ADVERTISING COURSES In the liberalized economy of today, it is a war in the market with numerous products and services vying for the consumer’s attention. Advertisements are the vehicle that takes the message across to the intended

consumer. In the overcrowded market, the advertisement campaigns are strategically designed and placed to attract the attention of the target consumer. Through innovative pitch lines, a product is highlight to stand out in the crowd of similar product range. Advertising thus drives the demand in the market for products which in turn improves the sales and boosts

production. In emerging markets like India, advertisement campaigns influences and upgrades standard of living

as it aspires people to adapt what they see in an ad campaign. It is a vital impetus for economic growth. However, promoting a product or services is always not about pretty models and pictures. It also has a role in providing information to the consumer. For e .g. any food product now carries details about not only the

ingredients but also about the caloric value to let the consumer make an informed choice. Advertising thus is a dynamic and exciting profession which thrives on a mix of creativity and analytical

skills. It requires a creative mind to write a copy .This is supported by a careful analysis and understanding

of the market, the consumer behavior and profile for placement of an advertisement. For those inclined towards a career in advertising, it offers a wide sphere of options. On the creative side, one can choose copy writing, designing an ad; on the more analytical side, it can be media buying and placement or the backroom job of analyzing the market or it can be marketing oriented like client servicing or acting as a link between the client and the advertising agency. The industry also has excellent scope for television and film, photography, exhibition and event management, promotion and direct marketing. Any one of these options in the industry requires studying a course in advertisement. Several institutes in the

country offer advertising courses at post graduate level, offering diploma on completion. But looking at the

potential of the industry, a few institutes have designed it as a more comprehensive management course. So what are the pre – requisite for a student seeking admission in an advertising course? A creative bend of

mind and good communication skills especially a way with words for the creative side of advertising and an

ability with numbers, interest in analysis for the research side are some of the desirables for someone seeking a career in the advertising industry. The advertising courses offered by a majority of the institutes in the country are for duration of a year and are

clubbed with public relations. The curriculum of courses in advertising is broadly divided into communication

management, consumer behavior, marketing concepts and brand management. The course is designed to equip the

students in skillful copywriting, cutting edge design, creative visualization, theories of communication, principles of

advertising, core marketing concepts, consumer psychology, brand management models, advertising strategy,

market research, media planning, public relations and corporate communications. Some of the institutes devote three forths of the course duration towards theory. The rest is focused on projects where students are given time for practically implementing what they have learnt. During the project, the students explore the specializations that want to opt for. The exercise helps them in clarifying

their theories to step into the industry. To be as close to the real industry situation as possible, several institutes hold workshops as part of the course.

Here professionals from the ad field share case studies to impart a deeper perspective and insight into all aspects

of the subject. The courses in advertising also train students in presentation skills and business communication

and life skills such as stress management, self-awareness, teamwork and leadership. Most of the institutes that offer advertising courses send the students for internship in the students’ selected

subject with an ad agency. After finishing the course, students receive placement calls or institutes also make an effort to place them. It’s a two way process as the industry is also looking for manpower that has

some knowledge.

On the completion of the course, there are several career opportunities in advertising. One can explore openings in private advertising agencies; advertising departments in private or public sector companies; in advertising sections of newspapers, journals, magazines; commercial sections of radio or television; market research organizations, etc. The option of freelancing is also an avenue to explore. The pay structure in an agency can start with Rs. 10,000 to Rs. 15,000 per month for fresh graduates and

can then increase after a few years experience. But after completing a course in advertising, the starting

salary can be a little better than that of a graduate fresher.