What is the name of the profession of a person who comes up with advertising. Features of work in different areas. Advantages and disadvantages of the profession

In a broad sense, an advertising manager is a specialist in the promotion of goods or services. The activity is carried out by order and is obligatory on a paid basis. The main difference between an advertising manager and a marketer is a practical approach, the lack of philosophy as such, the use of any means to increase sales.

An advertising manager has to communicate a lot not only with the company's team (sales, production, logistics), but also to establish external contacts (politics, media, publishing houses, design services, etc.). Unlike a marketer and PR manager, an advertiser aims to create such advertising campaign, which would provide quick profits and the simultaneous development of partnerships.

What does an advertising manager do?

Functions and tasks of the advertising manager

Development of promotional companies and advertising tactics.
Choice of promotion strategy.
Increasing sales and profitability of the business (company).
Analysis of performance indicators of the enterprise.
Analysis market conditions(prices, demand, competitors).
Placement of promotional materials.
Development of a client base.
Conclusion of contracts and business correspondence.
Working with graphics and design software, editors, presentation).

Job Responsibilities

Full management support structural divisions as part of an advertising strategy (information about the plan, expected profit, sales timing).
Organization of the process of advertising a product or service (estimate, clients, ways of conveying information, results).
Knowledge of the legal foundations and intricacies of marketing (codes, company regulations and job descriptions, contracts and financial statements).
Development of layouts, booklets, catalogs, posters, brochures, advertising texts and signboards.

What should an advertising manager be like?

The main criteria for choosing an advertising manager is his education, experience, and creativity.

No large company enters into an employment contract without good reason. Minimum Requirements 1 year of work experience (officially) or a good client base (under a contract of employment) are considered.

Depending on the industry of the company, the employee needs to know the legal basis of its activities.

purposefulness;
sociability;
mobility;
all-round savvy;
intuitiveness;
upbringing;
loyalty;
flexibility;
stress tolerance;
unconventional thinking.

What an Advertising Manager Should Know

Basics market economy and taxation.
Modern legislative framework for commercial, entrepreneurial and advertising activities.
Social psychological factors of management and sales.
Theoretical foundations of management or management, the process of organizing advertising in practice.
ethics business communication, stages of contractual relations and their paperwork (electronic).
Rules of office work, the ability to draw up different kinds documents.
Modern conditions and the state of the advertising industry, its promising areas.

Are advertisers in demand now?

The profession of an advertising manager appeared in the United States at the end of the 19th century. The rapid development of private business led to the need for high-quality advertising. The same trend is observed now in Russia. Especially not qualified in this regard is small and medium business. In many cases, advertising loses its informative properties or turns into an "epic" folk genre, whose fantasies are limitless.

If we talk about the real prospects for the development of this profession, then they are obvious.
In conditions of oversaturation of the market, the presence of warehouses in vast territories, an intensified struggle with competitors and analogues of goods, sales are growing only due to quality and targeted advertising, which is developed by competent managers.

Most savvy shoppers don't fall for the tricks of advertisers. A targeted promotion strategy can even change the consumer's attitude towards the product.
Despite the demand for the profession and the large remuneration, few go into advertising. It depends on many factors. Most often, the barriers are set by the management itself, or the applicant has no desire to engage in such laborious work.

The market economy requires an advertising sales manager. Having a base of theoretical knowledge is not enough to work in an office. Many managers dictate special requirements for personnel and prescribe them in job descriptions. In case of non-fulfillment of such duties, the employee is asked to resign of his own free will.

Therefore, if a manager does not have an entrepreneurial flair, does not know how to analyze the advantages of a product and analogues, does not understand the product range well, or is simply unconvincing, one cannot count on success.

In general, the industry is promising in all areas of sales, since any business promotes its product accessible ways. And in large commercial companies there is a marketing department that coordinates all outstanding issues with the manager.

Advantages and disadvantages of the profession

Pros of the profession:

acquisition of vast experience in the field of promotion of products and services;
frequent communication with various people, participation in recreational activities;
unburdened nature of the work, the acquisition of multifaceted creative thinking;
great earnings and prospects;
rapid career growth.

increased psychological stress;
a large amount of reporting work, paperwork, work with programs on a computer;
high competition in the field of hiring;
high degree of responsibility for performance results;
the presence of misunderstandings on orders or understatement of top management.

