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In all agencies the jobs usually fall into five categories:
See also CAREERS
IN BROADCASTING
ACCOUNT MANAGEMENT
At an agency, the client and its business are usually referred to as the
"account." The account management department is where the resources of
the agency and the needs of the client connect.
Account Executive (AE)
The AE oversees the advertising business that has been assigned to the agency,
and is ultimately responsible for the quality of the service the client
receives. The responsibility of the AE is to be the clientís representative at
the agency, and the agencyís representative at the clientís organization. It
is their job to get the clientís market.
The effective AE develops a thorough knowledge of the client's business, the
consumer, the marketplace, and all aspects of advertising, including creative,
media, research, and commercial production. As a team leader and strategist, the
account person must communicate the client's needs clearly to the agency team,
and present the agency's recommendation candidly to the client. He must know all
about the agency: who are the most qualified people in each department, and how
to get their attention when it is needed.
Assistant Account Executive
(AAE)
The AAE reports directly to the AE. Duties include reporting client billing and
forecasting agency income, analyzing competitive activity and consumer trends,
writing reports from meetings and coordinating creative, media, research, and
production projects.
Skills required include: ability to write and speak effectively, demonstrated
leadership experience, a capacity for statistical analysis, and well-developed
organizational skills. Besides working well under pressure, the AAE must handle
a variety of tasks simultaneously, coordinate the work of diverse types of
people, have a creative sensibility and intense interest in advertising and
marketing.
Account Group Assistant (Entry Level)
The account group assistant must be organized and able to coordinate various
schedules and work loads. Responsibilities include: general administrative
duties; typing and distributing correspondence, memos, and conference reports;
and coordinating meetings and travel arrangements when necessary.
MEDIA
The media department is responsible for placing advertising where it will reach
the right people at the right time in the right place to make the most impact.
Today, more than ever, agencies are recognizing the importance of creative and
innovative media planning and buying.
Media Planning Supervisor (MPS)
The MPS coordinates the work of planners and presents recommendations to the
account group and client. The broadcast buying supervisor oversees buying
operations. As they gain greater knowledge and experience, media people advance
to any of several positions ñ associate media director, manager of media
research, network supervisor, director of spot broadcast, group media director,
director of programming and negotiations, or media director. Many agencies have
top media people represented in senior management and on their boards of
directors.
Media Planner
When working on a particular advertising campaign, the media planners discuss,
with the client and with other agency people, the goals of the strategy as well
as a description of the potential consumer. In discussions with the creative
department and account team, planners suggest which media (e.g., magazines,
newspapers, radio, television, billboards) can be used most effectively to reach
the target audience. It is the responsibility of the media department to develop
a plan that answers the questions: How can the greatest number of people in the
target group be reached often enough to have the ad message seen and remembered,
and at the lowest possible cost?
Once the media plan has been developed, presented to the client and approved,
the department's media buyers start negotiating for space or air time. In print
media - newspapers and magazines - buyers purchase space in which to display
their messages. In the broadcast media - radio and television - they buy
commercial time.
After the space or airtime has been purchased, the department must monitor
the media to make sure the ad actually appeared, in the proper form, and at the
proper time. If a discrepancy occurs, the department negotiates an adjustment to
the billing or accepts credit for additional time and space.
Assistant Media Planner (AMP)
The AMP reports to a media planner and gathers and studies information about
peopleís viewing and reading habits, evaluates editorial content and
programming of various media vehicles, calculates reach and frequency for
specific target groups and campaigns, learns all there is to know about the
media in general and becomes thoroughly familiar with media data banks and
information sources.
The AMP must possess the ability to find and analyze data, apply computer
skills, ask innovative questions and interpret or explain findings with
attention to quantitative and qualitative considerations. In short, a planner
must gain knowledge of what information is important and where to find it. By
assisting in gathering statistics to support a variety of plans, they will
eventually become familiar with broader characteristics and trends in all media.
Assistant Media Negotiator (AMN)
The AMN reports directly to a media buyer, knows when and where space and time
are available for purchase, reconciles agency media orders with what actually
appears, and calculates rates, usage and budget. An AMN also learns buying
terminology and operating procedures, develops skills in negotiation and
communication with media sales representatives, and becomes familiar with the
media market.
The ability to work with numbers and budgets, outstanding communications
skills, and the ability to work under pressure are skills highly desirable in an
AMN. Successful candidates have strong general business skills, the ability to
write and speak effectively, well-developed organizational skills, an aptitude
for working with numbers and stats, and a basic computer skill level (e.g.,
spreadsheet software).
