You can make a career in media research or the
creative departments, media buying or the account planning side. Media
selling is another career opportunity segment. Most large organisations
today have developed a special advertising department, which is generally
part of the bigger brand/product management division. Career avenues are
also available in management consulting and marketing research. The
opportunities for rapid advancement is probably greater in advertising
though the compensation might not be very attractive in the initial stages.
You should have good inter - personal and presentation skills, be creative
and highly self - motivated if you want to succeed.
Of all the forms of communication, advertising is one of the most exciting
one. If you want your product to be noticed and sold briskly, or you want to
project a particular image for your organisation and particular image for
your organisation and product or if you want to pass on a particular
message, like national unity, brotherhood, or donate blood, etc., you should
take help of a good advertising agency for excellent results.
Mostly, advertising agencies work on behalf of those who want to advertise
their products. An advertising agency understands what its client wants to
communicate, develop campaigns and brings it to the target audience. In some
cases, however, large organisations have in - house advertising departments
to handle such works.
There are various aspects of media - planning. The clients' needs have to be
understood in all its entirety. Afterwards, from the available data from the
primary and secondary source data is collected and lot of research work is
done. Thus, a cost benefit analysis becomes a must. A lot of groundwork and
research is vital for a successful advertising campaign. An agency may
employ its own personnel or commission an outside agency for the job. In the
early stages of advertising, the ability of professionals depended solely on
contacts. These days, however, in the face of cut throat competition,
camaraderie has given way to hard work.
Advertising essentially involves two kinds of works - creative and
managerial. Creative aspects include copywriting, visualising,
scriptwriting, photography and likewise. Agencies usually hire studios with
professional film directors and other specialists to produce the actual
commercial. Managerial activities comprise getting business for the company
and managing accounts.
Then comes the interesting field of media buying. You must have a flair for
marketing and good communication skills because it involves negotiating on
rates and getting the best deals to ensure the highest profit for the
company. Another important job is Media scheduling. Once the deal has been
struck with the media houses, the actual delivery of the advertisement
material, availability of space in media have to be worked out. Therefore,
the media scheduler is responsible for the actual output of the
advertisement in the specified media.
To get into the field of advertising and media planning you will have to do
a course in advertising and then specialise in media planning. It's very
important to choose the institute judiciously, by enquiring about its
infrastructural facilities, faculty, placement record and salaries offered
to fresher from the institute. A course in economics, mathematics or
statistics is often helpful. This helps the professional to delve into
demographic and psychographic reports and in analysing data. The
contemporary media planner has to work with electronic media models.
So, the relevant knowledge is an absolute must. Now-a- days candidates with
a strong background in mathematics and statistics are in a favourable
position simply because there are more numbers to deal with in the job. The
best way to get into the field after a course is to get some on the job training. All the good institutions offer internship as part of the
curriculum. Internship programmes are of two months duration. Studying at
institutes like MICA (Mudra Institute of Communication, Ahmedabad) could
cost you up to Rs. 1 lakh per year. But at government and some other private
institutions, the fees are much lower.
Salary is generally not a constraint for the suitable candidate in this
industry. In big companies, salaries could be above Rs. 10,000 per month for
a beginner. This will, of course, depend on the individual's merit,
qualifications, experience as well as the company's performance.
Some of the
giants in advertising and media planning that most students dream of working
are Hindustan Thomson Associates (HTA), Ogilvy and Mather (O&M), McLann
Ericksson, Leo Barnett, Grey, R K Swamy - BBDO, Bates, Mudra and Redifussion
Dy and R among others.
Major Institutes teaching advertising and media
Mudra Institute of Communications, Ahmedabad.
Indian Institute of Mass Communication, New Delhi.
Xavier Institute of Communication, Mumbai.
Narsee Monjee Institute of Management Studies, Mumbai.
Bhavans College of Communications and Management, Kolkata.
List of Institutions offering courses in Advertising and Mass Communications
Bharatiya Vidya Bhavan, Kasthurba Gandhi Marg, New Delhi - 1
Bharatiya Vidya Bhavan, Kulapati K.M.Munshi Marg, Chowpatty, Mumbai - 600
Bhavan's Harilal Bhagvati College of Mass Communications, Race Course Road,
Bangalore - 560 001
Bhavan's Institute of Communications and Management, FA/111 Salt Lake City,
Calcutta - 770 064
Indian Institute of Mass Communication, Aruna Asaf Ali Marg, JNU New Campus,
New Delhi - 110 067
University of Mumbai's Garware Institute of Career Education and
Development, Kalina Campus, Santa Cruz (East), Mumbai-8
Mass communications Research Centre, Jamia Milia Islamia, Jamianagar, New
Delhi - 110 025
Mudra Institute of Communications, Shela, Ahmedabad - 58
Narsee Monjee Institute of Management Studies, Vile Parle (West), Mumbai -
Siddharth College of Communications, D.N.Road, Mumbai - 1
Somaiya College of Arts, Chowpatty, Mumbai - 7
Sophia College, Bhulabhai Desai Road, Mumbai - 400 026
Specialised Advertising and Communications Management Programme is offered
MCA, Ahmedabad - 380 058
NMIMS, Mumbai - 400 056
Symbiosis Institute of Business Management, Senapati Bapat Road, Pune - 411
P.G.Diploma in Marketing Management is offered by:
Clarion College of Communication, Calcutta.
NIS, a division of NIS Sparta Ltd., an NIIT Company, with centres in all
major towns of India.
Times School of Marketing, 10, Daryaganj, New Delhi-2.
The MBA courses of reputed management schools also allow entry into the
executive department of the Advertising sector.
MBA Institutions In India
To join as a Visualiser/Creative person in an advertisement agency, a degree
or diploma in Fine/Commercial Art is the basic qualification.