Advertising is one of the most stimulating and rewarding careers that opens up several career opportunities to individuals. The purpose of advertising is to communicate the benefits of the product or service to the general or specific section of the public.
There are three parties concerned with advertising:
1. The production industry or commercial firm (the client) who wishes to advertise its product or service.
2. The advertising agency which launches the advertising campaign on behalf of its client.
3. The media (press, radio, television, cinema) in which the advertisement appears. In an advertising agency the following departments attend to the needs of the client:
Client Service
- Presenting or selling the agency’s advertising campaign to the client.
- Explaining in detail to the client the advantages of a proposed campaign.
- Making the necessary changes in accordance with the needs or wishes of the client.
- Keeping themselves up to date with the client’s products, selling
techniques, markets, competitors and advertising policies.
- Media Management
- Exposing the advertisement to the correct target market at the most economical cost.
- Providing the best possible coverage and reach. In order to do this the media manager, media planners and media buyers have to know about all the possible ways of advertising, namely through the press, television, radio, bus, bus shelter advertising, etc..Copy-Writing
- Creating the wording and slogans of advertisements.Art direction and graphic design
- Designing the illustration and lettering of advertisements, and therefore this person must constantly come up with new ideas.
- Combining the elements of an advertisement for easy reading and to get the attention of the reader/viewer.
- Designing logos, corporate identities, packaging and label designs, editorial or magazine designs and layouts.Marketing Research
- Understanding consumers’ attitudes, perceptions and behaviour.
- Arranging for the testing of concepts and advertisements that the agency is producing.
- Consulting on research requirements.
- Briefing research institutions on research products, with subsequent implementation, and reporting on the final study.
- Analyzing and interpreting research data and reports.
- Conducting desk research from existing sources in the development of advertising plans.
Requirements
Secondary Education
A HIGCSE Grade 12, or equivalent qualification, with matriculation exemption is required to be admitted to a South African university, and a HIGCSE or outstanding IGCSE Grade 12, or equivalent qualification, to be enroled at a South African technikon.
Compulsory subjects
Depends on the course to be followed.
Recommended subjects
Economics, Mathematics (Accounts Executive); Accountancy, Economics, Mathematics (Media Manager); Languages (Copywriter); Art (Artist/Graphic Designer); Accountancy, Economics, Mathematics (Market Researcher) - (South Africa)
Tertiary Education
Universities offer the following routes:
Accounts Executive: At least a B. degree with Psychology and/or Economics and Marketing.
Media/Research people: B. Com. or B. Econ. degree in Economy or Marketing.
Copywriter: B. A. degree in Journalism or Communication Studies.
All practical training is obtained in the service or agency. The AAA School of Advertising (Cape Town and Johannesburg) in South Africa, which is officially recognized and accredited by the International Advertising Association, is the only body that teaches advertising, and offers a full range of specialization options, combining all the latest theory with ongoing practical assignments.
The duration of the courses vary from one to two years. Training is also offered by the Red and Yellow School, City Varsity Multi-media section and the Art Director’s College in South Africa.
UNAM offers a four-year B. degree in Media studies, with Advertising as a subject.
Personality
People in the field must, in general, possess good writing and verbal communication skills. They must at all times be alert to the latest developments in the advertising field. Art directors and graphic designers must have artistic ability, while the media manager must be able to work with figures in a creative environment.
Work Opportunities
Candidates in the advertising field can be employed by an advertising agency. Job opportunities seem to be favourable.
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