CAREER IN ADVERTISING

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Updated on Mar 9, 2010 12:48 IST

Advertising people handle concepts - In simplistic terms, they create ads, which help sell/market an idea or product.
Broadly speaking, an ad agency has two main work streams you can choose and pick from:

Client Servicing / Media Planning –

People who interact with the Client / industry and are an interface between them and the agency.
The Job -

Researching the client's product/service and the client's business methods
Meeting the creative media and marketing divisions and the client to identify the USP of the product and its positioning vis-à-vis other competing brands
Preparation of the 'brief' – with recommendations from the client
Holding discussions over the brief and the budget of the campaign
Coordination between the client and the team in charge of the ad campaign.

Personality Traits –

Excellent communication skills
Team-Worker
Ability to work under pressure & deadlines
Lucid style of writing
Sensitivity and awareness of consumer behaviour & trends

Salaries -

Account Executive – Starting Position. Approx 4 Lacs per annum after a PG degree in Media / Advertising / Mass Communications or an MBA
Branch Head – Report to CEO. Approx. 25 – 30 lacs per annum.

Study Routes -
The job requires a postgraduate degree or diploma in business administration (MBA) / communication management /advertising /media management / mass communications. (PREFERRED OPTION)
Sample PG Degrees in Advertising –

Indian Institute of Mass Communication, JNU Campus, New Delhi 110067
Diploma in Advertising
Bharatiya Vidhya Bhavan, Mehta Sadan, Kasturba Gandhi Marg, New Delhi 110001
Diploma in Advertising, Photography
Jamia Millia Islamia, Jamia Nagar, New Delhi
Diploma in Advertising and Photography
Wigan & Leigh College, 401-402 Skipper Corner, 88 Nehru Place, New Delhi
Postgraduate diploma in Advertising and Marketing Communication
Delhi School of Communication, Vasant Kunj, New Delhi

PG Diploma in Advertising

PG Diploma in Marketing Communications Management.
Bhavan's College of Communication and Management, Mumbai 400007 Diploma in Advertising, Photography
Sophia BKS Polytechnic, Pedder Road, Mumbai 400026 Diploma in Advertising
Xaviers Institute of Communications, Mumbai Diploma in Advertising
Narsee Monjee Institute of Management Studies, VL Mehta Road, Ville Parle, Mumbai PG Diploma in Advertising and Communication

After Class XII, one can opt for graduation in behavioural science/ a commerce option/ an integrated graduate course in advertising or any other subject.
Sample Degree Courses in Advertising –

Manipur University, Canchipur , Imphal 795003
University of Calcutta, Senate House 87/1 College Street, Calcutta700073
University of Delhi, Delhi-110021
University of Mumbai, MG road, Fort, Mumbai 400032
University of Poona, Ganeshkhind, Pune 411007
University of Madras, Centenary Buildings, Chepauk, Triplicane, PO Chennai 600005
Osmania University, Administrative Building, Hyderabad-500007

Prospects –

Advertising Agencies, Marketing Divisions of Companies / Service industry, Market Research Companies
Best Companies include – Lintas, HTA, Ogilvy & Mather (O&M), ORG Marg, American Blackstone, HLL, P&G, Nestle etc.

Creative Division -

Are people who visualise and conceptualise an ad, including the copywriters, art directors, designers and illustrators.

The Job -

Responsible for creatively visualizing, designing and illustrating the ad
Coming up with the copy of an Ad.
Working on the brief given by the Client Servicing division and Client to envision and realize the ad
Understanding the target audience & creating messages that correctly portray the product
Briefing the production team on the ad and details to ensure realization of the ad as per specifications

Personality Traits –
Art Director / Designer –

Aesthetic Visual Sense
Creative
Artistic – ability to illustrate
Excellent Language skills
Ability to work under pressure & deadlines

Copywriter –

Literary Talent
Creativity
Excellent Command over the language
Ability to communicate ideas in restricted space / time
Open to criticism

Salaries -

Junior Copywriters / Visualisers - Starting Position. Approx 2-3 Lacs per annum after a Graduate degree.
Branch Head Copywriters / Designers – Approx. 35 - 50 lacs per annum.

Study Routes
Copywriters
Copywriters are selected on the basis of their talent rather than their qualifications. At the entry level, a candidate has to take a copy test. Besides evaluating command over written English (knowledge of more than one language is preferred), the test is designed to judge creative ability.
Graduate degree in English/ regional language/ psychology/ social sciences would be suitable for copywriters, though talent is what is required.

Visualisers
Art director and his team are selected from art schools or design institutes. The Bachelor of Applied Art course teaches the prospective creative artist the use of photography, graphics, and other visual communication media. Courses in multimedia and mass communication are also useful.
Class XII (any stream) with Art as an optional subject, followed by degree in applied art (4-5 years) or diploma in industrial design, or diploma in multimedia will be useful for the art and visual communication professionals.
Diploma Courses

Sir J.J. Institute of Applied Art, Dr. D. N. Road, Mumbai. Apprentice training in Photography, Interior Decoration.
Faculty of Fine Arts, MS University of Baroda, Baroda. Painting, Sculpture, Applied Art.
Kala Bhavan, Visva Bharati, Shantiniketan - 731 235, West Bengal. Fine Art, Crafts, Painting, Sculpture, Graphic Art and Design.
College of Fine Arts, Tilak Marg, New Delhi - 110 001

Degree Courses

Sir J.J. Institute of Applied Art, Dr. D. N. Road, Mumbai. Bachelor of Fine Arts after X entrance test.
Faculty of Fine Arts MS University of Baroda, Baroda. Bachelors degree in Applied Arts, Art History, Painting, Sculpture.
Kala Bhavan, Visva Bharati, Shantiniketan - 731235, West Bengal. Painting, Sculpture, Graphic Art Design, History of Art.
College of Fine Arts, Tilak Marg, New Delhi - 110 001. Bachelors degree in Painting, Sculpture, Applied Art.

Most of the above also have Post Diploma courses available.

Colleges Overseas

USA