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Advertising

(Mass Communication)

Career Overview

We are attracted to commercial advertisements. Sometime, a TV commercial compels to buy some product; sometimes a Radio Advertisements generates interest in some local event. Almost all products, services, events today rely on advertisements through TV, internet, radio, magazines, Newspaper, etc. Don’t we like them? They are sometimes witty, sometimes serious, sometimes colourful, sometimes bold and sometimes informative. Advertising is an interesting carer for creative people with a good command over wit and language. If you believe you can make people buy things with your writing and creative skills, choose a career in Advertising.

What is advertising?

Advertising is a medium of reaching out to people. It is generally a paid form of marketing by which companies share their information with potential customers. Advertising can be in the form of print of digital. Advertising is a medium used to influence people and their buying habits. Advertising started ages ago when Egyptians used papyrus to make wall posters. Advertising evolved through ages and adapted different mediums such as radio, television and internet. Advertising professionals are involved in creating the themes for the ads. They have deep understanding of different markets and find the best possible way to place a product in the minds of the people. They use jingles, one-liners, celebrities and other ways to lure people to buying products of their clients. Advertising professionals work as ad sales representatives, account managers and project managers.

What do advertising professional do?

An Advertising professional is involved in the creation, design and placement of ads for their clients. They creatively and strategically enter the minds of consumers to lure them to buy products or services

They may work in one of the following profiles:

Advertising Sales Representative: Advertising Sales Representatives work for media houses. They buy and sell media space for advertisers.

Account Manager, Advertising: An Account Manager in an advertising firm is responsible for handling different clients. He is the link between the client and the internal team.

Project Manager, Advertising: A Project Manager is in charge of managing different client’s projects and overseeing that his team meets the deadlines.

Creative Director: A Creative director is the creative lead in an advertising firm. He heads the team of designers, copywriters and other artists. They are involved in brainstorming with the team to create ads.

Figure 1: Salary of different Advertising Profiles (in INR)

Famous personalities in this career

Piyush Pandey : Piyush Pandey is the national creative director and co-executive chairman of Ogilvy and Mather India. He is also the chairman of O&M Asia- Pacific. In 2016, he has been awarded the civilian honour of the Padma Shri by the Government of India. He obtained his education in Delhi and is a Post Graduate in History from the University of Delhi. Ogilvy and Mather became the 3rd largest advertising agency in India under the tenure of Piyush Pandey. He is known for the ad campaigns he designed for BJP during the 2014 general elections. He has under his belt ad campaigns of large companies such as Fevicol, Cadbury Dairy Milk, Vodafone and Asian Paints to name a few.

Prasoon Joshi : Prasoon Joshi is a multi-faceted person. He is famous for writing lyrics, screenwriting, poetry and also being a great marketer. He is the CEO of McCann World Group India. He has won numerous awards for being a lyricist and was awarded the Padma Shri by the Government of India in 2015 for his contributions towards Arts, Literature and Advertising. He obtained his MBA from Institute of Management Technology, Ghaziabad. He has created some of the most memorable ad campaigns of our times.

Why you may want to enter into Advertising?

Key Competencies:

  • Critical Thinking
  • Communication Skills
  • Creative
  • Project management
  • Strategic planning 

Opportunities:

Indian economy is one of the largest growing economies of the world. There are numerous multinational companies opening shop in the country. Apart from that there are a vast number of local companies growing big in the recent past. Advertising plays an important role for all of these to reach out to the mass. Thus the advertising industry will be growing rapidly not only to meet the demands of the corporate, but also to keep up with the new market and technology trends.

Private Sector opportunities: There are thousands of private sector advertising companies in India. Small companies focus on local advertising, whereas large companies with more experience handle advertising for large companies that wish to market to a larger audience. The top advertising companies in India are DDB Mudra Group, Mullen Lowe Lintas, FCB Ulka, Rediffusion - Y&R, JWT Ogilvy Mather.

