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Good Reads - Careers in Advertising Marketing

Good Reads - Careers in Advertising Marketing

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Published by: AbrahamRosh on May 21, 2008
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09/20/2010

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Careers in Advertising,Marketing andPublic Relations
 
How to Use This Handout
This handout can help you whether you are beginning the career explorationprocess or looking for a job right now.
 
“Brief Description of Field/Industry”
gives you the basics on thisfield/industry and positions you might seek if you’re just graduating from theCollege or moving on from graduate school.
 
“Career Development Steps”
takes you to a different level. It offersinformation on internships specific to this field, associations to contact or jand further education you may need to pursue a career in this area.oin,
 
“Relevant Resources”
offers book titles, periodicals and links tohelpful websites, many of which include job listings. Especially for jobseekers.Use this handout with the
“CAPS Job-Seeking Resources” handout
, whichprovides specific information on the Alumni Careers Network, on-campusrecruiting, and other information useful to U of C job seekers.
Brief Description of the Field
Marketing, advertising and public relations professionals’ ultimate goal is tosupport the successful sale of products and services for a firm and thecommunication of information about a firm’s activities. There are twoprimary paths for those interested in these careers – one is to work directly forthe organization selling the product or service; the other is to work for anadvertising, marketing, or public relations firm whose services are then sby the organization selling the product or service.ought
Marketing.
Marketing professionals develop a firm's detailed marketingstrategy. With the use of market research, they determine the demand forproducts and services offered by a firm and its competitors. In addition, theyidentify potential markets—for example, business firms, wholesalers,retailers, government, or the general public. Marketing professionals developpricing strategy with an eye towards maximizing a firm's share of the marketand its profits while ensuring that the firm's customers are satisfied. Incollaboration with sales, product development, and others, they monitor1
 
trends that indicate the need for new products and services and oversee product development.Marketing works with advertising to promote the firm's products and services and to attract potentialusers.
Advertising.
Advertising professionals can often be split into five categories -- accountmanagement, creative, media, research, and account planning. Positions in account management,account planning and research are found mainly in advertising agencies while creative and mediadepartments are found in all advertising departments.
Account management and research
work toconnect the advertising industry to the client organization. They bring business to the advertisingagency as well as analyze consumer trends and competitive activity of other advertising agencies.Management serves as a “bridge” between the client and the advertising agency; researchers serve asa “bridge” between the consumers and the agency.
Account planners
(not to be confused withaccount management) combine creativity with solid qualitative and quantitative research skills toserve as the “voice of the consumer.” Planners try to get inside the consumer’s mind and figure outwhat makes them purchase or not purchase a product. Planners often create the strategy behind thead campaigns. Planners are the “bridge” between the consumers and the creatives. The
creativedepartment
brings an advertising idea to life. Copywriters write the words of ads, both the writtenpart of print ads as well as the scripts of radio and television spots. Art directors develop the visualconcepts and designs of advertisements and are responsible for everything from preparing paste-upsand layouts for print ads to overseeing the filming of television commercials and photo sessions.Copywriters and art directors are often paired up as semi-permanent teams. The
media department
 is responsible for placing advertisements in the right place at the right time, so that the ads will reachthe desired audience for the least amount of money.
 Media planners
gather information on thepublic’s viewing and reading habits, and evaluate editorial content and programming to determinethe potential use of media such as newspapers, magazines, radio, television, or the Internet.
 Mediabuyers
track the media space and times available for purchase, negotiate and purchase time andspace for ads, and make sure ads appear exactly as scheduled.
Public Relations.
Public Relations professionals direct publicity programs to a targeted audience.They often specialize in a specific area, such as crisis management—or in a specific industry, suchas healthcare. They use every available communication medium (including modern “guerillatactics”) in their effort to maintain the support of the specific group upon whom an organization'ssuccess depends, such as consumers, stockholders, or the general public. Public relationsprofessionals also evaluate advertising programs for compatibility with public relations efforts. Theyobserve social, economic, and political trends that might ultimately affect the firm and makerecommendations to enhance the firm's image based on those trends.A wide range of educational backgrounds are suitable for entry into marketing, advertising, andpublic relations jobs, but many employers prefer those with experience in related occupations plus abroad liberal arts background.
 Experience is frequently cited as the key to getting a job in theseindustries.
The best way to gain this crucial experience is either through (usually unpaid) internshipsor externships or through entering what is known as a “portfolio program,” a program lastinganywhere from 6 months to two years where the entire focus is building your “book” or portfolio.Depending on the type of work, both quantitative and qualitative backgrounds can provide a solidfoundation into an entry-level position. Persons interested in marketing, advertising, or publicrelations should be very personable, mature, creative, highly motivated, resistant to stress, flexible,and decisive. The ability to communicate persuasively, both orally and in writing is vital.2
 
Career Development
Most marketing, advertising, and public relations positions are filled by promoting experienced staff or related professional or technical personnel. Networking (either through internships or the AlumniCareers Network) is the primary method of breaking into the field. Further education, whetherthrough a master’s degree or “portfolio” program or an organization’s in-house training is alsorecommended. A solid portfolio or “book” of your work is often used in place of a resume as anindicator of the level of your work and experience.Some associations offer certification programs for advertising, marketing, sales, and public relationsmanagers. Certification—a sign of competence and achievement in this field—is particularlyimportant in a competitive job market.Account Planning Group http://www.apg.org.uk/ American Advertising Federationhttp://www.aaf.org American Association of Advertising Agencies (AAAA)http://www.aaaa.org American Marketing Association (AMA)http://www.ama.org
 Headquartered in Chicago, the AMA is the world’s largest and most comprehensive professionalsociety of marketers. Of special interest to university students, the website connects to the“Collegiate Activities Division,” which links to a number of different job sites, such as “ESPAN,”“Job Web,” and the “Virtual Job Fair,” which offer various job search capabilities
.
 
International Advertising Associationhttp://www.iaaglobal.org/  Public Relations Society of America (PRSA)http://www.prsa.org
The PRSA, headquartered in New York City, is the world’s largest organization for public relations professionals. The PRSA publishes the “Public Relations Career Opportunities” job source, listingopenings by region, which can be accessed on the internet at http://www.entremkt.com/ceo.
Public Relations Student Society of Americawww.prssa.org
 
Internship Programs
 
Jeff Metcalf Internships
Each year, several internship opportunities in advertising, marketing, and/or public relations areavailable through the Jeff Metcalf Internships. Applications include an essay, resume, transcript,and letter of recommendation and are submitted through the University of Chicago Career andPlacement Services Office. Deadlines begin as early as January, please go tohttp://caps.uchicago.edufor more details.
Multicultural Advertising Intern Program
 
(MAIP)
 http://www.aaaa.org/diversity/maip/about.htm Encourages African-American, Asian-American, Hispanic, and Native-American college students tostrongly consider advertising as a career through a 10 week paid internship.3

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