The document provides an overview of the media industries and advertising industry in particular. It discusses various job roles in advertising like copywriters, photographers, art directors, and account managers. It also covers topics like recruitment, qualifications needed, freelancing, and funding options for advertising professionals. The managing team in media companies is important as they oversee projects and allocate work, ensuring efficient collaboration between departments. Networking is key for finding employment in the competitive advertising sector.

1. The Media Industries.
LearningAim, A
Daniel Parushev
I’mgoingto focus onthe advertisementindustry.
The advertisementindustrywhichislargelycompromisedof whatare knownas advertisement
agencies.Thisisthe wayto describe acompanywiththe mainrole is implementingmarketing
conceptsfortheirclientsonlarge scales.Weirather,theyworkasstandalone orasa group,they
traditionallyplatformsof tvandradioprintand posters.Havinganoverall managerleaderforeach
sectionensure the agencyrunssmoothlywithexcellentcommunication. One jobrole inthe
advertisingindustrywouldbe Accounting/financial,thesepeople oftenmonitorthe flow of moneyin
and outof the company,communicationwithclients.Withoutthese peoplethe companywouldnot
be able to track the flowof moneythatcome inand out.
The job roles
AdvertisingCopywriterthe Copywritersare responsible forthe linguisticcontentof adverts.They
workacross a range of mediaand formats,interpretingaccountbriefstocomplete advertorial
contentsuchas slogans,catchphrases,tweetsandscriptsfortv and/radioadverts.
AdvertisingPhotographerAnadvertisingphotographerworkswithanadvertisingfirmtoutilizeeye
catchingphotographsinmarketingcampaigns.Dependingonthe campaign,you’ll photograph
models,products,buildings,orplaces.
Art Director art directorsare responsible forthe overall visual aspectsof anadvertising ormedia
campaignand coordinate the workof the
CopyAssociate A copyCentre associate worksina copy centre where theyprintandscan documents
for clients.Theyprepare projectsforprintinganddocumentsforscanning.Theyalsoschedule
printingjobsandidentifyequipmenttobe usedbasedonsize andcomplexity.
WebDesignerWebdesignersplan,create adcode internetsitesandwebpagesmanyof which
combine textwithsoundpicturesgraphicsandvideoclips.A webdesignerisresponsible forcreating
the designandlayoutof websitesorwebpages.Itand can meanworkinga brand-new websiteor
updatinganalreadyexitingsite.
ProducerThe produceris responsible fortakingthe agreedcreativeideaandbringingthe clients,
wishestolife onairand or on screensandotherchannels.Thisrole requiresstrongTV/filmskills.
Productionartist A productionartistsassistteamsinthe productionof graphicmaterial,packaging,
displayandadvertisingprojects,andmore.Theymaycollaborate withgraphicdesigners.Toformat
artworks,ensure printqualitystandardsare metandwill oftenprocessandorganize files.
AssistantMediaPlannerThisrole isall aboutidentifyingwhichmediaplatformswillbestadvertise
your client’sbrandorproductiontoitstarget audience.Youwill be expectedtoworkwithin
advertisingagenciesormediaplanningandbuyingagencies,withthe aimof maximisingthe impact
of advertisingcampaignsthrougharange of mediaplatforms.
Brand Manager Brand managersare responsibleformakingsure thatbrandingisconsistentacross
advertisingandcampaigns.Brandmanagersworktoensure thatbrand remainsrecognisable,upto

2. date and excitingtocustomers. Brandmanagersplanwaysto promote andchange the public
perceptionof brands.
Contacts of employment
Elementsof marketing,advertisingandPRexistinmostbusinessesandacrossall sectors.Employees
helpclientstoconnectwiththeiraudiences,promotingbrands,productsandsendingmessages
usinga range of techniques.Marketingisthe overall process,whileadvertisingandPRare both
individualsub-components.
You could choose to work in
 account management and customer support
 advertising
 affiliate marketing
 brand management
 campaign metrics and research
 communications and public relations (PR)
 community involvement
 content marketing
 copywriting
 database management and analysis
 direct marketing
 display advertising
 distribution
 email marketing
 event management
 market research
 media planning
 mobile marketing
 product pricing
 public affairs
 sales promotion
 sales strategy
 search engine marketing (SEM) and pay-per-click (PPC)
 search engine optimisation (SEO)
 social media
 web design and development.
