Professions in the advertising business. What an Advertiser Should Know

The most common entrance exams are:

• Russian language
• Mathematics (basic level)
• Social studies - a profile subject, at the choice of the university
• History - at the choice of the university
• Foreign language - at the choice of the university

Advertising and PR (public relations) are two popular niches that are closely related to each other. They represent a wide field where a talented and ambitious professional can be realized. Today, the specialty 42.03.01 "Advertising and Public Relations" is one of the most popular, which does not mean a glut of the market. Real masters of their craft are highly valued by employers and are ready to pay for their work at its true worth.

Admission conditions

This course is designed to train craftsmen who have a command of the word, are familiar with the trends of society and are ready to use their knowledge to achieve a specific goal. Here, professional implementation is impossible without deep linguistic knowledge, as well as familiarity with social phenomena. What subjects are mandatory for applicants:

• social science (profile exam);
• Russian language;
• history or foreign language.

Future profession

A graduate with a bachelor's degree will be able to engage in communication processes that take place at different levels and in various fields. At the same time, he will understand the methods, techniques and technologies of communication, which are business and personal. Thanks to working with the word in the learning process, he will be able to create materials that promote certain products, companies or organizations. How well public opinion is formed depends on his skills.

Where to apply

The most popular direction is really to master in the universities of Moscow and Russia, choosing the best universities:

• Moscow State Engineering University;
• Moscow Technical University of Communications and Information;
• Russian New University;
• Moscow Humanitarian University;
• International Academy of Business and Management.

Training period

The undergraduate program is designed for four years of study (in case of admission on the basis of the eleventh grade to the full-time department). The choice of part-time / mixed / evening form means an extension of the study period for another year.

Disciplines included in the course of study

This specialty requires in-depth familiarity with such subjects:

Acquired Skills

What functions can a graduate with a bachelor's degree perform:

• management and organization of the work of the press service, advertising company;
• holding events aimed at promoting goods/companies, improving the image of companies;
• operational planning and control in the field of advertising and public relations;
• creation of advertising products;
• distribution of advertising;
• organization of marketing research, surveys, questioning and participation in them;
• mediation between authorities and commercial companies;
• work on improving social processes at the enterprise;
• creation of a personnel management system of increased efficiency.

Employment prospects by profession

A good specialist who has completed a bachelor's degree in this direction will take his place in any government organization or commercial structure. He can work in an agency that deals with public relations or advertising. As an option, there is an opportunity to get a job in any media, in the press service of an enterprise / state body. Such workers are in demand in antimonopoly associations, headquarters of election campaigns. They can engage in business consulting, the formation of a political image.

Who are the graduates of the direction:

• political strategist;
• press officer;
• stand attendant;
• manager - BTL, PR, GR, FR;
• image maker;
• copywriter;
• media planner;
• political strategist.

The income levels of such specialists can vary significantly. It depends on the place of employment, the ability to use the acquired knowledge and skills. Traditionally, graduates already earn at least 30-40 thousand, but when they gain practical experience, they can count on a salary many times higher.

Benefits of a Master's Degree

The master's program is, first of all, the development of practical experience. In addition, in the process of mastering it, the student consolidates his competencies, deepening his knowledge. Modern universities do not forget about the study of foreign languages, which are necessary against the backdrop of globalization and the strengthening of interstate relations.

After graduating from the master's program, the graduate will be able to engage in managerial activities in the field of PR and advertising. Such professionals are in demand in the labor market, and having a deep knowledge of foreign languages, they can really qualify for the international level.

Wage

RUB 40,000–60,000 (worka.yandex.ru)

Place of work

Responsibilities

• preparation of printed materials (posters, business cards, booklets);
• budgeting and media planning (planning the placement of advertising messages in the media);
• conclusion of contracts with the media for advertising within a certain time frame;
• organization of promotions and events;
• analysis of the effectiveness of promotional activities;
• monitoring the activities of competitors;
• document flow control.

Important qualities

The position of an advertising manager requires the candidate to have the following qualities: communication skills, optimism, self-confidence, analytical and at the same time creative thinking, accuracy, diligence, readiness for stressful situations.