How much does an advertising manager earn

The following areas are developed in Russia:

advertising agent;
advertising manager;
marketing and pr manager;
contextual advertising manager;
designer consultant;
outdoor advertising specialist;
media manager.

The average salary of an advertising manager in Moscow is 50,000 rubles. The minimum wage is 30,000. In St. Petersburg, the level of wages is lower. Earnings is 45,000 rubles. Find a job on early stages possibly earning from 20,000 rubles.

concept average salary management is very vague. Working as a specialist in contextual advertising through the Internet and social networks, the specialist receives minimum income. This type of income is engaged in by the self-employed population or people with sufficient technical potential. Most often, customers find them in a specially organized environment (services, personal blogs and freelance sites) or hire them by ad.

Career prospects

Young specialists start work as assistants or completely immerse themselves in all the hardships of office work. Performing analytical work, compiling reports and calculating financial indicators, they are completely removed from the advertising process. Do mostly rough work.

In small companies, an advertising specialist does all the work at once: design, copywriting, slogans, logos, document flow, reports. AT large companies the manager is responsible for monitoring these operations and is the main link between the customer and advertising providers.

Prospects for development depend on the democratic organization of labor and the personal merits of the manager.

Reviews about the work of an advertising manager

The bulk of the negative feedback comes from people making cold calls to databases. The approach to the interpretation of the profession is also criticized. In fact, the proposed vacancies are the work of simple operators with elements of advertising. Most test subjects leave due to inconsistency official duties and low income.

The second group of reviews reveals the insolvency of the organizations themselves, which require their own customer databases. Such work is essentially a representation (trade), and not a "advertising ploy".

The rest of the reviews shed light on the working conditions. Many companies require knowledge of the specifics of printing, contacts with the media, printing houses, designers, manufacturers of promotional products, etc.

Positive feedback is left by people working in the media (magazines, Internet sites) and on television and radio broadcasts. Such work predisposes a person to a creative mood and multifacetedly develops a specialist. Also note the high wages.

How to become an advertising manager

Where to study

The answer to the question of where to study is purely individual. In Russia, there are more than 250 institutions (universities, colleges) with directions for advertising. They are scattered across big cities and are not always available to graduates due to remoteness. Training in them is offered in various specialized specialties: marketing, public relations and communications, PR-management, advertising, etc.

The top universities in Moscow and St. Petersburg are:

St. Petersburg State University
NRU HSE
SPbGETU LETI

In small towns, when selecting personnel for the profile of education, they sometimes turn a blind eye. For employment, it is enough to have a higher education in the specialty "Management" or "Finance".

What items to take

As of 2018, for admission to the university, graduates are required to present the results of 3 exams (USE). Two compulsory (Russian language and mathematics) and the third - to choose from.

Social science.
English language.
Literature.

Advertising manager courses

Educational center "Leader" (60 academic hours, cost 14,000 rubles).
Russian Technological University MIREA (from 2 days to 4 years, cost from 5000 rubles).
Training Center "Education and Career" (48 academic hours, 10,000 rubles).
Moscow educational center "Lubyansky" (48 academic hours, 10,000 rubles).
Training Center "Specialist" (from 48 academic hours, from 10,000 rubles).

Where to look for a job

When applying for a job, it is important to understand under what conditions and what duties you are ready to fulfill, what prospects await you and what you yourself want to achieve in the profession.

Search by priority (by the name of the company you like).
Search through ads (on the Internet, media, etc.).
Search through friends.
Search according to the recommendations of teachers.
Direct employment through courses.

How to write an advertising manager resume

The resume must be literate and compiled in accordance with the standards.
It is undesirable to indicate false information about the length of service (during an interview, you can get into an awkward situation). You can leave the coordinates of managers from previous jobs that can characterize you positively.
It is necessary to express your interest in obtaining a position and give arguments in favor of your candidacy.
You should hook the employer with experience in the field of advertising, attach a portfolio or talk about the presence of personal work (where and by whom they are used).
In addition to personal data, education and experience, the questionnaire should be supplemented with a description personal qualities that will help the company in the future.