The industry is broadly divided into those who work in-house for an organisation and those
who work for an agency. The latter are appointed to provide specific services to paying
clients. However, just under a quarter of marketing professionals work on a freelance basis.
Those working in advertising will almost always work for agencies, while those working in PR
are often employed by larger organisations.

3. Traditionally most jobs were found in London although MediaCityUK in Salford being home to
the BBC, ITV and many specialist agencies has meant that the North West is well represented
as a regional creative hub.
Finding employment opportunities
A good way to get yourself out there and show people what you’ve done before is the create
a showreel because showreel is a good way of showing what you have done before it counts
as a online portfolio you can include your social media into the showreel. However, the
showreel could be made as a website so you can have a showreel as a website version which
allows you to show your employees everything you have done so far. You can also show them
that you can do networking by putting your business card and social media. However, if you
choose the website version you can embed your cv in there so everything is nice and
organised this will also catch the employee’s eyes when they are looking tru your skills.
Interview techniques
Interviewingisacomplicationsituationthathasmanyintricacies,itcanbe shorteneddowntoa few
importantrulestoremember.Firstly,alwaysdressthe part.Yourinterviewerwill likelyseemultiple
people thatday,itsimportantyourfirstimpressionispositiveandmemorable,itcanmake or break
thisinterview.Because thisindustryisbothbusinessandcreative,smartcasual wouldbe the best
style of outfit.Clothesthatare office appropriateandlookprofessional,butunique enoughtoshow
youare a creative individualisticperson.Advertisingprofessionalsshouldbe able toinnovate,your
outfitneedstoshowthat.Secondly,yourinterview technique will show youremployerjusthow
professionalyouare.Youneedtoshowinterpersonal skills, communicate clearly,constantlyand
effectivelytoyouremployersotheyknow youwill be able toworkinan advertisingagencythatruns
on collaboration.
Increasingjobopportunities
In advertisingthereare varietyof differenteducational andtrainingrouteswill make youmore
employable,itdoesnothoweverdependonthe specificjobrole youwantas well.Forexample,if
youwant to be a creative writerora directoror designeryoumaywishtoreceive aneducationin
advertisingdesignpublicrelationscommunicationormarketing.All thesesubjectswillmake you
more employableinthese jobrolesbecauseyouwill be exposedtothe variousmediasectors,
includingadvertisingyouwill learntoidentifyandtargetan audience asswell asthe mediawell as
the medialawsandpractical designskillsforproduction.However,youcouldstudymediaincollege
and geta degree tooatthese certainsectorsand gainknowledgeandpractical experience.
Afteryouhave gainedsome experience andeducationinadvertising,itisimportanttoshow
continuingprofessional development.Thissectorisconstantlyevolving,andthismeansthatisyour
possible employermightorwill wanttoknow how youhave done it.Afteryouhave made progress
inyour skillsetitisimportantyouupdate saidinformationonyourcvportfolioand websites.

4. Professional Behaviour.
Once you have finallyobtainedyouremploymentinthisindustry,itisimportantyouhave the e right
behaviourtomaintainit.Professionalismisthe wayyouremployerwill expectyoutoconduct
yourself inthe workplace theywantareliable employee thatwill show uptoworkon time and
dressedsmartand readyto getthe work done.Afterworkinginthisindustryforanextendedperiod
afteryour education,youmayfindyourselflessskilledatcertainareas.Itis importantfora
professional,especiallyacreative,tomaintaintheirskillsevenafteralongtime intheirjob.
Advertisingemployeesneedawide skillset,sothere isnoshame inneedingtodosome freelancing
workor takinga shorttrainingcourse to remindyourselfof askill.Takingtime outsideof yourwork
to practice your skillswouldbothmaintainyourskillsetandensure youstill have apassionforthat
jobrole.Thiswill ensure yourworkistothe higheststandard.
Whyis the managing team important?
