Advertising
Introduction:
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 glamours 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 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
Ø 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 specialized
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.
Ø 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.
Job Prospects
& Career Options
Ø 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.
Ø Advertising field
offers a range of lucrative, interesting careers. The job in this field is
categorized into two, executive and creative. Executive side include Client
Servicing, Market Research and Media Research. Creative side consist of
copywriters, scriptwriters, visualizers, photographers and typographers.
Ø 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 verbalizes and visualizes the
specific need of the client.
Ø As ad films are
also a part of film making career options of film are related to this
field.
Ø Executive Department
Ø Client Servicing
Ø Market Research
Ø Media
Planning/Research
Ø Creative
Department
Ø Copywriters
Ø Visualizers
Ø Photographers
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.
Courses:
Ø B.A.
Integrated Courses in Advertising, Sales Promotion and Sales Management.
Ø Certificate Course in Advertising and Communication
Ø Certificate Course in Advertising and Public Relations
Ø Certificate Course in Marketing and Advertising
Ø Diploma in
Advertising
Ø Diploma in
Advertising and Communication Management
Ø Diploma in
Advertising and Marketing
Ø Diploma in Commercial Art And Advertising
Ø M.B.A.
Advertising and Marketing Communications
Ø Post
Graduate Diploma in Advertising
Ø Post
Graduate Diploma in Advertising and Marketing Communication
Ø Post
Graduate Diploma in Advertising Management
Ø Post
Graduate Programme in Advertising, Media and Marketing Communications
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