How to get a head start in advertising.

A is for advertising executive

we live in a world where the media is king.

Televisions bombard us with advertising images so powerful we can't help but spend, spend, spend.

There's no doubt good advertising works, whether it's on TV, in newspapers, on radios or on a leaflet through the door.

The advertising world is a haven for many talents.

Advertising account executives - also known as account handlers - work for advertising agencies, preparing pitches or presentations to win new business and servicing the needs of existing clients.

They can also work in the media industry, for example working for newspapers. Sometimes known as media sales advisers they liaise with clients on a whole range of advertising and campaign needs.

Advertising account executives also organise and monitor advertising campaigns.

Following a client's brief, they work with account planners and media staff to devise a marketing strategy and advertising campaign to promote a product within budgetary constraints.

They present the proposal to the client, and if approved they delegate work to the agency's creative team.

Typically they will handle three to four non-competing accounts at once.

They ensure deadlines are met, the client is kept informed about the campaign's progress and any problems or disagreements - either within the agency or with the client - are ironed out.

They handle the invoicing and administration of the account, write reports, keep records and financial details, and even maintain a photo library.

They monitor the effectiveness of the campaign in order to provide up-to-date feedback to the client.

Advertising account executives work long, irregular and unsocial hours, usually during the week although deadlines and workload can lead to weekend work. Some agencies have flexible working hours on the understanding staff will work late when deadlines demand it.

Most of the time is spent working in comfortable offices. The rest of the time will be spent travelling to meet clients.

To be an advertising account executive you should:

* Have a good head for business.

* Have good communication skills, both written and spoken.

* Be able to work with a range of people and as part of a team.

* Be an effective team leader to co-ordinate the work of different agency departments.

* Have some numerical ability for working out budgets and costings.

* Have good computer skills.

* Have stamina to be able to drive and work long hours, often under pressure

* Have a smart appearance and a professional manner.

* Be organised, flexible with good negotiation skills.

* Have a persuasive yet diplomatic approach when discussing clients' needs.

* Be able to deal with constructive criticism.

There are no minimum educational requirements, but entry into advertising is very competitive and most entrants have at least A levels.

A degree or higher national diploma (HND) is often required by large agencies, while smaller agencies also look for relevant work experience.

There is a range of courses available at colleges and universities at HND, degree and postgraduate levels.

Subjects include advertising, or advertising combined with another subject such as marketing.

Training varies greatly according to the size of agency. You may spend time shadowing experienced staff, while larger agencies are likely to have structured training programmes.

You may enrol on a course run by the Institute of Practitioners in Advertising (IPA) if your employer is a member, or take qualifications with the Communication Advertising and Marketing Education Foundation (CAM).

Advertising is a popular career among graduates, and applicants outnumber vacancies by ten to one.

Experienced advertising staff often set up small advertising agencies of their own. It may be possible to work abroad.

Wages for a new entrant to the industry can start at around pounds 12,000 to pounds 16,000.

Experienced account executives earn between pounds 30,000 and pounds 40,000.

Senior positions in an advertising agency can command salaries of pounds 50,000 plus.

* Further information:

Account Planning Group, 16 Creighton Avenue, London, N10 1NU. Tel: [phone]. www.apg.org.uk

The Advertising Association, Abford House, 15 Wilton Road, London, SW1V 1NJ. Tel: [phone]. www.adassoc.org.uk

CAM Foundation, Moor Hall, Cookham, Maidenhead, Berkshire, SL6 9QH. Tel: [phone]. www.camfoundation.com

Institute of Practitioners in Advertising, 44 Belgrave Square, London, SW1X 8QS. Tel: [phone]. www.ipa.co.uk

* Careers advice from Learn Direct at: www.learndirect-advice.co.uk