The nuances of an employment contract with an advertising manager

After passing the interview with the employee, standard contract employment with responsibility for Labor Code. In some cases, you should pay attention to the points of the transaction:

about the preliminary test;
about the availability of planned indicators for implementation;
on the system of fines and rewards;
about the work schedule and vacation conditions;
on incentive programs for employees.

Features of work in different areas

Working in an advertising agency or PR campaign is diverse and educational. During career the manager works with various projects to promote goods, services and even business sectors. The work involves the implementation of a full advertising cycle - from the stage of project development (estimate, plan, prices, sales forecasts or other results) up to full support of the company. The advertising manager is responsible for the implementation of the advertising idea.
Work in an online advertising agency is carried out remotely and involves the creation, placement and control of advertisements for promoted goods. For this, a variety of tools (SEO optimization, banners, sponsored links, emails and promotions, teasers) and methods are used. The main task of the advertising manager is to expand the circle potential consumers and make the product recognizable.
The radio and television advertising manager is responsible for placing commercials on the air. The content, advertising idea and execution option can be developed by both the manager and the customer. The manager is obliged to control each client's order and fulfill all the clauses of the contract and instructions.
Advertising manager in the media and newspapers is engaged in sales free places to advertise the client. They are also looking for new clients for long-term cooperation.
A remote manager (at home) is also involved in attracting customers and promoting content. At the same time, the future consumer is usually unaware of the presence of advertising. Content is uploaded in the form of a review, recommendation, or advice.
The advertising space sales manager works with those who want to advertise something on the Internet resources, in the media or in the form of outdoor advertising(stands, signs, screens).
An advertising manager on free bulletin boards, for example, on Yulia or Avito, attracts advertisers to sell services to them.

How to evaluate the kpi of an advertising manager

Key Performance Indicators - a special system to stimulate an employee for high performance in both advertising and sales. The coefficient is calculated based on:

company profits;
average transaction value;
the number of attracted buyers;
conversion of potential consumers into buyers;
accounts receivable of the company;
number of repeat business with customers.

These indicators are compared with the planned ones and calculated as a percentage of the initial ones. Thus, a kind of efficiency of the worker is obtained. If each of the coefficients is greater than or equal to one (100%), the employee is considered successful.

Demand

Payability

Competition

entry barrier

prospects

On the Internet, in stores, on T-shirts and in the bus, there are almost monotonous calls to pay attention to a product, store or service. Advertising does not leave a person indifferent. People can hate it or love it - but it is impossible not to notice advertising today. Few people talk about its benefits, although what else can help a person navigate among the mass of goods and services that exist today? And, if the advertisement itself should not be ignored, then why not ask what it is? And even more interesting, of course, to create it. To do this, many universities have opened a specialty called "Advertising".

How the work is built

Advertising creation is not only writing bright slogans and inventing interesting concepts. This is just the outer side of the work that we all see. Behind the result - high-quality advertising - there is a whole chain of cases, starting with getting to know the client and his problem and ending with a study of the effectiveness of an advertising campaign. And each of the links in this chain has its own interesting questions and problems. To solve them, you need to have imagination and creativity and have many other skills. In a small agency, one person can be engaged in several areas at once, and in big business many narrow specialists are needed. Copywriter, sociologist, designer, project manager, media buyer - everyone is doing their own thing. All "advertising" professions can be divided into three areas:

Creative (copywriters, designers, creative directors) is engaged in the creation of advertising products - posters, slogans, texts of advertising articles, souvenirs, logos, corporate identity elements.

These people receive an order from another department. advertising agency. We will call those who work in it communicators. It is they who meet with the customer (sometimes looking for him), make up the so-called brief - a summary of what needs to be done. Sometimes you just need promotional products, and sometimes - a whole anti-crisis program. Other managers work with the media, buy advertising space (places on the pages of newspapers, time on television, posters in the city) - they are called media buyers.

To determine what exactly needs to be done, how to interact with the audience, it is necessary to carry out analytical work. This is done by research agencies, and sometimes by the relevant departments in large advertising agencies: they conduct sociological surveys, collect focus groups, on which they test promotional items, reveal what arguments or emotional impulses can convince a person to use promotional offer. Both during the advertising campaign and at the end of it, data is collected, information is checked, effective or failed methods are identified.

Project manager

Each of these roles has its own ratio of creativity and routine.

It seems that the work of a copywriter or designer is one continuous work, but in fact it is not.

