Professions in advertising. Professions related to advertising

In addition to the traditional meaning of a particular profession, there is always an individual definition for each company. This applies to any position and specialty, and especially those related to intellectual work.

If we talk about the position of "advertising specialist", then it can be interpreted in different ways. The responsibilities that it will include will largely depend on the breadth of understanding of advertising by company management.

In the countries of the post-Soviet space, advertising is very often not perceived as a serious direction. Of course, it is not included in the marketing part, and for this reason, the advertising specialist is only a link between the advertising service contractors and the company's management. Often, his duties include the execution of timely orders for the manufacture of branded souvenirs or gift products, maintaining related documentation, advertising in

Formation of the marketing department

When a company faces a high level of competition, it begins to understand that there is a need to develop advertising strategies, conduct special studies and more targeted activities. In this case, it is formed which includes no more than 15 employees. A marketing specialist performs desk and field research work, establishes But many professional aspects of marketing are solved through intermediaries in order to minimize the staff of the department. The choice of companies that will be engaged in promotion on the network or the creation of television advertising, mainly depends on financial opportunities firms. The priority is not on the quality of performance, but on the optimal ratio of price and professionalism.

Marketing Department

Companies that reach a certain level of maturity and understand the importance of marketing in their activities, create a specialized department. Such a department may include great amount employees in a variety of professions. Advertising focuses on corporate identity, professionalism and compliance with preferences target audience. In this case, an advertising specialist can be involved both in the full range and in his specific area. Intermediaries are used only to place an advertising message or for parallel work in order to increase the speed of its execution.

"Advertising Specialist" is a very sought-after profession in our time. Today, in the century high technology and opportunities, it is becoming increasingly difficult for companies to compete solely on the basis of product quality. good materials and equipment available to all. Therefore, the main struggle is for the consumer, and the principles are applied. All this obliges people working in marketing to constantly develop and improve their skills and abilities.

Advertising appeared 3000 years ago in ancient Babylon. Today it is difficult to imagine our life without it. She follows us everywhere. Her phrases and slogans spread among the people. Let's talk about who and how creates it and what the profession of an advertiser is like.

Profession advertiser

When your favorite TV show is interrupted by , each of us knows what to do. Option one: change the channel. Second: go to the kitchen for tea. And the third (for the laziest): still look at it, but only with one eye, and be sure to dream of something pleasant.

However modern advertising just doesn't give up. Today, it has shifted much of its power to the Internet and, instead of a strategy of interruption, has chosen the tactics of trust. What does this mean, we will find out in an advertising agency, where all types of advertising are created.

In the office, in an atmosphere of creativity, a team of the most different professions. Everyone has their own role, on which the success of the common cause depends. Here you can see producers, sales specialists and various managers, for example, a social media manager, i.e. a person who manages projects in social networks. After all, brands, like people, also want to be on Odnoklassniki and Facebook, and advertisers help them do it. And when advertising is already in your friends in social network, the first boundary of trust is decisively erased.

The process of creating an advertisement

But back to the process of its creation. And every advertising project begins with an employee in the position of an account manager. In different agencies, this position may be called differently: project manager, customer support specialist, etc. The account manager receives a task from the client, tries to understand his problems and requests as much as possible, accepts the order, and then coordinates the process within the agency.

The advertising agency knows how to solve the problem, and the client knows its conditions, i.e. what is necessary for his company. To connect these two links and control that in the process of solving the conditions of the customer are observed - the main task of the account manager. Together with the customer, he also draws up brief documentation, in which they sign advertising campaign, the audience they want to reach with marketing communication, and other important information. In other words, the brief is the very conditions of the task that the client sets for the agency.

When the scope of work is clear, the strategist takes over. He thinks over in what direction and what kind of advertising it is necessary to create. Then the creative team gathers for brainstorm. At the round table, the participants in the assault express their conceivable and unthinkable ideas that have visited their heads in order to choose at the end some of the most worthy ones. Advertisers say that when they come up with some funny videos for the Internet, the fountain of ideas is sometimes such that their stomachs just hurt from laughter.

