CAREER : ADVERTISING


Essentially a service industry, the main aim of advertising is the communication of information and ideas to and on behalf of others.

Advertising involves designing a message to promote a product a service, or an idea. It is intended to attract, modify, change and influence public opinion. From the individuals to the big business houses, all need to advertise.

It involves the use of various mediums of communication like the newspapers, magazines, posters, neon and fluorescent signboards, billboards, commercials on TV, Internet, laser shows and inflated highrise objects.

Advertising styles vary. Specialist products and services are often advertised through trade magazines and exhibitions. These days mail-shots, handbill circulation and special offers have come in vogue. Advertising through the electronic medium is fast gaining popularity. Other ways of advertising include window displays, display on telephone directories, transit signs on buses, lamp posters, banners, etc.

The art of advertising uses a variety of techniques to create effective advertisements. An advertisement should have a basic appeal. Slogans and product characters are created to catch the attention of the viewers. Great advertisements merge factual information with emotional appeal.

An advertising project has three major components - The business or organization which wishes to advertise, the media which provide the medium for advertising and the Ad-agency which creates the ad for the firm.

 

Job Description

The Advertising Agency is the link between the client who wishes to advertise and the media where the ad is to appear. A lot of expertise and various skills are required in the preparation of an ad - from identifying the client's needs and the purpose of the ad , the identification of media, to the creative inputs and catch phrases. Their major operational departments are :

MBA graduates are preferred for posts in the client servicing department. At trainee level however, a BA degree in economics with statistics can be accommodated. A working knowledge of design, printing and video production is always an asset.

Client Servicing Department : This department is responsible for liasing between the client and the ad agency. Each client's contract is referred to as an 'account'. The personnel meet and understand the client's needs and ad requirements. They channel the information clearly to the other deparments involved. are responsible for controlling the campaign budgets, oversee research, creative planning and production inputs. They also keep the clients informed about the progress of their work and ensure that time schedules are met.

 

CAREER LEVELS : Client Servicing


Trainee Executive. Learns on the job and is usually entrusted only with inter-department coordination of simple jobs.
Accounts Executive. Assists in the handling of one or more accounts and reports on the progress of the work.
Senior Accounts Executive. Responsible for one or more accounts. Work includes liaising with clients and making presentations on behalf of the agency.
Accounts Supervisor. Keeps track of both planning and handling aspects of accounts, draws up and controls campaign budgets and oversees two or more executives.
Group Manager. Overall in charge of a group of accounts.
Accounts Director. Head of client servicing department. Responsible for all agency accounts as well as for bringing in additional business.

 

 

 

 

 

 

 

 

Creative Department : This department is responsible for conceptualising and designing the advertisements. There are two major divisions of this task - copy writing and art.

Employees in the copy writing department are usually at least BA graduates with a good all round education and a flair for writing. A general awareness of current affairs and social trends is necessary. Command over more than one language is an advantage.

Creative talent is the main requirement of the art department. Employees here are generally from art schools and design institutes.

Copy Writing : Working on the basis of the client's requirements, the target audience and media channels, this department evolves a theme for the campaign and provides slogans, promotional literature and detailed text for catalogues, brochures and leaflets. It can also involve scripts for television and film commercial advertisements.

Art : This department is responsible for the visual effect of a campaign - layouts and graphics for advertisements, displays, story boards, packaging, mastheads, symbols and logo. The department works at two levels:

Visualising: This takes care of the overall 'look' of the campaign. Designs are worked out in the form of rough sketches, considering the size and type of lettering, visual to text ratio, style of graphics, photography andcolours.

Studio: Here the rough sketches are converted into finished layouts, story boards, artworks and slides. The studio also keeps stock of the art materials purchased by the agency.

 

CAREER LEVELS : Copy Writing


Trainee Copywriter. Learns on the job. Entrusted mainly with proof-reading and some writing.
Junior Copywriter. Works on headlines, slogans and text for smaller jobs. Helps with proof-reading and editing and campaign development.
Senior Copywriter. Works on full campaigns, evolves the theme and text for advertisements and coordinates with the art department.
Chief Copywriter. Assigns work within the department and undertakes major campaigns.
Creative Director. Responsible for the agency's total creative output.

