Running head: WORKING IN THE ADVERTISING INDUSTY
Working in the Advertising Industry
Kelsey Pugh
King’s College
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WORKING IN THE ADVERTISING INDUSTRY
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Advertising is an industry for creative and open-minded people in the field of Mass
Communications. Advertising is a job done with teamwork from a group of bright and talented
workers who drive their product and achieve their goals. There are many different jobs in the
advertising field. A main goal in advertising is drawing customers to your products that you are
promoting. Depending on the type of work someone is looking for in advertising, someone can
choose to do the creative side of it, or the business side of it. Jobs like web designers,
copywriters, and art directors are on the creative side of an advertising industry (Morrison, 2010,
p. 2). Certain positions are found at Marketing manager, product manager, and brand managers
are the jobs for advertising where there is more business involved (Beyer, 2010, p. 1).
Advertising is a competitive job where skills and commitment is needed.
The creative side of advertising is showing an agency what you can promote by using
your imagination. The creativity of a company comes from the producers, art directors, and also
copywriters. According to the Wall Street Journal, Gregory Beyer stated, “Art directors and
copywriters commonly attend brainstorming sessions to try to capture the essence of an ad
campaign in images and words.” The artistic background of a brand or product comes from the
creative art directors and writers in the agency (Young, 2000, p. 2). Art directors have a different
point of view than others. They see art very differently than art than others. For example, art
directors believe that music is “the most powerful emotion for generating emotion in
advertising” (Young, 2000 p. 5). Art directors are of an advertising agency mainly elaborate and
plan the idea of how the agency is going to represent a product or brand.
Art directors and copywriters often work together with the product or brand. Even though
art directors and copywriters work together, there is a slight attitude difference between them.
Both jobs have different ways of thinking. Being creative is a key factor for art directors and
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copywriters. For example, in commercials, an art director tends to have a nonverbal bias on the
product. On the other hand, copywriters “are too sensitive to the criticism that many commercials
today are “too wordy””(Young, 2000 p. 5)”. Copywriters use many of their ideas from readings
and books. In an advertising agency, the copy writes are very concerned with the persuasiveness
and likelihood of the product or brand for the agency. They are in charge of making up slogans
and messages for a product or brand. Copywriters use strong words to make their statements
clear and understanding for the promotion of a product.
Advertising has a creative side of work and also a business side. Business jobs in the
advertising industry would be web designers and also product/marketing managers. A web
designer works with an open mind for creativity to advertise a website properly for a product or
an idea (Career Directions, 2013, p. 1). Web designers are paid to design websites in order to
grab the attention of viewers once they visit the website. Being a web designer, one needs a
strong and creative imagination to make sure they are advertising the product well enough. They
are in charge of picking the colors, images, designs, and layouts of a website. Having a lot of
experience with technology helps the web designer do the best work. Internet techniques change
so frequently that web designers need to keep on new updates for newer ideas for a website.
Overall, participating in web designing for an advertising company is more business like in the
advertising industry.
Other than choosing to go down the path of a web designer on the business side of
advertising, marketing managing is a business type of job in this industry. Although it’s more on
the business side, marketing managers need to use a great amount of thought and cleverness to
reach their goals. Being in the marketing field comes with a lot of competitiveness from other
agencies. Marketing managers are in charge of the whole company’s marketing agency. In
WORKING IN THE ADVERTISING INDUSTRY
advertising, marketing managers are in charge of the plans and strategies that they are going to
use to promote their product as best as possible. Their job is to make sure that the company is
doing a good enough job and reaching out to customers and giving them hope. A great way to
attract customers is to make sure that the product that the company is promoting is designed and
created very well. The duty of a marketing manager is to make sure sales are increasing.
Marketing managers have many responsibilities for a company to reach its goals and draw
customer’s attention (Harvey, 2010, p. 2).
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Reference
Beyer, Gregory. (2010). A Career in Marketing/Advertising. Dow Jones & Company Inc.
Retrieved fromhttp://online.wsj.com/article/
SB10001424052748703453804575480221659764174.html.
Career Directions: Web Designer. Tech Directions. (2013). Retrieved from
http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=9d035fd5-1140-47f1-a9deffffc1aed875%40sessionmgr115&vid=10&hid=113.
Harvey, Michael. Moeller, Miriam. (2011). Inpatriate Marketing Manger: Issues Associated with
Staffing Global Marketing Positions. Journal of International Marketing. Retrieved from
http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=79677e75-39ed-4c57-b86c2ca47f5a8c94%40sessionmgr114&vid=8&hid=113.
Morrison, Bob. Till, Brian D. Zdravkovis, Srdan. (2010). M-B Indicator and Advertising
Careers. Journal for Advancement of Marketing Education. Retrieved from
http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=e7b38233-b7c5-4f26-84b72cd9301f580e%40sessionmgr110&vid=11&hid=113.
Young, Charles E. (2000). Creative Differences between Copywriters and Art Directors. Journal
of Adverting Research. Retrieved from http://web.ebscohost.com/ehost/
pdfviewer/pdfviewer?sid=6728b32d-40e2-4957-9f5a-00619b8cd977%40sessionmgr
111&vid=5&hid=113.