Schools For Me» Advertising

Advertising Sales Agent

admin — Fri, 07 May 2010 06:55:32 +0000

Most advertising sales agents work in the information sector at media firms including television and radio broadcasters, cable broadcasters, or print and Internet publishers. They typically sell space in magazines and newspapers or on television (or billboards or anywhere else there is paid advertising, such as Yellow Pages). Your customers are usually media departments at companies and advertising agencies. There are also media-buying companies. Sales (which means listening) skills are obviously paramount as are communication, friendliness, and service. You would also need to know various forms of office software, and be fairly proficient at math.

Average Salary: The median annual salary is around $45,000, including commissions. This industry pays performance-based pay, which includes salaries, bonuses and commissions. They are also reimbursed for entertaining clients and for other business expenses, and receive benefits.

Top Salary: $93,600 per year including commissions is paid to the top ten percent.

Average Hours (per week):

Most agents work long hours. There’s typically lots of travel and entertaining clients which can easily add up to a week of fourteen-hour days. You do, though, have some flexibility in making your own schedule. This position requires agents to also work on weekends and holidays.

Union:

Even sales people who work for union newspapers would not be part of their union.

Certifications: Seminars and courses abound in leadership, sales, marketing, communication, business, and advertising.

Training Period:

A high school diploma may be sufficient for an entry-level advertising sales positions, however most employers prefer applicants with a college degree, particularly for sales positions that require meeting clients than half of advertising sales agents have their bachelors. Another quarter, though, have some college. Courses in marketing, communication, business, and advertising are good bases. Most training is on-the-job, by the sales manager.

Strongest Market(s):

The big employers happen to be in the same cities as the big media-buyers: New York, Chicago, and L.A., though they have sales agents throughout the country.

Entry Level Salary:

Some sales positions are commission-only, though usually not in advertising sales, where you will be working for a major media outlet. Entry-level positions hover around $21,000 but have performance incentives (commissions and bonuses).

Top Salary:

The sky is definitely the limit with most sales positions, where performance-based pay that includes commissions, bonuses, incentives for bringing in new clients, etc. can make the deserving go-getter the highest paid person in the company. The highest ten percent of advertising sales agents earned more than $92,000 per year.

Job Growth Forecast:

There were held about 166,800 advertising sales agent jobs in 2008. Workers appear to be concentrated in three industries: 33 percent – advertising, public relations, and related services; about 32 percent – directory, newspaper, periodical, and book publishers; while 17 percent were in television and radio broadcasting.

There are employment opportunities around the U.S. however jobs in radio and television stations and large, well-known publications, advertising agencies and media representative firms are concentrated in metropolitan areas.

The official forecasts stand at 7 percent growth for advertising sales agents over the next ten years, but that doesn’t account for sales of Internet, or new media, or social media, which figures as high as 20 percent growth. There is also fast growth in the number of cable channels, online advertisers, and other advertising media will create many new opportunities which is offset by the decline in traditional advertising, and this will decrease positions for ad sales agent positions in those areas.

Advertising Manager

admin — Fri, 07 May 2010 06:52:50 +0000

Companies employ advertising managers to promote their products and/or services. Sometimes called a marketing communications manager, an advertising manager act as the liaison between the company and the advertising or public relations firm. This position may approve strategies and creative, and may also be in charge of an in-house advertising division. AMs are good at communication, and handle stress well. It is a very visible position, with good chance for advancement.

Advertising managers head the advertising department in larger organizations, and they work closely with marketing directors to outline goals, and set budgets for their advertising efforts. The main goal of an advertising manager is to find the most effective means of informing customers about their firm’s products and services. Display, point-of-sale, and direct-mail advertising are often created by the company’s advertising department rather than by an outside ad agency. In a company that has a large advertising department, the advertising manager oversees the department’s work and coordinates the efforts of staff members or outside ad agencies. Smaller departments often require the advertising manager to perform some of the department tasks, including creating the art and copy and media buying.

If a company has hired an outside advertising agency to plan and create their ad campaigns, the advertising manager will usually work with account executives to come up with the best ad campaigns. When projects are outsourced to an ad agency, advertising managers select the agency, explain their companies’ ideas to agency account executives, and supervise the advertising agencies’ handling of the account.

Finally, after an ad campaign has launched, advertising managers will be in charge of keeping track of its effectiveness.

Education and Training Requirements:

In order to get into the field of advertising, candidates need a college education; a bachelor’s degree in advertising or business is required; master’s degree preferred. Courses in the communications, business administration, liberal arts, communications, journalism, marketing, consumer behavior, market research, sales, visual studies, art history and photography are useful. Many managers have also completed certification programs. Computer skills are vital. An internship in an ad agency or in the advertising department of a company is recommended while still in college.

