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Advertising

Introduction

If you’re wondering how to make a career in advertising, it’s important to understand that advertising is a means of communication with the user of a product or service. Advertising is mostly a paid form of communication, where a party who gives out the information about their products, services, or brand pays money to let their message reach their audience and customers intending to inform and influence them.

Advertisement is always present, even if you are aware of it or not. Every media that has even a slight potential to reach audiences has some form of advertising as a part of it to get the message through. In today’s world, there are a number of media forms like television, radio, print and press which consists of newspapers, journals and magazines, internet, direct selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, sounds and even people who are called endorsements or brand ambassadors.

Advertisement is a tool to create sentiments about the products, service, and the brands in the mind of its consumers. There are multiple brands in the market today who are solely relied on their advertising strategy for their existence in the market.

The advertising sector is made up of the companies or brands that do and pay the advertisement, advertising agencies that create the advertisement, the media through which the advertisement is channeled, and a number of people such as visualisers, copy editors, brand managers, researchers, creative heads, and designers who make it possible for the advertisement to reach its last receiver i.e., the consumer. So, if you’re considering how to make a career in advertising, understanding these aspects is crucial.

Benefits

With the rapid changes in technology, the advertising industry has also shifted itself towards digitalism. More than about 64% of the people claim that they have been influenced by something that they saw online to buy a product or service. About 52% of the products sold online could be traced back to social media sites. Most people spend so much time on the internet that it could be called their second job, and there are a huge number of people online waiting for businesses to reach them. As any business big or small, one first needed to be on social media sites themselves. Social media is a great platform for any business to build brand awareness, Increase leads, and make sales. Online advertising is the process of publishing advertising material on the internet with the help of social media, search engines, websites, and any other program that can be accessed digitally. A large part of the population is on the internet and digital advertising just helps take your business where your customers are.

Scope

Advertising is pervasive by nature and has a huge reach, it is the most important means of promotion mix of marking a company’s products and services. The scope of advertising is very simple and yet effective, it’s Job is to communicate and create awareness about a brand to current as well as potential customers. It helps the brand get its message about new products, services, deals, offers, etc out to the public. Some examples of digital advertising are Google advertising, social media ads, etc.

The following are the scope of advertising

Advertising budget:

The advertising budget is always allocated before any advertising projects and it is done within the bounds of marketing budgets. The amount allocated for advertising budget is always coordinated with the type of advertising the company wants. Also while the budget is being allocated, the resources and other requirements of the organisation are to be kept in mind.

Outlining Deliverables

After the budget is fixed and finalized the marketing plan is projected next. A detailed scope of work that the people need to do in order to make the advertisement is outlined. After this the ad agency develops a resource plan.

Allocating Media

For the creative work, allocating the type of media based on the campaign requirements and previous campaign experience could be very insightful. The different types of media available for the advertisement are television, Radio, print, digital/online, etc.

Advertising strategy

Once everything is allocated and done, the agency can define what kind of audience base the brand has and create a strategy that is according to it. The brand’s audience’s age, demographic, psychological and behavioural factors.

Jobs

Jobs in the advertising agency are diverse and can run across a variety of departments, providing opportunities in various fields of creativity and services.

Divisions

1. Ad sales:

The sale of advertising space in various media forms, such as, internet, television, print and publication, radio, banners, etc is called as Ad Sales.

You can be a professional as a sales agent that specializes in selling or securing advertising for newspaper advertisement, magazines, television, Radio, website, etc. Just as the Companies who hire a salesman who sell physical products, companies that sell ad space for a revenue, hire advertising sales agent to make sure that ad spaces are being used. An advertising sales manager’s primary work is to Identify, prioritize, pursues and closes potential new customers. The profits and revenue plans are ensured to be maximized in current as well as long term. The job description of an advertising sales manager also includes negotiation on behalf of the agency, and to ensure that all opportunities are capitalized on external and internal communication is also done. The tasks of an ad sales manager also includes driving the implementations of consumer plans across multiple products and teams, managing time effectively in order to prospect, grow the consumer base that already exists, follow up on prospective accounts and the administrative junior department responsibilities management.