CAREER LEVELS : Art Dept. - Visual


Trainee Visualiser. Learns on the job. Assists with sketching and coordination with the studio.
JuniorVisualiser. Works on individual advertisements and other materials under supervision.
SeniorVisualiser. Responsible for assigning work within the department. Works on the conceptual aspects of a campaign.
Art Director. Is head of department. Responsible for overall visual aspects of all agency work.

CAREER LEVELS : Art Dept. - Studio


Finishing Artist. Works in the studio on the technical aspects of campaign material such as finished layouts, artworks etc.
Studio Manager. Takes care of studio administration such as keeping stock of art material, assigning jobs to finishing artists and ensuring that time schedules are met.

 

 

 

 

 

 

 

 

Media Department : The main responsibility of this department is the proper positioning of an advertisement in the press, radio or television, or on a display space. Keeping in mind the segment at which the communication is directed, the media department identifies the appropriate media, locations or time-slots for advertisements.

 

CAREER LEVELS : Media Dept.


Media Trainee. Learns on the job and is usually entrusted with simple jobs.
Media Executive. Entrusted with the placement of advertisements in the right media keeping the target audiece in mind.
Media Planner. Responsible for creating a detailed plan on the right use of the proper media in a cost effective manner.
Media Buyer. Is responsible for buying advertising time/space for the agency's client.

 

 

 

 

 

 

 

 

Production Department : The production department is responsible for the final look of the advertisement for release in newspapers, magazines, posters, billboards, radio and TV. The production people need to know all about typography, printing, photography, use of material etc., as well as production of ads for commercial slots on TV. Ad agencies often coordinate with independent production units and freelancers because of the diversity of the work involved. Research Department : Research has to do with the collection of data, information about the consumers, the market, and existing competition. The ad story that is worked out is based on this market research. These people have to be good in statistics, with some background in psychology or behavioural sciences.

Prospects

Career opportunities in advertising include placements in :

Remuneration

Renumertion is attractive with a lot of perquisites in established top agencies. Monthly salaries range from approximately Rs. 2,000/- for a trainee to more than Rs. 30,000/- at the top.

Aptitude

In general, those in the advertising field should have :

Those in the creative department should be :

Those in media operations should have :

Related Careers

Entry & Eligibility

For entry as a trainee, candidates must have the requisite qualifications for the department they wish to join (See the textboxes in "The Job" section for the elgibility criteria for different departments). They have to take a written aptitude test and a personal interview related to the nature work they will be doing. Once selected, the trainees have to spend some time in each depatment to gain an overall experiance of agency functioning before they join the one of their choice. Training periods vary from four to ten months depending on the agency and department.

If a candidate has the necessary qualifications and experience, he/she can apply directly for a post in the relevent department, provided.

Study/Training

Training is usually gained on the job as a trainee or probationer.

Some institutions conduct specialist courses in advertising - often linked with mass communication, sales and marketing or public relations. Most of these are post-graduate training programmes.

Some institutions award post-graduation diplomas. Academic programme courses generally include an overview of communications with an introduction to research methods; an understanding of marketing issues; financial and creative aspects of advertising; public relations; media planning and some technical training in graphics and production. Some offer students the opportunity to work in real life environment by placing them with an advertising agency or related organisation for a short period.

Where to apply in India :

ANDHRA PRADESH

HYDERABAD

GOVERNMENT COLLEGE FOR WOMEN

B.A. in Advertising, Sales Promotion and Sales Management

NIZAM COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

SECUNDERABAD

LOYOLA ACADEMY COLLEGE

B.A. in Advertising, Sales Promotion and Sales ManagementASSAM JORHAT

J.B. COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management
BIHAR GAYA

GAYA COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

PATNA

PATNA WOMEN'S COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

CHANDIGARH

CHANDIGARH

G.G.D.S.D. COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

HARYANA

GURGAON

N.B. GURBACHAN SINGH MEMORIAL COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

KARNATAKA

BAGALKOT

B.V.V. BASAVESHWAR COMMERCE COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

KERALA

COCHIN

SCHOOL OF COMMUNICATION AND MANAGEMENT STUDIES

P.G. Diploma in Advertising

TRICHUR

KERALA VERMA COLLEGE

B.A. in Advertising, Sales Promotion and Sales ManagementMADHYA PRADESH GWALIOR

M.L.B. ARTS AND COMMERCE (AUTONOMOUS) COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

