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Advertising

ADVERTISING

 Do you often get intrigued thinking what kind of creative inputs might have gone into making of intelligent catch-lines like “daag ache hain”? Does the idea of selling creativity convincingly sound interesting to you?  If yes, then the world of advertising just seems perfect for you! Call it art or call it business, the calling of advertising is one of the most enjoyable and well-paid professions that creative people seek for.

Advertising, in simplest terms refers to the varied ways of creating effective advertisements. It is an interesting mix of creativity and commerce and very high levels of professionalism. The field of advertising involves skills of different kinds, which opens up scopes for copy-writers, art-directors, accounts executives, media executives and print and production.

A copy-writer is responsible for the creative inputs to the campaign, such as writing jingles, slogans and body-copies.

The visualizer/art director’s job is to supplement the copy with visual input. His job goes hand in hand with that of the copy-writer.

The account executives represent the ad-agency to the clients.

The print and production section is responsible for producing the final copy with the art work.

The job of the media executives is to conduct market research and then place the advertisement on various media accordingly.

However, the profession, which mixes creativity and commerce, demands long working hours. But long does not necessarily mean boring. In fact, the long sessions of brain-storming over an ad-campaign and the unique creative inputs of the ad-makers add to the charm of the vocation. With a vibrant work atmosphere and almost no monotony involved, advertising is the right career for smart, spontaneous, creative and communicative people. If you think you have it in you along with a sound sense of business, a career in advertising would surely make your life. And who knows? You might be the next Prahlad Kakkar or Pradip Sarkar of the country!

Eligibility Criteria

Creative imagination, good observation power, communicative skills and team-spirit are preconditions for candidates willing to make it big in the Ad-World. Besides that, different skills are required of different people working in the different sections of the agency. Creativity and excellent writing skills is the first and last thing in a copy writer; he must be able to convey the most in minimum possible words. The art-director must have a background in film-making or commercial art. The account executives are expected to have a very good communication skill along with convincing power. The people from the print and production section must have a background in printing technology and photography, as they are responsible for producing the final copy with the art work. The media executives must be good absorbers of information and they must possess good numerical ability for keeping the budget allocated. Moreover, if you intend to build a fruitful career in the Ad-World, knowledge on popular taste is a must for you. You must be a movie-buff, an avid reader and must be aware of popular music, for it allows you to set your target audience into the right mood. A good understanding of the target audience’s background helps you in creating effective advertisements.

Career Prospects

With the liberalization of economy and multiplicity of media, the scopes of advertising has increased manifold. The growth of advertising business is directly proportional to the national economy now. This assures bright prospects for people intending to make a career in the field of advertising. Advertising professionals never face scarcity of jobs, and experience adds more advantage to it. Job opportunities are available at advertising agencies, print and electronic media, multinational corporate organizations and even at the advertising/PR departments of the government.

Remuneration

Freshers can expect a minimum of Rs 7500 per month, followed by rapid hikes if he/she proves him/herself competent enough for the job. Job positions and earnings in an agency depend on the size and annual turnover of the agency. Working for agencies accredited to the INS(Indian Newspaper Society) can fetch you a lump-sum. Experienced ad-makers can also go for entrepreneurship.

RELATED CAREERS

COPYWRITING

Are you keen on making a career in writing but do not wish to get into the novelistic or journalistic stereotypes? Then it must be copywriting that you are looking for! If creativity, humour and persuasion meet in your writing, you are sure to be a successful copywriter. A copywriter conceives the text for an advertisement campaign. His manipulation of words forms the crux of the copy he prepares. This makes copywriting a witty and persuasive writing that reflects a selling idea. The art of copy-writing varies from one medium to another. Writing for radio is different from writing for television or print media. Therefore a copywriter is expected to understand the characteristics of the medium he is writing for. This understanding coupled with the creative flair allows him to produce effective copies. Copywriters, working in corporate sectors and non-profit organizations may also write the contents of brochures, reports, scripts for audio-visual media etc, which also requires creative as well as persuasive inputs on the part of the copywriter. So, if you are convinced of your wit meeting your creative flair, career of a copywriter would be perfect for you.

Market Research

Are you popular among your friends for analyzing situations near-accurately and resolving arguments? If your answer is yes, then these qualities in you, perhaps are pointing towards a sound analyst in you. What if you could make an interesting career out of it in the corporate world? In the age of globalization, the corporate world is in dire need of market research, as it evaluates the target market to ensure the ground is favourable for a product launch. Market research requires people with a sound analytical sense, for it involves data collection, data interpretation followed by the analysis and prediction for the present market. The job involves a very organized approach, as in any other research work, along with long working hours. If you feel you can combine you analytical skills with hard-work, you are sure to excel in the field of market research, fetching lucrative salaries from the organization you work for.

Institutes

Mudra Institute of Communication (MICA)
Shela, Ahmedabad- 380 058, Gujarat, Phone: +91 2717 308250
Website: www.mica-india.net

Indian Institute of Mass Communication
JNU Campus, New Delhi – 110067, Phone: 26742920/60
Website: www.iimc.nic.in

Advertising Agencies Association of India
35, Maker Tower “F”, Cuffe Parade, Mumbai 400005, India
Tel: +91-22-2218 2164 / 2218 7609, Fax: +91-22-2218 9590
Email: aaai@vsnl.com

Amity School of Communication
Muzaffarnagar, Uttar Pradesh, Phone-0120-2445252
Website : www.amity.edu/asco

Symbiosis Institute of Business Management
Senapati Bapat Marg,Pune- 411004, Phone : (020) 5654626
Website: www.sibm.edu

Bharatiya Vidya Bhavan
Mehta Sadan,Kasturba Gandhi Marg, New Delhi- 110001
Phone: + 91-11-23382005 / 23389942, Website: www.bvbdelhi.org

Jamia Milia Islamia
Jamia Nagar,New Delhi-110025, India, Phone: +91(11)26981717
Website: www.jmi.ac.in

Delhi  School of Communication
Vasant kunj, Phone: 9810474269, Website: www. dsc.edu.in

National Institute of Advertising
W 23, Sector 11, NOIDA 201301, Tel.: (+91) 0120 4548 555
Mobile: (+91) 9871 565 565, Website: www.niaindia.org

Manorama school of communication
Erayilkadavu, Kottayam, Phone: 4812300851
Email : info@manormajschool.com
Website : www.manoramajschool.com

Xavier Institute of Communications
St. Xavier’s College, Mumbai – 400 001, INDIA
Tel: (91-22) 2262 1366/2262 1639/2262 2877
Fax: (91-22) 2265 8546
e-mail: edita@xaviercomm.org