TODAY -

Advertising as career option

Ranjan K Baruah *



Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non personal message to promote or sell a product, service or idea. Sponsors of advertising are often businesses who wish to promote their products or services.

Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, Television, Radio, outdoor advertising or direct mail; or new media such as search results, blogs, websites or text messages.

The actual presentation of the message in a medium is referred to as an advertisement or “ad”.

Commercial ads often seek to generate increased consumption of their products or services through “branding,” which associates a product name or image with certain qualities in the minds of consumers.

On the other hand, ads that intend to elicit an immediate sale are known as direct response advertising. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies.

Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also be used to reassure employees or shareholders that a company is viable or successful.

The Indian advertising industry has evolved from being a small-scaled business to a full-fledged industry. The advertising industry is projected to be the second fastest growing advertising market in Asia after China. It is estimated that by 2018, the share of ad spend in India’s Gross Domestic Product (GDP) will be around 0.45 per cent.

Print contributes a significant portion to the total advertising revenue, accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and digital contributes 11 per cent of the total revenue. Outdoor, Radio and Cinema make up the balance 10 per cent.

Advertising is one of the aspects of mass communication. Advertising is actually brand-building through effective communication and is essentially a service industry. It helps to create demand, promote marketing system and boost economic growth. Most advertising agencies recruit candidates with a formal management or advertising/mass communication qualification.

Aspirants must possess skills to be successful in the field of advertisement. Career opportunities in advertising include openings in private advertising agencies; advertising department in private or public sector companies; in advertising sections of newspapers, journals, magazines; commercial section of radio or television; market research organizations, etc.

Some of the courses in this fields are Integrated Courses in Advertising, Sales Promotion and Sales Management, Certificate Course in Advertising and Communication, Certificate Course in Advertising and Public Relations, Certificate Course in Marketing and Advertising, Diploma in Advertising, Diploma in Advertising and Communication Management, etc .

Students from any filed after senior secondary may join courses related to advertisements. One may not get a good job immediately but this profession needs patience.
As the market is competitive, so aspirants must be creative and be ready to use technology and other features to move ahead. Students studying mass communication also learn about advertising.

Updates:

Mexican Government Scholarships: The Ministry of Foreign Affairs through the Mexican Agency for International Development Cooperation invites application for the 2018 Mexican Government Scholarship Program for International Students.

Foreign citizens who are interested in studying for a specialization , masters degree or doctorate , conducting graduate or post graduate research , or taking part in undergraduate or graduate level academic mobility program may apply for the scholarship programme . Deadline for sending application is 28th September.


* Ranjan K Baruah wrote this article for The Sangai Express
The writer is a career mentor and can be contacted at bkranjan(AT)gmail(DOT)com
This article was posted on September 29, 2017.


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