Average Salary: $63,610 to $107,030 per year. Varies depending on responsibility and size of firm, location, industry, experience.

Average Hours (per week):

The weeks are often long and go well into the weekends and late at night, particularly if there is a deadline looming. Easily over 40 hours.

Union:

None.

Certifications:

Very few managers are certified, though that number is expected to grow. Management training is available at a variety of places and professional associations have seminars and conferences. Subjects also include international marketing, interactive marketing, and marketing communications.

Education and Training Requirements:

If you end up working for a large company, sales positions that require meeting clients, and will require a college degree. Smaller companies generally are often willing to hire individuals with only a high school degree. Most training for advertising sales agents takes place on the job.

Strongest Market(s):

Most medium to big companies need advertising managers anywhere n the United States. The competition is fiercest in New York and Chicago, though that is where most of the companies are. Other big cities are also good prospects.

Entry Level Salary:

Marketing majors start at $40,000. Advertising majors start at $34,000.

Top Salary:

Manufacturing firms pay more than non-manufacturing firms, and top salaries reach over $110,000.

Job Growth Forecast:

Competition is expected because the job requires a college graduate with related experience, who is creative and has strong communication skills.

In addition, as the influence of traditional advertising diminishes, marketing professionals are being asked to develop new and different ways to promote products and services to better reach potential customers, especially over the Internet.

Though advertising agencies are shrinking, many companies are bringing more advertising in-house, requiring more managers. Sales and marketing managers are less subject to downsizing or outsourcing than are other types of managers.

The forecast for advertising managers is expected to increase by 13 percent through 2018.

And, job growth will grow due to competition for a growing number of products and services, including those foreign as well as domestic.

Advertising Account Director

admin — Mon, 05 Apr 2010 16:21:03 +0000

The account director is generally the next step up from account executive, with correspondingly increasing responsibilities and duties. The account director (AD) deals with senior levels at the client more than the AE does. The AD is responsible for more accounts and/or bigger accounts, and is supervising any number of account executives. In addition to working with present clients, the AD works on getting new clients. The AD is sometimes known as a Senior Account Executive or an Account Manager. In charge of the Marketing Plan, the AD generally oversees a great deal of brands and their marketing strategies. If the AE is the quarterback, the AD is the offensive coach.
Average Salary:

$95,000
Average Hours (per week):

The demand for an account director is 50 hours plus per week. Besides handling a huge amount of responsibilities with sometimes demanding clients, account directors are often out late entertaining those clients or prospective clients.
Union:

No
Certifications:

Account directors are expected to keep up with issues and trends that may impact their clients.
Training Period:

The account director (AD) needs a college degree or an MBA. Four or five years at least as an account executive is required. As with an account executive, the AD needs a variety of business, communications, marketing, and sales skills. Success depends on the ability to be persuasive and/or reassuring with the client and everyone else.
Strongest Market(s):

Bigger agencies have a more structured path to and through management, and they are in NYC, Chicago, and other large cities. Account directors who believe that they are good enough to one day head up an agency are advised to go where the limelight is, and that’s the biggest cities.
Entry Level Salary: $71,000. This is the typical salary for a low-level account director or a high-level account executive.
Top Salary: $130,000. The account director is not at the top of the agency line of command, but is close. The AD is responsible for a good share of the client’s business, but still answers to a group account director or a management director or the general manager or the owner of the agency.
Job Growth Forecast:

The ten-year job forecast for the account director is 12 percent, typical of agency growth, and growth across all jobs nationwide.

Advertising Traffic Coordinator

admin — Mon, 05 Apr 2010 16:19:11 +0000

The traffic coordinator, though it may not sound like it, is usually a managerial job, with immense responsibility for getting all of the agency’s work out to the proper media on time.

The traffic coordinator, like the advertising coordinator, must use communication skills, organizational skills, and a certain amount of polite bullying to carry out the job effectively. The traffic coordinator (TC) works with the client and all areas of the agency to ensure that at each phase of the work, the deadlines are met.