A very precise task is given, and the result should meet the requirements that the customer puts forward as much as possible. Beautiful and unusual moves are encouraged, but they clearly fit into the framework of solving the problem posed in the task. The work of thought is highly valued here, because to do beautiful picture anyone can, but creating a project that is useful for the overall concept is a much more difficult task.

From the outside, one might think that in the work of a researcher, on the contrary, there is almost no creativity. After all, he works with clearly defined questions and prepares statistical reports. But it is precisely in the formulation of the question, in the approach to each person and, especially, in the formulation of a ready-made analysis, that a field for fantasy can open up. In advertising in any activity there are these two components - and there is no need to be afraid that they will come into conflict with each other.

However, almost every person associated with advertising is experiencing a crisis associated with the fact that his thoughts and ideas are limited by the order. It's okay: many of the great artists of the past and present also created by order. Advertising posters were created by Andy Warhol and Mayakovsky, and commercials are shot by both David Lynch and Guy Ritchie. Everyone determines for himself what ratio of creativity and skill is the most effective for him and for the common cause.

There are established images of professionals. For example, an employee of the creative department is imagined as a freak, an account manager is the owner of a telephone book with a thousand numbers, and a project manager is a kind of commander-strategist, philosophically looking into the distance. However, there are also completely opposite types.

Where to get an education

The study consists of obtaining a theoretical base and developing practical skills. The advertiser must be diversified - sociology, philosophy, and art history will be useful to him. Today it is impossible to create a product of culture (and advertising is still a cultural object) without knowing the works of the past, without having an idea about the experience of thought. Cultural and psychological disciplines will help to understand what the consumer needs, how to address him correctly. And already with the help of the means traditionally used by art (text, picture, music), those symbols are created with the help of which advertising attracts the attention of the audience.

The other side of the advertising business is economic: after all, you need to figure out what benefits the campaign can bring, for what pricing policy it is better to focus on the advertising message. Therefore, it is important to understand the general mechanisms of the market, the laws of marketing and the principles of operation of an individual company: how profit is generated, what forms the income and expenses of an enterprise, how marketing policy is organized.

First, students study the history of advertising, gain an understanding of the principles of the advertising agency and the general technology of the advertising creation process. Then they get acquainted with private questions: how a brief is drawn up and an advertising message is created, according to what principles the composition is built and what should be included in the text of an advertising article. In the classroom, the types and methods of advertising distribution are discussed in detail. We are all familiar with commercials on television and radio, advertising booklets and promotions in stores, but a professional must understand in which case this or that type of advertising is more suitable, where the consumer would prefer to take information.

Students practice in advertising agencies, and in the media, and in companies where there is a promotion department or an advertising department. First, a young man explores the very principles of advertising in a company, learns in practice how an advertising product is made - step by step. Then he performs small tasks, analyzes how productive the company is, and offers options for solving existing problems in it. Accordingly, and graduate work advertising specialist is closely related to the practice.

It is understood that knowledge of the theory itself is presented in the introductory part of advertising education, and its main content is practical - and is the answer to the question of how to apply advertising methods more effectively in order to improve commercial activity in a particular company.

Various educational institutions offer different approaches to the training of advertising specialists. Large state universities have introduced such a specialty quite recently; somewhere it belongs to the faculties of journalism, sociology or psychology, in other universities the department of advertising is opened at the faculty of economics. In small educational institutions Advertisers have been trained for a long time, but there is more emphasis on practical training and many applied disciplines are given.

Some universities train graduates in specific areas: copywriters, managers or designers, while others train advertising in general. It is assumed that general education makes it possible to prove oneself in every direction, but such a specialist has all the skills for the most sought-after and hard work in this area - the work of an advertising project manager. It is difficult to learn creativity, however, having a fairly broad outlook and a systematic vision of advertising, one can gain experience in the field of management. Of course, before leading independent project or even start a business, which many graduates are determined to do, it is worth understanding what it is like to work in various areas of advertising.

