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CAREER HOTLINE Q What exactly does a copywriter do in advertising?
— Sunaina Gupta, Chandigarh A "India Shining....", Give me Red!", "Mint with a hole....!", "Dhoondte reh jaoge....!" Kya aap Closeup karte hain .....?" If you've ever wondered who conjures up those catchy headlines and jingles that not only stick in your mind but make you jump out of your chair and dial in or fill out that order form, meet the copywriter. It is the copywriter’s job to understand the product offering and tailor the ‘copy’ to prompt the sale of the product or service. Depending on the medium, you may be asked to write a compelling press ad for a new brand of lipstick for publication, a dialogue or jingle for a radio spot or a tourist destination, content for a corporate website or a detailed storyboard for a TV commercial, a direct mailer for a five-star gym and conjure up a snappy brand name for a new mobike in between! While the finished ad or jingle may look simple, a great deal of brain-wracking effort goes into turning out that single catchy phrase that will set the Sutlej on fire. It helps to be well read and clued into what's happening around you. Besides a way with words, crafting a compelling sales pitch to sell sand in a desert demands oodles of versatility and hard work. You may be writing copy for a new brand of lipstick in the morning, a TV jingle for a tourist destination in the afternoon, a direct mailer for a health resort in the evening, and thinking up a snappy brand name for a new fast food joint in between. Having carefully studied the product offering, a good copywriter must be able to think laterally and originally each time, to co-relate the masses of data and research findings in order to find that one USP that will click with the buyer present the conclusion with lucidity and persuasion. Besides a way with words, the ability to think laterally and originally each time is the hallmark of an ace copywriter. A tall order? But so are the rewards in terms of the price you can command once you've made your mark (the ulcers and burnout notwithstanding). Most copywriters start out as copy trainees after taking a copy test administered by the agency and proceed to write their way to the advertising hall of fame. A typical copy test is designed to test your command over the language (English/Hindi), your creativity, and your awareness and perceptiveness of the world around you. Agencies usually prefer a college degree in arts and humanities or mass communication, although it is not mandatory. Although there are nearly 1000 ad agencies (big and small), surprisingly there are hardly any courses that specifically train you in copywriting except MICA, Ahmedabad (www.mica-india.net) which offers a Certificate Programme in Crafting Advertising (6-mth). Most mass communication courses make you do a few token exercises at writing copy and jingles etc, but that’s neither here nor there. Basics of biophysics Q I have completed B. Sc (Physics) and now wish to do M. Sc in Biophysics. Please give me information on the universities that offer this specialisation and the course content. — Jaspreet Kaur A Biophysics applies the principles of physics to the study of living cells and organisms, including structures and fine structures, bioelectric phenomena, radiation effects, molecular behaviour, photosynthesis, membranes and modelling. M. Sc Biophysics is offered at the following universities:
Aeronautics course Q I have passed 10+2 and wish to do a course from the Aeronautical Society of India. What is the application and selection procedure for the membership exam? — RHS Chopra, Lajpatnagar A The Aeronautical Society of India conducts the Associate Membership Exam in Aeronautical Engineering twice a year. Sections A and B of this exam have been recognised by the Ministry of Education, on a par with a Bachelor’s degree in this subject from an Indian university for purposes of recruitment to superior posts and services in the Central Government. Hence, aeronautical engineering can be studied at the ASI through correspondence. The three-part exam consists of: Studentship, Section A, & Section B. The minimum educational qualification for taking the exam is a pass in Class X. Since you have cleared plus two with science subjects, you can directly enrol for Section A. For further information, contact ASI, 13-B, Indraprastha Estate, New Delhi (www.aesi.org). Cracking CAT Q I am an arts graduate with English Literature, Public Administration and Sociology. I wish to do an MBA and ‘am working hard to crack the CAT. Is it possible for a student of humanities to get into a good B-school? — Rimmi Lotay, Bhiwani, Haryana
A Despite its obsession with optimisation techniques and information technology, management studies essentially remains a "social science". It deals with people, teams, organisations and social and economic institutions. Which is why the study of modern social and economic history, and social structure is compulsory at the best B-schools. Good B-schools prefer a class composed multi-disciplinary students. Unfortunately, a greater proportion of bright students in India head for pure sciences and technology and this is reflected in the composition of those who ace the CAT. However, in the last decade brighter students have also begun to opt for commerce and social science streams and such students are increasingly joining MBA courses. There is no reason for students from social sciences to feel they can’t make it, or that B-schools discriminate against them. B-schools are always keen to get bright students. Increasingly, numerical and analytical or deductive skills based on mathematical analysis are required in all fields, including social sciences and management studies. Make sure you revise your maths thoroughly and get your fundamentals up to Class X-level absolutely clear. Being a humanities student, you must work hard to acquire these supplementary skills to ace the CAT. In the GD and interview you are likely to have an edge over your pure science and engineering counterparts. Further studies in finance Q After completing M.Com (corresp), I have been working since last two years. I'm now keen on pursuing further studies in finance in the US. Are any such correspondence courses recognised? — Sudhir Sandhoo A Prospective Indian students are often in doubt about their eligibility for further studies in the US on the basis of MA/ M.Com degrees they may have obtained from an open university or through distance learning. Although little value is accorded to these courses here, these degrees, so long as they are awarded by a reputed university, are quite acceptable to American universities, and are treated on a par with the degrees obtained by regular college attendance. Also, diplomas offered by computer training institutes are not recognised by any US college. However, if you have taken a course in India that has a valid tie-up with an American University, it may help get you some advanced credits in some courses. But these courses do count towards computer literacy and will definitely improve your chances of getting financial aid in the form of an on-campus assistantship. Over and above your academic qualifications, it is the entire package — your performance in GRE/GMAT along with your statement of purpose (SOP), transcripts and recommendations that the admission committee will take into account while considering your application. BCA & B.Sc Q I am a BCA student. Is a BCA equivalent to a B.Sc? Am I eligible to apply for posts that demand a science graduate? — Pawan Kant, Ludhianae A Strictly speaking, a BCA is not equivalent to a B.Sc. At best, you can call it a B.Sc in Computer Science as it is, in fact, termed in many universities. But since Mathematics is a part of the BCA course, you will be eligible for those postgraduate courses that require Maths as a subject in your Bachelor's degree. So, while it is a Bachelor's qualification in Computer Science, it can, by no means be termed a conventional Science (Physics/ Chemistry/ Biology) degree. However, do check with the authority concerned for specific clarification. Ayurveda for IAS exam Q I have completed BAHMS and want to take the IAS exam. Can ayurveda be taken as a subject for this exam? Are B.Pharm graduates eligible? — Madhur Ahluwalia A Medical Sciences can be offered as a subject both for the Prelims as well as the Mains. As ayurveda is recognised as a full-fledged medical science, I don’t see why you can’t use your knowledge of medicine as an option for the civil services exam. While choosing an optional for the Prelims, do keep the Mains in mind. This means that you should preferably opt for the same optional subject in both the Prelims and the Mains. The syllabus for the Optional Paper is typically that of the Bachelor’s degree-level. However, the following subject combination is not permitted in the Mains: Animal Husbandry & Veterinary Science and Medical Sciences. For details log on to: www.upsc.gov.in. (The lists of courses are not exhaustive) — Pervin Malhotra Please send in your query, preferably on a postcard, along with your full name, complete address and academic qualifications to: Editor, Jobs and Careers, The Tribune, Sector 29, Chandigarh-160030, or at careers@tribunemail.com
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