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Welcome
to an Exciting Marketing Career!
Advertising
Management
Description
The
most visible tool of the marketing mix, advertising performs
its communications function by creating awareness; educating
consumers; creating brand images; persuading customers and
encouraging repeat purchases. Careers in advertising are
not limited to writers and artists; equally important to
the "creative talents," the business side of advertising
initiates strategic planning and implementation activities,
with an increasing respect for ingenuity. A knack for organization
and a sense of curiosity complements well the advertising
manager's role as situation assessor, planner, mediator,
media planner and creative judge.
Compensation
for advertising executives is comparable to that of other
business executives. Career opportunities lie in media departments;
research and planning functions; copy, design and production
specialties, as well as account service (i.e., account executive)
and advertising management. Sales promotion, industrial
advertising and services advertising are rapidly expanding
sectors; large corporations have internal advertising departments
that interface directly with advertising agencies, so as
to maximize advertising investments.
Advertising
media such as magazines, newspapers, radio or television
utilize marketing and research professionals to develop
and sell media or merchandising plans to clients such as
retailers and small businesses.
Career
Opportunities
A
broad knowledge of industries, assignments and communications
skills is highly prized among advertising practitioners.
Competition for entry-level positions in advertising is
extremely fierce, especially in advertising agencies where
oftentimes entry positions are in a sales capacity. With
experience and expertise, advertising professionals can
demand extremely high salaries; one of the most financially
lucrative positions in marketing can be as an owner of an
advertising agency.
Educational
Background
Students
should have a firm grasp of marketing theories and concepts
as well as firm foundations in English, art, psychology,
and related communications and behavioral fields. A minor
in an area of communications is an excellent aid in boosting
a career in a advertising or public relations; an interest
in reading current business events or history also prepares
the advertising manager in ways to avoid "reinventing the
wheel."
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