Understand what it means to live advertising

Many people confuse advertising with PR, marketing and other related industries. Of course, they are very closely related, but even in the first year, the student must learn to distinguish one from the other and clearly understand what exactly he is doing. Any means of communication with the audience in order to increase the success of an enterprise or person can be classified as marketing, because all this happens according to the laws of the market. However, advertising has its own specifics. It may seem that advertising is the narrowest field of activity, but in fact it is not. Only by studying advertising can you touch not only methods to increase sales or strengthen the image, but also the bulk of brand culture. Analyzing any advertisement is similar to the work of a film critic or a professional theater reviewer. It is both extremely practical (after all, the advertiser understands how the means correspond to the goal) and very interesting (after all, we work with works that can partly be called art).

However, advertising is not an art in the usual sense, nor is it a science. However, individual products can be considered as works of art, and scientific activity a student of this specialty can be very interesting and in demand. You can study advertising as a phenomenon in society, you can devote yourself to analyzing the most promising methods or engage in predicting the future of advertising. In this case researcher or there is a reason for a teacher to combine his activities with business consulting: after all, when a company reaches a qualitatively high level, you need to understand where you can move on, and this cannot be done without professional in-depth analysis.

Today in Russia, work with advertising is just beginning. Yuri Grymov and Timur Bekmambetov, the people who created the first commercials and posters in modern Russia are your contemporaries. Departments and faculties specializing in advertising are still very young. On the one hand, it is very difficult to study and work at such a moment: you will not be sure what is right and what is not, teaching methods are only being formed, and teachers sometimes imagine the subject differently, even if they work on the same department. But on the other hand, it is at this moment that there is an opportunity to be at the origins of a new direction. Discoveries in the field of advertising can still be compared with the discovery of America: it seems to be similar to the India that Columbus expected to see, but in fact it is a completely different country.

Bye young specialist in advertising there is an opportunity to try yourself in different areas. Will he want to create promotional products in Russian branch a large agency - or will he create his own firm, will he conduct research and issue recommendations to firms that are just starting out - or will he lead projects for new companies? The choice is his own. If you abandon the everyday idea “I like advertising and I want to do it”, you can succeed and find yourself in this interesting specialty.

In addition to the traditional meaning of a particular profession, there is always an individual definition for each company. This applies to any position and specialty, and especially those related to intellectual work.

If we talk about the position of "advertising specialist", then it can be interpreted in different ways. The responsibilities that it will include will largely depend on the breadth of understanding of advertising by company management.

In the countries of the post-Soviet space, advertising is very often not perceived as a serious direction. Of course, it is not included in the marketing part, and for this reason the advertising specialist is only a link between the contractors advertising services and company management. Often, his duties include the execution of timely orders for the manufacture of branded souvenirs or gift products, maintaining related documentation, advertising in

Formation of the marketing department

When a company faces a high level of competition, it begins to understand that there is a need to develop advertising strategies, conduct special studies and more targeted activities. In this case, it is formed which includes no more than 15 employees. A marketing specialist performs desk and field research work, establishes But many professional aspects of marketing are solved through intermediaries in order to minimize the staff of the department. The choice of companies that will be engaged in promotion on the network or the creation of television advertising, mainly depends on the financial capabilities of the company. The priority is not on the quality of performance, but on the optimal ratio of price and professionalism.

Marketing Department

Companies that reach certain level maturity and understand the importance of marketing in their activities, create a specialized department. Such a department may include great amount employees in a variety of professions. Advertising focuses on corporate identity, professionalism and conformity to preferences. target audience. In this case, an advertising specialist can be involved both in the full range and in his specific area. Intermediaries are used only to place an advertising message or for parallel work in order to increase the speed of its execution.

"Advertising Specialist" is a very sought-after profession in our time. Today, in the age of high technology and opportunities, it is becoming increasingly difficult for companies to compete solely on the basis of product quality. good materials and equipment available to all. Therefore, the main struggle is for the consumer, and the principles are applied. All this obliges people working in marketing to constantly develop and improve their skills and abilities.

The Internet and television actively sell us goods, services and emotions. The buyer becomes more and more selective, and advertising - more and more sophisticated. In order to sell something, a whole arsenal of tools and methods has been invented. Advertisers have to go to tricks and invent more and more "chips" that will help attract attention, interest or like. Who generates ideas for commercials? How ideas are born to create this or that advertising banner or billboard? Together we will try to immerse ourselves a little in the intricacies of the profession of someone who comes up with advertising.

Creator, copywriter or advertising manager?

