Advertising careers are a dynamic and evolving industry, and
often range from various public relations and marketing
initiatives. Companies, businesses, and organizations work with
advertising representatives to develop campaigns, promotions,
and programs to improve a brand. Media representatives may work
with selling advertising space on radio, television, Internet,
and display advertisings while PR divisions work with firms and
advertising agencies to target a particular niche. An
advertising career is a diverse industry that offers many
opportunities in contemporary media, marketing, and public
relations.
Job Description and Responsibilities of Advertising
School Graduates
Graduates of
advertising school are involved with many different projects
that include marketing, media relations, display advertising,
and public relations. Common responsibilities with an
advertising career include:
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Working with
a team of media professionals
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Coordinating
marketing campaigns
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Conducting
market research and field research
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Identifying
and designing consumer interests
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Developing
strategies to negotiate and evaluate media vehicles
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Managing
client relations and nurturing relationships
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Being
involved with mass communication directives
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Working
advertising agencies and public relations firms
Advertising
careers can evolve into a variety of positions in the media
industry, and may lead to work in a specialized firm
that focuses on a particular market niche. Many companies are
also involved with finding professionals to develop
advertising for them. Ad agencies can offer their services and
establish multiple accounts as a result and sometimes turn to an
advertising school to fill entry-level positions.
Positions and Opportunities with Advertising Careers
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:
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Media Planner
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Media Traffic
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Copywriter/Illustrator
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Creative
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Production
Manager
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Director of
Advertising
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Director of
Public Relations
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Public
Relations Specialist
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Account
Executive
Any positions
involved with direct selling of advertising involve certain
personality traits and characteristics. A career
often starts as an Account Executive, and can then move up
towards a Director or supervising position. These positions are
involved with all advertising and public relations activities
such as planning, coordinating creation, and production. Sales
positions involve meeting with customers, sharing their needs,
and creating and implementing effective campaigns.
Key
Skills Needed for A Successful Advertising Career
A successful career is possible for candidates who
are naturally driven, optimistic, creative, and can handle
multiple projects at a time. People skills are essential because
the work requires understanding what a client needs and making
effective decisions as a result. An advertising school can help
train and develop students to learn skills such as:
Advertising Programs and Courses
An advertising
education can provide the foundation for a long-term, and
successful career in advertising. The programs and
courses are designed to help students gain a firm understanding
of the industry, and apply their knowledge on a variety of
projects and simulations. Programs that focus on the
marketing and sales aspects of the industry help students
understand how to build relationships, nurture their clients,
and develop effective campaigns. Students learn how to work with
copywriting and art departments, as well as develop creative
communications and initiatives of their own.
An advertising
education that focuses on public relations provides students
with a different scope of industry knowledge.
Courses under this division focus on strategic communications,
writing and copywriting, press releases and broadcasting, and
campaign management. Public relations firms often look for
strong students who can demonstrate
critical thinking, strong communication skills, and the ability
to work well under pressure.
A formal
advertising school can help students gain the necessary skills
and knowledge they need for a rewarding career.
Common advertising courses include:
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Copywriting
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Journalism
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Television
News Writing
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Creating
press kits
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Media design
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Public
relations management
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Business
administration
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Advertising
and Economics
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Business Law
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Business
Psychology
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Marketing
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Online
Communications
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Media
relations fundamentals
Students who
pursue an advertising education may decide to pursue an
internship in conjunction with their program.
This provides additional experience and training before
graduating, and can give them some leverage
as they enter the job marketplace. Many
students also participate in the American Advertising Federation
National Advertising Competition. This is offered by a specific
department or sponsor within the advertising school, and offers
students another opportunity to collaborate on a project for
national recognition.
Obtaining an
Advertising Degree Online
An online advertising
degree is a valuable opportunity for students who prefer
a distance program or need a correspondence course format.
Online courses are very similar in structure as offline
campuses in this format, and obtaining a degree
online can prove to be a valuable choice in the long term.
Ensuring that the school meets local and national accreditation
requirements is the first step, but it can be a simple way to
complete an education through a telecommuting
structure. Programs are designed with the distance
criteria in mind, and often involve collaborating on projects
with team members around the country.
Advertising Career Training and Advancement
The majority of advertising career professionals begin after
graduating with a bachelor's degree, with an emphasis on
business and marketing. Many liberal arts students also have an
opportunity to use their creative writing skills to begin in
this industry. Obtaining employment with an advertising firm or
agency is easier with internship experience, and many
students choose to complete this during their
senior year. Assistant account executive positions usually
require a bachelor's degree in marketing or advertising, but
some firms require a master's degree in business administration
instead. Bachelor's degrees are generally not required for
entry-level creative departments. Assistant media planners or
buyers almost always have a bachelor's degree, and may even have
a strong background in statistics. A focus on public relations
requires at least a four-year degree in communications or a
formal public relations advertising programs.
Advertising
School Accreditation
Attending an
accredited advertising school provides value to the education being completed, and the school is
determined to have met specific standards and requirements. The
Accrediting Council on Education in Journalism and Mass
Communications (ACEJMC) is the only independent agency that
grants accreditation to advertising and mass
communications-related programs. In addition to the ACEJMC,
there are six regional accrediting councils throughout the
United States.
Earning Potential and Employment Prospects for Advertising Careers
From media planners to public relations consultants, the field of
advertising is diverse and offers multiple opportunities for
those who are experienced in the field. Careers can
move into research and independent freelance work as well; this
makes an advertising career a very flexible and attractive
opportunity for people who have strong skills in multiple
areas.
Advertising careers offer many attractive positions and are
competitive by nature; employment in the industry is expected to
grow as much as 22% through 2014, with an expected increase for
advertising, public relations, and marketing services throughout
the world. Students who become skilled and
proficient in both online and offline media presentations will
do especially well in this career field. The median hourly wage
for workers in public relations and advertising was $15.83 in
2004. Managers and supervisors made considerably more, while
entry-level and intern positions made much less. Related
occupations include:
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Artists
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Promotions managers
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Market and survey researchers
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Editors
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Television and motion picture camera operators
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Public relations specialists
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