The managingteamis one of the mostimportantrolesinthe mediaandfilmjobsbecause withouta
managingteamyouare limitedonalot of things.Example you will notbe able tofindouthow much
it will perhapsearnafterlaunchof the film.
However,the Varioussectorsof the mediaindustrywithingthe UKplaysa role in the culture and
heritage the firstsectorof discussionsperfectexample of that.The Britishfilmindustryranks
amongstthe leadingfilmproductionsectorsworldwide,havingproducedroughly200filmsin2016
alone,aswell ascontributinganestimated16.5 isof global box and office revenuesinthe same
year.Many filmsproducedinthiscountryare fundedbythe Britishfilmacademy,whichusesraised
lotterymoneytogive upand comingdirectora chance to contribute tothe Britishcinema.
Othersectors such as televisionthe revenuewhichamountedto16 billionpoundsin2018. Much of
thismoneycomesfrompaidsubscriptionsandadvertisements.The mostwell-knownproductsfrom
thissectorwouldbe Newsbroadcastssuchas BBC Newsor soapsincludingEastEndersand
CoronationStreet.
The advertisingindustry.
Job roles
Linkmany otherworkplacesinthe worldadvertisingagencieshave aclearhierarchywithineach
companyinorder to achieve maximumefficiencyandqualityof workbeingproduced,togive an
example of atraditional advertisinghierarchy,atthe verytopwouldbe the general manager.This
personwill oversee anyprojectsandtasksthe companywill undertakeandwill dividethisworkload
to lowersectionmanagersaccordingtothe requirementsof saidtask.Below thisindividual will be
the sectionmanagers,advertisingcompanieswill have multiple departments,selectionthatcarry
out a differentrole.Havinganoverall managerandleadersforeachsectionensure the agencyruns
smoothlywithexcellentcommunication.
Marketingwill have itsowndepartment;it islikelythisgroupof employeeswillhelpplanfor
campaigns.Thisjobrole isincrediblybeneficialtothe companies/industrybecausetheyhelpthe
advertisingdepartment.Byprovidingthemwithanin-depthmarketanalysisandstrategyonthe
currentmarkettrends,theyensure the campaignsare as successful ascan be while followingmedia
laws.The nextdepartment/jobrole inanadvertisingagencyisthe creative directorsthemselves,

5. these will oftenhave varioussub-divisionsfordifferentareasof creative productionincluding
camera operators,photographers,lightingspecialistsandcopywriters.Naturally,the existence of
thisjobrole withinthe advertisinghierarchyiscrucial tothe actual successof the campaign,while
marketingisgreatat providingthe statsand strategy,these people are the oneswhobringproject
plansto life.Utilisingtheirowntechnical skillsetandtheoretical knowledgetoapplystrategyand
produce campaignsthatcompel the audience.
One jobrole is the advertisingindustrywouldbe Accounting/Financial,thesepeople oftenmonitor
the flowof moneyinand outof the company,communicationwithclients.Withoutthese people
the companywouldnotbe able totrack the flow of moneycominginandout, clientmaynotendup
beingchargedcorrectly.Nextwill be admirative,managerial,thisdepartmentdealswithhuman
resourcesgeneral office managementtohelpcoordinationmultiple projectsbeingundertaken
betweenthe departmentsandare effective inmaintaininganorganisedandhealthworkspace for
employees.
Recruitmentin the mediasector
Many individualsworkinginthe industryhave statedthatyourchancesof employmentincrease
everytime youare able to sitdownwithpeople alreadyinthe business.The benefitof this
networkingisthatyouwill be atthe forefrontof anemployer’smindthe nexttime theyhave a
vacancy to fill,oryoucouldevenbe recommendedbystaff.Of course,toschedule these meetings
and make these connectionsyouwill needtomaintainasocial mediaaccountsuch as twitter,ablog
and evenaLinkedInaccount.
