Advertising
'To advertise means, to make generally or publicly known; describe publicly with a view to involving sales'. Advertising establishes a link between the customers and the sellers. It involves reaching out to the masses with the help of a message and the aim is to sell a product or a service. The medium of communication are numerous ranging from the newspapers, magazines, road side hoardings to the most popular medium i.e. television or even the radio.
The very term 'Advertising' denotes those activities by which visual or oral messages are addressed to selected public for the purpose of informing and influencing them to buy products or services or to act or to be inclined favourably towards ideas, persons, trademarks or institutions featured.

Growing importance of advertising

Advertising establishes a link between the needs of both the sides i.e. the producer's need to sell and the buyers need of knowledge about the new products and services available in the market, their utility, and which one to choose to get satisfaction. This 'consumer satisfaction' is the sole factor behind all the dissemination of information through different forms of advertising like jingles, ad films etc.
The Indian economy has opened up. Multinational companies have virtually invaded our markets, not only giving us a wider range of products to choose from, but also providing us with numerous job options. With growing literacy, consumer awareness and rapid advances in the electronic media, advertising, though comparatively a young profession, has begun to playa major role in shaping life¬style in the urban metropolitan.

Career prospects

Career wise, there is an excellent scope for growth in this •field. But what is true about the overall competition in the market equally applies to the advertising people. In the past ten years especially, job prospects have widened much further than traditional roles to include a whole array of people, working behind the scenes. The premium on public relations, promotions, research and technical skills is set to rise as the influence of the technological revolution continues to spread.

Personal attributes required

Although special personal characteristics are required for different jobs in the various departments of an advertisement agency, some of the common features include your ability to work hard and work under pressure. Next comes your communication skills, public relations and team spirit. For the creative department, it is your perception or creative skills that matter. In addition, your promptness to grasp the developments taking place in the market and ability to act accordingly would bring rewards.

 

The sheer joy of creating a winning concept, the challenges of influencing the masses, the excitement of delivering against stiff deadlines, the pride and pleasure of teaming up with first class professionals, and the heady feeling that comes with a successful campaign ... all these go to make advertising the thrilling profession it is. Jobs are available in plenty for the talented in this profession, where more than the training, it's the aptitude for advertising and your creativity that matters.

An ideal 'AD' professional must be:

•    Well read and informed
•    Proficient in the language
•    Outgoing with an awareness of the social and cultural environment
•    Hard working, stress resistant and capable of working against deadline pressures, even with factors beyond his/her control
•    Adept at conceptualizing, at thinking naturally, at being off beat, at spotting areas no one else has noticed
•    Expert at interacting with people since the job involves handling people from client tv people in' various departments.

Organizational structure of an Advertising Agency
Organizational structures may vary in different advertising agencies, however the key departments are more or less the same.

Client Servicing - Direct link with the client
The Client Servicing department to an advertising agency, is what the heart is to the body. It interprets the inputs provided by the client with the support of the Creative, Media, Film, Production and Studio team in addition to dealing with the client (the sponsor).
The functions of this department include:
•    A study of the client, the product and the market
•    Analysis of consumer behaviour & market trends
•    Knowledge of all available media, their cost-effectiveness.

Client Servicing is involved from the briefing stage and the concept of the ad campaign right through its completion, including the placements of advertisement in relevant media, print or electronic. Some of the key positions of Client Servicing are as follows.

Account Director is the head of Client Servicing. He works with Account Supervisors and Executives. The primary job of Account Director is to lead the course of new business while supervising the existing accounts. He is also known as Account Planner of the agency. In matters relating to planning and research, he plays a prominent role. He must have a clear understanding of the needs of his clients. The position of an Account Planner is also important as he has to keep a keen eye on the market developments, the trends, buyer's attitude toward the client as well as the competitor's brands.

Another vital position in the agency is that of the Account Supervisor. In the hierarchy, he stands just below the Account Planner. He is the captain of his team of executives and has to work closely with his counterparts in other departments in matters relating to key decisions and planning.

•    discuss with clients and other sources the products to be advertised and obtain relevant information from clients such as product and company details, budget and marketing goals and marketing research;
•    brief other specialists in the agency (such as creative team, media planners and researchers) on client's requirements, to develop the details of a campaign;
•    present draft campaign suggestions to clients along with a summary of the expenditure involved, and negotiate and arrange for modifications if required;
•    supervise and coordinate the work of the relevant production departments so that the campaign develops to meet deadlines and budget requirements;
•    on acceptance of a program, ensure that the advertising is created as planned; liaise with the client throughout the project and deal with problems as they arise; and
•    assist, the client with marketing strategies. (Courtesy: Campus Review lDP Education Australia)

