Everyday we are bombarded by messages in visual or audio form, coaxing us to buy a particular product or service. Whether it is a brand of soap, a computer, the latest model of a car, or a service that transports you to exotic locations, the message always is that of persuasion. This is advertising.

Advertising is used to persuade people to buy a particular product or service, to create a positive image of a company or organisation and to inform people or create awareness on issues of public interest and concern.

There are many creative ways by which advertising achieves these ends — mainly through the print media-newspapers and magazines; audio-visual media — radio spots; film and television commercials, computer websites and CD-roms; and displays — like hoardings; exhibitions, market stalls, sponsorship of events and so on.

Advertising messages are handled by advertising agencies that vary in size and scope. However, the main department in all agencies include client servicing; creative; media planning and production.

Client servicing

This is the marketing arm of an agency. Its role is to secure business for the agency. This department is responsible for liaising between the client and agency. In advertising jargon each client's contract is called an `account'. Accounts Executives in the Client Servicing Department interact with clients, are briefed on a client's requirements and coordinate campaign inputs.

It is responsible for conceptualising and designing advertisements in the form that they appear in print, audio-visual media or display. This requires the working together of two disciplines: (a) copy-writers, those who handle the text (or 'copy' - as it is called in advertising jargon); and (b) visualisers and graphic artists, those who work on the visuals and artistic layout.

The creative department, once it is briefed on the campaign, evolves a theme for which the copywriter then provides the appropriate slogans, jingles or scripts, or any other textual matter, while the art department handles the visual aspect including layouts, graphics, symbols, logos, etc. There are also visualisers and graphic artists who convert the designs into finished works or slides.

It is responsible for the positioning of an advertisement in the Press, radio or television keeping in view the target or segment at which the communication is directed. They also identify and procure display space.

This department is responsible for the final look of the advertisement for release in newspapers, magazines, posters and billboards. The production people ensure that the ad gets printed and therefore need to know all about typography, printing, photography, use of material, etc.

As more and more ads are now released in film format, the production department is also likely to be involved in the production of the ad film, although most agencies depend on independent producers for TV commercials.

Other jobs in advertising include Market Research, which means collecting data and information about the consumers, the market, and existing competition, TV & film, producing TV commercials, photography, event management and public relations.

Although fresh graduates are often taken in as trainees for client servicing, most advertising agencies prefer MBAs or those with at least a Diploma in Advertising / Mass Communication, or a BA in Economics. Media planners are also MBAs, or graduates in Economics, or Finance.

Copy-writers must be at least graduates with a good all-round education and a flair for writing. A general awareness of current affairs and social trends is also necessary for the job. Most agencies conduct a copy test to evaluate the candidate's creativity. Computer literacy and a command over more than one language can be an asset.

Creative talent is the main requirement of the art department. A degree/diploma in commercial art or design from a reputed design school is necessary for a post here. Knowledge of computer graphics and design-related programmes is an asset. A creative test is also taken for those joining the creative department.

There are a limited number of institutions which offer training in advertising. Most of these are post-graduate training programmes, although there are some colleges which offer BA in Advertising or Mass Media as a vocational subject.

However more than any academic qualifications, to be successful in advertising you need to have good creative instincts, communication skills, team spirit, ability to withstand the high stress levels of an extremely competitive environment and self-confidence. In addition, a good accounts executive in client servicing requires basic business acumen, interest in social and economic trends, powers of analysis, and an imaginative insight. Those in the creative field need a creative bent of mind; discipline; originality; ability to deliver uncomplicated messages/images; and to produce writing/designs most suitable to campaign requirements.

Those in media require objectivity, numerical ability, and a logical, analytical brain.

Today, there are over 500 accredited advertising agencies, and several hundreds not listed, with an industry turnover of around Rs. 2,000 crore. This has meant a proportionate increase in the number of career opportunities at various levels. So, if you have the necessary qualifications you can look for a job in:

• An advertising agency

• The advertising department of a private or public sector company.

• The advertising section of a newspaper, journal, and magazine.

• Work with graphic or multi-media organisations working on web-sites, and other aspects of e-communication

• Take on freelance work

A career in advertising brings attractive remuneration and perquisites. Graduates with professional training in advertising, or commercial/ applied art can look forward to starting salaries of Rs 10,000- 5,000 (depending upon the size of the advertising agency) . MBAs can expect much more. Moreover, a successful ad man's salary, after 4-5 years of service, is generally in the range of Rs 40,000-70,000 per month, depending on the agency.

But advertising is not a glamorous profession as most believe it to be. Those who join must be prepared to work long hours and under much pressure and deadlines. Agencies are expected to deliver work "yesterday"!

But success comes early to those who show promise. Rewards in this industry are directly commensurate with the initiative displayed and results achieved. So, for those with the required aptitudes and skills, willing to put in hard work — Yeh hi hai right choice!

The writer is a noted career expert