What Does an Advertising Professional Do?
What is Advertising?
Advertising is all about the art of persuasion, of selling products and services. An advertiser is a salesperson creating sales for business by making people want to buy things. It is one of the most visible activities is our modern life. We are surrounded by ads all the time. When we turn on the TV or Radio, open a newspaper or magazine, or go online, we see the handiwork of advertising. If you are an advertising professional, it is your job to create these advertisements and marketing campaigns.
Scope in Advertising
The advertising industry is very competitive and rewarding at the same time. This is a profession that has the power to influence the fortunes of all other businesses. As far as career prospects go, this is one industry that will never go out of business as long as there are products to sell and services to market in this world of ours. In 2015, businesses across the globe spent almost $600 billion on advertising.
Skills required to be an Advertising Professional
Advertising is a wide field that encompasses both creative and strategic planning aspects. Advertising professionals need to be passionate, imaginative and results oriented. If you are not a people person with outstanding communication skills, this job may not be for you. Be warned, this is a high-pressure environment with tight deadlines and long work hours, so commitment and a passion for the job is essential.
“The internet offers exciting new ways for advertising and marketing. The industry is evolving at a great pace unseen at any point during that last 70 years.”
Qualifications Required
To be honest, advertising is a highly meritocratic field. Meaning, actual skills matter more than academic credentials. On paper, a basic degree is the bare minimum qualification. But keep in mind that this is a lucrative field with few openings and extreme competition. So if you want to stay ahead of the competition, industry-related qualifications are always essential. There is no shortage of advertising courses, both online and offline, for students looking for an entry point into advertising:
- At the basic level are Certificates I-IV specialising in Advertising and Marketing, commonly available through TAFE
- For those looking at graduate degree courses, there are university options involving Bachelor’s courses in Communication as well as Marketing with a specialisation in Advertising
- If you are already a graduate, an Advanced Diploma or a Postgraduate Masters Degree in Advertising is your best option. For instance, there are some high-quality online diploma courses offered by reputed colleges and institutions, available in advertising.
Prospects in an Advertising Career
Digital technology is revolutionising all aspects of business and personal lives. The internet offers exciting new ways for advertising and marketing. The industry is evolving at a great pace unseen at any point during that last 70 years. Outstripping traditional print and TV advertising, online advertising has radically widened the scope for advertising.
According to Morgan Stanley reports, Online Advertising ($9 billion), Free to Air TV ($4.5 billion) and outdoor advertising ($800 million) will be the top performers in Australian advertising by 2020. The Australian Government statistics indicate that job openings in advertising will remain consistently high in the years leading up to 2020, with expected vacancies more than 50,000.
There are many options for entry into a career in Advertising at present. They can be either on the creative side (art directors, copywriters) or at the business side (assistant brand mangers/account executive). Internships and a portfolio detailing your creative skills can prove decisive getting a good advertising job as a fresher.
To Conclude..
The Australian advertising industry is undergoing rapid change and evolution. Global companies, especially tech giants like Facebook and Google are fast replacing Australian media businesses as dominant players in the industry. Digital marketing and online advertising hold the key to the future. Though Australian media companies face a tough future, job prospects continue to be excellent for talented and passionate freshers with the right qualifications and skill sets.