Reviews about the profession

“The work of marketers, PR or advertisers can hardly be called boring. On duty, they have to constantly meet new people, process huge amounts of information, attend various events and come up with non-standard solutions to the tasks set by the management. And this is impossible to do without a positive attitude to life and love for your work.

stereotypes, humor

Many students, choosing the profession of an advertising manager, believe that they are opening the door to the world of show business. However, a sharp career take-off is preceded by a long hard work. Traditionally, young boys and girls are accepted for the position.

Education

To become an advertising manager, you need to get a higher profile education in the specialty "Advertising", "Public Relations", "Marketing" (St. Petersburg Humanitarian University of Trade Unions, Russian State Pedagogical University named after A. I. Herzen, St. Petersburg State university). Since advertising technologies do not stand still, advanced training is required in courses.

Moscow Economic Universities: Academy of MNEPU, Institute of International Economic Relations, Moscow Finance and Law University MFLA.

The advertising business is actively developing today, so professions related to the advertising industry and marketing are among the most sought after and popular. We will offer you a description of some of the most interesting professions in the advertising field.

advertising managers

This is one of the highest paid specialties in the job market. Specialists in this industry can work both in the media (print, television, radio, Internet resources) and in advertising agencies.

The main task of the manager is to attract new customers who should be interested in the offer to purchase an advertising platform or free airtime. The advertising manager must convince the client that advertising in your media is the most profitable and profitable investment.

Marketers

It is on these specialists that the success and profits of the company depend. They face the following tasks: monitoring the market, analyzing customer needs, questionnaires and focus group surveys, developing concepts that will help present an old product in a completely new way, researching the offer of competing companies.

In general, they are engaged in developing a strategy for bringing new products to the market and promoting them. Their main goal: to offer more favorable conditions than competitors, to lure the target audience.

copywriters

This profession is mainly in demand in advertising agencies. They are engaged in the fact that they come up with new slogans, mottos, advertising texts. This is quite a difficult job. Not every person can come up with a new text, taking into account all the wishes of the customer and marketer.

This is a creative profession that requires an irregular working day. Copywriters must be distracted from all the problems and financial crises, this is necessary for the process of inventing a new interesting slogan. Copywriters must master the word, know foreign languages ​​perfectly. .

Brand managers

These specialists are engaged in the promotion of brands. They must ensure that their company is recognizable and has a positive image.

Brand managers come up with a branding strategy for both the whole brand and a separate product.

They must be able to predict what exactly will be in demand on the market tomorrow, in a few weeks, months and even years.

The last decades were marked not only by a change in the political system and lifestyle of people, but also by the emergence of completely new professions that no one had even heard of before. In the West, many of these specialties have already existed for a long time, but they came to us only with the beginning of market relations in the country's economy. One of these professions is Now these words do not sound strange, however, not everyone knows what kind of specialist who deals with public relations, which is part of his duties.

PR manager. The duties he performs

Translated from English as "public relations". A specialist of this level should form a public opinion about his client. The latter is most often used by various companies, firms, political leaders, social movements and even show business stars. The success of his client in the eyes of the public will depend on how well a PR specialist will perform his work. Where it is necessary to "promote" a company or pull it out of financial stagnation, a PR manager is needed.

The duties of this specialist are very broad and diverse. He is responsible for creating a positive image of his client, conducts various PR campaigns, works with the press, competitors, partners, government agencies, writes press releases, provides information support to the client on the Internet and is responsible for internal communication in the company. As can be seen from the above, a person is unique and universal, which is why not everyone is able to become one.

Skills and qualities required of a PR manager

A person who has decided to devote himself to this difficult specialty must be aware that knowledge alone will not be enough for him. The following qualities and skills will be required:

• Broad outlook and diverse interests.
• Communication skills and the ability to deal with people.
• Excellent oratory and epistolary skills.
• Organizational skills and the ability to lead people.
• Ability to analyze, predict and draw logical conclusions.
• Initiative, self-control and organization.

Accumulating knowledge and learning all these skills and qualities is already quite a difficult job in itself. Public relations require full commitment from a specialist, as well as a high level of responsibility and self-organization.