Many companies write positions in the workbook that are completely different from the essence of the position, attach the duties of certain specialists to other staff positions, and simply do not attach much importance to the title of the vacancy. Much more important for the employer is the skill and the talents that the employee offers him.

A person who comes up with advertising, who is the very source of ideas in a particular company, can be called a copywriter, an advertising manager, and a creator. It all depends on what the company or agency needs.

Creator

Idea generator, a person who can think outside the box. A creative mindset is very important here, the ability to see the proposed product from a different angle. It is the creators who hatch the concept of a video or poster, while it is quite possible that other people will be involved in the implementation and filming, the creator only submits the idea and monitors its implementation, correcting it if necessary. As a rule, talented creators are valued very highly, as they can find interesting solutions to many problems.

One example of a creator's work is the viral video category. In this case, the one who comes up with the advertisement focuses on creating content in which the advertised product may not be so clearly involved, but the video itself is distributed by users on the network only because of the content of the content itself.

copywriter

So used to call a person, writing texts. A copywriter can write sales letters, slogans, compose text for an online store, create a script for a commercial or banner. He also does advertising. Who is suitable for this position? This should be a person who knows how to correctly express his thoughts, who can convey his idea, formulate a benefit and sell it at the text level. Contrary to many misconceptions, this is not always a person with a philological education. Copywriters often work on social networks, blogs.

Advertising Manager

What exactly this person will do, each company determines for itself. Manager's job in this case will contain exactly what is needed in a particular case. Will it be just the generation of ideas, will it be necessary to work out technical subtleties, or will the manager's duty be only to find an advertiser and control copywriters? In most cases, an advertising manager conducts the entire range of promotional activities, from creating a selling text to analyzing competitors and negotiating. Here you will need knowledge of marketing, higher education, experience in direct sales and business communication skills.

Do you need to study?

There may not be strict requirements and conditions for considering candidates with higher education in this area, here employers will rather rely on the experience of the applicant. The decisive factor in choosing a candidate will be a portfolio in which the employer will be able to see examples of the work performed.

You can learn the necessary skills by choosing specialties from the field of marketing, advertising. Also an important advantage will be experience or training in the field of management, economics, public relations.

What qualities will help

In addition to having higher education and portfolio, important factors will be:

Broad outlook. When creating advertising, having a narrow outlook is simply contraindicated. Often, the requests and tasks assigned to the creator simply do not leave a chance. For example, when the customer says: "Come up with an advertisement for the Burabay resort for foreign friends." You can find out that the place is also called Kazakh Switzerland. And beat it with such a slogan: "Burabai is budget Switzerland with Kazakh hospitality." Develop a "stretch" with the image of the mountains and lakes of the mentioned recreation areas. Thus, to demonstrate their similarity, but to emphasize the benefits of choosing the Burabay resort. After all, a trip to real Switzerland will cost more. In addition, some may need a passport. the passport. This can also be emphasized.
Organizational skills. It goes without saying that when creating a new project in which people and their ideas are involved, the ability to work in a team and skills in organizing a process will greatly facilitate life.
Energy. cheerfulness, optimism, good mood and the ability to work in multitasking mode always help people of creative professions.
Constant self-development. It is very important to follow new trends, compare competitors, find out the news of technology that can be involved in advertising companies. What kind of advertising to come up with if trends have changed this season? How to use injection new technology? How to improve existing advertising? All these questions constantly arise in the head of the advertiser.

Payment in the advertising industry

In general, the remuneration of specialists in the creation of advertising can range from 30 to 120 thousand rubles. Everything will depend on the region and the advertiser.

Of course, the highest rates for professionals in the field of advertising in Moscow and St. Petersburg.

The market for goods and services is so wide that selling and finding ways to tell interesting things about even the most boring or unusual subject is a special gift. It is especially noteworthy that the most original ideas give out children. For example, one boy brilliantly coped with the task of coming up with an advertisement in social studies. He depicted how a child rolls a toy car on spilled sugar and signed: "Safari in the Sahara - either that or with us."

Thus, the work of an advertiser is a kind of innate flair, creativity, ingenuity. A special talent that needs to be constantly developed. It is perfect for those who do not like to stand still and are not afraid of difficulties, ready for the most unexpected experiments and open to everything new.

Advertising appeared 3000 years ago in ancient Babylon. Today it is difficult to imagine our life without it. She follows us everywhere. Her phrases and slogans spread among the people. Let's talk about who and how creates it and what the profession of an advertiser is like.

