2. CONTENT
• Structure and ownership
• Regulatory
• Employment opportunities and job roles
• Ethical and Legal constraints.
• Employment within the media.
• How to apply for a job.
3. STRUCTURE AND OWNERSHIP
• Advertising is structured as the concentrated element of
business and is managed by AD agencies. At present,
advertising mostly associates itself with media and
marketing, there by contributing immensely to market
finance.
• Furthermore, considering media and marketing are
combined; advertising works as one, and it assimilates
it’s self with different structures of communication.
• From the 1960’s, many Ad agencies has expanded and
now provide a large variety of ads services for clients,
which include the following:
4. • Print Advertising - Newspapers, Magazines, Brochures and Fliers
• Outdoor Advertising - Billboards, Kiosks, Tradeshows and Events
• Broadcast advertising - Television, Radio and the Internet
• Covert Advertising - Advertising in Movies
• Surrogate Advertising - Advertising Indirectly e.g. Cigarette or Alcohol
• Public Service Advertising - Advertising for Social Causes e.g. Aids,
poverty, illiteracy
• Celebrity Advertising – Advertising involving famous celebs
5. • Presently, there are 4 major international Ad groups
that control a large amount of advertising brands
and marketing revenue worldwide, they are:
WPP plc (UK)
Omnicom (USA)
Interpublic (USA)
Publicis (USA)
6. REGULATORY
Advertising as an element of business generates its own laws and
guidelines through the various Codes of Practice. ASA (Advertising
Standards Authority) is the British sovereign regulatory of all media which
include Magazine & newspaper advertisement, Radio & TV commercials,
Television Shopping Channel, Posters on legitimate poster sites, leaflets
and brochures, Cinema commercials, Direct mail, Door drops and
circulars, Internet advertisements, Marketing communications,
Commercial email/SMS text message ads, CD ROMs/DVD/videos/faxes
ads and sales promotion . In addition, ASA works to ensure compliance
in Ads, providing major guidelines to Advertisers, enforcing advertising
codes of practice and promoting permissible, direct and appropriate
advertising.
7. ETHICAL AND LEGAL CONSTRAINTS
ASA deals with the following ethical and Legal constraints:
1. Credit Advertising
2. Personal Data (Data protection and freedom of
information)
3. Media Marketing (Too much direct mail, telemarketing calls
and fax marketing)
4. Discrimination on the grounds of race, sex, age or
disability
5. Editorial Complaints
10. EMPLOYMENT OPPORTUNITIES AND JOB
ROLES
• Advertising Media Buyer
• Advertising Media Planner
• Advertising Account Executive
• Advertising Account Planner
• Advertising Copy Writer
• Advertising Media analyst
• Market Research Executive
• Marketing Account Manager
• Marketing Assistant
11. E.G. EMPLOYMENT WITHIN THE MEDIA
• Job role: Advertising Media Buyer
• Recruiter: Nestle
• Posted: 14 November 2011
• Ref: OLR3837
• Location: Croydon, Surrey
• Discipline: Agency, Classified, Display, Sponsorship, Research,
Editorial
• Hours: Full Time
• Contract: Type Permanent
• Salary: Competitive salary plus excellent benefits!
12. HOW TO APPLY FOR A JOB (INTERVIEW)
1. Plan to dress professionally in business attire.
2. Bring a portfolio of your resume and list of references.
3. Turn off all gadgets with you e.g. Mobile phones.
4. Arrive a few minutes before your interview.
5. During the interview, try to remain calm as possible.
13. 6. Ask for clarification if you don't understand the question asked.
7. Remember that it is acceptable to frame your responses, so you can
answer the question correctly.
8. Be prepared with questions of your own because you might be asked if
you have any at the end of your interview.
9. Ask your interviewer for a business card, that way you get a correct
spelling of their names and job titles (or your thank you notes and follow
up calls).
10. Thank the interviewer for their time and let them know that you look
forward to hearing from them.
Examples of banned AdsCredit AdvertisingExample:ASA Adjudication on Wonga.com Ltd Date: 14 July 2010 Media: Television Sector: Financial Number of complaints: 63 Agency:DTV Group Complaint Ref:113977 .Personal Data (Data protection and freedom of information)Example:ASA Adjudication on Department of Energy and Climate Change Date: 17 March 2010 Media: Television, National pressSector: Non-commercialNumber of complaints: 939Agency:AMV BBDO LtdComplaint Ref:106458
Humphrey Will, (2012) Top London Advertising Agencies. Available from http://spotlightideas.co.uk/?p=122[Accessed 23 January 2012]Adbrands, (2010) Structure of the Advertising Industry. Available from http://www.adbrands.net/advertising_industry_structure.htm[Accessed 23 January 2012]Helpful, (2011) How to apply for Jobs in Advertising. Available form http://www.helpful.com/how-apply-jobs-advertising_1312 [Accessed 23 January 2012]AEF Advertising Education , (2000-2012)Guides to Careers in Advertising Availablefromhttp://www.aef.com/industry/careers/1422 [Accessed 23 January 2012]ASA (2012) Available from http://www.asa.org.uk/ [Accessed 23 January 2012]Manohar Uttara, (2012) Different types of Advertising Available from http://www.buzzle.com/articles/different-types-of-advertising.html [Accessed 23 January 2012]About.com, (2012)Effective interviewing Available from http://video.about.com/jobsearch/Job-Interview-Tips.htm [Accessed 23 January 2012]Resume Writing, (2012)Media Buyer Resume Availablefrom http://www.bestresumewriting.com/media-buyer-resume.html [Accessed 23 January 2012]ASA (2012),Areas of complaint outside our remit Available from http://www.asa.org.uk/Regulation-Explained/What-we-cover/Complaints-outside-remit.aspx [Accessed 23 January 2012] ASA (2012),ASA Adjudication on Wonger.com Ltd Available from http://www.asa.org.uk/Asa-Action/Adjudications/2010/7/Wonga,-d-,com-Ltd/TF_ADJ_48744.aspx