Despite the seeming fun from the outside, in their work, as advertisers themselves admit, only 40% of creativity, and 60% is analytical work. The process of developing an idea is not some kind of insight from the Cosmos, it is always a very complex and lengthy analysis. And discipline and responsibility are an indispensable condition even for the most creative employee. You can be as creative as you want, but if you don't turn in your project on time, you'll be out of the market.

The best advertising ideas are processed and turned into beautiful presentations. And they are considered fully embodied only when they receive the approval of the customer. A new promotion tactic is to spread viral advertising. It is she who provokes what is a panacea for all advertisers - word of mouth. The process consists in the fact that people, having seen an interesting video that struck them, begin to tell each other about it themselves and send links to friends on the Internet. They don't care if it's advertising or not. And as a result, the effect of viral advertising is large-scale and unlimited.

And she really works. After all, if you, for example, see a poster about the release of the next “great movie”, then while in doubt you are going to the cinema, the film may already pass. And if your friend says: “I advise. This is the most best movie”, then it is likely that the very next day you will find yourself in front of a big screen.

How outdoor advertising is done

Even if you do not have a TV and Internet access, advertising will still not leave you. She will smile at you from the pages of a magazine, wink at you from the pages of newspapers. And if you go out on a city street or take a ride in public transport, then it will hug you from all sides. It is difficult to turn away from it, because, most likely, there will also be some kind of advertising on the other side.

Having crossed the threshold of an advertising agency, a potential client meets with the manager and tells him what he wants to see on his poster. Together they discuss the options, calculate the timing, materials, price, discuss all the details and come to a decision. Then the idea of ​​the customer through the manager goes to the designer, and here creativity begins. Applied science helps in this process.

For example, color in advertising plays a very important role. From what kind of reaction we want to achieve, we choose a specific color. Red will certainly attract attention, but it symbolizes passion and aggression, blue - peace and silence. Yellow is the color of the arrival of money, while brown is the fading of vital energy.

For example, everyone knows trademark telephone company "MTS" - a red square with a white egg. A very smart marketing decision. An unstable circle is the most attractive form for the human eye. And in combination with red, this sign will certainly attract your attention.

But let's get back to our designer, who has already developed several layout options for the customer in Adobe Illustrator or CorelDraw. And the manager again coordinates all this with the advertiser. If the client is satisfied, the file with the approved version is transferred to the execution shop.

The file is brought to the print shop in in electronic format which opens special programs, Then the rip station for that printer digitizes it. And the printing process takes place.

When the image is printed, it will have to be laminated. Otherwise, the very first drop of water will add unnecessary patterns to it. Then you need to crop the picture - and the poster is ready. Now you can safely hang it where your target audience is.

If you think that your advertisement on paper will not fit, then instead of the printing shop you need a plotter shop. Here they can build a pavilion for the presentation of the product (they can often be seen at exhibitions), and roll stands, and light boxes(lightboxes), and a host of other things. This is not a conveyor production, all designs have to be made different and unique, based on the customer's request.

During the crisis, many advertising firms in Russia suffer significant losses. Businessmen are in no hurry to go broke on expensive, high-quality advertising, despite the fact that it attracts new consumers of their goods and services, and also retains old ones. Unfortunately, now customers outdoor advertising, like all other advertisers, they look more at the price, and not at the fact that the advertisement is of really high quality and attractive. However, you need to understand that a well-executed poster or billboard will tell you about the benefits of your product better than any words. And if you want to talk about yourself, then your own portrait will be the best self-promotion. An advertising company can make it for you in any size and on any material.

college advertising specialist training

Advertising is a fleeting phenomenon. No one will watch a movie-length commercial or view billboard like a painting in a museum. Therefore, she is forced to stop us right on the go. The task of advertising is to tell, hook and surprise in seconds. And since she is running out of time, it should contain only the main information. There are many ways to learn how to make ads that get the attention they deserve. educational institutions.