Profession advertiser

When your favorite TV show is interrupted by , each of us knows what to do. Option one: change the channel. Second: go to the kitchen for tea. And the third (for the laziest): still look at it, but only with one eye, and be sure to dream of something pleasant.

However modern advertising just doesn't give up. Today, it has shifted much of its power to the Internet and, instead of a strategy of interruption, has chosen the tactics of trust. What does this mean, we will find out in an advertising agency, where all types of advertising are created.

In the office, in an atmosphere of creativity, a team of the most different professions. Everyone has their own role, on which the success of the common cause depends. Here you can see producers, sales specialists and various managers, for example, a social media manager, i.e. a person who manages projects in social networks. After all, brands, like people, also want to be on Odnoklassniki and Facebook, and advertisers help them do it. And when advertising is already in your friends in social network, the first boundary of trust is decisively erased.

The process of creating an advertisement

But back to the process of its creation. And every advertising project begins with an employee in the position of an account manager. In different agencies, this position may be called differently: project manager, customer support specialist, etc. The account manager receives a task from the client, tries to understand his problems and requests as much as possible, accepts the order, and then coordinates the process within the agency.

The advertising agency knows how to solve the problem, and the client knows its conditions, i.e. what is necessary for his company. To connect these two links and control that in the process of solving the conditions of the customer are observed - the main task of the account manager. Together with the customer, he also draws up brief documentation, in which they sign the advertising campaign, the audience they want to reach marketing communication, and other important information. In other words, the brief is the very conditions of the task that the client sets for the agency.

When the scope of work is clear, the strategist takes over. He thinks over in what direction and what kind of advertising it is necessary to create. Then the creative team gathers for brainstorm. At the round table, the participants in the assault express their conceivable and unthinkable ideas that have visited their heads in order to choose at the end some of the most worthy ones. Advertisers say that when they come up with some funny videos for the Internet, the fountain of ideas is sometimes such that their stomachs just hurt from laughter.

Despite the seeming fun from the outside, in their work, as advertisers themselves admit, only 40% of creativity, and 60% is analytical work. The process of developing an idea is not some kind of insight from the Cosmos, it is always a very complex and lengthy analysis. And discipline and responsibility are an indispensable condition even for the most creative employee. You can be as creative as you want, but if you don't turn in your project on time, you'll be out of the market.

The best advertising ideas are processed and turned into beautiful presentations. And they are considered fully embodied only when they receive the approval of the customer. A new promotion tactic is to spread viral advertising. It is she who provokes what is a panacea for all advertisers - word of mouth. The process consists in the fact that people, having seen an interesting video that struck them, begin to tell each other about it themselves and send links to friends on the Internet. They don't care if it's advertising or not. And as a result, the effect of viral advertising is large-scale and unlimited.

And she really works. After all, if you, for example, see a poster about the release of the next “great movie”, then while in doubt you are going to the cinema, the film may already pass. And if your friend says: “I advise. It's the best movie ever," it's likely that you'll be in front of the big screen the very next day.

How outdoor advertising is done

Even if you do not have a TV and Internet access, advertising will still not leave you. She will smile at you from the pages of a magazine, wink at you from the pages of newspapers. And if you go out on a city street or take a ride in public transport, then it will hug you from all sides. It is difficult to turn away from it, because, most likely, there will also be some kind of advertising on the other side.

Crossing the threshold of an advertising agency, potential client meets with the manager and tells him what he wants to see on his poster. Together they discuss the options, calculate the timing, materials, price, discuss all the details and come to a decision. Then the idea of the customer through the manager goes to the designer, and here creativity begins. Applied science helps in this process.

For example, color in advertising plays a very important role. From what kind of reaction we want to achieve, we choose a specific color. Red will certainly attract attention, but it symbolizes passion and aggression, blue - peace and silence. Yellow is the color of the arrival of money, while brown is the fading of vital energy.

For example, everyone knows trademark telephone company "MTS" - a red square with a white egg. A very smart marketing decision. An unstable circle is the most attractive form for the human eye. And in combination with red, this sign will certainly attract your attention.

But let's get back to our designer, who has already developed several layout options for the customer in Adobe Illustrator or CorelDraw. And the manager again coordinates all this with the advertiser. If the client is satisfied, the file with the approved version is transferred to the execution shop.

