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Advertising is process of informing and influencing the general public through visual or oral messages to buy products or services.

A product or service is advertised to create an awareness in the minds of potential buyers. The commanly used media for advertising are

1. T.V.
2. Radio
3. Websites (Internet)
4. Newspapers
5. Magazines
6. Bill-boards
7. Hoardings etc.

As a result of economic liberalization and the changing social trends advertising industry has shown rapid growth in the last decade.

Advertising is one of the aspects of mass communication. Advertising is brand-building through effective communication and it is a service industry. It helps to create demand, promote marketing system and boost economic growth. Thus advertising forms the basis of marketing.

Advertising plays a significant role in today’s highly competitive world. A career in advertisement is quite glamourous and at the same time challenging with more and more agencies opening up every day. Whether it’s brands, companies, personalities or even voluntary or religious organizations, all of them use some form of advertising in order to be able to communicate with the target audience. The salary structure in advertising is quite high and if you have the knack for it one can reach the top. It is an ideal profession for a creative individual who can handle work-pressure.

Some new areas have also emerged within the scope of advertising. They are

1. Event management- Marketing of events is called Event Management
2. Image management-It includes projection of a particular profile of an individual or an organisation
3. Internet marketing etc.-Internet marketing has also brought about a lot of changes in advertising as Internet means that one is catering to a select group of audience rather than a mass audience.

Eligibility :
Most advertising agencies recruit candidates with a formal management or advertising/mass communication qualification.

• Educational: Most advertising agencies recruit candidates with a formal management or advertising/mass communication qualification. Preference is given for MBA’s for posts in the market research, client servicing and media planning departments. In the creative department, a general Graduate/Post Graduate with a command of the language of communication plus knowledge of designing packages like Photoshop, coral draw or fine arts is the basic requirement.
• Specialised Cources: There are courses in advertising/mass communication at diploma and post graduate level for which basic qualification is graduation. Advertising is also offered as a subject for the graduate degree course in mass communication studies at certain institutions for which minimum qualification is 10+2. In addition there are also certificate courses for which 10+2 is enough.
• Personal attributes: For making a successful career in advertising basic qualities like creativity and flair for writing or ability to translate ideas into a visual format are required. They should have insight into the interests of people from all walks of life, ability to work as part of team, mental and physical toughness to be able to withstand high pressure and criticism, must be sociable and have calm temperament. Market and media researchers should have an analytical and logical brain. Those in creative field should possess artistic abilities to make the ad appealing to the masses.

Job Prospects and Career Options:
Advertising field has a range of lucrative, interesting careers. Job Prospects and 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 organisations etc. And one can also do freelance advertising. The job in this field is categorised into  executive and creative jobs.

• Executive side includes Client Servicing, Market Research and Media Research. The executive department understand client needs, find new business and retain existing business, selects the appropriate media, analyses timing and placement of advertisements and negotiate the financial aspects of the deal.
• Creative side consist of copywriters, scriptwriters, visualisers, photographers and typographers.Creative department creates the advertisement copy. They verbalises and visualises the specific need of the client.

Remuneration :
Job positions and earnings in an agency vary with its size and turnover. Accredited agencies have a large set up while small agencies.

Job positions and earnings in an agency vary with its size and turnover. Accredited agencies have a large set up while small agencies may have just a handful of employees looking after all the various jobs. The earnings range from 7,000 for production mangers to 8,000 for copy writers up to 35,000 for General Managers plus perks.

List of Institutions offering courses in Advertising and Mass Communications in India

1. Bharatiya Vidya Bhavan, Kasthurba Gandhi Marg, New Delhi – 1
2. Bharatiya Vidya Bhavan, Kulapati K.M.Munshi Marg, Chowpatty, Mumbai – 600 007
3. Bhavan’s Harilal Bhagvati College of Mass Communications, Race Course Road, Bangalore – 560 001
4. Bhavan’s Institute of Communications and Management, FA/111 Salt Lake City, Calcutta – 770 064
5. Indian Institute of Mass Communication, Aruna Asaf Ali Marg, JNU New Campus, New Delhi – 110 067
6. Indian Institute of Technology, Powai, Mumbai – 76
7. Mass communications Research Centre, Jamia Milia Islamia, Jamianagar, New Delhi – 110 025
8. Mudra Institute of Communications, Shela, Ahmedabad – 58
9. Narsee Monjee Institute of Management Studies, Vile Parle (West), Mumbai – 400 056
10. Siddharth College of Communications, D.N.Road, Mumbai – 1
11. Somaiya College of Arts, Chowpatty, Mumbai – 7
12. Sophia College, Bhulabhai Desai Road, Mumbai – 400 026
13. University of Mumbai’s Garware Institute of Career Education and Development, Kalina Campus, Santa Cruz (East), Mumbai-8
14. Apeejay Institute of Mass Communication – Dwarka, New Delhi – 110 075 Email : aimc.del@apj.edu Website : www.apeejay.edu.

Specialised Advertising and Communications Management Programme is offered by

1. MCA, Ahmedabad – 380 058
2. NMIMS, Mumbai – 400 056
3. Symbiosis Institute of Business Management, Senapati Bapat Road, Pune – 411 004

P.G.Diploma in Marketing Management is offered by:

1. Clarion College of Communication, Calcutta
2. NIS, a division of NIS Sparta Ltd., an NIIT Company, with centres in all major towns of India
3. 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.

To join as a Visualiser/Creative person in an advertisement agency, a degree or diploma in Fine/Commercial Art is the basic qualification.

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