Many people are interested in the question: is it worth going abroad for knowledge or can you get a decent advertising education in your homeland?

As you know, advertising, like marketing in general, is a fairly young field of activity for our country. In the nineties, domestic universities began to adapt to the situation and create very popular faculties: "marketing", "advertising", "public relations", etc. But in most universities, they still don’t teach anything specific, they just give lectures from old American textbooks and consider business cases taken from there.

If you want to work in some large Western company and make a career in it, then the right decision would be to enter a good Russian university, and from the third or fourth year, if possible, go for an internship or work in your specialty. If you do an internship somewhere in London and you have fluent English, then you will have a great chance of getting a job in a large advertising company.

On the other hand, there are many people who have built a career or set up a business in this field with some technical background.

In addition, you need to understand that in advertising, especially in the mobile and Internet areas, something new is constantly appearing. And this must be monitored and studied all the time. Therefore, no amount of education will help you build a successful career without continuous on-the-job training.

If you are impatient to work as an advertiser, but you have completed only 9 classes, then at the first stage you can limit yourself to the average vocational education. You can get it in many colleges where there is a department of advertising. It will take 3 years.

You can choose a college that focuses on computer technology, because they are the future of advertising. However, machines are only a means to create it, and before the student sits down in front of the monitor, the idea should already be in his head.

As a rule, students defend their projects orally, because it is important for a future advertising specialist to be able to correctly express thoughts and not be shy about public speaking.

At the photography workshop, you will be taught how to deal with the technique, set the light and arrange the composition. After all, advertisers will have to conduct photo shoots or at least understand the photo. Cinematography originated from photography, and after photography, you will try to shoot your first video works. After shooting, as a rule, editing takes place, and for this you will have to take a course in Adobe Premiere editing software or some equivalent.

A feature of training in institutions of secondary vocational education is its practical orientation. So when you graduate from college, you will be able to do a lot. And not just by hand, but with the use of modern technology.

With a computer you will be really on you. For example, you will most likely learn computer layout in the most modern Adobe InDesign program for this. In this area it the best program, it allows you to do a lot, almost everything. And then you can use the knowledge in professional activity.

The variety of subjects studied at any department of advertising can be simply envied: web design, Internet technologies, the basics of computer layout, computer graphics, Information Technology in professional activities and much, much more.

Miscellaneous ads - different specialists. In the future, someone will come up with ideas, someone will bring them to perfection, someone will write advertising slogans, and someone will organize the whole process. After all, you need to understand that in three years it is impossible to become a marketer, artist, layout designer, director and photographer. But in the future, everyone will choose their own path. After all, the main thing is to do what you love and remember that everything ingenious is simple.

It is important for the advertiser to take into account that most creative people are sometimes quite unorganized. When interacting with them, it is very important to correctly identify tasks and plan the whole day. In a different scenario, a lot of effort and time will be spent on work, and final result turn out to be unsatisfactory.

If a specialist works in an agency, it may be difficult to understand the goals and intentions of the customer. The positive side of employment in the agency is the opportunity to develop your horizons and study activities in various fields. Also, the specialist acquires serious practical skills.

One of weaknesses The profession of an advertising specialist is a solid degree of responsibility. And even one wrong phrase can change the customer's opinion for the worse. As a result, all work will be in vain.

Other cons are:

2. Huge amounts of paper work or work with documents on the computer. There is a lot of reporting in this activity.

3. You need a stable psyche. Often you have to deal with rejections and you should be guided by the rule of always being right by the client.

And the strengths of this profession are:

1. Opportunity to develop multifaceted creative thinking.

2. Communication with a huge number of people.

3. Participation in many exciting activities.

4. Dynamic pace of work.

5. Rapid career growth.

6. Excellent prospects.

Points 5 and 6 are the most scrupulous. Here the scale of the advertising organization itself matters. For example, getting a job at a modest agency or publication is easy. There, if you manage to find several clients in a couple of months, you will meet the standards of this company. In a more serious company or publication, the requirements are much tougher. Often up to 20 people apply for one vacancy. If you have little experience in this area, then it is better for you to recruit it in a small organization. Moreover, at certain conditions it can scale up, and you have the opportunity to lead the advertising department or even the company itself.

