The document provides information about advertising and careers in the advertising industry. It discusses: 1) What advertising is and the various mediums it uses like television, radio, newspapers, magazines, billboards, and online. 2) The different types of advertising like television, radio, online, print, billboard, mobile billboard, in-store, coffee cup, street, and aerial advertising. 3) Career opportunities in the advertising industry like media planner, creative roles, production manager, public relations specialist, and the skills needed to succeed in these roles.

1. Advertisement
Sector
[Type the document subtitle]

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Advertising is how a company encourages people to buy their products, services or ideas. An
advertisement(or"ad"forshort)isanythingthatdrawsgoodattentiontowardsthesethings.It is usually
designedbyanidentified sponsor, and performed through a varietyof media. Ads appear on television
aswell asradio,newspapers,magazinesand as billboards instreets and cities. Theytryto get people to
buytheir products, byshowing them the good rather thanbad of their products.
Advertisersinfluenceouridentitybymakingadverts.Manypeopleagree that theyinfluence our identity
and theyhave a hugeimpactonour life. Theyinfluence our identity byusing things such as techniques,
stereotypesandtargetingour audience.Ourpersonalidentityiswhowe are and what things make us up
suchasoccupation,beliefs,personality,selfesteem,lifestyle,relationships, friends, howwe lookand what
we wear. Advertisersusetechniquestograbpeople'sattention. For example, to make a burger looktasty
inadvertising,itmaybepaintedwithbrownfoodcolours,sprayedwithwaterproofing to prevent it from
going soggy and sesame seeds maybe super-glued inplace. Advertising canbring newcustomers and
more sales for the business. It canbe expensive but canhelp make a business make more money.
Introduction

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Advertising happens in many different ways. Manyproducts are advertisedon television,althoughnot all channelspermit
advertising.The advertisementsusually appear during breaksbetweena televisionshow. Theyare usuallyfor products, other
televisionshows or moviesand are not normally muchlongerthan 30seconds. Some radio stationshave audio advertisementsthat
play betweenprogrammes.
An advertisement for a movie iscalleda trailer.It shows a short collectionofclipsfrom the movie,and shows the date it willbe
releasedin cinemas.
Advertising also takesplace on websites.These mayappear as "banner ads" or "popups". Theyare often
stillimagesor flash animations. The owner of the website willgetmoneywhenauserclicksonthe advertisement.Sometimestheywill
get apercentage ofthe moneyif theybuya product.
Billboards advertise productson citystreets.These maysimply be freestanding billboards or may be part of street furniture such as a
bus shelter.Busesand taxisare often coveredinadverts, while budget airlinessometimesallowadvertising inside theirplanes. Adverts
also appear in newspapers, magazinesand sports programmes. Many stadiums have advertsset around them.Sports teams,
tournaments, televisionprogrammes and public eventssometimeshave sponsors.
As wellas thisadvertise is toshow something off or tellit topeople ona national scale. The typesof advertising are as follows :-
 Televisionadvertising / Music in advertising
In2014, a studyconductedover7yearsfoundthatthetelevisioncommercialisstill themosteffectivemass-market
advertisingformat. Thestudy'sfindingsstatedthatforevery£1(GBP)investedin TVadvertising,itreturned£1.79. Thisis
reflectedby thehigh pricestelevisionnetworkschargeforcommercial airtimeduringpopularevents.Theannual Super
Bowlfootball gamein theUnitedStatesisknownas the mostprominentadvertisingeventontelevision - withanaudience
ofover 108million andstudiesshowingthat50%ofthoseonly tunedinto seetheadvertisements.Theaveragecostofa
singlethirty-secondtelevisionspotduringthisgamereached 5million & a 60-secondspotdoublethatfigurein2014.
Virtualadvertisements maybe insertedintoregularprogrammingthroughcomputergraphics.Itistypicallyinserted into
otherwiseblankbackdrops orusedtoreplacelocalbillboardsthatare notrelevanttothe remotebroadcastaudience. More
controversially,virtualbillboardsmaybe insertedintothebackground wherenoneexist inreal-life.Thistechniqueis
especiallyusedin televisedsportingevents. Virtualproductplacementisalsopossible.
Types of Advertisement