The role of ad sales manager is also strategic in respect to the ad sales department. For the long term success of the ad sales department, the ad sales manager the business’s ad sales pipeline and develop a strategy of sustainability. The ad sales manager needs to have natural and organic people skills that will help him to establish lasting and meaningful relationships in the market that will help him to lure prospective consumers and retain existing ones in the business, leading to constant achievement of sales targets.

2. Account management:

In an advertising agency, the job of Account manager is to act as a liaison between the clients and the agency. The work of an account manager is to oversee the relationship between the agency and it’s clients by looking over the needs of clients, to see what they are looking to achieve in the short term and long term and can the agency deliver it.

The primary job of an Account manager of an advertising agency is to foster good relationships with clients, Client Account Management, help the sales and marketing team to help them understand what clients want to prepare for a more effective presentation and sales pitch. The account manager is also required to design marketing strategies and media proposals, Monitoring budgets, spending and revenue, and explaining cost factors to clients are also part of the gig, handle client communications and write client reports and communicate client agendas to other staff members.

To be an advertising sales account manager, one has to be a keen observer of trends in the market to create a strategic account management plan. The account manager should know the clients target audience and their likes and dislikes and should possess financial management skills, and being attentive to detail could help in avoiding mistakes while gathering information about the client and their requirements.

3. Scheduling:

Patterns of Advertising timing that are represented plots of a yearly flow chart is called as scheduling. Scheduling directly refers to the patterns of time in which a said advertising will run. Scheduling is important because it helps the message in the advertisement reach the targeted audience of the said advertiser.

Scheduling can be done by three models, Continuity, flighting and pulsing.

In continuity model, the products that are sold throughout the year are advertised. Under flighting model, the advertisement are run for very short period of time and sometimes even close to no advertising at all and is very seasonal. The pulsing model is a mixture of continuity and flighting models, it does heavy advertising during a specific period of the year but continues a low frequency advertising throughout the year.

4. Traffic management:

Advertising traffic manager is responsible for managing the flow of work to ensure that ads are completed on time for publication or broadcast and it is done within the bounds of the budget allocated.

The ad traffic manager works with the Creative teams and the Account manager to ensure that work flows efficiently through the agency from the initial brief to the point where it is released to the media.

A Traffic manager has to coordinate the work of many different people inside as well as outside the agency. The traffic manager works with the Account management team to discuss the work, schedule and budget.

Conclusion

The growth in the marketing and advertising sector is tremendous and this has led to many new job roles in the advertising sector. Advertising sector today has changed a lot from Traditional Advertising And with this the number of job opportunities in advertising sector has also increased and varied. Advertising is the future of competition and the scope of the Advertising Sector is at an all time high.

FAQs

Q1: What is advertising?

A1: Advertising is a paid form of communication used to inform and influence potential customers about products, services, or brands.

Q2: Where can advertisements be found?

A2: Advertisements can be found in various media forms like television, radio, newspapers, journals, magazines, the internet, hoardings, mailers, contests, sponsorships, posters, clothes, events, and sounds.

Q3: What role does advertising play for brands?

A3: Advertising is a tool that creates sentiments about the products, service, and the brands in the mind of its consumers. Many brands rely solely on their advertising strategy for their market existence.

Q4: Who are the key players in the advertising sector?

A4: The advertising sector includes companies or brands that pay for the advertisement, advertising agencies that create the advertisement, and various professionals like visualisers, copy editors, brand managers, researchers, creative heads, and designers.

Q5: How can one make a career in advertising?

A5: Making a career in advertising involves understanding the various aspects of the field, including the different forms of media, the role of advertising in brand promotion, and the various roles within the advertising sector.

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