Monday, June 5, 2023
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Advertising : Job Prospects & Career Options

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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. 

Advertising field offers a range of lucrative, interesting careers. The job in this field is categorised into two, executive and creative. Executive side include Client Servicing, Market Research and Media Research. Creative side consist of copywriters, scriptwriters, visualisers, photographers and typographers.

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 verbalises and visualises the specific need of the client.

As ad films are also a part of film making career options of film are related to this field. 

Executive Department 

Client Servicing - The Client Servicing department is the link between the client and the agency. It is an important part of any advertising firm like what the heart is to the body. This department is responsible for meeting prospective clients and getting business for the company. It involves a study of the client, the product and the market; an analysis of consumer behaviour and marketing; a knowledge of all available media and their cost effectiveness, and a strategic plan to be presented to the client. Those in client servicing must therefore interact with clients, gather information, oversee research where necessary, gauge consumer attitudes and based on this, work along with the various departments of the agency to formulate the most appropriate and effective advertising strategy within the specified budget.

To be an effective client-servicing person, the candidate has to have a thorough knowledge of the client's business and also know his weak points so that, through advertising and communications, the gap can be minimised.

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 clients product or service i.e the media and their cost effectiveness. Account executives should also have an idea about market research and target audiences.

Market Research : Every good ad plans, start with research. This is the department which surveys the market and analyses and studies consumer behavior about a product or service. They are involved with collection of data- information about the consumer, the market, existing competition and so on. The research studies provide basic information to the manufacturer, for planning a new product.

If you are a MBA or hold a degree in statistics/operations research, you can go for market researching jobs.

Media Planning/Research : Responsibility of media planning department starts at the point when the ad is complete. Media Department is responsible for the planning, scheduling, booking and purchase of space and time (in newspapers, magazines, radio and TV, and outdoor hoardings). The media department must therefore devise the most effective use for an advertising budget to effectively and economically transmit a campaign message to the target audience. This department consists of the following:

Media Planners who decide the different media where the ads would be featured in order to get maximum viewership.

Media Buyer has to negotiate to buy space in the Press, or time on electronic media at the best rates for which he has to understand the buying as well as selling trends.

Creative Department : The Creative department designs and conceptualizes the advertisement. This consist of copywriting department and art department. Copywriting department works on text for the ad and themes for campaign. Art department visualises the campaign.

Copywriters : The Copywriter evolves a theme for the campaign and provides the text for advertisements. He is responsible for making the ad look attractive and delivering the message to the point. They work out the campaign slogan, jingles, scripts and promotional literature of the product or service as well as proposals, concept notes and film treatments. They are also expected to edit all textual matter for factual, syntax and typesetting discrepancies before it goes into production. Some times specialists called Typographers are appointed for making the format of textual matter who give advise on fonts, lettering etc.

Copywriters need to have a flair for writing backed up by the knowledge of advertising and oral communication skills, to become successful. They also need to have skill in analysing clients' needs, and research skills for finding out about the products and services they are helping to sell. Problem-solving and time-management skills are important. 

Visualisers : The Visualisers work on the visual concepts and decide how the ad shall eventually look. They do the overall layout of message including graphics, sketching etc. 
Must be artistic. A degree/diploma in commercial arts or fine arts as well as the knowledge of designing software like Photoshop, Pagemaker, Corel Draw etc. are often the required qualifications.

Photographers : Photographers should have an idea about angles and lighting effects. Good technical ability and knowledge of cameras and lenses is essential.

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