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Radio advertising
Radio advertisementsarebroadcastasradiowavestotheairfromatransmittertoan antennaandathustoareceiving
device.Airtime ispurchasedfromastationornetworkinexchangeforairingthecommercials.Whileradiohasthe
limitationofbeing restrictedtosound,proponentsofradioadvertisingoftencitethisasanadvantage. Radioisan
expandingmediumthatcanbe foundonair,andalsoonline.
Online advertising
Online advertisingisa formof promotionthatusestheInternet
andWorld Wide Web fortheexpressedpurposeofdelivering
marketingmessagestoattractcustomers.Onlineadsaredelivered
by an adserver.Examplesofonlineadvertisingincludecontextual
adsthatappearon searchengineresultspages,bannerads,inpayperclicktext ads, richmedia ads, Socialnetwork
advertising,onlineclassifiedadvertising,advertisingnetworks ande-mailmarketing,includinge-mailspam.
Press advertising
Pressadvertisingdescribesadvertisinginaprintedmediumsuchasanewspaper,
magazine,ortradejournal.Thisencompasseseverythingfrommediawithavery
broadreadershipbase,suchasamajornationalnewspaperor magazine,tomore
narrowlytargetedmediasuchaslocalnewspapersandtradejournalsonvery
specializedtopics.Aformofpressadvertisingis classifiedadvertising,which
allowsprivateindividualsorcompaniestopurchaseasmall,narrowlytargetedad
foralow feeadvertisingaproductorservice.Anotherformofpressadvertisingis
thedisplayad,whichis alargerad(whichcan includeart)thattypicallyrunin an

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articlesectionofa newspaper.
Billboardadvertising
Billboards arelargestructureslocatedinpublicplaceswhichdisplayadvertisementsto
passingpedestriansand motorists.Mostoften,theyarelocatedonmainroadswithalarge
amountofpassingmotorandpedestriantraffic;however,theycanbeplacedinany
locationwithlargeamountsofviewers,suchasonmasstransitvehiclesandinstations,in
shoppingmallsorofficebuildings,andinstadiums.
The RedEye newspaperadvertisedtoitstargetmarketat NorthAvenueBeach witha
sailboatbillboard on Lake Michigan.
Mobile billboard advertising
Mobile billboards aregenerallyvehicle mounted billboards ordigital
screens.Thesecanbeondedicatedvehiclesbuilt solelyforcarrying
advertisementsalongroutespreselectedbyclients,theycanalsobe
speciallyequippedcargotrucksor,insomecases,largebannersstrewnfromplanes.Thebillboardsareoftenlighted;some
being backlit, andothersemployingspotlights.Somebillboarddisplaysarestatic,whileotherschange;forexample,
continuouslyorperiodicallyrotatingamongasetofadvertisements.Mobiledisplaysareusedforvarioussituationsin
metropolitanareasthroughouttheworld,including:targetadvertising,one-dayandlong-termcampaigns,conventions,
sportingevents,storeopeningsandsimilarpromotionalevents,andbigadvertisementsfromsmallercompanies.
In-store advertising

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In-storeadvertisingisanyadvertisementplacedina retailstore.Itincludesplacementofaproductinvisible locationsina
store,suchasateyelevel, atthe endsofaislesandnearcheckoutcounters(a.k.a.POP –pointofpurchasedisplay),eye-
catchingdisplayspromotingaspecificproduct,andadvertisementsinsuchplacesasshoppingcartsandin-storevideo
displays.
Coffee cup advertising
Coffeecupadvertisingisanyadvertisementplaceduponacoffeecupthatis
distributedoutofanoffice,café,ordrive-throughcoffeeshop.Thisformof
advertisingwasfirstpopularizedinAustralia,andhasbegungrowingin
popularityintheUnitedStates,India,andpartsoftheMiddleEast.
Streetadvertising
Thistypeofadvertisingfirstcameto prominenceintheUK by Street
AdvertisingServicestocreateoutdooradvertisingonstreetfurnitureand
pavements.Workingwithproductssuchas ReverseGraffiti,airdancersand
3D pavementadvertising,forgettingbrandmessagesoutintopublicspaces.
Celebrity Branding
Celebrity Brandingistype ofadvertisingfocusesuponusingcelebritypower,fame,money,popularitytogainrecognition
fortheirproductsandpromotespecificstoresorproducts.
Advertisersoftenadvertisetheirproducts,forexample,when
celebritiessharetheirfavoriteproductsorwearclothesbyspecific
brandsordesigners.Celebritiesareofteninvolvedin advertising
campaigns

