Advertising as a Career in the USA

Advertising is any form of nonpersonal presentation and promotion of products, services, or ideas by an individual or organization. It flourishes mainly in free-market, profit-oriented countries. It is one of the most important factors in accelerating the distribution of products and helping to raise the standard of living. Advertising cannot turn a poor product or service into a good one, but what it can do – and does – is to create an awareness about both old and new products or services. So the three main objectives of advertising are: (1) to produce knowledge about product or service; (2) to create preference for it; (3) to stimulate thought of consumers and action about it.

Careers in advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services. In the opinion of the American specialists, only 35 colleges and universities in the USA have effective courses in advertising education. Fewer than ten offer truly significant amount of work in advertising after graduation. However, advertising draws people from various educational backgrounds.

Advertisers. Most companies that advertise extensively have advertising managers, or brand managers. Since these people help to coordinate the company’s advertising program with its sales program and with the company’s advertising agency, they must have aptitudes for both advertising and management.

Media. All media uses salesmen (агенты) to sell advertising space or broadcasting time. Media salesmen must have some knowledge about business and skilled salesmanship.

Advertising Agencies. A variety of specialists are required in an advertising agency because it develops advertising programs, prepares advertisements, and places them in the media. Those interested in advertising research and fact gathering should know both statistics and consumer psychology. Competence in media planning and evaluation is essential for a career in media. The media buyer must identify and determine the most effective media in which to expose the advertising messages, and purchase space or time in these media.

Copywriting (подготовка текстов) requires creative writing skills and the ability to visualize ideas. The copywriter is a developer of advertising ideas and messages.

Layout, typography, and visualization are essential for those in art, both for print advertising and for television commercials. Print-production specialists must know about printing, photoengraving, and typography.

Experience in «show business», dramatics, photography, music, playwriting, and allied fields are excellent backgrounds for the television producer.

Also, every agency needs the account executive to be a mediator between an advertiser and an agency who should have background in accounting managerial skills.

Positions similar to some of those already described are offered by the following services that support advertising: marketing research organizations, television and radio producers, film producers, art studios, photographers, producers of display materials, typographers, photoengravers, and product and package designers.

More than 0.1% of the USA population work in advertising, but their numbers are expected to grow rapidly. Opportunities foe rapid advancement are generally greater in advertising than in most other industries. For women, opportunities in advertising – at least in advertising agencies – tend to be greater than in most other business enterprises.