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Advertising

Definition:

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:

This is a fictitious calendar and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with. This may differ from organization to organization and context.

Context For DILO:

Advertising managers coordinate the work of art directors, sales agents and financial staff members. Context: An advertising manager working for an ad agency managing the release of an ad campaign for a big client and overseeing new contracts.

DILO Calendar:

Time Activity
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:

Advertising_CareerLadder.jpg

Certifications:

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 Google

Associations and Groups:

Association Description More Info
AAAA American Association of Advertising Agencies AAAA
IAA International Advertising Association IAA
IAB Interactive Advertising Bureau IAB
DMA The Direct Marketing Association DMA
WFA World Federation of Advertisers WFA

Advertising Tools:

Tool Purpose More info
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

Advertising Methods:

Method Description
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.

Advertising Experts:

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