CREATIVE
The creative department of an advertising agency is responsible for developing
ideas, images and words that make up commercials and ads. When a copywriter and
art director are assigned to an account, they must learn about the product or
service to be advertised, the marketing strategy, the consumer or potential
consumer, the media to be used, advertising by competitors, the production
budget and the client personnel (such as brand managers) with whom the agency
deals. The art director and copywriter work as a team, trying out ideas first on
each other, then on the creative director, and then on other agency groups
working on the account.
The executions are reviewed by senior members of the agency (including legal
counsel), sometimes called the "creative review board." The reviewed
creative executions are presented to the client for approval. Once the client
approves, the art director and copywriter work with print and broadcast
production people to produce the final version of the ad.
Magazines and newspapers require camera-ready artwork of the ad. To prepare
such print advertisements, agencies rely upon outside services, from
photographers to printers. Agency specialists in print production oversee this
subcontracted work.
Broadcast commercials often involve a large cast of outside specialists.
Agency producers oversee the completion of television and radio commercials.
They hire directors and producers who administer the budget, work with composers
and musicians, and participate in the review and editing of the rough film or
videotape into the final version.
Junior Copywriter (entry level)
The junior copywriter assists one or more copywriters, writing body copy for
established print campaigns and developing merchandising and sales promotion
materials. Skills include: outstanding writing skills, and a ìlove affairî
with words and symbols and their use in communications. An interest in a wide
range of subjects and an insatiable sense of curiosity are assets. Candidates
should have some knowledge of marketing and how words and visuals have been
used.
Junior Art Director (entry level)
The junior art director assists one or more art directors in preparing
paste-ups, rough lettering and layouts for print ads and television storyboards,
developing visual concepts and designs, and overseeing photo sessions and the
filming of television commercials. Candidates should possess strong visual
concept skills and good basic drawing and design ability. Although a junior art
director must be capable of handling day-to-day lettering and matting tasks,
agencies are also interested in identifying candidates with visual imagination
and an interest in applying that ability to marketing and advertising problems.
Agencies expect junior art director and copywriter candidates to show a
portfolio of work, i.e., seminal ideas, and "rough" design of
potential campaigns, even if they were done in the classroom. Creative computer
programs such as PageMaker, Adobe Illustrator, Adobe Photoshop and Quark Xpress
are now commonly used in agencies.
MARKET RESEARCH
Market research or account planning supports the creative process by focusing on
understanding consumer trends in the changing market.
Researcher/ Account Planner (AP)
The basic role of a researcher/AP is to understand the wants, desires, thoughts,
concerns, motivating forces, and ideals of the consumer. A researcher/AP becomes
an expert on consumer behavior by researching secondary information, conducting
focus groups or one-on-one interviews, testing people's reactions to news
advertising copy, tracking sales volume or studying buying trends.
Most researchers/AP are assigned to specific accounts and work as advisors to
the account, creative and media people. They help develop, refine, and evaluate
potential strategies. They are called upon to react to possible creative
approaches based upon their understanding of the consumer. Some agencies employ
researchers/AP who specialize in specific areas of quantitative or qualitative
research. Consumer trends and lifestyle research are two areas in which most
large agencies maintain continuing studies. The research/account planning
department also oversees projects that are subcontracted to
"out-of-house" research firms.
Research/ Account Planning Assistant (entry level)
The research/account planning assistant reports directly to a researcher/account
planner executive. Duties include compiling data from secondary resources,
following the progress of research projects (internal and external), assisting
in the development of primary research tools, and learning to analyze facts and
numbers and interpreting and explaining what they really mean.
Candidates must have strong quantitative skills and the aptitude for
analyzing and interpreting qualitative as well as quantitative data. Computer
literacy is also advantageous. In addition, candidates should be able to write
and speak effectively, work well under pressure, and organize work priorities.
They should have an interest in forecasting trends and patterns and a
fascination with human behavior and motivation.
A bachelor's degree is the minimum requirement. Although a specific major is
not a prerequisite, many employers are attracted to candidates whose course work
is related to research. Some academic disciplines fitting this category are
sociology, psychology, marketing, marketing research, economics, advertising,
journalism, qualitative methods, anthropology, and mass communications.
SUPPORT
SERVICES/ADMINISTRATION
Any well-run business will
maintain a full complement of people who handle accounting, personnel, clerical
and office services.
In addition, the agency
traffic manager makes sure that, once started, an ad or commercial moves
smoothly through the agency, that additions and corrections are handled promptly
and correctly, approvals are obtained, and the whole job arrives at the
publication or the broadcast station on time.
Cost controllers monitor
agency costs, making sure that work stays within budget or that everyone is
aware of, and approves of, any needed changes in the budget.
