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Advertising and publicity are the means of informing
as well as influencing the general public to buy products or services
through visual or oral messages. A product or service is advertised to
create awareness in the minds of potential buyers. Some of the commonly
used media for advertising and publicity are T.V., radio, websites,
newspapers, magazines, bill-boards, hoardings etc. As a result of
economic liberalization and the changing social trends advertising and
publicity industry has shown rapid growth in the last decade.
Advertising and publicity is one of
the aspects of mass communication. Advertising and publicity is
actually brand-building exercises through effective communication and
is essentially a service industry. It helps to create demand, promote
marketing system and boost economic growth. Thus advertising and
publicity forms the basis of marketing.
Advertising and publicity plays a
significant role in today’s highly competitive world. A career in
dvertisement/publicity is quite glamorous and at the same time
challenging with more and more agencies opening up every day. Whether
its brands, companies, personalities or even voluntary or religious
organizations, all of them use some form of advertising or publicity in
order to be able to communicate with the target audience. The salary
structure in advertising and publicity sector is quite high and if you
have the knack for it one can reach the top. It is an ideal profession
for a creative individual who can handle work-pressure.
The Scope
According to the Job Statistics, over
2,50,000 people are presently working in the advertising and publicity
industry. This number is expected to grow due to two important trends.
First is the mega merger among advertising/publicity agencies. This
trend has been fueled by agencies’ desire to increase market share by
offering more services such as sophisticated market research, media
buying, and in-house production facilities to the clients. The second
trend has been spurred by an increase in international businesses and
global marketing. Advertising and publicity agencies are moving quickly
to set-up international subsidiaries to assist clients who have gone
global.
So, today, the advertising and
publicity industry has a more stable environment but a highly
competitive market. The job projections for the year 2011-2012 suggest a
growth of over 30% for marketing research analysts, advertising
managers, and visual artists. Nevertheless, employers will continue to
be highly selective. The most motivated, energetic, well-organized
candidates with top-notch analytic and communication skills will land
the best jobs.
Where to Study and the Eligibility
Most advertising and publicity
agencies recruit candidates with a formal management or
advertising/mass communication qualification. Preference is given for
MBA’s for posts in the market research, client servicing and media
planning departments. In the creative department, on the other hand, a
graduate with a command of the language of communication plus knowledge
of designing packages like Photoshop, coral draw or fine arts is the
requirement.
There are also specialized courses in advertising/mass communication at diploma and post-graduation level for which the basic qualification is graduation. However, advertising is also offered as a subject for the graduate degree course in mass communication studies at certain institutions for which minimum qualification is 10+2. In addition there are also certificate courses for which 10+2 is enough.
There are also specialized courses in advertising/mass communication at diploma and post-graduation level for which the basic qualification is graduation. However, advertising is also offered as a subject for the graduate degree course in mass communication studies at certain institutions for which minimum qualification is 10+2. In addition there are also certificate courses for which 10+2 is enough.
Basic qualities like creativity and
flair for writing or ability to translate ideas into a visual format
are required for making a successful career in this field. The aspirant
should have an insight into the interests of people from all walks of
life, ability to work as part of team, mental and physical toughness to
be able to withstand high pressure and criticism, must be sociable and
have calm temperament. Market and media researchers should have an
analytical and logical brain. Those in creative field should possess
artistic abilities to make the advertisements appealing to the masses.
The list* of Indian Universities/Media institutes
offering a Post-Graduate degree/diploma course in Advertising are as
follows:
| S. No. | Name of the University/Institute | Course Offered |
| 1 | Indian Institute of Mass Communication, New Delhi. | P.G. Diploma in Advertising & PR |
| 2 | Makhanlal Chaturvedi National University of Journalism, Bhopal. | M.A. in Advertising and Marketing Management |
| 3 | Annamalai University, Tamil Nadu | P.G. Diploma in Advertising & PR |
| 4 | Madurai Kamraj University, Tamil Nadu | Master of Advertising & PR |
| 5 | Punjabi University, Patiala | P.G. Diploma in Advertising & PR |
| 6 | Mudra Institute of Communication, Ahmedabad | P.G. Diploma in Advertising and Certificate courses in Advertising |
| 7 | Sri Venkateswara University, Tirupati | Master of Science in Advertising |
| 8 | Guru Jambheshwar University, Hisar | M.A. in Advertising |
| 9 | Bharatiya Vidya Bhawan, New Delhi | P.G. Diploma in Advertising |
| 10 | Lucknow University, Lucknow | P.G. Diploma in Advertising & PR |
Job Prospects & Career Options
Career opportunities in advertising include openings in advertising and publicity agencies; advertising department in private or public sector companies; in advertising sections of newspapers, journals, magazines; commercial section of radio and television; market research organizations etc. One can also do freelancing.
