Advertising is a particular form of communication - it is described as a combination of art, science, business and show business, all rolled into one. The sector employs some of the brightest and most creative artists, producers, writers, economists, researchers and business people available.
Most people like to think that they are immune to the persuasive powers of advertising and marketing, but in reality we are not. Just think of the amount of exposure you get on a daily basis, through advertising materials - billboards, TV, radio, magazines, direct mail, shop front displays all influence our decisions when purchasing clothes, food, cars, music and everyday items. Even our holiday destinations are influenced by advertising. Universal access to the internet and social media now means that we are surrounded by advertising - 24/7.
Successful advertising should grab our attention, stick in our minds and most importantly, influence us to buy the product. Advertising is a huge area and it will continue to grow alongside consumerism.
|The Advertising Standards Authority for Ireland (ASAI) is the independent body responsible for promoting the highest standards in advertising, promotional marketing and direct marketing.
The ASAI is self-regulatory. This means the advertising industry adopted standards drawn up by, and on behalf of all advertising interests. The standards are enforced through the commitment and cooperation of advertisers, agencies and media.
Below are some of the many different job roles in advertising:Account Manager
Represents the client at an advertising agency and plays a key role in the development of the advertising campaign. Account Managers/Handlers are responsible for developing an in-depth understanding of the client's marketplace, their business, their objectives and then working closely with planners to translate the brief into agency creative briefs. Their job involves dealing with almost every department in managing the whole advertising process.Strategic Planner
Strategic planners represent the consumer. People in this job are typically trained researchers and are responsible for bringing a whole consumer perspective to the communications process.
Strategic Planners develop the key strategic insight behind the advertising idea. To do this, they need to understand as much as possible about the consumer, or target market. They work closely with the client to research the market, using and commissioning quantitative and qualitative data research. The Planner will then write and present a strategy for the advertiser in response to the findings i.e. hopes, fears, behaviour, of the consumer base.
Planners in a media agency will take a brief from the client which highlights the message they want to communicate to the consumer, in accordance with a particular budget or planned spend on the campaign. Together with the strategic planning people, the Media Planner will identify the optimum target audience, develop a close understanding of this audience's media habits and use this information to create a media plan and identify the channels that should be used to maximise the creative idea that will best connect with the target audience.The Creative Department
The creative department of an advertising agency is where the advertising campaign comes together. Creatives generally work in pairs e.g. a Copywriter
and an Art Director
. They take the client brief and work with it to invent ideas to address the brand's business issue. Next, they work with media planners/buyers and the production department to turn the ideas generated into a reality.
An Art director
is usually, but not always, art-college trained. The role of the Art Director is to respond to the creative brief by communicating ideas or moods visually.
may have graduated with a degree in any of a number of subject areas, but may just as easily be art-college trained too. It's not the qualification that's important — success in this field is based on creative talent. The copywriter's role is to respond to a creative brief by communicating ideas in written or verbal
form. To get a job as a creative, the most important thing is your 'book' — the portfolio of your ads and work to date to showcase your talent.Creative Services & Production Department
This is where art and creativity meet reality and commerce! - where ad campaigns are made, and make money. People working in this area need a variety of skills.
Most other disciplines within an advertising agency are pretty much set in stone, but creative services differ across advertising agencies. The following job roles typically come under creative services:
Creative Services Director
- Creative Services Director
- Creative Services Manager
- Art Buying
- TV Production
- Studio Project Management
- Traffic Management and
- Print Production.
– manages all resource, ensures that the department is running efficiently and all costs spent are competitive and output is to the very highest standard.
Creative Services Manager
– people in this job role report to the Creative Services Director and take on shared responsibility and day-to-day issues in getting the project to completion.
– provides the creative team with a variety of photographers and illustrators that will execute the ad in the most beautiful and effective way possible. The Art Buyer manages the pre-production meetings where all aspects of the shoot are approved, e.g. casting, styling, location etc.
TV Production Department
This department normally has a TV Producer
and Production Assistants
. The department is responsible for the production of all TV commercials, cinema advertising, virals, radio and mood films - basically it handles anything moving or with sound.
Studio Project Manager
– this job role handles the workload going in and out of the studio. The Project Manager's role is to oversee timing and production budgets and drive the project through to completion. They must ensure that deadlines are kept and at every stage of the process and communication between the account team and creatives.
– ensures that all briefs go through the Creative Department smoothly. They have to manage the time of the Creative Team Members, juggle their workloads and allocate briefs with the Creative Services Director.
– The Production manager is responsible for the output from all advertising campaigns. Getting into Advertising
Breaking into the advertising business is not easy. Most jobs in the sector require a degree-level qualification. Internships and related work experience are valuable. Retail sales experience is also great preparation.