ADVERTISING & MARKETING

CONTENT

• Structure and ownership

• Regulatory

• Employment opportunities and job roles

• Ethical and Legal constraints.

• Employment within the media.

• How to apply for a job.

STRUCTURE AND OWNERSHIP

• Advertising is structured as the concentrated element of business and is managed by AD agencies. At present, advertising mostly associates itself with media and marketing, there by contributing immensely to market finance.

• Furthermore, considering media and marketing are combined; advertising works as one, and it assimilates it’s self with different structures of communication.

• From the 1960’s, many Ad agencies has expanded and now provide a large variety of ads services for clients, which include the following:

• Print Advertising - Newspapers, Magazines, Brochures and Fliers

• Outdoor Advertising - Billboards, Kiosks, Tradeshows and Events

• Broadcast advertising - Television, Radio and the Internet

• Covert Advertising - Advertising in Movies

• Surrogate Advertising - Advertising Indirectly e.g. Cigarette or Alcohol

• Public Service Advertising - Advertising for Social Causes e.g. Aids, poverty, illiteracy

• Celebrity Advertising – Advertising involving famous celebs

• Presently, there are 4 major international Ad groups that control a large amount of advertising brands and marketing revenue worldwide, they are:

WPP plc (UK) Omnicom (USA) Interpublic (USA) Publicis (USA)

REGULATORY

Advertising as an element of business generates its own laws and guidelines through the various Codes of Practice. ASA (Advertising Standards Authority) is the British sovereign regulatory of all media which include Magazine & newspaper advertisement, Radio & TV commercials, Television Shopping Channel, Posters on legitimate poster sites, leaflets and brochures, Cinema commercials, Direct mail, Door drops and circulars, Internet advertisements, Marketing communications, Commercial email/SMS text message ads, CD ROMs/DVD/videos/faxes ads and sales promotion . In addition, ASA works to ensure compliance in Ads, providing major guidelines to Advertisers, enforcing advertising codes of practice and promoting permissible, direct and appropriate advertising.

ETHICAL AND LEGAL CONSTRAINTS

ASA deals with the following ethical and Legal constraints:

1. Credit Advertising

2. Personal Data (Data protection and freedom of information)

3. Media Marketing (Too much direct mail, telemarketing calls and fax marketing)

4. Discrimination on the grounds of race, sex, age or disability

5. Editorial Complaints

6. Financial advertising

7. Fly posting

8. Fundraising

9. In-store advertising

10.Medicines

10.Phone-paid services

11.Political advertising

12.Products, services and contractual disputes

13.Shop windows display

14.TV and radio programme sponsorship

EMPLOYMENT OPPORTUNITIES AND JOB ROLES

• Advertising Media Buyer

• Advertising Media Planner

• Advertising Account Executive

• Advertising Account Planner

• Advertising Copy Writer

• Advertising Media analyst

• Market Research Executive

• Marketing Account Manager

• Marketing Assistant

E.G. EMPLOYMENT WITHIN THE MEDIA• Job role: Advertising Media Buyer

• Recruiter: Nestle

• Posted: 14 November 2011

• Ref: OLR3837

• Location: Croydon, Surrey

• Discipline: Agency, Classified, Display, Sponsorship, Research, Editorial

• Hours: Full Time

• Contract: Type Permanent

• Salary: Competitive salary plus excellent benefits!

HOW TO APPLY FOR A JOB (INTERVIEW)

1. Plan to dress professionally in business attire.

2. Bring a portfolio of your resume and list of references.

3. Turn off all gadgets with you e.g. Mobile phones.

4. Arrive a few minutes before your interview.

5. During the interview, try to remain calm as possible.

6. Ask for clarification if you don't understand the question asked.

7. Remember that it is acceptable to frame your responses, so you can answer the question correctly.

8. Be prepared with questions of your own because you might be asked if you have any at the end of your interview.

9. Ask your interviewer for a business card, that way you get a correct spelling of their names and job titles (or your thank you notes and follow up calls).

10. Thank the interviewer for their time and let them know that you look forward to hearing from them.

BIBLIOGRAPHY/REFERENCES• http://spotlightideas.co.uk/?p=122

• http://www.adbrands.net/advertising_industry_structure.htm

• http://www.helpful.com/how-apply-jobs-advertising_1312

• http://www.aef.com/industry/careers/1422

• http://www.asa.org.uk/

• http://www.buzzle.com/articles/different-types-of-advertising.html

• http://www.mediaweekjobs.co.uk/job/314498/media-buyer/?LinkSource=SEOLandingPageListing

• http://video.about.com/jobsearch/Job-Interview-Tips.htm

• http://www.bestresumewriting.com/media-buyer-resume.html

• http://www.asa.org.uk/Regulation-Explained/What-we-cover/Complaints-outside-remit.aspx

• http://www.asa.org.uk/Asa-Action/Adjudications/2010/7/Wonga,-d-,com-Ltd/TF_ADJ_48744.aspx