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Advertising agencies come in all sizes, but a huge number of them are found in two states: California and New York. If you have big ambitions, expect to find yourself on one coast or the other where the industry is clustered. Ad agencies often have public relations arms, but many do not and that profession is not the topic of this article. This is a look at advertising and the professionals that make it happen. Here are some occupational choices in advertising for you to consider.
Advertising account executive. This person manages the business contacts with an advertising agency's client, or group of clients assigned to the account exec. The job means representing the client to the agency as well. Ad account executives often have the best grasp of what advertising approach will make the client happy, although not necessarily meet the client's needs. This is often an entry level position; a degree in marketing or a liberal arts degree along with a personable nature would be appropriate.
Media planner or media buyer. The assistant to the media planner is also an entry level job, and a good spot to learn the logistics of advertising. Media planners look at the demographics and costs associated with various television, radio and print advertising options. They must also be conversant with the advertising opportunities on the Web today. Experienced media planners often go into research, especially with the advent of an entirely new advertising universe on the Internet. A degree in marketing, psychology or internet marketing would be good choices.
Accounts manager. The supervisorial roles in an advertising agency generally have two sides: creative and business. On the business side, managing client budgets can be a full time and nerve wracking occupation, matching available dollars with design costs and ad buys. This position and the senior management positions require a strong understanding of small business management. Ad firms gain and lose clients constantly, so maintaining financial stability can be a challenge. A business administration degree or an MBA fits with these jobs.
Art developer, creative director. Creating ads, whether on video or as still images still falls to the artist. Current ad firm employees on the creative side include graphic artists, multimedia professionals, often a computer programmer and an experienced client management professional with a creative mind. The arts degrees are necessary for ad agency professionals that create and process images. Creative directors may have marketing degrees, business degrees, marketing management or communications degrees.
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