Job roles
Linkmany otherworkplacesinthe worldadvertisingagencieshave aclearhierarchywithineach
companyinorder to achieve maximumefficiencyandqualityof workbeingproduced,togive an
example of atraditional advertisinghierarchy,atthe verytopwouldbe the general manager.This
personwill oversee anyprojectsandtasksthe companywill undertakeandwill dividethisworkload
to lowersectionmanagersaccordingto the requirementsof saidtask.Below thisindividual will be
the sectionmanagers,advertisingcompanieswill have multiple departments,selectionthatcarry
out a differentrole.Havinganoverall managerandleadersforeachsectionensure the agencyruns
smoothlywithexcellentcommunication.
Marketingwill have itsowndepartment;itislikelythisgroupof employeeswillhelpplanfor
campaigns.Thisjobrole isincrediblybeneficialtothe companies/industrybecausetheyhelpthe
advertisingdepartment.Byprovidingthemwithanin-depthmarketanalysisandstrategyonthe
currentmarkettrends,theyensure the campaignsare as successful ascan be while followingmedia
laws.The nextdepartment/jobrole inanadvertisingagencyisthe creative directorsthemselves,
these will oftenhave varioussub-divisionsfordifferentareasof creative productionincluding
camera operators,photographers,lightingspecialistsandcopywriters.Naturally,the existence of
thisjobrole withinthe advertisinghierarchyiscrucial tothe actual successof the campaign,while
marketingisgreatat providingthe statsand strategy,these people are the oneswhobringproject
plansto life.Utilisingtheirowntechnical skillsetandtheoretical knowledgetoapplystrategyand
produce campaignsthatcompel the audience.

6. One jobrole is the advertisingindustrywouldbe Accounting/Financial,thesepeople oftenmonitor
the flowof moneyinand outof the company,communicationwithclients.Withoutthese people
the companywouldnotbe able totrack the flow of moneycominginandout, clientmaynotendup
beingchargedcorrectly.Nextwill be admirative,managerial,thisdepartmentdealswithhuman
resourcesgeneral office managementtohelpcoordinationmultiple projectsbeingundertaken
betweenthe departmentsandare effective inmaintaininganorganisedandhealthworkspace for
employees.
Recruitmentin the mediasector
Many individualsworkinginthe industryhave statedthatyourchancesof employmentincrease
every time youare able to sitdownwithpeople alreadyinthe business.The benefitof this
networkingisthatyouwill be atthe forefrontof anemployer’smindthe nexttime theyhave a
vacancy to fill,oryoucouldevenbe recommendedbystaff.Of course,to schedule these meetings
and make these connectionsyouwill needtomaintainasocial mediaaccountsuch as twitter,ablog
and evenaLinkedInaccount.
Freelancingand self-employment
In the worldof tax payment,youwill oftenhave tolooktowardsHMRC,thisiswhere anyfreelancing
or self-employedindividual will needtodeclare theirstatusto.Thisis alsowhoinformsyouhow
much tax you will pay,inthe eyesof thiscompanyfreelancersandself-employedindividualspaythe
same in termsof tax and national insurance.Firstly,the average wage foranassistantinadvertising
inLondonearns onaverage £22,922 peryear.For these people,if theirownpersonal profitswere
£22,922, that meanstheywill be onthe 20% tax bracket.You will get£12,500 of yourprofitstax free
and will pay20% on the remainingmoney.Now fornational insurance,if we keepthe remaining
figure fromearlier,youwillpaybothclass2 and4. Class2 chargesat £3.05 a weekif youearn over
£6,457 and class4 chargesan additional 9% if you earnover£8,632. The regularemployee will pay
20% if we keepthe estimatedwage fromearlier,with12,500 still tax free and12% for national
insurance.
Good examplesof thisinthe advertisingindustrywouldbe becomingafreelancing photographer,
enteringshorttermcontractsto do photoshootsforcampaigns.Orstartingyour ownadvertising
agency,hiringyourownpermanentandfreelancingworkers.Thesejobrolesoftenbringafreshset
of eyestoagencies,keepingeachprojectinterestingandavoidingrepetition.
As a freelancerora self-employedindividual inthisindustry,itisyourresponsibilitytopromote your
workyourself.Anexample of measuresyoucantake toachieve thisisto have a website online to
promote yourservices,thiscancontaina digital portfolioof yourworktopotential clients.Asyou
shouldbe familiarwithadvertisingtechniquesitisimperative,theyare use,thismeansputting
yourself onbusinesslistsforrecommendations,showingyourserviceswhenclientssearchpossible
businessonline.