Advertising Specialist. requirements for this profession.

To get this position, it is not always necessary to have the appropriate education. However, serious competition is forcing many companies to form a staff of qualified employees. If the applicant has more than one higher education, then his chances of getting this job are greatly increased. It's great if he is well versed in marketing, psychology, sociology and journalism. Man with one higher education you can develop your knowledge by taking special courses on promotional activities.

And even with education and a document on completed courses, the following qualities of an advertising specialist are needed:

1. Organize and establish the interaction of the brand with the external environment.

2. Create and save positive image the entire company or individual products.

3. Analyze the factors and make predictions of all possible outcomes of the future impact on the prospects of the organization.

4. Efficiently develop work even with a modest budget.

5. Show creativity, perseverance, mobility and activity in your work.

6. Competently build your speech.

7. Communicate with a different contingent.

The category of clientele often includes people of creative specialties, representatives government agencies and the political sphere. It is necessary to competently find an approach to each environment, to establish interaction with people, to build your speech correctly and not to violate a certain manner of communication. It is also very important to have charm in order to have a different contingent to communicate.

The knowledge necessary for an advertising specialist to work successfully is as follows:

1. Bases of such areas: psychology, marketing, design, politics and branding.

2. Multiple foreign languages.

3. All the specifics of the organization in which he works.

4. The specifics of the work of competing firms.

An advertising specialist also needs to have contacts with the business sector, the media and government agencies. The specialist should be well aware of:

1 How does this mechanism work: how does a trade brand maintain its condition?

2 How to convince a potential customer to use the services of a particular company?

According to the job description, the advertising specialist must:

1. Develop sales volumes.

2. Keep records.

3. Work with direct clientele.

4. Advise clients on the services provided.

Points 3 and 4 are considered basic in this specialty.

They are interpreted depending on where the specialist works. If he represents an advertising agency, he must:

1. Communicate with clients.

2. Know the features of the customer company and promptly offer methods for promoting its products.

3. Do stream work.

If his place of work is an advertising agency on the Internet, then he must:

1. Have excellent knowledge of the principles of advertising on the network.

2. Collaborate with experts in the field of promoting products using the Internet.

3. Competently embed the entire workflow.

We offer you to get acquainted with other professions, the driver and logistician.

If an advertising specialist works for a radio station or television, he must:

1. Competently designate tasks.

2. Possess charm.

3. Focus on a specific consumer.

4. Study customer needs.

If the place of his work is a printed publication, then the priority skill here is the ability to correctly build speech and select the necessary words. Without these skills, sales development is not possible.
Salary questions.

The average salary of an advertising specialist in the capital of Russia is in the range of 35,000 - 45,000 rubles. In St. Petersburg: 20,000 - 30,000 rubles. it should be borne in mind that the level of salary is also determined by the quality of the services provided and the experience of the employee.
The starting salary of a beginner in a modest agency or publication is approximately 17,000 - 22,000 rubles. Added to this is a percentage of its sales. As you increase client base this salary can be doubled. And to this are added good percentages of sales - about 25,000 - 30,000 rubles.

Specialists with solid experience have incomes of 35,000 rubles + excellent interest.
As you know, with the help of advertising, trade is promoted. And until the moment when the director of the organization hires a certain specialist, he must study his previous projects and merits. That's the only way to give objective assessment his professionalism and experience.

Do you want to explore the profession even deeper? We invite you to watch this video:

Demand

Payability

Competition

entry barrier

prospects

On the Internet, in stores, on T-shirts and in the bus, there are almost monotonous calls to pay attention to a product, store or service. Advertising does not leave a person indifferent. People can hate it or love it - but it is impossible not to notice advertising today. Few people talk about its benefits, although what else can help a person navigate among the mass of goods and services that exist today? And, if the advertisement itself should not be ignored, then why not ask what it is? And even more interesting, of course, to create it. To do this, many universities have opened a specialty called "Advertising".

