Career Development Center

Description of the Field

Advertising can be divided into planning, production, creative concepts, media, market research, account services, and financial management.  he creative department conceives a campaign, develops graphics, writes copy, and works with production to produce an ad or commercial.  The media department develops a marketing strategy for the targeted audience, negotiates and buys air time, online or print space, and outdoor (billboard) space.  he market research department studies consumer perceptions and preferences, and account executives communicate with the client and make client presentations (sales pitches.)  The financial management team handles billing, payroll, information systems and general office management.

Deadlines, emergencies, and overtime characterize advertising.  There is little job security. If the agency loses an account, the account staff and some of the media buyers and creative staff could receive termination notices.  Advertising is regarded as a glamour business characterized by expense accounts, celebrity endorsements, and high fashion spreads. International opportunities abound in the global marketplace.  Skills acquired in this industry are transportable anywhere in the world.

Career Paths and Entry Salaries

While starting salaries may be higher at the larger agencies, smaller agencies may provide the best opportunities for exposure to all aspects of agency work.  In 1996, the salary range in advertising extended from $27,000 to $133,000 with a median annual salary of $46,000 and entry level salaries in the $20,000 range.  Bachelor's degrees are required while statistics background or Ph.Ds are helpful in marketing research.

Students can gain valuable credentials working for a campus newspaper, television or radio station, or through an internship with a market research firm, telemarketer or ad agency.  Some Advertising Clubs promote internships with ad agency members in their city.  In addition, the American Association of Advertising Agencies or Association of National Advertisers may have information on internships.

Advancement in an agency is achieved in getting assigned to a more prestigious or national account.  You may need to relocate to a larger city since the largest clients and largest U.S. agencies are in either Chicago or New York.

Demand

The advertising industry is greatly affected by overall business conditions.  Competition is keen.  Some of the growing segments include advertising on the internet, on cable television, and in international advertising where commercials are produced for foreign broadcast.  Some advertisers use one agency for national identity commercials and one or more specialty agencies to reach ethnic audiences within a large metropolitan area.

Once workers have some experience in a product or an industry, they may be in demand because of their expertise; however, in an economic downturn for that product, they may find themselves looking for another job.

Qualifications Necessary to Enter the Field

More important than the qualifications to enter the field are the qualities needed to be successful.  The ability to stay calm, to weather panic and creative outbursts, and to meet deadlines are definite assets.  Presentation, writing and editing skills, and business skills are valued.  Communications skills are vital.

Challenges to the Profession

The internet has changed the industry in vast ways. Reading, viewing, and listening patterns have also altered the ways people consume advertising. Additional changes will call for new ways to sell the client's message.

Sample Group of Employers

New York, Chicago, Detroit, Los Angeles, Atlanta, Dallas, and Houston are some of the cities with the largest advertising agencies.  Look to the internet, media buying services, radio and television stations, casting agencies, commercial production houses, market research firms, and pollsters to find leads.

Resources for Additional Information

The Advertising Council www.adcouncil.org/
Advertising Red Book www.redbooks.com/  
Adweek www.adweek.com/  
American Advertising Federation www.aaf.org/
American Association of Advertising Agencies www.aaaa.org/ 
Association of National Advertisers www.ana.net/