The every team ‘Advertising’ denotes those activities by which visual or oral messages are addressed to selected public for the purpose of informing ad influencing them to buy products or services or to act to be inclined favorably towards idea, persons, trademarks or institutions featured. As contrasted with publicity and other forms of propaganda, advertising messages are identified with the advertiser either by commercial transaction involving payment to publisher’s broadcasters, or others whose media are employed.
Advertising is only one way the media affects society however. Developing over the past century, the mass media has become all-pervasive, taking on a central role in politics, culture and economics. The media is keeping pace with the rate of technological change and the internet, with the result that companies are now seeking highly flexible, quick-minded employees.
In the past ten years especially, job prospects have widened much further than traditional roles to include a whole array of people, working behind the scenes. The premium on public relations, promotions, research and technical skills is set to rise as the influence of the technological revolution continues to spread.
If you have well-developed communication skills and the ability to think critically in a fast-faced environment full of controversy, working in the media would ensure a rewarding and challenging future.
What are the various included in advertising? According to S.S.Bawa,”Advertising includes the following form of messages: Messages carried in newspapers and magazines, on outdoor, boards on street, cars, buses and trains, cards and posters, on radio and television in circular of all kinds, and window display.
However, certain activities, although they stimulate sales promotional efforts, are excluded from advertising. They are the use of exhibitions and demonstrations at fairs, Shows and conventions, the use of samples, and the so-called “publicity activities” involved in sending out news releases. The services of salesmen, the entertainment out news releases. The services of salesmen, the entertainment of customers and the conduct of demonstration stores etc. are excluded. But it should be noted that these excluded activities from advertising are included in advertising budgets.”
What do the advertisements do? Some of the advantages of advertising are summed up by him as:
Advertising creates demand
It promotes marketing system
Through advertising the manufacturers can approach the consumers quickly and efficiently.
It boots economic growth.
Advertising is all about influencing potential customers through effective campaigns. It offers rewarding careers not only to creative people but also to marketing and management professionals.
Advertising is a highly competitive field and hence the level of professionalism has to be very high. Advertising agencies offer two kinds of job the executive and the creative.
The executive department in an agency seeks out clients, understands their needs, selects the appropriate media, analyses timing and placement of advertisements and negotiates the financial aspect of the deal. The executive department consists of Account Executive, Media Executive and Market Research
The creative department creates advertisement copy. The creative team verbalizes the specific needs of the client. The creative team comprises copywriters, scriptwriters, photographers, artists, typographers and printers.
For training in the executive side, various graduate, post-graduate and diploma programmes are offered in Mass communication. Person trained in marketing are suitable for jobs in the executive side. Market research jobs are especially suited to management graduates who have specialized in marketing. Similarly, the MBA courses of reputed management schools can get jobs in the executive department.
For training in the creative side, regular courses in fine arts would be ideal. A graduate/Post graduate in literature, with a flair for writing, could find entry-level jobs as a copywriter in an advertising agency. To join as a Visualiser/Creative person in an advertisement agency, a degree or diploma in fine/commercial Art is the basic qualification.
Course
There are specialized courses in advertising/mass communication at diploma/graduate/and post-graduate levels. Some institutions conduct certificate courses in advertising also.
Eligibility
The basic qualification for diploma and graduate level is 10+2. For post graduate degree and post-graduate diploma, graduate degree in any discipline is enough. To purse a certificate courses, however one must have passed 10+2
List of Institutes
Cochin, School of Communication Management Studies, Thevar House; Trichur, Kerala Varma College
Ahamedabad, Mudra Institute of communications, shela;
Bangalore, Bhavans Harital Bhagvati college of Mass Communications, Race Course Road ; Calcutta, Bhavans Institutes of communication and Management, FA/111 Salt Lake City; Chennai, Ethiraj College for Women; Chennai Institute of Communication Advertising Club, T Nagar; Coimbatore, PSG college of Arts and Science; Karnataka, BVV Basavesware Commerce College, Bagalkot; School of Business Management, Gogte college Campus, Belgam; Mumbai, Bharatiya Vidya Bhavan, Kulapati K M Munshi Marg , Chowpatty; Indian Institute of Technology, Powai; New Delhi, Indian Institute of Mass communications , Aruna Asaf Ali Marg, JNU New Campus; Mass Communication Research Centre, Jamia Milia Islamia, Jamianagar; Bharatiya Vidya Bhavan, Kasthurba Gandhi Marg; Tiruchirappilli, Bharathisadam University, Palkalai Perur
Job Prospects
The job market for advertising professionals is fast expanding. Apart from the traditional media like print, radio, TV and cinema, there are new avenues for promotional activities. The Internet is a rich prospect for the advertisement professional that can now look for opportunities in e-commerce and web designing. Also with growth of Event Management in a big way, the future holds tremendous hope for the advertisement professional
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