Advertising
Everyday we are bombarded by messages in visual or audio form, coaxing us to buy a particular product or service. Whether it is a brand of soap, a computer, the latest model of a car, or a service that transports you to exotic locations, the message always is that of persuasion. It is the appeal and the grasp of advertising, which reaches out to people with the intent of influencing their acceptance or purchase of an idea, product or service. With the proliferation of television programmes, glossy magazines, and a plethora of information from all sources in an increasingly competitive market place, advertising has gained an unprecedented buoyancy.
Advertising serves three basic purposes. One is to persuade people to buy a particular product or service or to attend an event. Secondly, it also serves to create a positive image of a company, organisation or activity. And thirdly, advertising seeks to inform people about certain matters of public interest, to create awareness, or attempts to influence social attitudes on matters of general concern.
Advertising agencies vary in size as well as in the scope of services handled. Often, the range and extent of services depends on the agency’s size and infrastructure. All, however, are equipped to plan, create and launch an advertising campaign with professionals from different disciplines working together for this purpose.
WORK
Client servicing is the area which handles the client’s requirements and liases between the client and the agency. Those in client servicing must therefore interact with clients, collate information, oversee research where necessary, gauge consumer attitudes and based on this, work along with the various departments of the agency to formulate the most appropriate and effective advertising strategy within the specified budget.
The creative department is responsible for conceptualising and designing advertisements in the form they appear in print, audio-visuals or display. This requires the working together of those who handle the text (or ‘copy’ - as it is called in advertising jargon) , and those who work on the visual and artistic. The creative department, once it is briefed on the campaign, evolves a theme for which the copywriter then provides the appropriate slogans, jingles or scripts, or any other textual matter, while the art department handles the visual aspect including layouts, graphics, symbols, logos, etc. There are also visualisers and graphic artists who convert the designs into finished works or slides.
Once the ad is complete, it is the responsibility of the media planning department to position the advertisement in the press, radio, television, or any other point of display. The media department must therefore devise the most effective use for an advertising budget to effectively and economically transmit a campaign message to the target audience.
There is also a need for other disciplines within the ambit of advertising, such as those with a knowledge of printing and typography for those in the production department who are responsible for the final look of a print advertisement. As more and more ads are released in the film format, the production department is also likely to be involved in the production of the ad film. Many agencies prepare the total story-board and all other details for the film, but depend on independent producers for such television commercials.
Another important area is that of market research , which has to do with collection of data, of information about the consumer, the market, existing competition and so on. Market research specialists need to be good at statistics, or have a background in psychology or behavioural sciences. Most agencies do not have a separate market research department and work with specialised market research companies for this requirement.
ENTRY
Most advertising agencies recruit candidates with a formal management or advertising qualification. However, in small agencies it is still possible to make an entry without this, and spend about six months to a year learning on-the-job and then move on to a bigger agency after a few years of experience.
Most advertising agencies prefer
MBA’s for posts in the market research, client servicing and media planning departments, although a BA in economics can also be acceptable.
In the creative department, on the other hand, a general BA with a command of the language of communication is the requirement for all copywriters ; some creative talent and a qualification in commercial art from a reputed design or art school is necessary for entrance into the art department.
Eligibility:
Since advertising is offered as a course only at the postgraduate level, the basic eligibility criteria is, graduation in any discipline. However, advertising is also offered as a subject for the graduate degree course in mass communication studies at certain institutions, to students who have cleared the 10+2 examination. The minimum qualification for the degree course in commercial or applied art is 10+2 with art.
INSTITUTIONS
Some of the important institutions for courses in Advertising / Mass Communication are listed as follows :
Mudra Institute of Communications, Ahmedabad. (MICA)
Indian Institute of Mass Communications (IIMC), JNU campus, New Delhi.
Bhavan’s College of Communication and Management, Mumbai.
Narsee Monjee Institute of Management Studies, Vile Parle (West), Mumbai.
Institutions for degrees in Commercial Art include :
JJ School of Art, Mumbai.
College of Art , Tilak Marg, New Delhi.
College of Art, Sector 10-C, Chandigarh
Govt College of Arts and Crafts, 28 J L Nehru Marg, Calcutta
PERSONAL ATTRIBUTES REQUIRED
Interest in social and economic trends ; a basic grasp of the pulse of the consumer ; business acumen ; communication skills ; spirit of teamwork ; ability to withstand the high stress levels of an extremely competitive work environment ; ability to handle criticism which very often may or may not be justified ; originality ; ability to work under pressure for long hours ; stamina ; resilience ; persistence ; ability to deliver uncomplicated messages / images ; objectivity ; a logical, analytical brain.
JOB PROSPECTS
* Advertising agencies,
* Advertising departments of public / private sector companies,
* Advertising sections of newspapers, journals, magazines,
* Commercial sections of radio / television programmes,
* Market research organisations,
* Freelance work.
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