How the work is built

Advertising creation is not only writing bright slogans and inventing interesting concepts. This is just the outer side of the work that we all see. Behind the result - high-quality advertising - there is a whole chain of cases, starting with getting to know the client and his problem and ending with a study of the effectiveness of an advertising campaign. And each of the links in this chain has its own interesting questions and problems. To solve them, you need to have imagination and creativity and have many other skills. In a small agency, one person can be engaged in several areas at once, and in big business many narrow specialists are needed. Copywriter, sociologist, designer, project manager, media buyer - everyone is doing their own thing. All "advertising" professions can be divided into three areas:

Creative (copywriters, designers, creative directors) is engaged in the creation of advertising products - posters, slogans, texts of advertising articles, souvenirs, logos, corporate identity elements.

These people receive an order from another department of the advertising agency. We will call those who work in it communicators. It is they who meet with the customer (sometimes looking for him), make up the so-called brief - a summary of what needs to be done. Sometimes you just need promotional products, and sometimes - a whole anti-crisis program. Other managers work with the media, buy advertising space (places on the pages of newspapers, time on television, posters in the city) - they are called media buyers.

To determine what exactly needs to be done, how to interact with the audience, it is necessary to carry out analytical work. This is done by research agencies, and sometimes by relevant departments in large advertising agencies: conduct sociological surveys, collect focus groups on which advertising products are tested, identify what arguments or emotional impulses can convince a person to take advantage of an advertising offer. Both during the advertising campaign and at the end of it, data is collected, information is checked, effective or failed methods are identified.

Project manager

Each of these roles has its own ratio of creativity and routine.

It seems that the work of a copywriter or designer is one continuous work, but in fact it is not.

A very precise task is given, and the result should meet the requirements that the customer puts forward as much as possible. Beautiful and unusual moves are encouraged, but they clearly fit into the framework of solving the problem posed in the assignment. The work of thought is highly valued here, because to do beautiful picture anyone can, but creating a project that is useful for the overall concept is a much more difficult task.

From the outside, one might think that in the work of a researcher, on the contrary, there is almost no creativity. After all, he works with clearly defined questions and prepares statistical reports. But it is precisely in the formulation of the question, in the approach to each person and, especially, in the formulation of a ready-made analysis, that a field for fantasy can open up. In advertising in any activity there are these two components - and there is no need to be afraid that they will come into conflict with each other.

However, almost every person associated with advertising is experiencing a crisis associated with the fact that his thoughts and ideas are limited by the order. It's okay: many of the great artists of the past and present also created by order. Advertising posters were created by Andy Warhol and Mayakovsky, and commercials are shot by both David Lynch and Guy Ritchie. Everyone determines for himself what ratio of creativity and skill is the most effective for him and for the common cause.

There are established images of professionals. For example, an employee of the creative department is imagined as a freak, an account manager is the owner of a telephone book with a thousand numbers, and a project manager is a kind of commander-strategist, philosophically looking into the distance. However, there are also completely opposite types.

Where to get an education

The study consists of obtaining a theoretical base and developing practical skills. The advertiser must be diversified - sociology, philosophy, and art history will be useful to him. Today it is impossible to create a product of culture (and advertising is still a cultural object) without knowing the works of the past, without having an idea about the experience of thought. Cultural and psychological disciplines will help to understand what the consumer needs, how to address him correctly. And already with the help of the means traditionally used by art (text, picture, music), those symbols are created with the help of which advertising attracts the attention of the audience.

The other side of advertising is economic: after all, you need to understand what benefits a campaign can bring, what pricing policy is better to focus on in an advertising message. Therefore, it is important to understand the general mechanisms of the market, the laws of marketing and the principles of operation of an individual company: how profit is generated, what forms the income and expenses of an enterprise, how marketing policy is organized.