Fundingcanbe hard to come by forthose inthe advertisingbusiness,especiallyforthose not
workingundera well-connectedestablishedagency.There are afew methodshowevertohelp
supportnewadvertisingprofessionals,the firstbeingthe numeroussmall businessgrantsgivenout

7. by governmentagencies.Withthe currenteconomicstrugglesinthe 2021 pandemic,the chancellor
has setaside £4.6 billiontosupportbusinesses.However,there are alsothe options of crowdfunding
and private investments. The firstinvolvesusingyourownadvertisingskillstoconvince the public
your workisworth theirinvestmentin,the secondcanbe yourowninvestmentintoother
businessesinhopesof areward.Or it can be you pitchingyourservicestoprivate investorsinhopes
of themgivingyoufunding.
Contracts of Employment
As we move furtherdownthe typical hierarchy,we reachthe differentteamswithinthe agency.
Agenciesmaybringinnewcreativesbettersuitedsotheycanproduce the bestpossible workor
theirclients.Differentphotographersorcopywriterswill have differentspecialitiesunsuitablefor
currentprojects.While itisimportanttobe flexibleinthissector,sometimesisiteasyforagencies
to bringina part-time ortemporarystaff membertotheircreative teamtoworkon products.
However,agencieswillalsohave permanentteammembersinboththe creative sectionand
otherwise,thattheyhave trainedandcanbe reliedontowork regardlessof changestolowerstaff.
Anothercommonpractice will be casual labour,whichwouldbe briningona memberof staff ready
to workon short notice andalreadyproventobe skilledenoughforthe job.Thispractice can often
be usedto replace temporarilyunavailablestaff,forexample if aphotographerisoff onsickleave
for a while,theycanbringina replacement.Finally,there canbe volunteers,oftenthese people are
studentslookingtogainexperience inanadvertisingagency.Theyoftenundertake the smallertasks
that can free upmore senioremployeestodotheirownprojects.
Interviewtechniques
Interviewingisacomplicationsituationthathasmanyintricacies,itcanbe shorteneddowntoa few
importantrulestoremember.Firstly,alwaysdressthe part.Yourinterviewerwill likelyseemultiple
people thatday,itsimportantyourfirstimpressionispositiveandmemorable,itcanmake or break
thisinterview.Because thisindustryisbothbusinessandcreative,smartcasual wouldbe the best
style of outfit.Clothesthatare office appropriateandlookprofessional,butunique enoughtoshow
youare a creative individualisticperson.Advertisingprofessionalsshouldbe able toinnovate,your
outfitneedstoshowthat.Secondly,yourinterview technique will show youremployerjusthow
professionalyouare.Youneedtoshowinterpersonal skills, communicate clearly,constantlyand
effectivelytoyouremployersotheyknow youwill be able toworkinan advertisingagencythatruns
on collaboration.
Increasingjob opportunities
In advertisingthereare varietyof differenteducational andtrainingrouteswill make youmore
employable,itdoesnothoweverdependonthe specificjobrole youwantas well.Forexample,if
youwant to be a creative writerora directoror designeryoumaywishtoreceive aneducationin
advertisingdesignpublicrelationscommunicationormarketing.All thesesubjectswillmake you
more employableinthese jobrolesbecauseyouwill be exposedtothe variousmediasectors,
includingadvertisingyouwill learntoidentifyandtargetan audience asswell asthe mediawell as
the medialawsandpractical designskillsforproduction. However, youcouldstudymediaincollege
and geta degree tooatthese certainsectorsand gainknowledgeandpractical experience.

8. Afteryouhave gainedsome experience andeducationinadvertising,itisimportanttoshow
continuingprofessional development.Thissectorisconstantlyevolving,andthismeans thatisyour
possible employermightorwill wanttoknow how youhave done it.Afteryouhave made progress
inyour skillsetitisimportantyouupdate saidinformationonyourcvportfolioandwebsites.