Advertising
Advertising is the tool for informing and influencing the general public to purchase products or services through visual or oral messages.
The basic idea of advertising is to create awareness in the minds of potential customers.Some of the normally used media for advertising are: TV, radio, websites, newspapers, magazines, bill-boards, hoardings etc.
With the globalization of Indian economy along with the arrival of more and more MNCs to India, a lucrative career option for professional proficient in advertising & marketing of products has surely surfaced in a big way.
Eligibility & skill-sets
Educational Qualification: Eligibility for most of the advertising postgraduate courses is generally a graduation degree in any discipline with a minimum of 50 percent marks. Admission to most of these courses is based on an entrance exam and/or interview. Some colleges also offer BA courses in advertising, for which they require students who have cleared class 10+2.
Skills: Most agencies employ 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. While in the creative department, a general BA with a command of the language of communication plus knowledge of designing packages like Photoshop, coral draw or fine arts is the prerequisite.
Personal attributes: To be successful in this field, one must have traits like creativity and flair for writing and ability to interpret ideas into a visual format are required. Those engaged in market and media research should have an analytical and logical mind. Those in creative field should possess creative abilities to make the ad appealing to the masses.
Job Propectus
A career in advertising fetches attractive remuneration. Fresh graduates can start with a salary of Rs. 9,000 - 15,000 per month. While those with MBAs and professional training in advertising can get salaries ranging from 15,000 to 20,000 per month. Salary of a successful advertising person you can be around 30,000 to 50,000 per month depending on the ad agency
Career roles
Advertising field offers a range of lucrative, interesting careers. The job in this field is categorized into two broad divisions, executive and creative. Executive side comprises of Client Servicing, Market Research and Media Research while creative side consists of copywriters, scriptwriters, visualisers, photographers and typographers. Besides, a professional can always take up freelancingtoo.The executive department realizes 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 and visualize the specific needs of the client.
Media Planning/Research
Media Department is in charge for the planning, scheduling, booking and purchase of space and time (in newspapers, magazines, radio and TV, and outdoor hoardings).
This department consists of the following:
Media Planners who choose the different media where the ads would be featured to get maximum viewership. Media Buyer also carries out the bargain process to buy space in the Press, or time on electronic media at the best rates.
Creative Department: The Creative department designs and conceptualizes the advertisement. This consists of copywriting department and art department. While copywriting department works on text for the ad and themes, art department visualizes the campaign.
Copywriters: The Copywriter develops a theme for the campaign and provides the text for ads. He is responsible for delivering the message to the masses. They formulate the campaign slogan, jingles, scripts and promotional literature of the product or service. They are also responsible for editing all textual matter and making them free of all factual, syntax and typesetting discrepancies.
Visualisers: The Visualisers are responsible to make a decision how the ad shall finally look. They execute the overall layout of message including graphics, sketching etc.
For making a mark as a visualiser, one should have a degree/diploma in commercial arts or fine arts and the knowledge of designing software like Photoshop, PageMaker, and Corel Draw etc. are often handy qualifications.
Photographers: Photographers, besides possessing good technical ability and knowledge of cameras must also have an idea about angles and lighting effects
