Advertising Agents plan advertising programs to promote the sale of a company's products or services. The advertisements they create are presented to the public through a variety of media, such as television, newspapers, billboards, direct mail pieces, and the Internet. The main goal of Advertising Agents is to generate sales for the client.

NATURE OF THE OCCUPATION

Advertising Agents may:

Study products or services of the client

Review advertising trends and consumer surveys

Organize facts to plan advertising campaigns (that may include Internet web site campaigns)

Consult with customers, company officials, sales departments, and advertising agencies to develop promotional plans

Budget and submit estimates for advertising programs

Prepare brochures and manuals for publication and format advertising for an Internet web site

Review and proofread advertising copy

Prepare sales contracts

The tools, equipment, and materials used may include:

OCCUPATIONAL SPECIALTIES

Advertising Agents may specialize in these areas:

164.167-010 ACCOUNT EXECUTIVES are employed by advertising agencies to plan, coordinate, and direct advertising programs. They study the product or service and budgetary limits of the client and recommend the media to be used.

254.357-014 ADVERTISING SALES REPRESENTATIVES sell classified and display ad space for publications and Internet web sites.

259.357-018 RADIO AND TV TIME SALES REPRESENTATIVES contact prospective customers to sell radio and television time for broadcasting stations.

In addition to learning about these specialties, you may also find it helpful to explore the following CEscripts:

WORKING CONDITIONS AND REQUIREMENTS

Advertising Agents may work alone, with a client, or as part of a team. They are usually supervised by an advertising manager or other agency executives. Conditions in most agencies are similar to those found in other offices throughout the country except those advertising workers frequently must work under great pressure to meet deadlines. The offices are usually well lighted, well ventilated, and air-conditioned.

Advertising Workers can expect to work a 40-hour week. However, evening and weekend work may be necessary to meet deadlines or make last minute changes. Travel, to talk with clients, deal with sales representatives, or research a product, is also frequent.

Except for those who work in the broadcast media and in newspaper offices, union membership among Advertising Workers is not unusual. However, there are advertising clubs and associations, such as the American Advertising Federation, which management people and other advertising personnel may join. Those who are members of unions and associations pay periodic dues.

You Should Prefer:

• Having business contact with people

• Communicating information

You Should Be Able To:

• Use reason and logic

• Influence people and sell your ideas

• Plan, direct, and control an entire activity or activities of others

• Communicate clearly through both spoken and written words

• Rate information using personal judgment

• Work with ideas and use imagination

• Work independently and under pressure

• Cooperate and work well with others

• See details and recognize errors written materials, charts, or tables

Math Problem You Should Be Able to Solve:

If a product's sales for the past year were $3 million with a 6% advertising level, how much will the budget item be set for advertising?

Reading Example You Should Be Able to Read and Comprehend:

The basic guide for a marketing plan is intended to identify the problems and opportunities facing a company or product by assembling available knowledge about the market and the product's position within it and help the planner establish a common understanding with management about what marketing and advertising strategies must do to achieve the corporate objective.

Writing Example You Should Be Able to Produce:

You are advertising a men's line for a department store. Assuming that the advertisement is 560 agate lines, write the copy and prepare a rough layout.

Thinking Skill You Should Be Able to Demonstrate:

Analytical skills, organizational skills, and be detail oriented in planning advertising programs.

EDUCATION AND PREPARATION OPPORTUNITIES

NOTE: A High School Diploma or Equivalent or a Bachelor's Degree (four years of study beyond high school) may qualify a person for this occupation.

The following education and preparation opportunities are helpful in preparing for occupations in the CEscript:

***SCHOOL SUBJECTS***

0200 ART , 0600 BUSINESS , 0700 CAREERS , 0900 COMMUNICATIONS , 1300 ENGLISH , 1600 FOREIGN LANGUAGE , 2200 MATH , 2800 PUBLIC SPEAKING , 3000 SOCIAL STUDIES , 3100STUDY & WORK OPTIONS

***VOCATIONAL EDUCATION PROGRAMS***

There are no Vocational Education Programs related to this CEscript.

***POSTSECONDARY PROGRAMS***

003 ADVERTISING AND PUBLIC RELATIONS

Programs in Advertising and Public Relations provide opportunities to gain the knowledge and skills used in testing public opinion and in making consumers aware of available products and services. Manufacturers, advertising agencies, mass media, government, nonprofit organizations, and many other groups are potential employers. Advertising and Public Relations may be a specific area of concentration in business or communication arts and sciences.

Courses vary from school to school but may include:

Search for a College and/or Instructional Program

***APPRENTICESHIP OPPORTUNITIES***

There are no Apprenticeships related to this CEscript.