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suchastelevisionorprintadvertstoadvertisespecificorgeneralproducts.Theuseofcelebritiestoendorseabrandcan
haveits downsides,however;onemistakebyacelebrity can be detrimentaltothe publicrelations ofa brand.Forexample,
AmitabhBachanwasin ancommercialadofnestlemagi andlatermagi wasbannedin India. Celebritiessuchas Virat
KohlihaveadvertisedformultipleproductsincludingPepsi,Gillete, Toyota.
Aerial advertising
Usingaircraft, balloons orairships tocreateordisplay
advertisingmedia. Skywritingisa notableexample

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Advertising drives economic growth
Inhelpingcompaniessucceed,advertisingplaysakeyrolein a dynamiceconomy.Successfulcompaniescreatemorejobs,
paymoretax andcontributedirectlyto economicgrowth.
Infact,thereisa provenlink between advertisingandeconomicgrowth1
:
o Thereisa positivecorrelationbetweentheratesofinvestmentinadvertisingandGDPgrowthinmajormarkets.
o Businesssectorswiththehighestratesofinvestmentinadvertisingarethosewherecompetition,arecognized
driverofgrowth,isliveliest.
o Countrieswhererelativelylittleis investedin advertisingarealsothosewhereeconomicgrowthisweakest.
Theadvertisingindustryitselfalsocontributesinabig way toeconomicgrowth.At6.4% in2007, thecommunications
industrywasthethird-fastestgrowingsectoroftheUSeconomy–farabovethe2.2% growthfortheeconomyasawhole2
.

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Career Scope in Advertising Industry
Advertising world has led to the emergence of many new roles within the advertising profession. In the new edge of ad
world, advertising goes beyond its conventional approach. For the non-conventional and conventional advertising
approach, Industry requires well groomed people who can develop innovative and creative new idea. Flexibility and
competence is must for the industry as the Ad World is highly creative as well as dynamic.
Advertising careers are diverse and can run across a variety of departments, offering positions in the fields of creative
departments,production,media,andresearch.Theultimategoalistomeettheclient’sgoalsof increasingsalesasmuch 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:
 Advertising Media Planner
 Media Researcher
 Creative Department
 Copywriter/Illustrator
 Account Planning
 Production Manager
 Director of Advertising
 Director of Public Relations
 Public Relations Specialist
 Artists

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Key Skills Needed For A Successful Advertising Career
A successful advertising career is possible for candidates who are naturally driven, optimistic, creative, and can handle
multipleprojectsat a time. Human skills are essential because the work requires understanding what a client needs and
making effectivedecisions as a result. An advertising school/Institute can help in training and development of students,
professionals to learn skills such as:
 Strong communications
 Creativity Competitiveness
 Working under stress and pressure
 Presentation management
 Persuasiveness
 Confidence
 Being a team player
 Learning effective online communications
 Highly flexible
Structure of an Organization
In the first part of this article, you can get an idea about various job profiles especially in Advertising firm. But the job
profileinAd firmmay vary asthesize and/ornatureofbusinessvaryin Advertisingfirm. Let us understand the different
types of advertising agencies, which are discussed in the following way:

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 Full Service Agencies
 Specialty Services
 Creative Services
 Media Buying Agency
 In-house Agency
(Innovative Advertising Agency )
IAA companyhasbeena newemergingadvertisingagency,we areanestablishedandpopularcompany
withanexcellentteam. Wewillnevercompromiseonthequalitiesandserviceprovidedtothecustomer.
Webelieveinkeeping thecustomershappyandprovidingthemwiththebestandinnovative
advertisement.Wehaveanexcellentstaffwho willguideyou withtheirbestideasbykeepinginconstant
touchwithyourcompanyand informationaboutthemarkettrends
Pleasefeelfree tokeep intouchwithusabout anyof yourbusinessrelatedrequirementorquerieswe
wouldlike tooffer you servicetoyourcompany.

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How we Promote ?
In store
BillBoard MobileBillBoard
Howwe
Promote ?

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Aerial Ads
Why Us
?
LOCATION BASED ADS

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IAA’s platformShelfislocationbased,hencegivingthelocalbusinessesanabilitytorunadsinstoresat
locationsoftheirchoice
ZERO INVESTMENT
For anyadvertiser,thereisnoneedto spendinexpensivehardware.Ourflexiblemodelallowsforpayas
you go model
Sources Of
Recruitment
1.Campus Recruitment
2.Job Portals

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3. Social Recruitment
How And Whom we
Recruit?
Advertising Media Planner
Job Description

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Job summary
Media Planners help ad agencies choose the best outlet or medium to reach the customer they want.
They plan schedule, book and purchase space in the print media (newspapers, magazines) or
outdoors (billboards, kiosks and bus panels) and time (TV &radio, internet). The media planning
exercise may also involve conducting some targeted brand or need-specific research to assess recall
and viewership/readership of a campaign. They must be good with numbers but also skilled
negotiators. They will be working with budgets and responsible for spending their client’s money
wisely.
Job duties
 Producing financial and media plans and forecasts
 Undertaking relevant research
 Analysing and interpreting data
Working condition
They work closely with agency accounts staff, ensuring that campaign ideas, strategies and
objectives are converted into tangible tasks. Contact with clients and colleagues are a key feature of
the job.
Job Specification
Qualifications and training required
Any degree discipline is acceptable, although journalism, psychology, business studies,
communications, media studies, marketing or management qualifications can be helpful.
A good appreciation of what working within advertising involves is helpful and relevant paid or
voluntary work experience is desirable. A small number of agencies offer vacation placements.
Key skills for media planners
 Confidence
 The ability to cope with pressure
 Effective organisational abilities
 Enthusiasm
 Determination and perseverance
 Good interpersonal and communication skills
 Commercial awareness
How advertising media planner is recruited ?
4. Personal Interview
5. Communication test
6. Negotiation test
Art director

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Job Description
Job Location
 cinema and television;
 internet (digital/viral marketing);
 posters
 press
 radio
Job Summary
Advertising art directors, often known as 'creatives', produce innovative ideas for the visual elements
of advertising campaigns in all kinds of media,
Job duties
An art director usually works alongside a copywriter to form a 'creative team'. Traditionally, the
copywriter produces the words to go with the visuals created by the art director. These roles are now
becoming more blurred and it is likely that both will have an input into the visual and written content of
the advertising campaign.
Working Condition
The advertising art director works on the campaign from the outset and manages details about the
client, product, target audience and required advertising message, which helps to shape the
advertising campaign.
Job specification
QUALIFICATIONS
The qualifications for Art Director are:
• A minimum of an associates (2 year) degree in advertising, communication design, or visual arts. A
bachelor (4 year) degree is preferred.
• Must possess exceptional computer skills. Thorough knowledge of the following software
applications is required, Quark X-press, Adobe Illustrator, scanning software, Adobe Photoshop, and
any widely utilized word processing application.
JOB RESPONSIBILITIES
Art Direction/Graphic Design
• personally work on the graphic development of at least one product.
• Interact with Copywriters to develop creative concepts and executions of assigned product(s).
• Provide accurate time and cost estimates for each tactic.
• Perform miscellaneous tasks, as directed by Creative Director.
• Assist in making presentations to client.

