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 bom·bard
tr.v. bom·bard·ed, bom·bard·ing, bom·bards
1. To attack with bombs, shells, or missiles.
2. To assail persistently, as with requests. See Synonyms at attack, barrage2.
3. 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 HND (in Britain) Higher National Diploma; a qualification in a technical subject equivalent to an ordinary degree
Noun 1. HND - a diploma given for vocational training that prepares the student for a career in a particular area; good ) 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 according to
1. As stated or indicated by; on the authority of: according to historians.
2. In keeping with: according to instructions.
3. 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 The Institute of Practitioners in Advertising (IPA) is the trade body and professional institute for leading agencies in the UK's advertising, media and marketing communications industry, covering the creative, digital, direct marketing, healthcare, media, outdoor, sales promotion and (IPA IPA - International Phonetic Alphabet ) 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 "Account Planning is the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts. Group, 16 Creighton Avenue, London, N10 1NU. Tel: 020 8444 3692. www.apg.org.uk
The Advertising Association, Abford House, 15 Wilton Road, London, SW1V 1NJ. Tel: 020 7828 2771. www.adassoc.org.uk
CAM Foundation, Moor Hall, Cookham, Maidenhead Maidenhead, city (1991 pop. 59,809), Windsor and Maidenhead, S central England, on the Thames River. It is a residential town with brewing and milling industries as well as a resort. The 13th-century stone bridge was rebuilt in the 1770s. , Berkshire, SL6 9QH. Tel: 01628 427120. www.camfoundation.com
Institute of Practitioners in Advertising, 44 Belgrave Square Belgrave Square is one of the grandest 19th century squares in London, England. Bordering Knightsbridge, it is a centrepiece of Belgravia, and was laid out by the property contractor Thomas Cubitt for the 2nd Earl Grosvenor in the 1820s. Most of the houses were occupied by 1840. , London, SW1X 8QS. Tel: 020 7235 7020. www.ipa.co.uk
* Careers advice from Learn Direct at: www.learndirect-advice.co.uk