First, students study the history of advertising, gain an understanding of the principles of the advertising agency and the general technology of the advertising creation process. Then they get acquainted with private questions: how a brief is drawn up and an advertising message is created, according to what principles the composition is built and what should be included in the text of an advertising article. In the classroom, the types and methods of advertising distribution are discussed in detail. We are all familiar with commercials on television and radio, advertising booklets and promotions in stores, but a professional must understand in which case this or that type of advertising is more suitable, where the consumer would prefer to take information.

Students practice in advertising agencies, and in the media, and in companies where there is a promotion department or an advertising department. First, a young man explores the very principles of advertising in a company, learns in practice how an advertising product is made - step by step. Then he performs small tasks, analyzes how productive the company is, and offers options for solving existing problems in it. Accordingly, the diploma work of an advertising specialist is closely related to practice.

It is understood that knowledge of the theory itself is presented in the introductory part of advertising education, and its main content is practical - and is the answer to the question of how to apply it more effectively. advertising methods to improve business performance in a particular company.

Various educational institutions offer different approaches to the training of advertising specialists. Large state universities have introduced such a specialty quite recently; somewhere it belongs to the faculties of journalism, sociology or psychology, in other universities the department of advertising is opened at the faculty of economics. In small educational institutions, advertisers have been trained for a long time, but there a greater emphasis is placed on practical training and many applied disciplines are given.

Some universities train graduates in specific areas: copywriters, managers or designers, while others train advertising in general. It is assumed that general education makes it possible to prove himself in every direction, but such a specialist has all the skills for the most sought-after and difficult job in this area - the work of an advertising project manager. It is difficult to learn creativity, however, having a fairly broad outlook and a systematic vision of advertising, one can gain experience in the field of management. Of course, before leading an independent project or even starting a business, which many graduates are set on, it is worth understanding what work in various areas of advertising is like.

Understand what it means to live advertising

Many people confuse advertising with PR, marketing and other related industries. Of course, they are very closely related, but even in the first year, the student must learn to distinguish one from the other and clearly understand what exactly he is doing. Any means of communication with the audience in order to increase the success of an enterprise or person can be classified as marketing, because all this happens according to the laws of the market. However, advertising has its own specifics. It may seem that advertising is the narrowest field of activity, but in fact it is not. Only by studying advertising can you touch not only methods to increase sales or strengthen the image, but also the bulk of brand culture. Analyzing any advertisement is similar to the work of a film critic or a professional theater reviewer. It is both extremely practical (after all, the advertiser understands how the means correspond to the goal) and very interesting (after all, we work with works that can partly be called art).

However, advertising is not an art in the usual sense, nor is it a science. However, individual products can be considered as works of art, and scientific activity a student of this specialty can be very interesting and in demand. You can study advertising as a phenomenon in society, you can devote yourself to analyzing the most promising methods, or you can be engaged in predicting the future of advertising. In this case researcher or there is a reason for a teacher to combine his activities with business consulting: after all, when a company reaches a qualitatively high level, you need to understand where you can move on, and this cannot be done without professional in-depth analysis.

Today in Russia, work with advertising is just beginning. Yuri Grymov and Timur Bekmambetov, the people who created the first commercials and posters in modern Russia are your contemporaries. Departments and faculties specializing in advertising are still very young. On the one hand, it is very difficult to study and work at such a moment: you will not be sure what is right and what is not, teaching methods are only being formed, and teachers sometimes imagine the subject differently, even if they work on the same department. But on the other hand, it is at this moment that there is an opportunity to be at the origins of a new direction. Discoveries in the field of advertising can still be compared with the discovery of America: it seems to be similar to the India that Columbus expected to see, but in fact it is a completely different country.

Bye young specialist in advertising there is an opportunity to try yourself in different areas. Will he want to create advertising products in the Russian branch of a large agency - or will he create his own firm, will he conduct research and give recommendations to firms that are just starting out - or will he lead projects for new companies? The choice is his own. If you abandon the everyday idea “I like advertising and I want to do it”, you can succeed and find yourself in this interesting specialty.