Usually at the beginning of a project, when the client first assigns it, the traffic coordinator works with the account executive to figure out the schedule and who is needed on the job. The traffic coordinator then estimates the amount of time needed for each phase. The TC then communicates well beforehand the deadlines to each department’s supervisors.
Average Salary: $57,000
Average Hours (per week):

The traffic coordinator can expect to work more than 40 hours per week because of the constant need to react to last-minute problems.
Union:

No.
Certifications:

Certification in project management is helpful.
Training Period:

A college degree is required. Some classes with marketing, advertising, communications, and business emphasis are a good idea.
Strongest Market(s):

Medium to big cities afford the best opportunities for a traffic coordinator.
Entry Level Salary: $40,000
Top Salary: $94,000
Job Growth Forecast:
The typical traffic coordinator job is forecast at 12 percent over the next ten years, typical of the growth of the workforce nationwide.

Advertising Coordinator

admin — Mon, 05 Apr 2010 16:18:11 +0000

The advertising coordinator is a position both in the publishing industry and in the advertising industry. Both positions demand a great deal of organizational ability, communication ability, and responsiveness to others.

The advertising coordinator in a newspaper or magazine must work with the agency or the business to ensure that the ad is correct and is in on time and goes in the right place in the publication. Because of the deadline nature of a newspaper, this is frequently impossible, and the coordinator must deal with the advertiser’s complaints.

The advertising coordinator (AC) in an ad agency generally works in the traffic department and has similar organizational, communication, and responsiveness duties. The advertising AC must work with the client to ensure the ad is correct, on time, and “trafficked” to the right publications, with all of the correct materials, and the right size, etc. The coordinator must deal often with the deadlines and politely encourage the client or other departments within the agency to pick up the pace and make the deadline.

Average Salary: $54,000
Average Hours (per week):

The average week is the standard 40 hours. However, since there are always problems and missed deadlines, the AC often must stay late until the problem is resolved.
Union:

The AC in the publishing industry may possibly be required to be in newspaper unions, but probably not.
Certifications:

Project management certification is available.
Training Period:

A college degree, usually, with two to four years of assisting, is the required background. An understanding of advertising is preferable, though most of the very specific training that the AC requires is on the job.
Strongest Market(s):

This position in magazines would be in New York or major urban areas. For newspapers, the position is virtually anywhere. The position in ad agencies is generally available from midsized cities to large urban areas.
Entry Level Salary: $35,000
Top Salary: $80,000
Job Growth Forecast:
Job growth for the advertising coordinator is 12 percent, about standard for growth across all occupations. Though big newspapers are disappearing, more and more niche magazines are arising as well as smaller papers.

Advertising Account Executive

admin — Mon, 05 Apr 2010 16:12:54 +0000

The Advertising account executive is the primary contact with the client and the person responsible for good relationships with the client on behalf of the agency. The account executive (AE) spends as much of his time in the client’s office as in the agency’s offices. The AE meets with various departments of the client, but chiefly with the Marketing Department. The AE meets and must be comfortable with all levels from CEO to receptionists.

The AE is responsible for bringing all of the advertising departments (research, media, creative, production, and traffic) together on specific projects. The AE must communicate the client’s needs and wishes to all members of the team. Along with supervisors such as account directors, the AE helps to craft the marketing strategies, which are the blueprint for the agency’s work.
Average Salary: $71,000
Average Hours (per week):

The AE’s work week is 50 hours easily. Besides the work of coordinating the various arms of the agency, AE’s must travel and also entertain the client.
Union:

No.
Certifications:

AE’s are encouraged to keep up with issues and trends that affect the client.
Training Period:

A college degree with strong business background is recommended for anyone going into the business, or account, side of advertising. The position requires as well courses/interests in psychology, marketing, communications, and art. At least three years in the agency are required before taking on an AE’s responsibilities. Those three years could be any combination of Assistant AE, media planner, or research assistant. Also, people on the account side tend to be good salespersons – persuasive, friendly, and accommodating – and good organizers, both of people and of tasks.
Strongest Market(s):

Anywhere there is an advertising agency, from midsize cities up; there are job opportunities for Account Execs.
Entry Level Salary:

$55,000. The entry-level salary would understandably be higher if the candidate has an MBA.
Top Salary: $95,000, and by then the AE would be ready to be an account director.
Job Growth Forecast:

Forecasts for job growth in the advertising agency are well below the national average of 12 percent over the next ten years. Though traditional advertising agencies are consolidating, with fewer jobs, new kinds of agencies that deal specifically with, say, Internet advertising or direct marketing are always springing up. That puts the forecast for account executives at 8 percent.

Print Production Manager

admin — Mon, 05 Apr 2010 16:11:04 +0000

The print production manager is the print equivalent of the commercial producer.

This position entails both business aspects of choosing the right vendors – printers, artists, graphic designers, photographers, and other print production people – as well as understanding the finer aspects of printing.

