A D V E R T I S I N G

Advertising is the business of communicating a message to an audience through the media newspapers, magazines, radio, television, hoardings in public places etc. Every product that is available in the market, needs to be advertised. Advertisement helps in the publicity of the product by creating awareness among the consumer. The consumer comes to know about the different features of household goods (like T.V. fridge, cooking oil, soap etc) or a service provider (Airlines, Insurance etc.) An attractive advertising campaign helps in popularising a product/service and gives a boost to the sales figures. It forms the basis of marketing.
Advertising offers jobs on the executive side or the creative side. While the executive department deals with client servicing media planning and market research the creative department employs copywriters and visualizers along with the scriptwriters, storyboard artists, typographers, etc.
PERSONALITY TRAITS :
I. Good power of observation,
II. An insight into the psyche of the people,
III. A creative visual imagination,
IV. Patience and perseverance.
COURSE/TRAINING :
In order to be a successful advertiser one does not need any formal qualification as such. Any one with a talent to understand public perception and preferences can excel in this field. However, training in also available in the field of executive and creative departments.
Executive Department : In this department students are taught marketing, media planning, graphics, and group campaigns with all other aspects of advertising and public relations.
(i) Graduation in any discipline with a flair for writing.
(ii) Diploma or degree in Mass-Communication/Advertising/Social Communication.
(iii) MBA Graduates with specialization in marketing.
Creative Department :
i. Bachelor of fine arts (BFA) can be taken after +2. The duration is four or five years.
ii. The National Institute of Design at Ahmedabad offers a School Leaver’s Professional Education Programme (SLPEP).
PROSPECTS :
With the growth in markets and ever-increasing number of consumer goods, advertising is here to stay. Well-known Advertisement Agencies have openings for copywriters, editors, visualisers and even musicians. One can also be self-employed by opening up own advertising agency.
INSTITUTIONS :
1. Indian Institute of Mass Communication, Aruna Asaf Ali Marg, New Delhi-67 and Amalapara, Dhenkanal, Orissa.
2. Xavier’s Institutions of Communication, Mumbai.
3. Mudra Institute of Communication, Ahmedabad.
4. Jamnalal Bajaj Institute of Management, Mumbai.
5. Mass Communication Research Centre, Jamia Milia Islamia, New