What really decides consumers to buy or not to buy is the content of your advertising, not its form- David Ogilvy.This quote from David Ogilvy, known as the father of advertising, sums up what advertising is all about.
Advertising – Definition
To put it simply, advertising is the means of communicating a message to the masses. When we think of advertising, we think mostly of that which convince people to buy a product or service, but advertising can also be used for making the public aware of social issues. Good advertising not only makes people buy a certain product or service but also creates a positive impression about it in the minds of the masses. We can all recollect the advertisements of some of the most popular brands we use in our everyday lives and it is often effective advertising that makes products a household name.
Are you cut out for Advertising?
Strong communication skills, both written and verbal and a knack for creativity are core skills required to translate a thought or an idea into a visual format. One also requires to work in a team, understand requirements of clients and work under deadlines.
What to study Advertising?
A post-graduation degree in advertising which are offered by several institutions in India is a good start. However, this being a lucrative profession, such courses are offered by every other institution and not all of them are good. Some of the leading institutions that offer advertising courses are Indian Institute of Mass Communication, JNU Campus, New Delhi, Mudra Institute of Communications, Ahmedabad, Bharatiya Vidya Bhavan, New Delhi, Symbiosis Institute of Media and Communications, Pune, Xaviers Institute of Communication, Mumbai and Narsee Monjee Institute of Management Studies, Mumbai. Before enrolling, in course it is advisable to speak to seniors and find out about internships and placement options.
Doing an internship with an advertising agency helps one to get a head-start. Good colleges have an internship built into their curriculum. Otherwise students should look to intern at least for a few months with an agency to learn the tricks of the trade and make their job prospects stronger.
Job prospects in Advertising:
Once you are equipped with a degree and have found a foothold in the industry, job prospects are good. You can be hired by private advertising agencies, advertising departments in private and public companies, print, electronic and digital media organizations and television and radio companies. A report by India Brand Equity Foundation in early 2015 estimates that the advertising industry in India will be worth Rs 63,000 crores in 2017, with both print and television having a share of 38-40 per cent each. The potential is huge with a large population, high income levels and increased demand for goods and services.
An advertising professional can choose from two broad areas of work – executive and creative. An executive handles market research, client servicing and media relations. As an executive you have to work with the client, understand his requirements, retain existing business and get new business. You will also have to figure out when and how you want to place the ads and work out the financial aspects of any deal with your clients. On the other hand, the creative personnel is into creating and designing the actual ads. There is usually a team of writers, proof readers, photographers, animators, illustrators for this. After understanding the needs of the client they have to communicate it in form of the verbal or visual format.
Money and Advertising:
Salaries would vary a lot depending on your qualifications, experience and organization. A fresher starts with anything between Rs 15,000 to Rs 50,000 every month. With a few years experience one can command much higher salaries going up to about 10 lakh per annum. Salary growth can go up without limits as one moves up the career ladder.
Remember that a career in advertising is not for you if you expect a 9-6 job. Your job will be in a high-stress environments and long hours. But the satisfaction and the rewards that come with it will more than make up for it.