Creative Department

This department writes, directs and illustrates advertising, while coordinating with the other departments of the agency.
It aims towards. attracting attention of the consumer.
The wheels of the Creative Department revolve under the leadership of Creative Director who looks after copy, art and finally production work while the responsibility of writing the core ideas regarding an advertisement lies with the Copy Chief. The Copywriter's job basically involves writing the press scripts for broadcasting.
Personal requirements for the job of a Copywriter include insights into human behaviour, motivational needs and originality with a touch of creativity. They must be able to select relevant facts and dramatise them, write clearly, be able to analyse a situation quickly and possess excellent concentration. In addition, extensive experience, reading, technical ability when writing for film and television, are also helpful.
In general, a Copywriter performs the following tasks:
•    study products or services to decide the main selling features;
•    create ideas for advertising and promotion together with art directors;
•    plan and write headlines and text in such a way as to appeal to the people most likely to buy the product, and submit copy for approval;
•    write advertisements for newspapers, television, radio, cinema screens, billboards, catalogues and displays in shops;
•    write brochures, annual reports, documents, speeches and other sales and promotional material; and
•    discuss theme, style and length of copy with advertisers or management to determine the most suitable approach.
The copy writer creates ideas and writes words that should sell. In the probationary positions, they are known as Junior Copywriters and their basic tasks include proof reading and writing for team projects etc.

You need talent and aptitude

The sheer joy of creating a winning concept, the challenges of influencing the masses, the excitement of delivering against stiff deadlines, the pride and pleasure of teaming up with first class professionals, and the heady feeling that comes with a successful campaign ... all these go to make advertising the thrilling profession it is. Jobs are available in plenty for the talented in this profession, where more than the training, it's the aptitude for advertising and your creativity that matters.

Media Department

This department is responsible for the planning, scheduling, booking and the purchase of space and time (in newspapers, magazines, TV's, outdoor hoardings). The Media Manager usually works with the client servicing department to plan and implement the client's advertising. The department also keeps a check on the quality of reproduction of the advertisement. It is not unusual to see sacks full of newspapers and magazines being sifted everyday for advertisements by this department.
 
Production and Studio

As the names suggest, Production & Studio produce the advertisements, and their members are technical experts on Printing, Typography, Photography and other processes and materials. Television production is also a rapidly expanding field. Agencies usually depend on independent producers for TV commercials, but they are likely to advise on props, costumes, models and scenery.

Administration

This department is normally responsible for making sure that the office runs smoothly - from Accounts ... to that of correct billings, to client, to personnel getting paid on time, to messengers getting the art work and to meet news paper deadlines.

Entry requirements

A diploma or preferably a degree in the relevant field from a reputed institute can make your career prospects brighter. Some of the entry requirements in general are as under:
1.    Clie1lt Servicing: A post graduate diploma or an MBA (preferably) in marketing if you are good enough, you  can even get through with a graduates degree!
2.    Films: Some kind of course in audio visuals.
3.    Studio: Course in commercial art.
4.    Production: Course in printing.
5.    Media: M.B.A., or B.Sc. in Statistics.
6.    Finance: CA., I.C.W.A., M.B.A. (Finance)


Courses in Advertising

Integrated courses in Advertising, Sales Promotion and Sales Management available to students passing 10+2 at the following institutions:
•    Acharya Prafulla Chandra College, 24 Parganas (North), (W.B.)
•    B.V.V. Basaveshwar Commerce College, Bagalkot (Karnataka).
•    Bareilly College, Bareilly (U.P.) (Affiliated to Rohilkhand University).
•    Bharathidasan University, Palakalaiperur, Tiruchirappalli 620024 (T.N.)
•    Chennai Christian College, Chennai (Tamil Nadu) (University of Chennai).
•    Cooch Behar College, Kalighat Road, Cooch (WB) to 10+2.
•    Delhi College of Arts & Commerce, Netaji Nagar, New Delhi.
•    Ethiraj College for Women, Chennai (T.N.) (University of Chennai).
•    Gaya College, Gaya (Bihar) (Affiliated to Magadha University).
•    GGDSD College, Chandigarh (Affiliated to Panjab University).
•    Gokhale Memorial Girls' College, Kolkata (W.B.) (University of Calcutta).
•    Govt. College for Women, Begumpet, Hyderabad (A.P.) (Affiliated to Osmania University).
•    Government Mahakoshal Arts and Commerce, (Autonomous College), Jabalpur (Affiliated to Jiwaji University).
•    HR College of Commerce and Economics, Mumbai (Maha.) (Affiliated to University of Mumbai).
•    JB College, Jorhat, Assam (Affiliated to Dibrugarh University).
•    Jai H. College of Arts & JT Lalwani College of Commerce, Mumbai (Affiliated to University of Mumbai).
•    Jamia Millia Islamia, Jamia Nagar, Mohmmed Ali Jauhar Marg, New Delhi.
•    Janaki Devi Mahavidayalaya, New Delhi (Affiliated to Universitv of  Delhi).
•    Kamala Nehru College, New Delhi (Affiliated to University of Delhi).