Career in Advertising and publicity

Advertising and publicity are the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Some of the commonly used media for advertising and publicity are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc. As a result of economic liberalization and the changing social trends advertising and publicity industry has shown rapid growth in the last decade.

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

Advertising and publicity plays a significant role in today’s highly competitive world. A career in dvertisement/publicity is quite glamorous and at the same time challenging with more and more agencies opening up every day. Whether its brands, companies, personalities or even voluntary or religious organizations, all of them use some form of advertising or publicity in order to be able to communicate with the target audience. The salary structure in advertising and publicity sector 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.

The Scope

According to the Job Statistics, over 2,50,000 people are presently working in the advertising and publicity industry. This number is expected to grow due to two important trends. First is the mega merger among advertising/publicity agencies. This trend has been fueled by agencies’ desire to increase market share by offering more services such as sophisticated market research, media buying, and in-house production facilities to the clients. The second trend has been spurred by an increase in international businesses and global marketing. Advertising and publicity agencies are moving quickly to set-up international subsidiaries to assist clients who have gone global.

So, today, the advertising and publicity industry has a more stable environment but a highly competitive market. The job projections for the year 2011-2012 suggest a growth of over 30% for marketing research analysts, advertising managers, and visual artists. Nevertheless, employers will continue to be highly selective. The most motivated, energetic, well-organized candidates with top-notch analytic and communication skills will land the best jobs.