Public Sector opportunities: Government hires advertising professionals to help them reach out to people for various campaigns that they want to implement. The government also employs ad professionals to help them reach out to the public to give them reports of their performance in a way that will be appealing.

Academic Opportunities: Every College that offers courses on advertising has opportunities within academics for Advertising professionals interested in teaching and research.

How do you get into Advertising?

To get into Advertising, a candidate requires to have completed his higher secondary education in any field. They can opt for Mass Comm. graduation or normal graduation. To apply to colleges a candidate must write their tests. Some colleges have entrance exams of their own, such as Symbiosis Institute of Mass Communication conducts the SNAP. After completion of their bachelor’s degree candidates may apply for higher education or take up a job. There are various post- graduate degrees available to choose from. One can choose either M.A in Mass Communication or an MBA in marketing. After this candidates may also take up research in the field of Advertising and do their Ph.D.

List of Prestigious Indian Colleges:

Name

Course name

Private or Govt.

Website

Entry Route

IIMC, Delhi

Diploma Advertising and Public Relations

Govt.

http://www.iimc.nic.in/content/index.aspx#

Bachelor’s in any stream + entrance exam

Xavier Institute of Communication

Diploma in Advertising & Marketing Communication

Private

http://www.xaviercomm.org

Bachelor’s in any stream + entrance exam

MICA, Ahmedabad

Post Graduate Diploma in Communications

Private

https://www.mica.ac.in

Bachelor’s entrance exam + XAT/CAT + MICAT

University of Mumbai

MA Programme in Electronic Media

Govt.

http://mu.ac.in/portal/

Bachelor’s in any stream

St Xavier’s College, Kolkata

Bachelor of Science in Mass Communication & Videography

Private

http://www.sxccal.edu

10+2 in any stream

International School of Business and Media, Pune

Post Graduate Program in Media and Communication

Private

http://www.isbm.ac.in

Bachelor’s in any stream

Symbiosis Institute of Mass Communication, Pune

MBA / Master of Mass Communication

Private

https://simc.edu

Bachelor’s in any stream + SNAP

List of Prestigious Overseas Colleges:

Name of the College/University

Course Name

Country Website

Entry Route

Northumbria University

Mass Communication with Advertising BA (Hons)

UK

https://www.northumbria.ac.uk

12th in any stream +IELTS

Columbus College of Art and Design

Bachelor of Fine Arts - Major in Advertising and Graphic Design

USA

https://www.ccad.edu

12th in any stream + TOEFL+ SAT

Oral Roberts University

Bachelor of Science in Advertising

USA

http://www.oru.edu

12th in any stream + TOEFL+ SAT

University of East London

Advertising BA (Hons)

UK

https://www.uel.ac.uk/

12th  in any stream +IELTS

Butler Community College

Associate in Applied Science (A.A.S.) - Advertising

USA

https://www.butlercc.edu/

12th  in any stream + TOEFL+ SAT

Robert Morris University

Bachelor of Arts (B.A.) in Communication - Advertising

USA

www.rmu.edu/

12th in any stream + TOEFL+ SAT

Indiana University South Bend

Bachelor of Science in Business (Advertising)

USA

https://www.iusb.edu/

12th in any stream + TOEFL+ SAT

St John’s University

Bachelor of Science in Advertising Communications

USA

www.stjohns.edu/

12th in any stream + TOEFL+ SAT

DePaul University

BA in Public Relations and Advertising

USA

https://www.depaul.edu/

12th in any stream + TOEFL + SAT

University of Westminster

Public Relations and Advertising BA (Hons)

UK

https://www.westminster.ac.uk/

12th in any stream +IELTS

How much a degree in Advertising cost?

Advertising courses in most colleges in India cost about 40,000 - 60,000 INR per semester. This does not include hotel fees. With hostel and mess fees, per semester it costs about 1, 00,000 INR per semester. To pursue the course in international colleges it would cost around 30-40 lakhs per annum. This includes the cost of residence and food. There are various scholarships available for international students abroad.