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• Provide detailed direction to designers.
SKILLS REQUIRED:
• Mastered composition techniques (multiple elements and interactive pieces) in producing polished
final pieces (i.e., attention to detail, good knife).
• Comprehensive computer photo-retouching and image development skills.
• Demonstrated complete understanding of:
• Color theory and color relationships.
• Print production process, knowledge of production techniques, and correct disking procedures.
• Photography and the photographic process.
• Demonstrated ability to:
• Communicate thorough knowledge of assigned product(s).
• Provide effective direction at photo shoots.
• Effectively check and approve work on press.
• Effectively collect electronic materials for output.
• Effectively handle multiple assignments at one time.
• Manage challenging situations both internally and with the client.
• Command respect of freelancers and designers and be able to effectively oversee their work.
How advertising Art Director is recruited?
a. Personal Interview
b. Art test
c. Computer test ( Photoshop )
Copywriter/Illustrator
Job description
Job summary
Copywriter writes down the entire written words of a campaign. Making a story boards (Layout of Ad)
on paper for Television ad and in case of Radio ad they prepare theme and jingle. Person will be
responsible for entire texts/words which are used in Advertisements.
Working Condition
Advertising copywriters generally work alongside an art director within the creative department of an
advertising, media or full-service agency. They work with client briefs to conceive, develop and
produce effective advertising campaigns.
Duties
The art director deals mainly with the visual images of the advertising campaign while the copywriter
provides the verbal or written ‘copy’. This may include creating slogans, catchphrases, messages and
straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as
well as scripts for radio jingles and TV commercials.

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Copywriters also work with media planners/buyers and the production department to fully develop the
advertising campaign.
Job Specification
Skills
An advertising creative copywriter/director should:
Be highly creative and imaginative, and curious about clients' products or services
Be skilled in writing clear, concise and grammatically correct copy
Understand the different language styles that appeal to various target markets
Have excellent interpersonal and communication skills
Work well in a team and with a range of creative people
Be able to work under pressure and manage workloads effectively
Be highly self-motivated and well organised
be able to see other people's points of view and take on board feedback
Work within strict budgets
Training
Initial training is likely to be in-house guidance frommore experienced colleagues and
learning on the job. Attending external courses and seminars is usually encouraged.
Some agencies may require entrants to take the IPA Foundation Certificate, which is an online
learning course culminating in a two-hour exam. This is designed to give an overview of
advertising and the specific roles within the industry.
All people employed in this field will be expected to keep up-to-date with industry trends and
standards by reading relevant publications.
How advertising Copy writer is recruited?
a. Personal Interview
b. Skill test
Accountsexecutive
Job Description
Job summary
An Accounts executive who works in the client servicing department takes care of all the monitory
dealings. He should know the most effective way to advertise client’s product or service i.e. the media
and their cost effectiveness. Account executives should also have an idea about market research and
target audiences. The career ladder of position titles in account services is assistant account
executive, account executive, senior account executive, and accounts supervisor or accounts
manager.
Job Location
You will be office-based but will also travel to meet clients.

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Job Specification
Skills
 Creativity and organization
 Strong interpersonal skills
 Excellent leadership abilities
 Analytical, decision-making and management skills
 Ability to develop lasting professional relationships with clients
 Strong speaking skills
Qualifications
Individuals looking to begin a career in this field need to have at least a bachelor's degree in business
administration, advertising, journalism or marketing.
Some larger companies may prefer that an applicant graduate with a Master of Business
Administration (MBA). No certifications or licensing are required to work as an account executive.
How accounts executive is recruited?
a. Personal Interview
b. Aptitude test
c. Logical reasoning test

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Advertisingcaninjectnewlifeintoa maturingbrand,Advertisementsencouragebuyerstopurchase
productsadvertised.
As longas marketersneedideastobuildtheirbrands,theyaregoingtoneedAdvertisingAgencies.
1. RecruitmentandSelection(bmssemester3)
2. www.aaaa.org
3. www.wikipedia.com
4. www.business.qld