Careers in Advertising
is the means of informing as well as influencing the general public to buy
products or services through visual or oral messages. A product or service is
advertised to create an awareness in the minds of potential buyers. Some of the
commonly used media for advertising are T.V., radio, websites, newspapers,
magazines, bill-boards, hoardings etc. As a result of economic liberalization
and the changing social trends advertising industry has shown rapid growth in
the last decade.
Advertising is one of the aspects of mass communication. Advertising is actually
brand-building through effective communication and is essentially a service
industry. It helps to create demand, promote marketing system and boost economic
growth. Thus advertising forms the basis of marketing.
Advertising plays a significant role in today's highly competitive world. A
career in advertisement is quite glamourous and at the same time challenging
with more and more agencies opening up every day. Whether it's brands,
companies, personalities or even voluntary or religious organizations, all of
them use some form of advertising in order to be able to communicate with the
target audience. The salary structure in advertising is quite high and if you
have the knack for it one can reach the top. It is an ideal profession for a
creative individual who can handle work-pressure.
Today, new areas are emerging within advertising like event management, image
management, internet marketing etc. Event management wherein events are
marketed, Image management wherein a a particular profile of an individual or an
organisation is projected. Internet marketing has also brought about a lot of
changes in advertising as Internet means that one is catering to a select group
of audience rather than a mass audience.
Eligibility & Course Areas
Educational: Most advertising agencies
recruit candidates with a formal management or advertising/mass communication
qualification. Preference is given for MBA's for posts in the market research,
client servicing and media planning departments.
In the creative department, on the other hand, a general BA
with a command of the language of communication plus knowledge of designing
packages like Photoshop, coral draw or fine arts is the requirement.
There are also specialised courses in advertising/mass
communication at diploma level and post graduate level for which basic
qualification is graduation. However, advertising is also offered as a subject
for the graduate degree course in mass communication studies at certain
institutions for which minimum qualification is 10+2. In addition there are also
certificate courses for which 10+2 is enough.
Personal attributes: Basic qualities like
creativity and flair for writing or ability to translate ideas into a visual
format are required for making a successful career in this field. They should
have insight into the interests of people from all walks of life, ability to
work as part of team, mental and physical toughness to be able to withstand high
pressure and criticism, must be sociable and have calm temperament. Market and
media researchers should have an analytical and logical brain. Those in creative
field should possess artistic abilities to make the ad appealing to the masses.
Career opportunities in advertising include openings in
private advertising agencies; advertising department in private or public sector
companies; in advertising sections of newspapers, journals, magazines;
commercial section of radio or television; market research organisations etc.
One can also do freelancing.
Advertising field offers a range of lucrative, interesting
careers. The job in this field is categorised into two, executive and creative.
Executive side include Client Servicing, Market Research and Media Research.
Creative side consist of copywriters, scriptwriters, visualisers, photographers
The executive department understand client needs, find new
business and retain existing business, selects the appropriate media, analyses
timing and placement of advertisements and negotiate the financial aspects of
the deal. Creative department creates the advertisement copy. They verbalises
and visualises the specific need of the client.
As ad films are also a part of film making career options of
film are related to this field.
The Client Servicing department is the link between the
client and the agency. It is an important part of any advertising firm like what
the heart is to the body. This department is responsible for meeting prospective
clients and getting business for the company. It involves a study of the client,
the product and the market; an analysis of consumer behaviour and marketing; a
knowledge of all available media and their cost effectiveness, and a strategic
plan to be presented to the client. Those in client servicing must therefore
interact with clients, gather information, oversee research where necessary,
gauge consumer attitudes and based on this, work along with the various
departments of the agency to formulate the most appropriate and effective
advertising strategy within the specified budget.
To be an effective client-servicing person, the candidate
has to have a thorough knowledge of the client's business and also know his weak
points so that, through advertising and communications, the gap can be minimised.
An accounts executive who works in the client servicing
department takes care of all the monitory dealings. He should know the most
effective way to advertise clients product or service i.e the media and their
cost effectiveness. Account executives should also have an idea about market
research and target audiences.
Every good ad plans, start with research. This is the
department which surveys the market and analyses and studies consumer behavior
about a product or service. They are involved with collection of data-
information about the consumer, the market, existing competition and so on. The
research studies provide basic information to the manufacturer, for planning a
If you are a MBA or hold a degree in statistics/operations
research, you can go for market researching jobs.
Responsibility of media planning department starts at the
point when the ad is complete. Media Department is responsible for the planning,
scheduling, booking and purchase of space and time (in newspapers, magazines,
radio and TV, and outdoor hoardings). 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. This department consists of
Media Planners who decide the different media where the ads
would be featured in order to get maximum viewership.
Media Buyer has to negotiate to buy space in the Press, or
time on electronic media at the best rates for which he has to understand the
buying as well as selling trends.
The Creative department designs and conceptualizes the
advertisement. This consist of copywriting department and art department.
Copywriting department works on text for the ad and themes for campaign. Art
department visualises the campaign.
The Copywriter evolves a theme for the campaign and provides
the text for advertisements. He is responsible for making the ad look attractive
and delivering the message to the point. They work out the campaign slogan,
jingles, scripts and promotional literature of the product or service as well as
proposals, concept notes and film treatments. They are also expected to edit all
textual matter for factual, syntax and typesetting discrepancies before it goes
into production. Some times specialists called Typographers are appointed for
making the format of textual matter who give advise on fonts, lettering etc.
Copywriters need to have a flair for writing backed up by
the knowledge of advertising and oral communication skills, to become
successful. They also need to have skill in analysing clients' needs, and
research skills for finding out about the products and services they are helping
to sell. Problem-solving and time-management skills are important.
The Visualisers work on the visual concepts and decide how
the ad shall eventually look. They do the overall layout of message including
graphics, sketching etc.
Must be artistic. A degree/diploma in commercial arts or
fine arts as well as the knowledge of designing software like Photoshop,
Pagemaker, Corel Draw etc. are often the required qualifications.
Photographers should have an idea about angles and lighting
effects. Good technical ability and knowledge of cameras and lenses is
Job positions and earnings in an agency vary with its size
and turnover. Accredited agencies have a large set up while small agencies may
have just a handful of employees looking after all the various jobs. The
earnings range from 7,000 for production mangers to 8,000 for copy writers up to
35,000 for General Managers plus perks.