The print production manager (PPM) works with the art director and the creative director to understand exactly what they need in the proper completion of print ads, collateral, or anything that needs to be printed. The PPM then works with the vendors to negotiate the best price, and often to negotiate a faster schedule than the vendor would want. The PPM handles many such tasks in various stages of completion and must stay on top of them all because each stage depends on the timely completion of the previous stage.
Average Salary: $77,000
Average Hours (per week):

The average week is 40 hours, though sometimes more to meet deadlines or deal with unexpected changes. Generally, though, good PPM’s are expected to get their work done during office hours.
Union:

No.
Certifications:

Project management certification would be a good idea. PPM’s must also keep up on changes and techniques in printing.
Training Period:

Generally requires a bachelor’s degree and many years of experience in graphic arts and printing. Also requires organization; project management; and, an exceptional attention to detail, both with numbers and with printing, illustration and art.
Strongest Market(s):

Anywhere there is an ad agency, or a company that is creating much of its own printed material, there is a job for PPMs. Since print is infinitely more common than broadcast, and still quite complex in its variables, there is a need for print production managers in all but the smallest markets.
Entry Level Salary:

For managerial level, the salary is $50,000.
Top Salary:

$105,000.
Job Growth Forecast:
Job growth over the next ten years is 12percent, generally on par with growth in all areas of employment.

Advertising Executive Producer

admin — Mon, 05 Apr 2010 16:09:17 +0000

The executive producer is head of the production dept. of an advertising agency, and is ultimately responsible for all of the broadcast commercials – radio, television, and Internet – being produced on time and within budget.

The executive producer (EP) is a producer who has shown the management ability and production ability to handle the many responsibilities of overseeing other producers and assistant producers and ensuring their budgets are correct, and their schedules are accurate.

The EP also works with the creative department to choose production companies who are able to complete the productions on time. Though the creative department is concerned primarily with the aesthetic ability of certain directors, the EP must be concerned with their business track record.
Average Salary:

$163,000
Average Hours (per week):

The EP works 50 plus hours per week. This is not as stringent as producers, though good executive producers often take on production duties in order to stay abreast of the changes in the field.
Union:

No.
Certifications:

Executive producers don’t need certification in project management as much, but they do need to keep abreast of changing production techniques.
Training Period:

Executive producers have college degrees in film and film production, an aptitude for organization and creativity, and exceptional management ability, both of projects and of people. Next to the media directors, they are responsible for more of the client’s money than anyone else and should have the ability to negotiate on their behalf. All of these attributes take time and experience of at least ten years.
Strongest Market(s):

All major agencies, and sometimes their satellite offices, need executive producers, so it isn’t necessary to live in Los Angeles or New York. Major metropolitan areas are a good place to be. By the time they become executive producers, they are experienced enough not to have to be in the cities where the commercials are being produced.
Entry Level Salary:

$130,000
Top Salary: $220,000. The executive producer is responsible for millions of dollars of the client’s money that goes into production. Unlike other positions, too, the job can be more stressful, as many, many more things can go wrong during a production than any other aspect of the advertising agency’s work.
Job Growth Forecast:
Job growth for executive producers is forecast as nine percent over the next ten years. Though the production field is growing with the addition of new media, the pace of managerial positions in ad agencies is not growing as quickly.

Advertising Broadcast Producer

admin — Mon, 05 Apr 2010 16:04:32 +0000

The advertising producer is responsible for the completion of television and radio (and sometimes Internet) commercial productions. The producer must bring the “spots” in on budget and on time. This is not easy, as a multitude of factors well beyond the control of the producer can delay production.

The producer handles the budgets and negotiates with the production companies, who shoot or record the commercials, to get the best price. The producers must work with the client and creative department, too, to sometimes change commercials that are too expensive for the client’s budget. The producer communicates the agency’s client’s points of view to the production company on the set. The producer also supervises all aspects of post-production: editing, recording music and voices: mixing all of the elements of film and sound, “color correcting,” and other fine-tuning of the commercials.

