Industry Profile Advertising and PR

Deborah MahaneyWilliamsville East High School

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

SubdivisionsBUSINESS

AD AGENCY IN-HOUSE AGENCY

EXTERNALFACILITATORS

MEDIA

CONSUMER

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

Helpful Web Sites

Graphic Artists Guild www.gag.orgNational Scholarship Trust Fund of the Graphics Arts

www.gatf.org American Marketing Association www.marketingpower

.com Sales and Marketing Executives International www.

smei.orgAmerican Assosciation of Ad Agencies

www.aaaa.org