Industry Profile Advertising and PR

1. Industry Profile Advertising and PR Deborah Mahaney Williamsville East High School

2. 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.

3. Advertising • An industry that provides the creation, execution, transmission, and evaluation of commercial messages • marketing strategy • advertising copy/art layout • production methods • media relations

4. 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

5. 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.

6. Large concentrations of this advertising careers are found in these industries:

7. Advertising Key Players • Ad 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

8. BUSINESS IN-HOUSE AGENCY AD AGENCY EXTERNAL FACILITATORS MEDIA CONSUMER Subdivisions

9. Ad Agency Departments • Account/Client Services • Marketing • Media • Creative • Production • Administrative Services

10. Career Tracks – Account/Client Services • positions: junior account executive, account executive, account manager • direct contact with the client • acts as middleman between art, media, production departments and client • conveys client's needs to appropriate departments • provides interpretation support to client at presentations • responsible for seeing that the client's needs are met accurately and on time

11. Career Tracks – Media Department • positions: media planner, media buyer, media director • places 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 figures • determines the media budget the client will spend

12. 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

13. 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 content • prepares and develops the advertising message using words and images to deliver that message to consumers • design packages and create logos, trademarks and symbols

14. 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.

15. 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.

16. Ad Agency Compensations Salary Ad Departments

17. Job Pay Typical Experience Jr. Account Executive $25-30KM Entry level Graphic Designer $18-25K Entry Level Freelance PR Agents $17K+ Entry level PR Executive $24-42K 2 to 6 years Account Executive $30-55K 3 to 5 years Agency 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 Advertising/PR Salaries

18. 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)

19. Computer Applications Advertising and Media Marketing Psychology/Sociology Speech Communications Art Digital Photography Web Page Design Journalism Sports/Entertainment Marketing High School Courses

20. 2-year Colleges Bryant and Stratton Graphic Design Erie Community College Business Administration Trocaire College Business Administrationand 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 Colleges/Majors

21. Tips on Getting Hired • Job 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

22. 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

23. Helpful Resources American Marketing Association250 S Wacker Dr.Chicago, IL 60606-5819American Advertising FederationEducation Services Department1101 Vermont Ave., NW, Suite 500Washington, DC 20005 Public Relations Society of America33 Irving PlaceNew York, NY 10003-2376

24. Helpful Web Sites Graphic Artists Guild www.gag.org National Scholarship Trust Fund of the Graphics Arts www.gatf.org American Marketing Association www.marketingpower.com Sales and Marketing Executives International www.smei.org American Assosciation of Ad Agencies www.aaaa.org