Advertising

The Basics

The advertising industry is all about crafting and positioning brands to make you want to buy their stuff through catchy messages on mass media. Think about it: the clothes you wear, the cars you drive, the snacks you munch on, and the drinks you sip are all brands. Companies spend billions each year on ads to make their goods or services appealing to the consumer. TV commercials, digital media, radio spots, newspaper ads, promo mailings, and banner ads are everywhere in our daily lives. Ad agencies make sure these ads grab your attention and get you to buy their client’s product or service. These agencies are split into four key areas (each playing a crucial role in launching impactful ad campaigns for their clients): 

• Account management
• Creative (art direction, copywriting, production)
• Market research
• Media

---

Types of Agencies

Full-Service Agency: Provide clients with a wide range of services from ad creation and production to media planning and buying, to strategic development. In the past 10 years, advertising has witnessed considerable consolidation. Most major agencies are now owned by one of six holding companies.

Creative Boutique: Provide a more limited range of services typically focused on ad creation and production. Often these firms are founded by established art directors or copywriters who have chosen to leave the “big” agency world. Clients may seek out these firms for more cutting-edge design, or to try to save money.

Media Agencies: Focus on media planning and buying, which is the management and purchasing of media time and space.

Different roles within Advertising include:

Advertising roles typically require a mix of creativity, communication skills, and a basic understanding of marketing principles. Internships and networking can also be valuable for securing an entry-level position in the advertising industry. Examples of entry-level positions:

• Account Coordinator
• Junior Copywriter
• Media Planner/Buyer
• Social Media Coordinator
• Graphic Designer
• Marketing Assistant
• Production Assistant
• Research Analyst
• SEO Analyst
• Public Relations Assistant

Why Advertising?

• Impact and Connection: Advertising professionals play a vital role in shaping brand perception and connecting organizations with their audiences, contributing to brand growth and meaningful engagement.
• Career Growth and Innovation: The advertising field offers dynamic career paths with opportunities for advancement into leadership roles and specialization in rapidly evolving areas. Continuous learning and adapting to new technologies and trends are key to career progression.
• Strong Industry Presence and Influence: Advertising is a significant industry across numerous sectors, providing various opportunities and the chance to influence consumer behavior and cultural trends.
• Making a Difference: Advertising can be a powerful tool for communication, raising awareness, and driving positive change by strategically conveying important messages and values.

---

Preparation

• Relevant Academic Background: While your major does not determine your career path, a variety of skills can provide a strong foundation for advertising.
  • Creativity
  • Communication
  • Collaboration
  • Strategic Thinking
  • Design Skills
  • Digital Literacy
  • Analytical Skills
  • Problem-Solving
  • Project Management
  • Knowledge of Popular Culture/News/Media
  • Research Skills
• Gaining Experience:
  • Internships: Advertising, marketing, or communications internships offer invaluable hands-on experience in agencies, in-house marketing departments, or related organizations.
  • Student Organizations: Explore relevant student groups like the Marketing & Advertising Club. These can provide opportunities for collaborative projects and networking.
  • Part-Time Jobs: Roles in customer service, social media management, content creation, or sales can help develop valuable communication, interpersonal, and organizational skills relevant to advertising.
  • Volunteer Opportunities: To gain practical experience, consider volunteering with organizations that need help with their marketing, social media, or outreach efforts.