Other employees at an agency
may include lawyers, librarians and certain specialists. For instance, agencies
with big food or packaged goods accounts keep nutritionists and home economists
on staff. Those with health products or medical accounts may employ physicians.
Diversity is one more aspect
that makes agency work such a fascinating and rewarding career choice.
CAREERS IN BROADCASTING
Owner
A station may be owned by one person or a group of people in a corporation or
partnership. Every owner ñ single or group ñ must hold a license from the
Federal Communications Commission (FCC). How involved an owner becomes in the
operation of a station varies. An owner can sometimes be located in a corporate
office headquartered in another town or even another state. Or the owner could
be more hands-on and serve as a senior advisor or even as the general manager.
General Manager (GM)
The GM is the one person who is responsible for every aspect of a stationís
operation ñ from programming to sales, from production to promotions. The GM is
usually the person who has learned the business ìfrom the ground upî and has
business knowledge, leadership ability, and technical understanding.
SALES
Advertising is the major source of revenue for commercial television stations.
Persuading buyers to buy ìcommercial timeî is the primary concern of every
member of the sales department.
General Sales Manager (GSM)
The GSM is the one person who directs the stationís sales force and sets the
sales policy of the station. The GSM hires and supervises the sales staff,
reviews programming for the best sales opportunities, develops sales plans and
goals, oversees billings, studies and understands the stationís market, and
approves all sales and promotion campaigns. Traditionally, it is the general
sales manager who most often advances to the general manager position.
National Sales Manager (NSM)
Primarily found at larger-market stations, the NSM works with national rep firms
to sell commercial time to advertisers at the national level. This position
services and identifies all accounts outside the local market area.
Local Sales Manager (LSM)
The LSM is responsible for sales within the local market area, supervising other
local salespeople, assigning accounts to be serviced and identifying new
prospects to be explored. The LSM works with the GSM in interviewing, hiring and
training account executives.
Account Executive
The station's front line in sales, the AE is the person who goes out to the
client to sell the station. Businesses buy advertising time when the AE can
convince a client that the station's programming attracts an ideal audience for
the client's product.
Sales Assistant/ Sales Secretary (entry level)
The sales assistant holds a secretarial position that supports the sales staff
by writing up orders, maintaining a schedule of available ìspotsî and
occasionally typing sales presentations for the AE. Sales assistants may move
into AE positions when they become open.
Research Director
The research director is responsible for collecting information about the
effectiveness and popularity of a station's programming and commercials and the
relative strength of the competition. Information is used by the sales
department in persuading potential clients to advertise and by the programming
department in refining the product.
PROGRAMMING
Programming Director (PD)/ Operations Manager (OM)
Responsible for the entire on-air product, the PD governs the sound of the
station. With control over production, talent, work schedules, and programming
schedules, the PD's programming objectives support the goals of the general
manager and the general sales manager.
Announcers
Announcers are the radio stationís voice and are often the people with whom the
public identifies. This job category includes DJ and on-air personalities who
introduce programming and music, read commercial copy and public service
announcements, and give information.
Continuity Copywriter
This staff member writes commercial and promotional copy in supprot of the
station's sales and advertising efforts. At smaller stations, a salesperson will
sometimes expand this role by writing commercials for his or her clients.
News Director
The news director assigns stories to reporters on staff, monitors the wire
service, network, police and fire department frequencies, takes telephone tips
and sometimes covers stories personally. The news director often is required to
report the news as well as find it.
News Reporter
A format-determined position, the news reporter assists the news director in
covering the stories of the day, preparing reports for news broadcasters, and
developing sources.
Promotions Director
Larger stations will hire a public relations/marketing professional to promote
the stationís image, programs, and activities. This includes working with the
program director or operations manager in creative on-air promotions. The
promotions director also works closely with the sales department in securing new
clients and maintaining current advertisers. At some stations, this position
falls under the direction of the sales department.
BOTTOM LINE
No book or college course can prepare you for the reality of working in an
agency or broadcast company. Internships take you inside a company. You will
experience what it's like - the elation when things go right, the frustration
when things go wrong. You will feel the pressure of a deadline and observe how
your colleagues respond to that pressure. You will be able, from your
internship, to determine whether a career in advertising is for you.
An internship is also great for a resume. Nothing speaks louder than
experience; the more experience you gain, the more marketable you are. Whether
paid or unpaid, an internship is the entry-level position available to serious
candidates.
Be aggressive and investigate the possibilities. Be persistent. Assertiveness
is well respected in the advertising world.
Information from: http://www.adswest.org/right/community/careers.html
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