Average Salary:

$56,000
Average Hours (per week):

No less than the production assistant, the producer often has more than 12-hour days for several days running. Shoots are usually 12-hour days, and the producer must be on set from the beginning, and still be working long after the crew has gone home. The long days start in pre-production and continue until the spots are finished.
Union:

Advertising producers are not required to join a union.
Certifications:

Project management certification is a plus. Also, producers must keep up on the latest production techniques in an industry that is always changing quickly.
Training Period:

Film courses in college or even a film-production degree will make the period of moving up through being a production assistant and then an assistant much faster. Some producers start with production companies and work their way up there. The demanding job requires steady nerves, an understanding of budgets, as well as an understanding of all areas of film production.
Strongest Market(s):

Los Angeles and New York are really the only two centers for commercial production. You can also work your way up in a large agency in Chicago or another big city.
Entry Level Salary: $39,000. The entry salary is high because the responsibilities and pressures are extreme. The producers don’t spend their own money while working, as all their meals are on expense accounts.
Top Salary:

$73,000. An in-demand producer can make more than that, and the head producer of an agency, or the Executive Producer, makes much more. Plus, while on shoots, producers are on expense accounts.
Job Growth Forecast:
Job growth of 12 percent is the general forecast for producers in general.

Production Assistant

admin — Mon, 05 Apr 2010 16:03:04 +0000

If one desires to get into the film production or the commercial production business (or sometimes television production), the Production Assistant (PA) is a good entry position.

As the title implies PA’s do any and all jobs to help the production along. So, a great attitude is essential, as PA’s may often suffer the misdirected verbal abuse of directors and producers who are under a great deal of pressure. Filming is extremely expensive, so every minute is valuable. So, the PA’s must cheerfully be go-fers, chauffeurs, etc. In all those odd jobs, though, the PA’s can pick up a lot, and gather a great practical understanding of the production business.

Though PA’s work with production companies and not advertising agencies, the job is a first step into being a commercial producer for an agency. The PA’s who have a knack for numbers, organization and business will be able to help the producers with all the paperwork required. They may help work out the budgets, or tabulate receipts. This affords them the opportunity to understand the business side of production. In an advertising agency, they would be Assistant Producers, helping the Agency producers do the same “number-crunching” or budgeting. They would also help in the more creative details of production, such as supervising post-production.

Average Salary: $30,000
Average Hours (per week):

The limits of a shoot day are 12 hours… usually. Still, the PA is working before the shooting starts and long after it’s wrapped for the day. Pre-production usually consists of 12-hour days, too. Also, even though the crew gets a day off each week, the PA doesn’t.
Union:

Not for work with advertising agencies, but membership is required for most positions in the film industry.
Certifications:

Certification in project management is certain to help.
Training Period:

Though a bachelor’s degree is not required, most PA’s have some college education, with an emphasis on both the business sides as well as the communications/artistic/ technical sides, for those who would want to be advertising producers. However, the very definition of PA is on-the-job training. It may take three years to warrant responsibility as a producer, depending on a person’s organizational skills and ability to handle intense pressure.
Strongest Market(s):

Those who live in Los Angeles or New York (or Vancouver) have the advantage of being freelance PA’s and assistant producers for both agencies and film companies. In order to move up fast, one has to live where they make most of the commercials.
Entry Level Salary: $22,000. Almost all of your meals are paid for by the company.
Top Salary: $35,000
Job Growth Forecast:
Job growth of 12 percent is the general expectation for producers, writers, directors, and the production business in general.

Survey Researcher

admin — Mon, 05 Apr 2010 16:01:23 +0000

Survey researchers may start out as people who stand in malls asking a few questions of passersby, or who call consumers to conduct phone surveys. But survey researchers actually do much more. In a sense, they are the first stage in what will eventually become advertising.

Survey researchers may work for governments, both federal and local. Many survey researchers work to develop the United States Census, supervise the gathering of information, and help the Analysts in collating and making sense of the data. They may also work for large companies who constantly need to conduct their own customer-satisfaction surveys. These survey researchers would also develop questions to ask the customers, and work to make the results easy to understand.

In advertising agencies, survey researchers work in what are usually pretty small research departments. They work with the client and others in the agency to understand what the agency needs to know about the client’s potential customers. This usually consists of the customer’s age and income, where they live (suburbs, small towns or urban areas), what television shows they watch, what their Internet habits are, and what other media they read or see. For instance, the Researchers may develop questions to find out if the customers drive their own cars to work or take public transit. This would tell them whether the agency’s ads should be on billboards or on the buses and subways.
Average Salary: $33,000
Average Hours (per week):

The Survey Researchers often work more than 40 hours per week, as some travel is required to conduct surveys around the country, and developing survey questions is time-consuming. Also, there are often tight deadlines, as the rest of the process is relying on the data.
Union:

No.
Certifications:

The Market Research Association has a program for professional researchers who want to demonstrate their expertise. Continuing education on current methods of developing, conducting and analyzing research data from surveys is important.
Training Period:

A college degree is necessary. Many researchers have advanced degrees, too. A strong ability with math and statistics is necessary as is an interest in marketing. Courses in computer science, psychology, economics, and marketing are a good basis. A few years as an assistant is helpful in developing the specific skills necessary to work out the best surveys.
Strongest Market(s):