Training for this profession

The specialty is very popular and fashionable. That is why so many applicants apply to faculties that train such specialists. In almost all humanitarian, legal, economic and even pedagogical universities in our country, you can find this specialty and get trained in it. However, it is safe to say that most graduates will not be able to become successful PR managers, because it is extremely difficult to succeed in this area. After all, in order to become a sought-after specialist, you still need to have an excellent knowledge of psychology, sociology, jurisprudence, at least one foreign language and have excellent knowledge in the field of management, economics and marketing. And that's not all!

The best specialist is always the person who has experience, which the graduate most often does not have. Therefore, despite the fact that the Faculty of Public Relations is very fashionable and prestigious, you will have to try very hard to become a specialist with a capital letter.

Where does a PR manager work?

A public relations specialist is in great demand, because he is needed literally everywhere. Starting from small retail trade and ending with large conglomerates - everywhere, without such a person, the functioning of the enterprise can deteriorate significantly. Public Relations is a specialty that will provide its owner with guaranteed employment wherever possible. It might be in the following places:

• Various state structures and authorities.
• Various companies and enterprises.
• Specialized firms engaged in public relations services.
• Individuals who want to increase their rating in the political arena or in business.

Despite the fact that a large number of specialists graduate each year, for whom advertising and public relations should become a source of income, there is not much competition in this area. Many do not withstand the strict rules of the game in this area and leave the profession. The most persistent and talented remain.

Advantages and disadvantages of the profession

Public relations is a specialty that has many advantages, but, unfortunately, also disadvantages. The benefits of this specialty include:

• Opportunity for professional growth and career development.
• Finding new acquaintances with interesting people.
• The prestige and high social position of this position.
• Demand in the conditions of modern market relations

In addition to the advantages, the specialty of a PR manager also has a number of disadvantages, which include:

• frequent business trips, which is not quite suitable for a family person.
• High and intensive pace of work.
• Great emotional and psychological stress.

Based on the last drawback, we can conclude that without stress resistance at this place of work there is nothing to do. In addition, a candidate for this position must be ready, on the one hand, for increased intellectual workload, and on the other, for a flexible pace of work.

Conclusion

Public relations is a specialty that is very relevant in our time, but does not tolerate half measures. This work will have to be given completely and without a trace. It is impossible to become a specialist only by half, "slightly". It requires maximum dedication and at the same time selfless devotion and love to your work. Otherwise, you will have to say goodbye to the dream of becoming a successful and sought-after specialist. What, however, is happening among a large number of graduates of faculties teaching this profession. However, many remain and work in this field in order to later become leading PR specialists, who often open their own business.

In addition to the traditional meaning of a particular profession, there is always an individual definition for each company. This applies to any position and specialty, and especially those related to intellectual work.

If we talk about the position of "advertising specialist", then it can be interpreted in different ways. The responsibilities that it will include will largely depend on the breadth of understanding of advertising by company management.

In the countries of the post-Soviet space, advertising is very often not perceived as a serious direction. Of course, it is not included in the marketing part, and for this reason, the advertising specialist is only a link between the advertising service contractors and the company's management. Often, his duties include the execution of timely orders for the manufacture of branded souvenirs or gift products, maintaining related documentation, advertising in

Formation of the marketing department

When a company faces a high level of competition, it begins to understand that there is a need to develop advertising strategies, conduct special studies and more targeted activities. In this case, it is formed which includes no more than 15 employees. A marketing specialist performs desk and field research work, establishes But many professional aspects of marketing are solved through intermediaries in order to minimize the staff of the department. The choice of companies that will be engaged in promotion on the network or the creation of television advertising, mainly depends on the financial capabilities of the company. The priority is not on the quality of performance, but on the optimal ratio of price and professionalism.

Marketing Department

Companies that reach a certain level of maturity and understand the importance of marketing in their activities create a specialized department. Such a department can include a huge number of employees from a wide variety of professions. In advertising, they emphasize corporate identity, professionalism and compliance with the preferences of the target audience. In this case, an advertising specialist can be involved both in the full range and in his specific area. Intermediaries are used only to place an advertising message or for parallel work in order to increase the speed of its execution.

"Advertising Specialist" is a very sought-after profession in our time. Today, in the age of high technology and opportunities, it is becoming increasingly difficult for companies to compete solely on the basis of product quality. good materials and equipment are available to all. Therefore, the main struggle is for the consumer, and the principles are applied. All this obliges people working in marketing to constantly develop and improve their skills and abilities.