Newhouse School of Communications
Career Paths:
Advertising
Advertising is a fast-paced, high-profile business. The main function of an advertising agency is to use both imagination and strategic planning to develop memorable advertisements that promote sales for the client company. As a result, the advertising field utilizes professionals with a wide variety of talents and skills in order to develop ad campaigns that will influence consumer behavior. Advertising agencies are typically organized into the following four major divisions, each of which plays an important role in developing successful ad campaigns for their clients.
Account Management
Account management is responsible for overseeing the planning and execution of all aspects of an advertising campaign. This group coordinates the other agency divisions as they work together to develop campaigns. Account managers are also responsible for managing the firm's relationships with clients, which includes soliciting new business for the agency and ensuring that the agency meets the clients' needs as it develops each campaign.
Creative
The creative department is responsible for translating the business needs and strategies (developed by the client company and account management) into creative advertisements for the client's products. The creative team is comprised of copywriters (who write the slogans and text within an ad) and art directors (who design the visual aspects of each ad.) Once the client approves their ideas, the creative team develops and produces all the elements of the advertisement.
Market Research
Advertising firms need data to back up their ideas and promotional strategies. The market research department specializes in understanding consumer behavior. They gather data about purchasing habits and demographics and use that information to advise the other agency departments and clients on how to best target an ad to effectively reach a specific audience. Market researchers combine quantitative analysis with a practical knowledge of how to influence human behavior in order to help the agency develop successful ads for its clients.
Media
The media department determines where, when, and how to place an ad so it reaches the intended audience at the lowest cost. Media is divided into two groups: 1) media planners, who devise programs for ads by deciding which television shows, radio time slots, or magazines will effectively reach the most buyers of a product, and 2) media buyers, who negotiate with specific media outlets (such as Fortune Magazine or ABC Television) for the lowest price to place the ads based on the media planner's strategy.
Information from www.experience.com 6/2000
Advertising
Positions held by Newhouse Class of 2005 graduates
Assistant Account Executive - BBDO, NYC
Research Assistant - ICF Consulting, Washington D.C.
Marketing Coordinator - Integrated Marketing Services, Norwalk, CT
Account Coordinator - Kaplow Communications, NYC
Assistant Media Buyer - MediaVest Worldwide, NYC
Assistant Media Planner - Universal McCann, NYC
