Industry Overview
Advertising and Public Relations a service business of professionals
who specialize in providing creative and business services involved in planning, preparing and placing ads.
develop ad campaigns using mass media to persuade consumers to buy a product, service or idea.
Advertising
An industry that provides the creation, execution, transmission, and evaluation of commercial messages marketing strategy advertising copy/art layout production methods media relations
Trends
250,000 people work in the Advertising industry 30% increase for marketing research, ad managers
and visual artists. (Bureau of Labor Statistics)
Expected growth is due to Mega mergers among ad agencies Increase in international businesses and global
marketing Advertising dollars spent is enormous
$150 billion spent in advertising $160 billion on sales promotion
Trends
A total of 5,000 average annual job openings is expected for this occupation between 2000 and 2010. (The National average for all occupations is 8,371 openings.) The employment change from 2000 to 2010 is estimated to be +34.3%. (The National average for all occupations is +13.6%.) Money Magazine listed the advertising/PR position as of the 50 best jobs in America.
8%
8%
12%
14%
14%
21%
23%
Advertising
Manufacturing
Finance Trade
Retail Trade
Wholesale
Computers
Engineering
Large concentrations of this advertising careers are found in these industries:
Advertising Key PlayersAd Agencies Ad agency Media Services Creative Boutiques Interactive Services
Mass Media Sales Representatives Television, Radio, Direct Mail Newspapers, Magazines, Billboards
External Facilitators Printers, Photographers, Talent,
Researchers
Ad Agency Departments
Account/Client ServicesMarketingMediaCreativeProductionAdministrative Services
Career Tracks – Account/Client Services
positions: junior account executive, account executive, account managerdirect contact with the client acts as middleman between art, media, production departments and client conveys client's needs to appropriate departmentsprovides interpretation support to client at presentations responsible for seeing that the client's needs are met accurately and on time
Career Tracks – Media Department
positions: media planner, media buyer, media directorplaces advertising where it will reach the right people at the right time and place in a cost effective way applies statistical models to audience, circulation, and cost figuresdetermines the media budget the client will spend
Career Tracks – Research Department
positions: research project director, research account executive, research department manager researches consumer behavior, evaluate advertising approaches, sales promotions, event sponsorship and public relations works with and often obtains outside services monitors project to ensure accuracy and validity of findings
Career Tracks – Creative Department
positions: junior art director, art director, copywriter, graphic designer generates creative content for both print and broadcast often works with a team to brainstorm visual and verbal contentprepares and develops the advertising message using words and images to deliver that message to consumers design packages and create logos, trademarks and symbols
Career Tracks – Production Services
positions: traffic manager, production manager coordinates all the jobs in progress and monitors their status to ensure that production remains on schedule and deadlines are met oversees/works closely with printers, photographers, directors, studios, actors, jingle makers, etc.
Career Tracks – External Facilitators
Outside businesses and people that work with ad agencies. positions: printers, researchers, actors, production studios, creative freelancers,
web designers, media sales reps, imprinting specialty companies.
Ad Agency CompensationsSalary Range
$0$20,000$40,000$60,000$80,000
$100,000$120,000$140,000
Low End
High End
Ad Departments
Sala
ry
Advertising/PR Salaries
Job
PayTypical
ExperienceJr. Account Executive
$25-30KM Entry level
Graphic Designer $18-25K Entry LevelFreelance PR
Agents$17K+ Entry level
PR Executive $24-42K 2 to 6 years
Account Executive $30-55K 3 to 5 yearsAgency PR Manager
$38-51K 5 to 7 years
Art Director $30-50K 5 to 10 years
Account Supervisor $48-65K 5 to 10 years
Corporate Director $62K Over 6years
Executive VP $150+K Over 10 years
Earnings
Annual earnings range for middle 50% of all workers in this occupation is $38,376 to $85,197 Average annual earnings $64,960 Average hourly earnings $31.23
(all information from 2001 OES survey)
High School CoursesComputer Applications Advertising and MediaMarketingPsychology/SociologySpeech Communications
ArtDigital PhotographyWeb Page DesignJournalismSports/Entertainment Marketing
Colleges/Majors2-year Colleges
Bryant and Stratton Graphic Design
Erie Community College Business Administration
Trocaire College Business Administration and
Management
Villa Maria College Buffalo Business Administration and
Management Graphic Design
4-year Colleges
Daeman College Business Administration
Canisius College Business Management
D Youville College Business Management
Suny At Buffalo Business Administration and
Management Communications General Sociology
Suny College At Buffalo Design and Visual Communications Communications General
Tips on Getting HiredJob applicants will face a highly competitive market. Employers will continue to be highly selective for the following traits: Analytic and communication skills Energetic Well-organized Motivated Marketing savvy Technical training
Specific Employers Advantage Company Tops Friendly Markets Rich Products Studio Arena Mark Recording Studio Righteous Babe Records Local Media Stations
Most companies will not hire high school students unless they interned with them and did a superior
job
Helpful ResourcesAmerican Marketing Association250 S Wacker Dr.Chicago, IL 60606-5819
American Advertising FederationEducation Services Department1101 Vermont Ave., NW, Suite 500Washington, DC 20005
Public Relations Society of America33 Irving PlaceNew York, NY 10003-2376
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