The file is brought to the print shop in in electronic format, which opens with special programs, Then the rip station for this printer converts it to digital form. And the printing process takes place.

When the image is printed, it will have to be laminated. Otherwise, the very first drop of water will add unnecessary patterns to it. Then you need to crop the picture - and the poster is ready. Now you can safely hang it where your target audience is.

If you think that your advertisement on paper will not fit, then instead of the printing shop you need a plotter shop. Here they can build a pavilion for product presentation (they can often be seen at exhibitions), and roll stands, and light boxes (lightboxes), and a lot of other things. This is not a conveyor production, all designs have to be made different and unique, based on the customer's request.

During the crisis, many advertising firms in Russia suffer significant losses. Businessmen are in no hurry to go broke on expensive, high-quality advertising, despite the fact that it attracts new consumers of their goods and services, and also retains old ones. Unfortunately, now customers of outdoor advertising, like all other advertisers, look more at the price, and not at the fact that the advertisement is of really high quality and attractive. However, you need to understand that a well-executed poster or billboard will tell you about the benefits of your product better than any words. And if you want to talk about yourself, then your own portrait will be the best self-promotion. An advertising company can make it for you in any size and on any material.

college advertising specialist training

Advertising is a fleeting phenomenon. Nobody will look ads as long as a movie or treat a billboard like a painting in a museum. Therefore, she is forced to stop us right on the go. The task of advertising is to tell, hook and surprise in seconds. And since she is running out of time, it should contain only the main information. You can learn how to make advertising that will receive the attention it deserves in many educational institutions.

Many people are interested in the question: is it worth going abroad for knowledge or can you get a decent advertising education in your homeland?

As you know, advertising, like marketing in general, is a fairly young field of activity for our country. In the nineties, domestic universities began to adapt to the situation and create very popular faculties: "marketing", "advertising", "public relations", etc. But in most universities, they still don’t teach anything specific, they just give lectures from old American textbooks and consider business cases taken from there.

If you want to work in some large western company and make a career in it, then right decision will enter a good Russian university, and from the third or fourth year, if possible, go for an internship or work in his specialty. If you do an internship somewhere in London and you have fluent English, then you will have a great chance of getting a job in a large advertising company.

On the other hand, there are many people who have built a career or set up a business in this field with some technical background.

In addition, you need to understand that in advertising, especially in the mobile and Internet areas, something new is constantly appearing. And this must be monitored and studied all the time. Therefore, no amount of education will help you build a successful career without continuous on-the-job training.

If you are impatient to work as an advertiser, but you have completed only 9 classes, then at the first stage you can limit yourself to the average vocational education. You can get it in many colleges where there is a department of advertising. It will take 3 years.

You can choose a college that focuses on computer technology, because they are the future of advertising. However, machines are only a means to create it, and before the student sits down in front of the monitor, the idea should already be in his head.

As a rule, students defend their projects orally, because it is important for a future advertising specialist to be able to correctly express thoughts and not be shy about public speaking.

At the photography workshop, you will be taught how to deal with the technique, set the light and arrange the composition. After all, advertisers will have to conduct photo shoots or at least understand the photo. Cinematography originated from photography, and after photography, you will try to shoot your first video works. After shooting, as a rule, editing takes place, and for this you will have to take a course in Adobe Premiere editing software or some equivalent.

A feature of training in institutions of secondary vocational education is its practical orientation. So when you graduate from college, you will be able to do a lot. And not just by hand, but with the use of modern technology.

With a computer you will be really on you. For example, you will most likely learn computer layout in the most modern Adobe InDesign program for this. In this area it the best program, it allows you to do a lot, almost everything. And then you can use the knowledge in professional activity.

The variety of subjects studied at any department of advertising can be simply envied: web design, Internet technologies, the basics of computer layout, computer graphics, Information Technology in professional activities and much, much more.

Different advertising - different specialists. In the future, someone will come up with ideas, someone will bring them to perfection, someone will write advertising slogans, and someone will organize the whole process. After all, you need to understand that in three years it is impossible to become a marketer, artist, layout designer, director and photographer. But in the future, everyone will choose their own path. After all, the main thing is to do what you love and remember that everything ingenious is simple.