Advertisement Sector [Type the document subtitle]

Advertising is how a company encourages people to buy their products, services or ideas. An advertisement (or "ad" for short) is anything that draws good attention towards these things. It is usually designed by an identified sponsor, and performed through a variety of media. Ads appear on television as well as radio, newspapers, magazines and as billboards in streets and cities. They try to get people to buy their products, by showing them the good rather than bad of their products.Advertisers influence our identity by making adverts. Many people agree that they influence our identity and they have a huge impact on our life. They influence our identity by using things such as techniques, stereotypes and targeting our audience. Our personal identity is who we are and what things make us up such as occupation, beliefs, personality, self esteem, lifestyle, relationships, friends, how we look and what we wear. Advertisers use techniques to grab people's attention. For example, to make a burger look tasty in advertising, it may be painted with brown food colours, sprayed with waterproofing to prevent it from going soggy and sesame seeds may be super-glued in place. Advertising can bring new customers and more sales for the business. It can be expensive but can help make a business make more money.

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Introduction

Advertising happens in many different ways. Many products are advertised on television, although not all channels permit advertising. The advertisements usually appear during breaks between a television show. They are usually for products, other television shows or movies and are not normally much longer than 30 seconds. Some radio stations have audio advertisements that play between programmes.An advertisement for a movie is called a trailer. It shows a short collection of clips from the movie, and shows the date it will be released in cinemas.Advertising also takes place on websites. These may appear as "banner ads" or "popups". They are often still images or flash animations. The owner of the website will getmoney when a user clicks on the advertisement. Sometimes they will get a percentage of the money if they buy a product.Billboards advertise products on city streets. These may simply be freestanding billboards or may be part of street furniture such as a bus shelter. Buses and taxis are often covered in adverts, while budget airlines sometimes allow advertising inside their planes. Adverts also appear in newspapers, magazines and sports programmes. Many stadiums have adverts set around them. Sports teams, tournaments, television programmes and public events sometimes have sponsors.As well as this advertise is to show something off or tell it to people on a national scale. The types of advertising are as follows :-

Television advertising   /   Music in advertising

In 2014, a study conducted over 7 years found that the television commercial is still the most effective mass-market advertising format. The study's findings stated that for every £1 (GBP) invested in TV advertising, it returned £1.79. This is reflected by the high prices television networks charge for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television - with an audience of over 108 million and studies showing that 50% of those only tuned in to see the advertisements. The average cost of a single thirty-second television spot during this game reached 5 million & a 60-second spot double that figure in 2014. Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may

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Types of Advertisement

be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.

Radio advertising

Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found on air, and also online.

Online advertisingOnline advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising,online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Press advertisingPress advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base,

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such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the display ad, which is a larger ad (which can include art) that typically run in an article section of a newspaper.

Billboard advertisingBillboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.

Mobile billboard advertisingMobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: target advertising, one-day and long-term campaigns, conventions,

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sporting events, store openings and similar promotional events, and big advertisements from smaller companies.

In-store advertisingIn-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (a.k.a. POP – point of purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

Coffee cup advertisingCoffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States,

India, and parts of the Middle East.

Street advertisingThis type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand messages out into public spaces.

Celebrity Branding

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Celebrity Branding is type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and

promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its

downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, Amitabh Bachan was in an commercial ad of nestle magi and later magi was banned in India . Celebrities such as Virat Kohli have advertised for multiple products including Pepsi, Gillete , Toyota.

Aerial advertisingUsing aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example

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Advertising drives economic growthIn helping companies succeed, advertising plays a key role in a dynamic economy. Successful companies create more jobs, pay more tax and contribute directly to economic growth.

In fact, there is a proven link between advertising and economic growth1:

o There is a positive correlation between the rates of investment in advertising and GDP growth in major markets.

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o Business sectors with the highest rates of investment in advertising are those where competition, a recognized driver of growth, is liveliest.

o Countries where relatively little is invested in advertising are also those where economic growth is weakest.

The advertising industry itself also contributes in a big way to economic growth. At 6.4% in 2007, the communications industry was the third-fastest growing sector of the US economy – far above the 2.2% growth for the economy as a whole2.

Career Scope in Advertising Industry

Advertising world has led to the emergence of many new roles within the advertising profession. In the new edge of ad world, advertising goes beyond its conventional approach. For the non-conventional and conventional advertising approach, Industry requires well groomed people who can develop innovative and creative new idea. Flexibility and competence is must for the industry as the Ad World is highly creative as well as dynamic.