Any town with a mall, as the saying goes, since that’s the most convenient place to conduct in-person surveys. Generally, though, the market research organizations and advertising agencies would be in major metropolitan areas.
Entry Level Salary:

$20,000. If the Survey Researchers travel a lot, or are “in the field,” conducting focus groups or surveys, their meals and transportation are reimbursed.
Top Salary: $74,000
Job Growth Forecast:
Job growth continues to be strong in all areas of research, as the Information Age progresses. Researchers can expect 16 percent growth over the next ten years. This is not quite as high as research analysts, because the global implications that affect the analysts may not affect the survey researchers as directly.

Media Director

admin — Mon, 05 Apr 2010 15:58:24 +0000

The media director is head of the media department. In a large agency, there may be three or four Media directors, each one over the media acquisition on behalf of a major client.

The media director meets with the client and account director and other heads of agency departments regularly to work out the client’s marketing strategy and how various media – from TV, radio and magazines, to Internet, billboards, and post cards – could help the client get its message across to the people most likely to buy the client’s products or services.

The media director (MD) supervises media planners and buyers and ensures that they have the proper training in order to do their jobs well. The MD must approve all of the media plans – the way the agency thinks it’s going to spend the client’s money on media. The MD must also approve the actual buying of all the individual magazines, television shows, etc. that the agency will place its advertising in or on, making sure that the price is the best possible deal.

This is one of the most important positions in an advertising agency, as often millions of dollars of the client’s money are planned, negotiated, and spent.
Average Salary: $135,000
Average Hours (per week):

50, at least, with one meeting after another all day long. Also, media directors are actually expected to dine regularly with representatives from major media, at lunch, and often at dinner. Also, in the biggest cities, the media companies put on quite elaborate parties.
Union:

No
Certifications:

Training in management is available at universities. Seminars in contemporary media as well as issues related to the clients would be advisable if not mandatory.
Training Period:

At least ten years of working up through successful tenures as a planner, buyer, assistant director, would be needed to be a media director. Of course, a degree is necessary, and an MBA is not unheard of. The media director must be able to organize an array of employees with different skills and levels of education and abilities. Often, many of the employees in the media department are only a few years out of college, too.
Strongest Market(s):

Major advertising agencies in major markets would be the natural landing place for an upper-level media person.
Entry Level Salary:

$100,000. An “entry-level” salary for an executive position can be a little misleading. This is the low end, though, for what a media director, with about ten years experience in the advertising industry, can expect to earn.
Top Salary: $180,000. Media directors are extremely valuable, as it takes time to build up a real expertise on the media possibilities for any given company and even any given industry.
Job Growth Forecast:
The growth for managers in advertising media departments is expected to be 12 percent over the next ten years, on par with growth across all fields.

Media Planner

admin — Mon, 05 Apr 2010 15:57:17 +0000

The Media planner works in the media department of large advertising agencies, or, increasingly, in large companies that do buying of media solely, and don’t do other aspects of an advertising agency.

The Media Planner in an advertising agency works with a media buyer and a media supervisor, as well as members of the account team, to first decide which media – Internet, newspapers, direct (mail), television, radio, magazines, billboards, or skywriting – are the best ways to get the client’s message to the right consumers, those most likely to buy the client’s products or services.

Once the media are selected, the planner must gather together and analyze thousands of pieces of data to decide which particular television shows or magazines fit the needs of the client best. The planner takes into account various things like the ages of people watching a television show, or the average incomes or education of people reading a particular magazine. The planner then compares that to the ages and income and education of the typical consumer of the client’s products and services, to come up with the most efficient use of the client’s money.

Average Salary: $49,000
Average Hours (per week): 40 hours. Sometimes more hours are accrued when deadlines are looming or changes are made or problems arise with existing media plans. Also, media planners are often entertained by the sales reps of the media companies.
Union:

No
Certifications:

There are some database certifications available, though they are not used very often in advertising.
Training Period:

Often Planner is an entry-level job, or is a natural move from a year in traffic or research. Computer skills are vital as is a college education. Business, communications, advertising classes are a good idea. Some proficiency in math is desirable. Training in database and the necessary software is on the job.
Strongest Market(s):

The major metropolitan areas are the best bet, where large ad agencies or media-buying firms are located.
Entry Level Salary:

$32,000. Planners can also expect to get plenty of free lunches, dinners, and other perks. Since they are in a position to influence the buying of media, the sales reps like to entertain the young and impressionable planners.
Top Salary: $64,000
Job Growth Forecast:
There is a basic 12 percent over the next ten years forecasted, about average for all occupations

Media Buyer

admin — Mon, 05 Apr 2010 15:56:08 +0000

The Media Buyer works in the media department of large advertising agencies, or, increasingly, in large companies that do buying of media solely, and don’t do other aspects of an advertising agency.

The media buyer in an advertising agency works with a media planner and a media supervisor, as well as members of the account team, to first decide which media – Internet, newspapers, direct (mail), television, radio, magazines, billboards, or skywriting – are the best ways to get the client’s message to the right consumers, those most likely to buy the client’s products or services.

Then, the media buyer meets with sales representatives from all these media. Those reps will have the information that the Buyer needs on exactly the ages, incomes, and buying habits of those who watch the TV shows or read the magazines of the rep’s companies. The Buyer then works with others in the Media Department to analyze all the information from all the sales reps in order to come up with the best, most efficient use of the client’s money.

The Buyer also negotiates with the reps to try to get the price down.
Average Salary: $54,000
Average Hours (per week):

The average week is 40 hours, but sometimes more if there is a deadline or a big media plan is being delivered to the client. Also, Media Buyers are often entertained by the Media sales reps.
Union:

No
Certifications:

There are possible certifications in project management as well as seminars in negotiations.
Training Period:

It usually takes a college graduate 2-4 years as a media planner or an assistant to become a Buyer. There is plenty of on-the-job training in media schedules, tracking, etc. The media department is a great place to start in an advertising agency when a person is right out of college. Often, instead of going on to become supervisors in the Media Department, buyers will switch to the account department to work more directly with clients. They also often switch “to the other side of the desk,” becoming salespersons, or reps for the media companies.
Strongest Market(s):

The largest city is where big media-buying firms as well as advertising agencies have large media departments.
Entry Level Salary:

$42,000, plus plenty of perks, as the sales reps are paid to entertain advertising media departments.
Top Salary:

$75,000. The pay is good because good media buyers are expert negotiators, which are a very valuable skill throughout the business world, and they are well-paid. However, good sales reps for media departments can make twice this amount; and becoming one is a natural transition for the media buyer.
Job Growth Forecast:
12 percent growth over ten years is predicted, about average for all occupations

Advertising Creative Director

admin — Mon, 05 Apr 2010 15:54:27 +0000

A creative director is the manager of the advertising agency’s creative department. If an agency is large enough, creative directors may just be in charge of groups (of art directors and copywriters) within the creative department. Depending on the size of the agency, a CD may be in charge of four to forty or more creatives.

As supervisors of other creatives, creative directors have to be well-versed in both art and writing, and in all aspects of advertising. They also have to understand the client’s products and services very well, and be well acquainted with the competition’s products and services, too. Creative directors will help teams who they think are making mistakes in the way they approach the advertising assignments, re-directing their efforts.

The creative director also works with others in the agency, such as the media department and the account department to make sure that all teams are working together to create the best advertising. The creative director will meet with the client to develop the strategy that the agency will use in developing the advertising. The creative director sees the work before it is shown to the client, and may be the one to show it to the client. It is the CD’s responsibility to make advertising that the client wants to buy.
Average Salary: $95,000
Average Hours (per week):

Weeks are well over 40, as deadlines, travel, commercial shoots, meetings, etc. require working on weekends and late nights.
Union:

No.
Certifications:

Programs offering management courses are in universities. Seminars are provided by various advertising organizations. Winning the numerous advertising awards, for some, is a certification.
Training Period:

Copywriters and art directors work their way up through associate creative director positions to creative director, learning on the job. All agencies have their own system, but because of the pressure and the responsibility, it takes six to ten years to become a CD. The creative director must be able to communicate extremely well. The CD needs to be an excellent salesperson as well as being exceptionally creative, and a good manager of people. Anyone hoping to be a Creative director needs to have a very broad liberal-arts education. Production and sales training is on the job.
Strongest Market(s):

The biggest cities – NYC, SF, LA, and Chicago — have the biggest ad agencies, though there many large agencies with national accounts in all the major cities.
Entry Level Salary:

$66,000 -$75,000 is usually the minimum pay for a CD or ACD.
Top Salary:

$125,000 is the average top salary, though the successful CDs at major ad agencies will easily make twice that.
Job Growth Forecast:
Since advertising agencies are shrinking, there is not expected to be anything more than a 2 percent gain, if that, in the number of creative director positions in advertising.

