The advertising world has led to the emergence of many new roles within the advertising profession. In the new edge of the ad world, advertising goes beyond its conventional approach. For the non-conventional and conventional advertising approach, the Industry requires well-groomed people who can develop innovative and creative new ideas. Flexibility and competence is must for the industry as the Ad World is highly creative as well as dynamic.
Advertising careers are diverse and can run across a variety of departments, offering positions in the fields of creative departments, production, media, and research. The ultimate goal is to meet the client’s goals of increasing sales as much as possible. Public relations services are often involved with businesses, governments, and institutions and can help them make effective decisions. Students of an advertising school may choose to pursue a career as a:
Media Planners help ad agencies choose the best outlet or medium to reach the customer they want. They plan, schedule, book, and purchase space in the print media (newspapers, magazines) or outdoors (billboards, kiosks, and bus panels) and time (TV &radio, internet). The media planning exercise may also involve conducting some targeted brand or need-specific research to assess recall and viewership/readership of a campaign. They must be good with numbers but also skilled negotiators. They will be working with budgets and responsible for spending their client’s money wisely.
The Research department tries to measure the effectiveness of the ad campaign. It is research that provides the media planner and creative a scientific and measurable basis to sharp-focus their strategy. These professionals are from a variety of disciplines but share a common comfort level with mathematical or statistical modeling, sampling techniques, and psychographics. Job titles include public opinion researcher, research supervisor, project director, associate research director, research director, and executive research director.
The Creative department designs and conceptualizes the advertisement. This consists of the copywriting department and art department. The copywriting department works on text for the ad and themes for the campaign. The art department visualizes the campaign.
Copywriter writes down the entire written words of a campaign. Making storyboards (Layout of Ad) on paper for Television ads and in the case of Radio ads they prepare themes and jingles. A person will be responsible for entire texts/words which are used in Advertisements.
This is a senior-level position in the Servicing Department. It involves evolving the overall strategic plan including the budget, selecting the right media, and zeroing in on the communication message after interacting with the client and internally with the creative team, the media planning department, and if necessary, the market research agency. The various elements of the communication package are integrated into a logical whole in the context of the brand and its desired positioning in the market.
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 a client’s product or service i.e. the media and their cost-effectiveness. Account executives should also have an idea about market research and target audiences. The career ladder of position titles in account services is assistant account executive, account executive, senior account executive, and accounts supervisor or accounts manager.
The Visualizers work on the visual concepts and decide how the ad shall eventually look. They do the overall layout of the message including graphics, sketching, etc. Visualizers must be artistic.
A successful advertising career is possible for candidates who are naturally driven, optimistic, creative, and can handle multiple projects at a time. Human skills are essential because the work requires understanding what a client needs and making effective decisions as a result. An advertising school/Institute can help in the training and development of students, and professionals to learn skills such as:
In the first part of this article, you can get an idea about various job profiles, especially in Advertising firms. However, the job profile in an Ad firm may vary as the size and/or nature of the business vary in an Advertising firm. Let us understand the different types of advertising agencies, which are discussed in the following way:
A full-service agency provides a range of marketing services i.e. copywriting, creative writing, hiring and purchasing Media time, Actors and producers for ad making, Account manager, Finance manager, media researcher, etc.
In this case, the agency is working for either one industry or a particular function.
For Example for Industry:
For example for Function:
Some agencies also clarify their specialization in terms of location such as SS+K is a U.S. Agency. Some agencies are considered global agencies such as JWT, TBWA, Grey Worldwide, Saatchi & Saatchi, and so on.
This kind of agency provides services which is the creation and execution of advertisements to give or make an ad creative. Full-service agencies often hire services through subcontracting such kind of agency when they do not want full-time staff members or they are busy.
This kind of agency provides services to other ad agencies to buy a space in media, especially on Radio and Television time. Purchasing media time has become very complex in the current scenario. This kind of agency has specialized by niche in purchasing media time and space and also can save time and money for their client by negotiating with the company. Because this kind of agency especially working in the area of media buying. They purchase space in quantity and can get a discount on that.
Some companies have their own ad department that produces an ad for the company exclusively. Reducing costs and maintaining control over work is an added advantage of this kind of agency. Mainly Large organizations always have in-house agencies and if necessary they may go out for “freshness” or “unique ideas” for their campaign and advertisements.
The advertising industry is very complex, and many different types of skilled people are required to create a successful campaign. Career possibilities abound for people who are artistic by nature, good at writing, creative, imaginative, and more so over-analytical.
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