JABALPUR

GOVERNMENT (AUTONOMOUS) M.K.B. ARTS AND COMMERCE COLLEGE FOR WOMEN

B.A. in Advertising, Sales Promotion and Sales Management

GOVERNMENT MAHAKOSHAL ARTS AND COMMERCE (AUTONOMOUS) COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

MAHARASHTRA

AHMEDABAD

VIDYA GAURI

P.G. Diploma in Marketing, Journalism, Business

MUMBAI

ANAND BHAWAN

B.A. in Advertising, Sales Promotion and Sales Management

BHAVAN'S COLLEGE OF COMMUNICATION AND MANAGEMENT

P.G. Diploma in Advertising and Photography

H.R. COLLEGE OF COMMERCE AND ECONOMICS

B.A. in Advertising, Sales Promotion and Sales Management

J.T. LALWANI COLLEGE OF COMMERCE

B.A. in Advertising, Sales Promotion and Sales Management

JAI H. COLLEGE OF ARTS

B.A. in Advertising, Sales Promotion and Sales Management

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

P.G. Diploma in Advertising and Communication

RAJENDRA PRASAD INSTITUTE OF COMMUNICATION AND MANAGEMENT

P.G. Diploma in Advertising

SEMAIYA COLLEGE OF ARTS

B.A. in Advertising, Sales Promotion and Sales Management

SMT. M.M.P. SHAH COLLEGE OF ARTS AND COMMERCE

B.A. in Advertising, Sales Promotion and Sales Management

SOPHIA BKS POLYTECHNIC

P.G. Diploma in Advertising

XAVIER'S INSTITUTE OF COMMUNICATION

P.G. Diploma in Advertising

NASIK

DEPARTMENT OF COMMUNICATION AND JOURNALISM, GOKHALE EDUCATION SOCIETY

B.A. in Advertising, Sales Promotion and Sales Management

MANIPUR

IMPHAL

MANIPUR UNIVERSITY

B.A. in Advertising, Sales Promotion and Sales Management

NATIONAL CAPITAL TERRITORY

NEW DELHI

BHARATIYA VIDHYA BHAVAN

P.G. Diploma in Advertising and Photography

DELHI COLLEGE OF ARTS AND COMMERCE

B.A. in Advertising, Sales Promotion and Sales Management

INDIAN INSTITUTE OF MASS COMMUNICATION

B.A. in Advertising, Sales Promotion and Sales Management

JAMIA MILLIA ISLAMIA

B.A. in Advertising, Sales Promotion and Sales Management

JANAKI DEVI MAHAVIDAYALAYA

B.A. in Advertising, Sales Promotion and Sales Management

KALINDI COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

KAMALA NEHRU COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

VIVEKANANDA COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

RAJASTHAN

KHETRI

VINODINI MAHAVIDYALA

B.A. in Advertising, Sales Promotion and Sales Management

TAMIL NADU

CHENNAI

CHENNAI CHRISTIAN COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

ETHIRAJ COLLEGE FOR WOMEN

B.A. in Advertising, Sales Promotion and Sales Management

COIMBATORE

P.S.G. COLLEGE OF ARTS AND SCIENCE

B.A. in Advertising, Sales Promotion and Sales Management

TIRUVEDAKAM

VIVEKANANDA COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

UTTAR PRADESH

BAREILLY

BAREILLY COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

WEST BENGAL

CALCUTTA

ACAHRYA PRAFULLA CHANDRA COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

GOKHALE MEMORIAL GIRLS COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

COOCH BIHAR

COOCH BEHAR COLLEGE

B.A. in Advertising, Sales Promotion and Sales Management

 

If you have any other query or views to share please do C O N T A C T us

CAREER SESSION

home

Beauty | Mehendi | Recipes | Careers & Jobs | Matrimonials |
| Horoscope | Personal Problems |Sex Education | Doctor Online | |E-Greetings | E-Shopping | Yoga | Destination India | India Virtual Tour | Kids Corner | Baby Names | Jokes | Indian Universities & Colleges | Contests |Weather | News |World Guide | World Time |Currency Convertor

Aboutus | ContactUs |Feedback | Terms ofUse  

Copyright(c) 2000-03 hindustanlink.com. All rights reserved.
Powered By  Web-Link