Advertising(Webster dictionary definition).The action of calling something to the attention of the public especially by paid announcements. In Latin, ad vertere means “to turn toward”.
Advertising career although has a creative element, it also requires strong verbal and written communication skills beside the much required people skills. Advertising is an integral part of marketing and sales.
There are roles adjacent to advertising that require writing skills such as public relations sales literature etc.
Advertising is a vast field with many roles such as advertising manager, promotions manager, creative director, public relations manager etc.
Education and Skills:
Entry into advertising usually require Bachelor’s degree in Advertising, Marketing, Graphics, Web Development, Communications, English or related fields (BA/BS).
Marketing courses such as consumer behavior and promotions also help. Digital Communicationsand Social Media (e.g. Facebook, YouTube, Twitter, Pinterest, Instagram) are playing a big role in new age advertising.
Entry level professionals tend to start their careers with advertising agencies. If you’re looking to switch careers to advertising from some other field, be prepared to start from square one.
This career path often requires people to work their way up from bottom. Some advertisers or marketers are also required to travel regularly to meet with clients or customers.
Typical Day In The Life of a Professional – DILO:
Context For DILO:
|9:00am – 10:00 am||Review meeting with department heads to discuss the contract pipeline, upcoming campaigns and pricing strategy for agency’s products.|
|10:00am – 11:00am||Meeting with internal team to plan the upcoming advertising campaign in various media including TV, Radio, Billboards, Internet, Print media etc. Inspect layouts for the new campaign.|
|11:00am – 12:00 pm||Negotiate an advertising contract with a new client and clear the finer details.|
|1:00pm – 3:00pm||Meeting with the client at the customer site to present the layouts for the upcoming ad campaign in different media.|
|3:00pm – 4:00pm||Interview a candidate applying for creative director role.|
|4:00pm – 5:00pm||Run the weekly meeting with the junior members and review their activities and guide them on the upcoming tasks.|
Typical Career Ladder:
|Certification||Description||Career Level||Certifying Body|
|Certified Advertising Specialist||The PPAI Professional Development Certification Program Certified Advertising Specialist (CAS) Certification is a PPAI industry credential awarded to promotional products professionals with at least three years of promotional products industry experience, and who have met rigorous educational course and testing requirements—demonstrating exemplary commitment to their profession. Professionals who have earned their CAS provide the highest standard of conduct and integrity.||Presently serving in a position with a promotional products company||CAS|
|Certified Communications Project Manager Program||CCPM is for project and account managers interested in strengthening their skills in managing integrated production projects. CCPM offers a way to extend existing PM competencies into a leadership capability. CCPM is a unique applied project management approach reflecting the intricacies of production in the communications industry||Project Managers||ICA|
|Digital Ad Operations Certification||Digital media moves fast. Clients expect you to understand their needs, and advertising jobs require that you stay on your top game to succeed. You can build client credibility, increase your salary potential, and enhance your career credentials with IAB’s Digital Media Certification.||This is the only professional certification created specifically for digital media sales||IAB|
|AdWords Certification||The Google AdWords certification exams are designed to test your knowledge of Google advertising best practices, and are required to earn an AdWords certification or advanced certification.||For Advertising agency|
Associations and Groups:
|TV, News Paper, Billboards, Internet and Radio.||Mainstream tools to reach mass consumer base.||WordStream|
|Telemarketing, online chat discussions, word of mouth publicity, trade shows, YouTube etc.||Targeting the consumers in a specific category.||Telemarketing|
|Photoshop||To create visual ads.||Photoshop|
|Repetition||Familiarity leads to likeability and hence advertisers try to get at least on an average 3 views from their target consumer.|
|Claims||By making specific claims about the product/service features, advertises inform and educate their potential buyers.|
|Association||By associating a product or a service with some other familiar subject, advertises draw attention to similar traits. Sporting goods companies tend to use successful sports starts in their campaigns.|
|Promotions||Coupons, discount offers etc. are also a form of advertising to lure new buyers to try their product.|