Advertising careers are diverse and can run across a variety of departments, offering positions in the fields of creative departments, production, media, and research. The ultimate goal is to meet the client’s goals of increasing sales as much as possible. Public relations services are often involved with businesses, governments, and institutions and can help them make effective decisions. Students of an advertising school may choose to pursue a career as a:

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Advertising Media Planner Media Researcher Creative Department Copywriter/Illustrator Account Planning Production Manager Director of Advertising Director of Public Relations Public Relations Specialist Artists

Key Skills Needed For A Successful Advertising CareerA successful advertising career is possible for candidates who are naturally driven, optimistic, creative, and can handle multiple projects at a time. Human skills are essential because the work requires understanding what a client needs and making effective decisions as a result. An advertising school/Institute can help in training and development of students, professionals to learn skills such as:

Strong communications Creativity Competitiveness Working under stress and pressure Presentation management Persuasiveness Confidence

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Being a team player Learning effective online communications Highly flexible

Structure of an OrganizationIn the first part of this article, you can get an idea about various job profiles especially in Advertising firm. But the job profile in Ad firm may vary as the size and/or nature of business vary in Advertising firm. Let us understand the different types of advertising agencies, which are discussed in the following way:

Full Service Agencies Specialty Services Creative Services Media Buying Agency In-house Agency

(Innovative Advertising Agency )

IAA company has been a new emerging advertising agency , we are an established and popular company with an excellent team . We will never compromise on the qualities and service

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provided to the customer. We believe in keeping the customers happy and providing them with the best and innovative advertisement. We have an excellent staff who will guide you with their best ideas by keeping in constant touch with your company and information about the market trends Please feel free to keep in touch with us about any of your business related requirement or queries we would like to offer you service to your company.

How we Promote ?

In store

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Bill Board Mobile Bill Board

Aerial Ads

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How we

Promote ?

Why Us ?LOCATION BASED ADSIAA’s platform Shelf is location based, hence giving the local businesses an ability to run ads in stores at locations of their choice

ZERO INVESTMENTFor any advertiser, there is no need to spend in expensive hardware. Our flexible model allows for pay as you go model

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Sources Of Recruitment

1. Campus Recruitment

2. Job Portals3. Social Recruitment

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How And Whom we Recruit?Advertising Media PlannerJob Description

Job summary

Media Planners help ad agencies choose the best outlet or medium to reach the customer they want. They plan schedule, book and purchase space in the print media (newspapers, magazines) or outdoors (billboards, kiosks and bus panels) and time (TV &radio, internet). The media planning exercise may also involve conducting some targeted brand or need-specific research to assess recall and viewership/readership of a campaign. They must be good with numbers but also skilled negotiators. They will be working with budgets and responsible for spending their client’s money wisely.

Job duties Producing financial and media plans and forecasts Undertaking relevant research Analysing and interpreting data

Working condition They work closely with agency accounts staff, ensuring that campaign ideas, strategies and objectives are converted into tangible tasks. Contact with clients and colleagues are a key feature of the job.

Job Specification

Qualifications and training required

Any degree discipline is acceptable, although journalism, psychology, business studies, communications, media studies, marketing or management qualifications can be helpful.

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A good appreciation of what working within advertising involves is helpful and relevant paid or voluntary work experience is desirable. A small number of agencies offer vacation placements.

Key skills for media planners

Confidence The ability to cope with pressure Effective organisational abilities Enthusiasm Determination and perseverance Good interpersonal and communication skills Commercial awareness

How advertising media planner is recruited ?

4. Personal Interview5. Communication test6. Negotiation test

Art director

Job Description

Job Location

cinema and television; internet (digital/viral marketing); posters press radio

Job Summary

Advertising art directors, often known as 'creatives', produce innovative ideas for the visual elements of advertising campaigns in all kinds of media,

Job duties

An art director usually works alongside a copywriter to form a 'creative team'. Traditionally, the copywriter produces the words to go with the visuals created by the art director. These roles are now becoming more blurred and it is likely that both will have an input into the visual and written content of the advertising campaign.

Working Condition

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The advertising art director works on the campaign from the outset and manages details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.