Career opportunities in advertising include openings in advertising and publicity agencies; advertising department in private or public sector companies; in advertising sections of newspapers, journals, magazines; commercial section of radio and television; market research organizations etc. One can also do freelancing.
Advertising field offers a range of
lucrative, interesting careers. The job in this field is categorized
into two broad areas, Executive and Creative.
Executive side includes Client Servicing, Market Research and Media
Research. Creative side consists of copywriters, scriptwriters,
visualizers, photographers and typographers.
- Executive Department
The Executive Department understands
client needs, finds new business and retains 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 verbalize and
visualize the specific need of the client.
A. 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; 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 on the basis of all these informations work with the various departments of the advertising agency to formulate the most appropriate and effective advertising strategy within the specified budget.
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; 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 on the basis of all these informations work with the various departments of the advertising 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 gaps could be minimized.
An Accounts Executive who works in
the client servicing department takes care of all the monitory
dealings. He/she 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.
B. Market Research
Every good advertising plan, start with research. This is the department which surveys the market, analyses consumer behaviour about a product or service. The research people in an advertising agency are involved with collection of data- information about the consumer, the market, and existing competition and so on. The research studies provide basic information to the manufacturer, for planning a new product.
Every good advertising plan, start with research. This is the department which surveys the market, analyses consumer behaviour about a product or service. The research people in an advertising agency are involved with collection of data- information about the consumer, the market, and existing competition and so on. The research studies provide basic information to the manufacturer, for planning a new product.
If you are a graduate in Business Management or
hold a degree in Statistics/Operations Research, you can go for market
researching jobs in advertising and publicity industry.
C. Media Planning & Buying
Responsibility of media planning
department in an advertising and publicity agency starts at the point
when the advertisement 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:
i. Media Planners: The people who decide the different media where the advertisements would be featured in order to get maximum viewership.
ii. Media Buyer: The people who have to negotiate to buy space in the Press, or time on electronic media at the best rates for which he/she has to understand the buying as well as the latest selling trends.
ii. Media Buyer: The people who have to negotiate to buy space in the Press, or time on electronic media at the best rates for which he/she has to understand the buying as well as the latest selling trends.
2. Creative Department
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.
A. Copywriters
The Copywriter evolves a theme for the campaign and provides the text for the advertisements. He/she is responsible for making the advertisements look attractive and delivering the message to the point. Copywriters 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 the production. In some agencies, specialists called Typographers are appointed for making the format of textual matter, the fonts, lettering etc.
The Copywriter evolves a theme for the campaign and provides the text for the advertisements. He/she is responsible for making the advertisements look attractive and delivering the message to the point. Copywriters 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 the production. In some agencies, specialists called Typographers are appointed for making the format of textual matter, the 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 analyzing 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.
B. Visualizers
The Visualizers work on the visual
concepts and decides how the advertisement shall eventually look. They
do the overall layout of message including graphics, sketching etc. To
be a visualizer, one must be artistic. A degree or diploma in Applied
Arts or Fine Arts as well as the knowledge of designing software like
Photoshop, Illustrator, Free Hand and Corel Draw etc. are often the
required qualifications.
C. Photographers
To work in an advertising/publicity agency, the Photographers should have an idea about different shot angles, composition and lighting effects. Good technical ability and knowledge of advance camera techniques and lenses are essential.
To work in an advertising/publicity agency, the Photographers should have an idea about different shot angles, composition and lighting effects. Good technical ability and knowledge of advance camera techniques and lenses are essential.
Remuneration
Job positions and earnings in an
advertising and publicity agency vary with its size and turnover.
Accredited agencies have a large set up while small agencies may have
just a handful of employees looking after all the various jobs. The
earnings range from Rs. 10,000 to 25,000 at initial level. Advertising
people having a good deal of experience and creativity could earn more
than any other profession.
The author is Research Scientist in Anwar Jamal
Kidwai Mass Communication Research Centre, Jamia Millia Islamia, New
Delhi-110025, e-mail: nairdevcom@yahoo.co.in;, pradeep.mcrc@jmi.ac.in
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