Advertising world has led to the emergence of many new roles within the advertising profession. In the new edge of ad world, advertising goes beyond its conventional approach. For the non-conventional and conventional advertising approach, Industry requires well groomed people who can develop innovative and creative new idea. 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 copywriting department and art department. Copywriting department works on text for the ad and themes for campaign. Art department visualizes the campaign.
Copywriter writes down the entire written words of a campaign. Making a story boards (Layout of Ad) on paper for Television ad and in case of Radio ad they prepare theme and jingle. 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 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 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 training and development of students, 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 firm. But the job profile in Ad firm may vary as the size and/or nature of business vary in Advertising firm. Let us understand the different types of advertising agencies, which are discussed in the following way:
A full service agency is one that 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 and etc.
In this case, agency is working particular for either one industry or 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 as global agencies such as JWT, TBWA, Greyworld wide, and Saatchi &Saatchi and so on.
This kind of agency provides services which is the creation and execution of advertisement 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 member o r they are busy.
This kind of agency provides services to other ad agency to buy a space on media especially on Radio and Television time. Purchasing media time has become very complex in current scenario. This kind of agency has specialized by niche in purchasing media time and space and also can save time and money of 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 discount on that.
Some companies are having their own ad department who produces an ad of the company exclusively. To reduce cost and maintain control over work is an added advantage of this kind of agency. Mainly Large organization always have in-house agency and if necessary they may go out for “freshness” or “unique idea” for their campaign and advertisement.
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.
Author:Ms. Puja Vora
M.B.A. (Marketing), Faculty
Print media are lightweight, portable, disposable publications printed on paper and circulated as physical copies in forms we call books, newspapers, magazines and newsletters. They hold informative and entertaining content that is of general or special interest. They are published either once or daily, weekly, biweekly, monthly, bimonthly or quarterly. Print Media is the oldest form of media. But even today it is growing from strength to strength. Around 4000 small, medium and large newspapers and magazines across the county are registered with the Registrar of Newspapers every year. This indicates that it is a growing sector where employment opportunities are increasing with each passing day. Most of the young aspirants who want to enter the print media prefer reporting, but newspapers and magazines also seek young talent as photographers, artists, editors, computer experts, librarians, and cartoonists. Students who have writing ability, graphics or photo skills, curiosity and deter →
63rd Filmfare Awards ceremony, presented by the Filmfare Magazine, honored the best Hindi language Indian films of 2017. The ceremony was held on 20 January 2018 at the NSCI Dome in Worli, Mumbai. Winner of the 63rd Jio Filmfare Awards 2018 Best Film Hindi Medium Critics' Award for Best Film Newton Best Actor In A Leading Role (Female) Vidya Balan for Tumhari Sulu Best Actor In A Leading Role (Male) Irrfan Khan for Hindi Medium Critics' Award for Best Actor (Male) Rajkummar Rao for Trapped Critics' Award for Best Actor (Female) Zaira Wasim for Secret Superstar Best Director Ashwiny Iyer Tiwari for Bareilly Ki Barfi Best Debut Director Konkona Sensharma for A Death in the Gunj Best Actor In A Supporting Role (Male) Rajkummar Rao for Bareilly Ki Barfi Best Actor in a Supporting Role (Female) Meher Vij for Secret Superstar Best Dialogue Hitesh Kewalya for Shubh Mangal Saavdhan Best Screenplay Shubhashish Bhutiani for Mukti Bhavan Best Original Story Amit Masurka →
In 2009, an unknown programmer by the name of Satoshi Nakamoto put forward a whitepaper that proposed a creation of new form of digital currency - cryptocurrency. Cryptocurrency functions the same way as regular currencies do in that its used as a means of exchange, unit of account and a store of value. Cryptocurrency, just like other resources, has some demand for it, and subsequently a market price. The significant difference is Bitcoin’s intangibility - there is no bank-issued notes or papers - meaning that rather being used in hand-to-hand transactions, Bitcoins are stored and exchanged digitally within a decentralized, peer-to-peer network. The original Bitcoin software developed by Satoshi Nakamoto was released under the MIT license. Most client software, derived or "from scratch", also use open source licensing. Bitcoin is one of the first successful implementations of a distributed crypto-currency, described in part in 1998 by Wei Dai on the cypherpunks mailing list. Building →
Genetic Modification Genetic modification refers to techniques used to manipulate the genetic composition of an organism by adding specific useful genes. A gene is a sequence of DNA that contains information that determines a particular characteristic/trait. All organisms have DNA (genes). Genes are located in chromosomes. Genes are units of inheritance that are passed from one generation to the next and provide instructions for development and function of the organism. Crops that are developed through genetic modification are referred to as genetically modified (GM) crops, transgenic crops or genetically engineered (GE) crops. Over the last 30 years, the field of genetic engineering has developed rapidly due to the greater understanding of deoxyribonucleic acid (DNA) as the chemical double helix code from which genes are made. The term genetic engineering is used to describe the process by which the genetic makeup of an organism can be altered using “recombinant DNA technology.” This →
If you contribute your content to our site. Please mail us your content to email@example.com