a one-year diploma course, the eligibility for which is SSC or equivalent.

  • Faculty of Fine Art,
    M.S. University,
    Baroda,
    Gujarat.

    The basic requirement for BFA here is HSE with English, or equivalent examination. There also is a one-year diploma course, the eligibility for which is 10th standard.

  • College of Art,
    24, Tilak Marg,
    New Delhi.

    The basic requirement for BFA is 10+2 or equivalent.

  • Kala Bhavan,
    Viswa Bharti,
    Shanti Niketan,
    West Bengal.

    It also offers diploma courses like Graphic Art and Design, a five-year part-time course for 10+2 students with aptitude. And a two-year certificate course in Design, the eligibility for which is class X and 16 years of age.

  • Government College of Arts and Craft,
    28, J.L. Nehru Marg,
    Calcutta

  • College of Art,
    Sector 10-C, Chandigarh

  • Goa College of Art,
    Altinho,
    Panaji,
    Goa

  • College of Arts and Craft,
    Lucknow

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