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If you are fascinated by consumer insights, interested in brand strategy and passionate about creative ideas, take a serious look at the advertising industry. But before you focus on an advertising career, understand where advertising fits into the bigger picture of marketing. The marketing communications industry engages the consumer through:
- Advertising
- Direct Marketing
- Sales Promotion
- Public Relations
- Events
- Sponsorships
THE ADVERTISING INDUSTRY
Advertising is part of a huge industry influenced by three trends - consolidation, globalisation and specialisation. The industry consolidates in order to strengthen its position by engaging in worldwide affiliations or "globalisation". This process occurs when middle and small agencies with a good performance record are taken over by larger multinational agencies wanting to provide their clients, often also multinationals, with a local service.
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WORKING IN AN ADVERTISING AGENCY
It is the marketing department or in smaller companies, the management, that hires an advertising agency to create, produce and place its messages. An advertising agency can be anything from a creative shop of two to an operation employing several hundred people. There are about 250 major advertising and marketing agencies in Australia, with perhaps another 1000 small advertising and marketing consultancies. There are around fifteen ad agencies with major international networks, operating a number of offices in Australia.
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ROLES IN ADVERTISING
Detailed job descriptions and qualifications
Account Management
Strategic Planning
Creative
Studio Production
Print Production
Television/Radio Production
Media
Web Designer
Online Producer/Strategist
Traffic Department
Dispatch
WHERE DO START?
The Communications Council offers a huge rang of workshops, courses and internship programs for all levels of experience, across Australia, and some in New Zealand. To get an overview of what's available check out our Career Map here.
WORDS OF ADVICE
You will get your fair share of knock-backs in your search for an advertising career. The important thing is to keep trying...
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FURTHER RESOURCES
Trade Publications:
AdNews
B&T Weekly
The Communications Council publishes and sells a series of Effective Advertising hard cover books which feature award-winning case histories. They give a fascinating insight into campaign backgrounds.
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