***MILITARY TRAINING OPPORTUNITIES***

There are no Military Programs related to this CEscript.

E-Learning Courses and Programs

OPPORTUNITIES FOR EXPERIENCE AND METHODS OF ENTRY

Postsecondary advertising and public relations programs may offer a co-op portion through which experience may be gained. Summer jobs and working on school publications may also provide experience. Some advertising or research organizations employ people as interviewers for market research or as clerks and messengers.

           School-to-Work opportunities include:

informal apprenticeships

mentorships

job shadowing experiences

touring a local Advertising Agent employer

internships

volunteer work with a Advertising Agent employer

community service work with an agency

Advertising Agents are sometimes recruited from college graduating classes by larger advertising agencies. Many inexperienced workers enter by applying directly to businesses that need advertising workers. Assistance can also be obtained from your high school or college placement office, or teachers of college advertising courses. Having a work portfolio available is helpful in interviews. Using such directories as the Standard Advertising Register may be helpful. In addition, you should access and search the Internet's on-line employment services sites such as:  

Michigan Jobs & Career Portal

AdAge.com

Michigan Talent Bank

America's Job Bank

Classifieds Employment

Yahoo! Careers

MONSTER.COM

Careers-in-Business  

You should also enter an electronic resume on these on-line services.

EARNINGS AND ADVANCEMENT

Salaries for advertising workers vary according to size and geographic location of the advertising agency, type of accounts handled, and gross earnings of the agency. Salaries are also determined by educational background, talent, and experience. Those working in larger agencies generally receive higher salaries.

Nationally, recent college graduates with a bachelor's degree in advertising received annual offers that averaged $28,808 in mid 2004. Most offers ranged from $25,000 to $28,400. Annual median earnings for all Advertising Agents were $34,840 in 2003. The median yearly earnings of "all" workers in the U.S. were $32,240 in 2003. The median for all advertising managers was $75,100 per year.

In early 2004, the average annual salary for non-supervisory workers in the advertising industry was $38,834. Minimum starting salaries (mid 2004) for most unionized, experienced Advertising Sales Representatives employed by newspapers ranged from $26,252 to $75,145 per year. In late 2003, some Advertising Account Executives working in advertising agencies earned average salaries of $51,000 annually, while Lead Account Planners averaged $87,000. Chief executives of an advertising agency earned an average salary of $161,000 annually. These executives often receive bonuses based on sales revenues.

In late 2003, in the Midwest region of the United States , which includes Michigan , average annual salaries of Advertising Account Executives were $51,000 per year, Lead Advertising Planners were $96,000 and Chief Executive Officers were $158,000.

In Michigan , the annual minimum salary (mid 2004) of unionized, experienced Advertising Sales Representatives who worked for one medium daily newspaper was $44,037 after five years. Some Advertising Agents also receive a cost-of-living adjustment.

Depending on the employer, most Advertising Agents receive paid vacations and holidays; life, accident, disability, and hospitalization insurance; retirement plans; and sick pay. These benefits are usually paid for, at least in part, by the employer.

Advertising Agents may advance by demonstrating ability in dealing with and satisfying clients. Those who are especially capable may become partners in an agency, establish their own agencies, or share in profits.

EMPLOYMENT AND OUTLOOK

Nationally, approximately 198,600 advertising sales workers, which include Advertising Agents, were employed in 2002. Since the advertising industry is sensitive to ups and downs in the economy, the number of openings will vary from year to year. During recessions, some advertisers reduce advertising expenditures that results in layoffs in all jobs in advertising agencies.

Although many employers prefer college graduates with a major in advertising, many more believe that the ability to create ideas for effective ads is a flair that cannot be taught. The best opportunities for employment will exist for those who have had some experience in advertising or in jobs related to advertising.

The exact number of Advertising Sales Agents employed in Michigan is unknown. Most of them worked in urban areas. Many Advertising Agents worked for advertising agencies and newspapers. Others were employed by manufacturers, retail stores, television and radio stations, and magazines.

Since the Detroit area is one of the major advertising centers in the U.S. , opportunities for employment for highly qualified applicants should be fair. Other applicants may face keen competition since there are more jobseekers than there are job openings. As the economy improves, more products and services will become available and will create a demand for more Agents to advertise them. The Internet should provide increased employment opportunities for Advertising Agents, as numerous companies present their products and services electronically. This means of communication allows more advertisers to promote goods in a multimedia format that can be quickly revised and altered at minimal cost. The most significant growth is expected to take place in agencies rather than in company advertising departments.

SOURCES OF ADDITIONAL INFORMATION

Printed occupational information is available upon written request from sources below: