What is a career in advertising like?

By Shree Lahiri

Considering a career in advertising? Know which division of advertising you should be a part of as per your skills.

The world of advertising is packed with “hidden persuaders”.  Incidentally “Hidden Persuaders” is a book published way back in 1957, authored by Vance Packard. It was his pioneering work, which revealed how advertisers tap into our unconscious desires, trying to “persuade" us to act and go out and buy the product/service they are selling. So, advertising is all about “persuasion”.

And looking for a definition of advertising we can say that advertising is aimed at trying to influence the customer buying behavior with persuasive selling brand messages about products/or services. The objective is to catch the attention of the target audience.

The world of advertising is really exciting and fast-paced. Creativity runs high and each agency tries to outdo everyone in creating exceptional ad campaigns for their brands. So whether it is the memorable Pepsi’s “ÿeh dil mange more” or “Ütterly butterly Amul” or Beetle’s “Think small” campaigns – we immediately remember the brand associated with the campaign.

Wherever we go, we are constantly interacting with ads. Whether we are travelling on the roads or metros, our eyes are caught by a hoarding or the now popular metro wrap ads. Then the different media keeps flashing ads on TV, radio, cinema, social media so that we are often struck by the clutter. The job of the ad agency is to create ad campaigns that break through the clutter.

The ad agencies have to develop marketing and advertising strategies and tactics to push brands. When we glance through a poster on the metro and we decide to buy a shampoo, or when we discuss a film with our near and dear ones – then the messaging has got it right.

In fact, advertising ideally should follow the AIDA concept; that is, an ad should “Attract”, then generate “Interest” to create a “Desire” for the product/service so that it will lead to “Action” – so that the consumer will go out and buy it.

Apart from creativity the business also involves essential research, planning and strategy. People who work in advertising should have excellent communication skills; they have to be very efficient and organized; they have to be alert and on their feet – fully energetic as the work involves long hours and they should be able to carry along and finally strike success with their clients.

Career in Advertising

So, if you're considering a career in advertising, just remember that like any other commercial sector, there is a lot of hard work involved and you have to be totally committed. First analyse your skills and then decide which department you would like to be a part of. There is the creative division, client servicing division, account planning division and production division.

Do you feel you are “creative” and you are good with words? If you can write or design, you can join the Creative Wing. Yes, you can certainly include advertising to your desired career option!  You'll be working as a team, and if you can make an impact with your creativity, then your work will be valued. You can start as Creative or Copy Trainee and move up the ladder to Creative Manager, Director and finally Creative Head. If you are good with art and graphic softwares, you can aim for Design Trainee, and then move up to Graphic Designer or Graphic Artist, Senior Art Designer, Art Director and Head of Art at the agency. If you are good in drawing and sketching you can become an Illustrator too.

If you are good with people management then you can take up Client Servicing. You have to be cool and collected to deal with a variety of different clients. And it means handling different business sectors, so you have to read and keep your knowledge updated. You can join as Account Trainee and then get promoted to Account Officer, Manager, Account Director and Client Servicing Head.

Do you have a sound mind that is logical in thinking? Then the Account Planning division will be good for you. The work will involve a great deal of research for the different brands, that throw up insights that will again help the creative team to churn out outstanding ad campaigns that will do wonders for your brand! You can start as an Account Planning Trainee, and then get promoted to Officer, Manager and finally you can head the Account Planning division of the agency.

Apart from these, there is the Production Department, where all the production is taken care of. If there are brochures, leaflets, corporate brochures, posters etc to be printed then this department gets it organized by working out the most cost-effective options.

All these are jobs in the ad agencies. You can also look at working in the advertising department of organisations. These are called in-house ad departments, and you can join any of the functions mentioned above. Alternatively, you can ultimately head the department and become Ad Manager handling the entire advertising-related activities of the brand(s) involved. 

About the Author:

Shree Lahiri

Shree Lahiri is faculty at The Delhi School of Communication having vast experience in Image Management and Journalism.