Advertising Copywriters

admin — Mon, 05 Apr 2010 15:53:15 +0000

Advertising copywriters generally work at advertising agencies or publishing houses, or in the advertising or marketing departments of companies. In advertising agencies, they usually work with art directors to come up with the ideas for the advertising or promotional material. They would then write the headlines and copy. If they work for “in-house” advertising departments, their duties may also include writing copy for the packages, material for salesmen to use on their sales calls, and other miscellaneous corporate signs, letters, websites, and other material. Copywriters may help come up with names for products, too.

Copywriters also work with agency producers and art directors to help produce television commercials. They help choose the director to shoot the commercial. They then work with the director to choose the cast and other elements of the commercial. Then, on the shoot, they listen to make sure that the dialogue is spoken correctly, and that the actors are doing what they are supposed to. Writers also participate in post-production, supervising the editing and sound mixing.

Copywriters usually help present the work to the client, too.

Average Salary:

$51,000. Agencies generally pay better than in-house departments at companies.
Average Hours (per week):

More than 40. Though writers don’t have as many tasks as art directors, they are often more involved with meetings with clients and possibly working in the development stages on research and marketing strategies. They also go on production shoots and help in part of the post-production.
Union:

No.
Certifications:

There are none for writers, though advertising organizations hold seminars that can improve various aspects of marketing, writing, and particularly presenting and selling ideas.

Training Period:

A degree in journalism, English, communications, or advertising is most common, though many copywriters have degrees in psychology, a major part of their job, or other liberal arts specialties. An internship at an agency while in college is ideal and would help in preparing the necessary portfolio of pretend ads. Learning about production of commercials is usually on the job.
Strongest Market(s):

Often it’s best to start at a smaller agency in order to get more experience faster. Smaller agencies will depend on every person in the company to be working on ads all the time, the young copywriter can work on more projects than being part of a large team at a big agency. Small ad agencies are in any city, as are companies that have their own advertising departments.
Entry Level Salary:

$25,000-$30,000
Top Salary:

$75,000, but by then the copywriter is usually an Associate Creative Director.
Job Growth Forecast:
the growth over the next ten years is 10 percent, primarily based on the need for online content.

Advertising Art Director

admin — Mon, 05 Apr 2010 15:51:16 +0000

An art director’s job is basically to formulate design concepts and presentation approaches, and direct teammates who are doing layout design, and copy writing for visual communications media. This might include magazines, books, newspapers, packaging and the Internet. Many are self-employed, though art directors also work at advertising agencies or at publishing houses. Art directors in advertising agencies are responsible for the “look” of an ad. They are part of the creative team responsible for developing the ad concepts.

An art director typically works with a copywriter in developing the ideas for an ad campaign. They then must develop the specifics for layout, design or production, as well as oversee illustrators, artists and photographers who are used for production.

Art directors usually oversee the artistic design of advertisements and print materials, and they can also be in charge of the filming of television commercials. Print ad layouts show where the copy will go, which fonts and colors will be used, and what the picture will look like. They are responsible for the quality of the finished product.

Entry Level Salary:

$25,000 – $30,000

Average Salaries:

The industries with the highest levels of employment in this occupation include advertising, public relations agencies or positions with an average mean salary for an art director at around $92,500; publishing at $76,170; specialized design at $99,700; while printing and related services pays about $60,630.

Top Salaries:

Top paying industries for an art director is from about $101,780 for motion picture and video industries to apparel manufacturers at $155,150.

Average Hours (per week):

Deadlines often require art directors to work well into the night and on weekends. They must also travel often to oversee the commercial shoots.
Union:

No.
Certifications:

An art director’s portfolio is enough, though other art professions have certifications. Their portfolio should include their best work. Training can begin in high school, but students can also take courses in art, drafting, mechanical or photography. Post-secondary education may include a two-year college which could offer basic courses in layout and paste-up, a four-year college offering a bachelor’s degree in fine arts, or a special art A number of art schools across the country offer training in graphic design, typography, design, layout, and photography.

Training Period:

Art directors need the education and training of a bachelors or even a master’s degree program.

Some agencies start their art directors in “the bullpen,” doing illustration or making storyboards or comp ads. Art directors, though, should be prepared to create a print ad on their first day. Learning all of the various pre-production, production, and post-production details of a television shoot is done on the job.
Strongest Market(s):

There are large advertising agencies in all the big cities, though most of them are in New York and Chicago, with L.A. and San Francisco a distant third and fourth. Smaller ad agencies, though, are everywhere, and a good place to start.
Job Growth Forecast:

Nine percent growth in this job is projected although the competition for these jobs is expected to be even tougher.