Advertising

The purpose of advertising is to communicate the benefits of a product or service, that is, to make it known to the general public, or to a specific section of the public. In this way people are made aware of choices available to them as consumers.

If you are not one for dull routine work, you will not find a more stimulating and rewarding career than advertising. In this fastchanging world, advertising opens up several dynamic career path opportunities, in which no two days are ever the same.

What am I going to do in this occupation?

There are three parties concerned in advertising, namely, the production industry or commercial firm (the client), who wishes to advertise its product or service, the advertising agency which launches the advertising campaign on behalf of its client, and thirdly the media (the press, radio, television, cinema), in which the advertisements appear. In an advertising agency the personnel who attend to the "advertising account" of the client, are as follows:


Client service
The client service team forms the link between the agency and the client. Depending on the size of the agency and the size of the account, this could be done by one person or by many people. The contact person is usually called an accounts executive. It is his important duty to present or "sell" the agency's advertising campaign to the client, to explain in detail to the client the advantages of a proposed campaign, and make any necessary changes, because the agency must execute the wishes of the client. The accounts executive must be familiar with the client's products, selling techniques, markets, competitors and advertising policies.

Media management
The media manager, media planners and media buyers have to cover a wide field. They must be conversant with all the possible ways in which to advertise, namely, through the daily and periodical press, television, radio, bus and bus shelter advertising, pamphlets and many more. The advertisements must be exposed to the correct target market/ audience at the most economical cost, while providing the best possible coverage and reach.

Copy-writing
The copy-writers create the words in the advertisements. While a basic ability to write is a fundamental requirement, copy-writing ability is not always inborn. Hard work and good training by skilled copy-writers produce a good copy-writer.

Art direction and graphic design
Art directors have to be people with many exciting ideas. They are responsible for the visual execution. They design the illustrations and lettering of advertisements and must therefore constantly have new original ideas and ingenuity. When the brief is received, art directors and copy-writers work jointly on the basic concept or idea. Most art directors at advertising agencies have been trained in commercial art and have learnt how to combine elements of an advertisement for easy reading, to get the attention of and to appeal to the reader.

Graphic designers in advertising agencies are usually responsible for designing logos, corporate identities, packaging and label design, editorial or magazine design and layout. Computer knowledge is essential. Both art directors and graphic designers should possess some knowledge of the various production processes.

Marketing research
Marketing research allows for the understanding of consumers attitudes, perceptions and behaviour. Research departments differ form agency to agency. In some instances the department actually conducts surveys through its own field force, but more frequently the department's activities are:

» To arrange for the testing of concepts and advertisements that the agency is producing;
» to consult on research requirements;
» to brief research institutions on research products and then implement, oversee and report on the final study;
» to analyse and interpret research data and reports, and
» to conduct desk research from existing sources in the development of advertising plans.

Production
There are two general production areas within an agency, print and electronic production. Print production caters for all forms of advertising in the print media, i.e. newspapers and magazines, as well as in brochures, posters and promotional material. This area is technically orientated and involves reproducing concepts produced by the creative team. Electronic production relates closely to broadcast media, i.e. television and radio.

Requirements

What kind of personality do I need? To be successful in the advertising business you have to be a special kind of person. You will need creativity, intelligence, self-discipline, be hard working, have the ability to cope under stress and have enthusiasm and drive.

Where can I work?

You can work at any advertising agency, inhouse marketing department, production company, design studio, research company or a media owner.

Can I work for myself in this occupation?

If you have the necessary knowledge and experience, you can start your own advertising agency.