Few of the core questions that students have while considering advertising as a career is that what will they actually learn in an advertising college. Is pursuing a specialized degree in advertising even worth it? Will it help them in their career and make them stand apart from the rest of the crowd?
Students often wonder why should they even pursue a post-graduate course in advertising when they can just directly apply at media agencies and learn on the job.
Well, while you can surely try applying at companies directly, the chances of landing a full-time job are extremely slim. Even bagging an internship might be challenging.
The reason behind it is that the advertising industry is extremely dynamic. Just a standard graduate degree from any stream, even if you consider graduating with a mass media degree, does not suffice anymore.
Most agencies will test you for multiple skills during the selection process itself, and due to immense competition in the market, the chances of clearing the interview without any specialized training is going to be difficult.
The Advertising world has multiple job opportunities within it. Copywriting, media planning, scriptwriting, client servicing, offline marketing, digital marketing, account management, the list just goes on.
With the digital disruption in the advertising world, now there are new job profiles within the advertising industry as well. Email Marketing, Content Marketing, Search Engine Marketing, Video Marketing are just a few that top the list.
Candidates who graduate with a diploma in advertising course after college have a better chance of acing an interview and securing a job as compared to those who apply directly.
Since you’re now aware of some of the different job opportunities within the advertising and marketing field, let me delve deeper into what you will learn in an advertising college.
Copywriting is the science and art of writing text that persuades people to buy your product or service. It is the art of selling in the form of text.
Imagine a salesman trying to sell you a product at your doorstep or in a showroom, now substitute that for the content you see on a brochure or a newspaper ad that sells the same product. The way the copy is written will be different from the way the salesman actually speaks to you.
Great copywriters have the power of convincing you to buy a product based on just a couple of words. Imagine possessing a skill like that.
Advertising colleges train you how to master the art of copywriting. You will learn how to write for print media, outdoor advertising, digital media, radio, television and a lot more.
Each channel demands a different style of writing but fortunately, a good media college hires faculty within the same industry. This way, you not only learn but also build connections.
Client servicing managers are the link between advertising agencies and client business communications. The client service manager is an integral part of the campaign building process from the start to the end.
Client communications, handling account budgets, maintaining positive relationships with client businesses, campaign ideation and strategy are just some of the tasks that will be expected of you. The role comes with a lot of responsibilities and shouldn’t be taken lightly.
As part of a post-graduate advertising course, you will learn how to develop and hone these vital skills with not only theory but also by practically working on hundred’s of projects, assignments and case studies, organising masterclasses by senior client servicing managers and also letting you get the feel of the real deal with internship programmes at advertising agencies and companies.
BRANDING AND MARKETING STRATEGY
A core module of an advanced advertising course is branding and marketing strategy. A good advertising college will train you with a complete 360-degree approach to implementing a successful marketing campaign.
1.) You will learn how to identify the right target audience
2.) Conduct market research by implementing traditional as well as digital marketing tools
3.) Analyse different styles of advertising across multiple channels such as print, radio, TV and digital mediums
4.) How to use design, diversification, message, visuals and emotion in branding
5.) How to analyze the DNA of a brand and so on
Learning these core principles of branding and marketing will open numerous opportunities in the media field in the form of job roles like marketing manager, digital marketing specialist, brand manager, account manager and so on.
Media planning is the process of identifying and selecting different media outlets such as radio, TV, newspapers, magazines, websites etc and strategizing which channels will be suitable to place an advertisement.
The media planner is responsible for creating an effective plan for a client’s advertising budget. He/She decides when, where and how often to feature a specific ad campaign to reach the largest number of people possible – within the clients advertising budget.
Students will be taught the importance of market research and how to build connections of a brand in the minds of its target audience. You will also learn how to conduct qualitative and quantitative market research to define a target audience for product or service.
Along with this, another major part of the research module is the science of creating questionnaires to identify the right audience for a specific product.
Understanding consumer behaviour is an extremely important skill to succeed in the advertising and marketing world. A good advertising college will have faculty that will train you on how to understand consumer behaviour at various touch points.
You will learn how the human mind works from an advertising and marketing perspective. Companies that design their advertising campaigns based on consumer behaviour have a higher chance of creating and selling products and services that appeal to their customers.
CREATIVE THINKING PROCESS
In this module, the students are taken through the process from getting the creative brief to converting it into an ad. Interacting with the design and overall impact of the ad always keeping the target audience in mind. This is a free-flowing module and involves out of the classroom interaction too.
The digital marketing industry in India is said to be worth over 102 billion dollars by the end of 2019.
The job opportunities are endless. An advertising course will cover the following topics under its digital marketing module:
2.) Social Media Marketing
3.) Email Marketing
4.) Content Marketing
5.) Paid Marketing
These skills can help you get jobs like content marketer, social media manager, paid advertising specialist, content writer, SEO specialist and so on.
AD FILM MAKING
Only a few advertising colleges have this module. You will get a chance to create your very own TV commercial. The entire process of ad film making right from scripting, storyboarding, production, camera angles, post-production and direction will be taught to you.
You can check out a few of the TV commercials created by the students of St Pauls Institute of Communication Education as part of the diploma in advertising course.
The best part is that this would have a huge impact on your resume since you will have an actual commercial as part of your portfolio.
WRAP IT UP
To summarize, the kind of training and practical experience that you will gain by pursuing a post-graduate course in advertising or marketing will definitely set you miles apart from the competition. Not only will you learn how the advertising world functions, but you will also be in a better position to decide which field of advertising would be best suited for you.