Job specificationQUALIFICATIONS

The qualifications for Art Director are:• A minimum of an associates (2 year) degree in advertising, communication design, or visual arts.  A bachelor (4 year) degree is preferred.  • Must possess exceptional computer skills.   Thorough knowledge of the following software applications is required, Quark X-press, Adobe Illustrator, scanning software, Adobe Photoshop, and any widely utilized word processing application.

JOB RESPONSIBILITIES 

Art Direction/Graphic Design• personally work on the graphic development of at least one product.• Interact with Copywriters to develop creative concepts and executions of assigned product(s).• Provide accurate time and cost estimates for each tactic.• Perform miscellaneous tasks, as directed by Creative Director.• Assist in making presentations to client.• Provide detailed direction to designers. 

SKILLS REQUIRED:

• Mastered composition techniques (multiple elements and interactive pieces) in producing polished final pieces (i.e., attention to detail, good knife).• Comprehensive computer photo-retouching and image development skills.• Demonstrated complete understanding of:• Color theory and color relationships.• Print production process, knowledge of production techniques, and correct disking procedures.• Photography and the photographic process.• Demonstrated ability to:• Communicate thorough knowledge of assigned product(s).• Provide effective direction at photo shoots.• Effectively check and approve work on press.• Effectively collect electronic materials for output.• Effectively handle multiple assignments at one time.• Manage challenging situations both internally and with the client.• Command respect of freelancers and designers and be able to effectively oversee their work.

How advertising Art Director is recruited?

a. Personal Interviewb. Art test c. Computer test ( Photoshop )

Copywriter/Illustrator18

Job description

Job summary

Copywriter writes down the entire written words of a campaign. Making a story boards (Layout of Ad) on paper for Television ad and in case of Radio ad they prepare theme and jingle. Person will be responsible for entire texts/words which are used in Advertisements.

Working Condition

Advertising copywriters generally work alongside an art director within the creative department of an advertising, media or full-service agency. They work with client briefs to conceive, develop and produce effective advertising campaigns.

Duties

The art director deals mainly with the visual images of the advertising campaign while the copywriter provides the verbal or written ‘copy’. This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials.

Copywriters also work with media planners/buyers and the production department to fully develop the advertising campaign.

Job Specification Skills

An advertising creative copywriter/director should:

Be highly creative and imaginative, and curious about clients' products or servicesBe skilled in writing clear, concise and grammatically correct copyUnderstand the different language styles that appeal to various target marketsHave excellent interpersonal and communication skillsWork well in a team and with a range of creative peopleBe able to work under pressure and manage workloads effectivelyBe highly self-motivated and well organisedbe able to see other people's points of view and take on board feedbackWork within strict budgets

Training

Initial training is likely to be in-house guidance from more experienced colleagues and learning on the job. Attending external courses and seminars is usually encouraged.Some agencies may require entrants to take the IPA Foundation Certificate, which is an online learning course culminating in a two-hour exam. This is designed to give an overview of advertising and the specific roles within the industry.All people employed in this field will be expected to keep up-to-date with industry trends and standards by reading relevant publications.

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How advertising Copy writer is recruited?

a. Personal Interviewb. Skill test

Accounts executive

Job Description

Job summary

An Accounts executive who works in the client servicing department takes care of all the monitory dealings. He should know the most effective way to advertise client’s product or service i.e. the media and their cost effectiveness. Account executives should also have an idea about market research and target audiences. The career ladder of position titles in account services is assistant account executive, account executive, senior account executive, and accounts supervisor or accounts manager.

Job Location

You will be office-based but will also travel to meet clients.

Job Specification

Skills

Creativity and organization Strong interpersonal skills Excellent leadership abilities Analytical, decision-making and management skills Ability to develop lasting professional relationships with clients Strong speaking skills

Qualifications

Individuals looking to begin a career in this field need to have at least a bachelor's degree in business administration, advertising, journalism or marketing.

Some larger companies may prefer that an applicant graduate with a Master of Business Administration (MBA). No certifications or licensing are required to work as an account executive.

How accounts executive is recruited?

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a. Personal Interviewb. Aptitude testc. Logical reasoning

test

Advertising can inject new life into a maturing brand, Advertisements encourage buyers to purchase products advertised. As long as marketers need ideas to build their brands, they are going to need Advertising Agencies.

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1. Recruitment and Selection ( bms semester 3)2. www.aaaa.org 3. www.wikipedia.com 4. www.business.qld

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