Where did you complete your Undergrad Degree/Diploma and in what subject area?
I completed my Bachelors in Management Studies back in Mumbai, India at St. Xavier’s Autonomous College, with a specialization in marketing.
When did you first discover an interest in advertising?
After I finished my marketing post grad at Sheridan, I was pursuing a co-op as a digital marketer at a start-up. It was during my co-op that I worked on Out of Home advertising in Toronto and became interested in advertising, so I decided to learn more about the industry.
Why did you choose Sheridan’s Advertising Account Management program?
When I felt the need to learn more about advertising, I immediately thought of Sheridan. It has an outstanding reputation for providing a great education and includes industry learnings that help students gain knowledge and grow in a professional setting.
It has been a wonderful journey from the start. The knowledge gained from faculty gears you to work both on the agency and client side. I wish I could stay for a couple more months to absorb all the amazing information Sheridan has to offer.
What advice would you give someone who is considering our post grad program?
If you are sure about specializing in advertising and want to work at an ad agency, stop reading this blog and go apply. Now.
Outside the box thinking is a powerful source in advertising. One of the best examples is demonstrated by BMW. While in competition with other car brands (i.e. Lexus from 2001 - 2002), BMW launched a short series termed "The Hire." These short films were found online with Clive Owen as the driver-for-hire. Of course no short film is complete without big-name directors such as Ang Lee and celebrities such as Madonna.
Outside the box thinking is dynamic:
BMW sales increased by 12% (putting them ahead of Lexus)
Saved $$$ in terms of media placement
Reached a wider audience
No complaints over content; although, as 'advertisements', there could have been issues
Action, action, action! Audience felt like they were watching a movie with names they recognize while being entertained by an impactful storyline. Like a short film featuring a BMW vehicle.
ASC did not pull the short films
The campaign was incredibly successful and a brilliant marketing move. By relocating costs to production spending, BMW created high-quality advertisements with good music, legendary directors and famous celebrities. There was no guarantee that this tactic would pay off, yet with this campaign, BMW became more successful than their competitors at the time.
This spawned the creation of more short films in the industry. For example, Nike delivered a "Nike's Originals" series similar to BMW's"The Hire." The difference being that Nike repurposed the content to empower young women to get active.
It is important to think beyond the constraints we find ourselves in daily. BMW took a risk in spending most of their $$$ on production rather than media placement. Without meaning to, BMW began a trend towards short series as opposed to standard advertisements.
It is very common for people to mix up advertising with marketing and vice versa. Some people do not understand the difference between the two areas at all. Before beginning post grad, I often confused the two. Knowing the difference between them will help you determine which path you should take in terms of programs and colleges, job opportunities and companies.
Let's break them down.
Advertising is a paid and public message from an identifiable sponsor.
The company's message.
The firm's product/service is presented or promoted to existing and potential customers.
Getting the word out about what you are offering.
Finding the right medium such as TV, radio, print, digital etc. within your budget.
With the outbreak of social media, there is an abundance of sources we use in advertising. Here we communicate the product to the desired audience to build brand awareness, brand loyalty and consumer engagement.
Marketing
is the systematic planning behind the campaign.
The company's strategy.
Implements and controls business activities to bring buyers and sellers together for a mutually beneficial exchange.
Finding the right products or services that will appeal to the correct demographic.
This term is broad and covers a variety of disciplines. In general, marketing is all about knowing your customer and understanding their needs and wants. Marketing develops the product, price and distribution. It focuses on the people who will buy these products.
Advertising and marketing are connected and work together to deliver the brand's message to the right consumers at the best time. To better understand this, think of marketing as a pie (Lake). Advertising would be a slice of that pie because advertising is a sub-area of marketing. However, there are other slices (areas) of marketing that need to work together to effectively sell the message to the right audience. These areas include but are not limited to media planning, marketing research, PR, distribution, sales, etc.
Marketing encompasses so many areas, you should be aware of all the opportunities available in the industry. Do your research and learn about each sub areas of marketing before making any decisions.
Are you detail-oriented? A good communicator? Can you think
outside the box?
If so, the advertising industry might be right for you. With
ever-changing technology that connects people, advertising is evolving.Thinking of working
in the Industry?
There are many opportunities:
Account Management
– Client’s representative at the
agency and the agency’s representative in the client’s space. An account
manager needs to have a deep understanding of the client’s business, the
marketplace, the consumer, and all things advertising (i.e. research,
commercial product, media, and creative pieces).
Account Planning – Their job is to make sure that the
consumer’s perspective is considered when developing advertisements. The
Planner works to re-focus the agency’s strategy and creative to reflect the
consumer. Their primary resource is research.
Creative – The component responsible for
developing the images, ideas, copywriting, invention and production of
advertising.
Media– The buying and selling of media
properties to advertising agencies or companies. This department determines
where the ad should be placed for to reach the right people at the right time.
Digital – Using
social media, email, and Internet locations to better the visibility and
likability of a brand.
Sales – Selling
advertising space in media such as print, broadcast and digital.
Brand –Develop planning and release of the brand identity i.e. finding the 'nugget' of truth and bringing it to life.
How does an Ad Agency work?
Advertising requires focus on your client's brand to develop
content that engages the consumer and leads your client’s target to a
call to action. Here are some reasons why advertising is important:
1. Advertising develops a better connection with your customers.
2. Advertising can be controlled - you decide when your advertisements start.
3. Advertising provides credibility - if you can afford advertising, it is assumed that business must be doing well.
4. Advertising creates awareness - word of mouth is not always enough.
5. Advertising is not always about buying or selling products/services. It is about invoking emotion, building relationships, and leaving the audience with a better connection to the brand. For example, Sick Kids is working to redefine what it means to be "sick".
The world of advertising encompasses much more than people realize. So many areas work together to create something new. Now that you know, aren't you interested in beginning your AD-venture too?
Resources:
Foundation, A. E.
(2009). Advertising Industry Careers. Retrieved December 08, 2016, from
http://www.aef.com/industry/careers/9000
Foundation, A. E.
(2016). Guide to Careers in Advertising. Retrieved December 08, 2016, from
http://www.aef.com/industry/careers/1422
Objectives and
Importance of Advertising. (n.d.). Retrieved December 08, 2016, from
https://www.managementstudyguide.com/objectives-importance-of-advertising.htm
