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Industry Overview
Marketing and advertising are terms that tend to be synonymous in the minds of many, and rightfully so; the two functions are complimentary and intertwined. In the simplest terms, marketers determine packaging, pricing and promotion strategy for current and new products, advertisers carry out the product promotion through development and strategic placement of memorable and persuasive advertisements, both subtle and overt, to get the message out to the target market.
Advertising and marketing functions take place at all types of businesses, from large corporations and manufacturing firms to small service oriented businesses. Additionally, companies and organizations may also outsource some or all of their marketing and advertising functions to advertising agencies. Advertising and marketing are not limited to for-profit organizations, but are also necessities at non-profit organizations as well. Museums, health care organizations, universities, government agencies and other non-profits all advertise and market their programs and services.
Within the advertising field, especially at advertising agencies, you will find five primary segments, media services, creative services, production, business development and account management. Media services, creative services and production work with all aspects of the development of advertising campaigns, producing the written and verbal content, and effectively placing the advertisements. Business development and account services promote advertising agencies and manage relationships with clients. Keep in mind that at small agencies and small companies, advertising professionals may take on the role of generalists and have a range of responsibilities that span all segments.
There are a number of subsets within the marketing field. Affiliate/Property marketing works with the cross-promotion of brands through established corporate relationships. Market research examines consumer behavior and spending through quantitative and qualitative analysis, completing focus groups and consumer studies to forecast spending changes, test product concepts, new products and packaging. Direct marketing involves sending promotions directly to consumers in the target market. Brand management involves establishing and maintaining a brand identity and consumer brand loyalty. At small companies and agencies, you may find marketing professionals engaged in all aspects of marketing and advertising. Marketers at manufacturing firms and corporations can fall under a number of departments and job titles, depending on the company. Common departments you may see include consumer products, brand management, product management, and, of course, marketing.
Getting Started
Companies understand that marketing and advertising are essential if they are going to succeed. They also recognize the need for marketing/advertising professionals who understand new technologies and consumer trends, and who are creative and innovative enough to capitalize on trends. Related experiences, internships and extracurricular activities that demonstrate your skills will make you more competitive when looking for a full-time job in marketing and advertising. There are an abundance of marketing and advertising internships in locations around the country, and around the world. Large corporations and agencies tend to have established programs; smaller companies and agencies often have internships available, though they may not actively recruit for their positions. Be proactive and seek out opportunities with employers of interest.
Advertising and marketing professionals can be found in all industries, non-profit organizations, publishing houses, the entertainment industry, the fashion industry, Fortune 500 corporations, the list is endless. When determining where you fit, consider what types of industries, products or services interest you most. Look at employers in those areas to determine if there may be opportunities. Consider combining your interest in marketing and advertising with other interests. For example, if you are interested in sports, look for marketing opportunities with Nike, the NBA, the U.S. Olympic Committee, or other similar organizations.
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