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- Expect Consolidation
- There is massive consolidation in the industry driven by
changing economies of scale due to the increasing globalization of the world marketplace.
- Advertising and PR jobs are among the best available
- Money Magazine listed the advertising/PR position as one of the 50 best jobs in
America. This field has high expected job growth and is part of the rapidly
growing service sector.
- Ad business huge
- The advertising business is enormous, creating plenty of opportunity
for the right person. Last year over $150 billion dollars was spent on advertising and
over $160 billion on sales promotion (i.e., coupons, samples, sweepstakes, premiums).
- PR jobs everywhere
- Public relations is directed at the community, the ultimate consumer of the
organization, internal employees, stockholders, and other organizations. As a result every
organization must perform public relations activities which means public relations jobs
can be found in virtually every industry and organization.
- Customer Focus Key
- Creative ads are often not the most flashy, but those which address customer
needs in a new and direct way. For example, a problem faced by computer network
administrators is the daunting task of inventorying every computer in a firm along with
serial numbers of components like hard disks and monitors. Compaq recently began an ad
campaign aimed directly at these administrators, touting the fact that its new machines
performed many of these tasks automatically in the right configuration. It's significant
that Compaq was not trying to reach end users of its machines as was traditional among
computer hardware marketers.
- Don't Overlook In-House Roles
- Advertising and public relations activities can be performed in-house
as a part of corporate advertising or the activities can be conducted by outside agencies.
In addition, there are a number of creative houses and support companies that help produce
advertising. Jobs in the advertising and public relations fields can be diverse and very
challenging.
- Primacy of Creative Declining
- Traditionally, the fortunes of an ad agency have been driven by the strength of its
creative people. Good creative has meant high profits. This is changing as an agency's
prowess in media buying has become increasingly important. In today's
world of fragmented media outlets, many advertisers have started to carefully scrutinize
the quality of media buys done by their agencies.
- A lot of the best work in PR is done in the smaller firms.
- We have run
into our share of stressed press release writers in the big PR firms who spend a lot of
time thinking up the next spin for that steel company or trade union. You may find
yourself happier and in a position of greater responsibility if you work for a smaller
public relations operation.
- New Media Focus is Rewarded
- Agencies which are well-versed in nontraditional media outlets such as the Internet are also gaining new business at a high rate. This trend is likely to continue as the Internet, online services and home interactive TV grows in size. Now is a good time to combine your marketing savvy with some technical training.
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