Because we have progressed from an agrarian way of life to a complex society filled with commercial activity, competing for the consumer dollar has become a necessity for business survival and economic well-being in general.
Like it or not, methods of reaching the consumer and getting a share of that dollar have permeated every aspect of our lives. Advertising is all around us, through print, film, broadcasting, public appearances, and a host of other devices and campaigns.
Consumers might sometimes see this bombardment as an intrusion; for communications majors, it has opened the door to a wide range of employment possibilities.
Employers expect job candidates to have at least a two-year associates degree from an art or design school but also appreciate bachelors-level communications majors with strong graphic arts experience. Even more important is being able to show a top-quality portfolio that displays skill and creativity.
The American Association of Advertising Agencies reports that entry-level opportunities in art departments are very limited for those without some related business experience, such as an internship or practicum spent in a retail advertising department or some other related setting.
Copywriter and Assistant/Junior Copywriter. Copywriters write body copy for print advertising and develop sales promotional materials. Assignments range from creating names for companies and products or writing television commercial dialogue, scripts for radio spots, or copy for direct mail packages. Junior copywriters assist the copywriter and also edit and proofread.
Although a bachelors degree is not required-a strong portfolio could beat out a degree holder-majors that are sought after include communications, English, journalism, advertising, and marketing. Even though some of the largest advertising agencies offer copywriting training programs, opportunities are limited for those with no writing experience.
Print Production Managers and Assistants. The print production department of an agency is responsible for the final creation of the advertisement. After the creative team has specified the different elements that must be incorporated into an ad, the print production team sees that the instructions are carried through. They are responsible for two-color, four-color, and black and white printing, color separations, and the preparation of mechanicals.
The print production department works closely with the traffic depart-ment and the creative staff and is also responsible for quality control.
Some experience with production work is usually required to enter this department. Although not the most competitive area, it is still a good place for someone to break in, and move up.
Assistant Media Planner. The media department is responsible for making sure the advertising is presented to the right audiences, at the right time, and at the right place. As mentioned earlier, media departments are usually open to hiring entry-level candidates.
The assistant media planner reports to a senior planner. His or her usual duties are as follows:
- Gather and study information about peoples viewing and reading habits.
- Evaluate programming and editorial content of different media vehicles.
- Calculate reach and frequency for specific target groups and campaigns.
- Become completely familiar with the media in general.
- Become completely familiar with specific media outlets.
- Become completely familiar with media banks and information and research sources.
Media buyers also possess the ability to work under pressure, excellent communications skills, and strong general business skills. They are also adept at working with numbers and are familiar with basic computer programs such as spreadsheet software.
Candidates for entry-level positions are expected to have earned a four-year degree. Some of the large agencies offer training programs for new hires.
Traffic Managers and Assistants. People working in the traffic department make sure that the various projects are conceived, produced, and placed as specified. This department is in charge of scheduling and record keeping. The traffic department is an excellent place for those with more interest than experience to get a foothold.
Market Research. Professionals working in market research departments are tuned in to the consumer-what he or she worries about, desires, thinks, believes, and holds dear. Market researchers conduct surveys or one-on-one interviews, use existing research, test consumer reactions to new products or advertising copy, track sales figures and buying trends, and become overall experts on consumer behavior.
Agency research departments design questionnaires or other methods of studying groups of people, implement the surveys, and interpret the results. Sometimes, research departments hire an outside market research firm to take over some of the workload. For example, a market researcher could come up with a procedure to test the publics reaction to a television commercial; the outside firm puts the procedure into action.
Assistant Research Executive. Assistants report directly to a research executive and are responsible for compiling and interpreting data and monitoring the progress of research projects.
An entry-level assistant research executive has strong quantitative skills and a good aptitude for analyzing data. In addition, they must have com-puter skills and the ability to write and speak effectively.
In this field a bachelor s degree is the basic requirement, but it is becoming more and more common to find masters and Ph.D. holders. A graduate of a college program that emphasizes research will have an edge over the competition.
