Scope of Advertising Career

Advertising is not for the weak hearted. Working in an AD agency is very stressful-the never ending in one’s projects, and here seeing some of the best ideas being shot down by a dominating, client, feeling let down by a dominating, client, feeling let down by one’s own people (e.g.: when the creative department does not submit work on time or the media does not get the required booking done on time.)
Successful AD people learn to manage. They display high energy levels, ambition, enthusiasm and an obsessive curiosity about product, people and advertising. Accustomed to working and, people in advertising are good gut-feel psychologists and many are instinctively endowed with good taste.
What Advertising would be like Future|
Most advertising is about making people want something (a favorite expression is “advertising doesn’t sell, it makes people want to buy.”
For advertising to be registered and for it to evoke a response it must be provocative-it must be unusual and challenge the standard advertising methods. It must stimulate the consumer, not reflects the consumer.
In the future, advertising will deal with issues that are called “Social” by the critics-such ad gender discrimination, family planning prejudice, conditions of employment, writed S.Venu.
“The whole process of advertising and selling is now part of contemporary culture. Newspapers have a regular Colum on advertisng.TV series are made about it and feature films refer continually to it. In addition, many work forces now have their company’s advertising presented ad explained to them. The consumers of today actively seek information on advertising ad enjoy talking about it.
Advertising is part of everyday conversation. It is not feared ad leathed.Surveys show it is actually respected. All this means that the area of the “hidden persuades “is well and truly past. In the new era of public persuades” is well and truly past. In the new era of public persuades advertising, people can share their “games: with a knowing audience”.
Most advertising today is procured with the implicit assumptions and beliefs about people that were formed in ‘50s and 60s. The market place, and indeed, the world have changed dramatically and fundamentally. In the coming days, advertising will need to change in order to compete and it must draw its assumptions about competitive and effective work from an understanding of the new experienced and expert consumer”.
Accountability , not Creativity, is the New Mantra
According to Muhamed Muneer, a Bangalore-based advertising professional,” The most sacred word in advertising so far has been creativity. That is undergoing major changes today. The new sacred word is accountability. The days when a client approved recommendations and budgets because everyone liked the advertising are over”
Now clients will approve plans 3hen they are convinced that an intellectually disciplined process took place in the development of spend levels ad the risk curve is manageable. In short, they will demand accountability, and it is the professional responsibility of agencies to respond.
Client articulate their concerns in a variety of ways, but they commonly request procedure that minimize risk, measure response, estimate return on investment, and build a model of predictability. Meticulous planning can help minimize risk
The first step is defining the audience of greatest potential in terms of demographics and geographics.Then, with primary research, gain as much insight as possible to the benefits that ht target audience is seeking from the category. This leads to a positioning strategy that allows one to outmanoeuvre competitors.Then,one has to select the most cost-effective media for reaching the target audience.
In many a instance, agencies start this process by picking the medium they want to use , say, television. A good reel is good for new business presentations. In future, agencies will have to abandon this procedure. They will have to start with a sharper definition of the potential customers and then develop the media plan for best return on investment
Television, and certainly the niche channels, will still play a major role in media planning, but the days of relying upon the magic of television are over.
The final phase of minimizing the risk is test marketing: find out what people do in real-word situations. This is the moment of truth. One approach to monitoring results is primary research, starting with benchmark study to establish the criteria deemed important: awareness, perceptions, attitudes, etc
Although important, this kind of research is expensive ad doesn’t measure persuasion or actual behavior. Ironically, you could achieve positive results in research and at the same time experience a decline in sales ad market share. In the final analysis, it is the ability to motivate response that really counts.
A major practical approach that is spreading rapidly is to build direct response mechanisms in advertising. That is why we see more requests for information, product samples, etc., through toll-free numbers and Web sites: Still not perfect links to a final scale, but measurable connections to verify that advertising is getting through to interested prospects. This process also allows a client to gather valuable information about the types of people responding to its category. Of course, one still has to measure sales against the same period of time in the previous year.
Outside of sophisticated packaged-goods marketers such as Unilever and Procter& Gamble, it is surprising how often this process goes unused. First, apply research and frequency numbers against the target audience. Usually, this can be done by any medium.
Reach and frequency represent opportunities for message exposure; they do not reflect an actual connection with the target. So these numbers are reduced by a mathematical factor to yield a truer picture of the number of people exposed to the advertising messages.
Then make a further refinement to reflect the percentage of people likely to make a purchase decision during the advertising campaign. Conservatively estimate purchase volume, and test market to verify estimates.
If one adheres to this process with good monitoring systems, it is a good way to building predictability model.Barring major blunders or surprises, 18 months or two years should provide enough time to become skilled in projecting results.
This is an approach to marketing investment decisions that is understood by top management. It is a process is familiar with and respect. Its application will go a long in helping marketing ad advertising professionals gain the respect of clients as true marketing planners.
Tips for a career in advertising
In the world of advertising you have to be a dreamer with creative and innovative ideas. The originality of your ideas may prove fruitful. But such ideas have to be in accordance with the ground realities of the market. There is hardly any place for complacency and you have to be on your toes to come out of the ordinary ad the unique and distinct in your ideas and approach. An effective ad can mould and change the opinion enmasse.
Interested I marketing a commercial? The following few points could prove useful: To began with, it is but natural that you must have an idea, which in consonance with the technique that you are going to apply while executing the same. You must also keep in mind that the commercial is very well related to your viewers.
One way to test the relevance and effectiveness of the ad film is the extent to which the audience shares the feeling with what you shoe them on the screen and the idea and emotions attached to it. Distinctiveness is the hall marks of any good commercial. To elaborate it further, the idea, the technique, the story, the imagery used, as far as possible, should be distinct ones. The idea should be expressed so nicely that it is strikingly clear and one can appreciate as one looks at it and feels. It has to be ensured that ultimately it is executed I the most relevant and communicated in such a way that it is easily understood.
With the introduction of the internet, convergence, even the widening up on the insurance sector, new challenges ad opportunities are emerging in the field of advertising. There is no doubt that net can cover much wider clientele