According to the Bureau of Labor Statistics, over 250,000 people work in the advertising industry. This number is expected to grown due to two important trends. First is the megamergers among advertising agencies. This trend has been fueled by agencies' desire to increase market share by offering more services such as sophisticated market research, media buying, and in-house production facilities to clients. The second trend has been spurred by an increase in international businesses and global marketing. Agencies are moving quickly to set-up international subsidiaries to assist clients who have gone global.

Tomorrow's job applicants face a more stable environment but a highly competitive market. U.S. Department of Labor projections for the year 2000 suggest a growth of over 30% for marketing research analysts, advertising managers, and visual artists. Nevertheless, employers will continue to be highly selective. The most motivated, energetic, well-organized candidates with top-notch analytic and communication skills will land the best jobs.

Where to Find a Job

Careers in Advertising Agencies

Account Services Department:

• positions in account services: assistant account executive, account executive, senior account executive,
  accounts supervisor/accounts manager
• salary range for assistant account executives is $20,000-$40,000
• directs contact with the client; acts as liaison between art department, production department, and client
• represents client's needs to art and production departments
• provides interpretation support to client at presentations
• responsible for seeing that the client's needs are met accurately and on time, which calls for closely
  following the in-house progress of the campaign

Account Services Department-Traffic:

• positions in traffic: account coordinator/traffic manager
• salary range for traffic manager is $18,000-$20,000
• coordinates all the jobs in progress and monitors their status to ensure that production remains
  on schedules and deadlines are met
• works with all departments throughout the advertising campaign

Media Services Department:

• positions in media: assistant media planner, media planner, media director, media manager
• salary range for assistant media planner is $15,000-$25,000
• applies statistical models to audience, circulation, and cost figures to minimize media cost and
  maximize media effectiveness
• manages the purchase and control of large blocks of media time/space, whether in print or broadcast
• recommends and allocates this space among clients according to campaign requirements
• negotiates favorable billing terms for large, repeat, and/or guaranteed space purchases, which
  translates into more cost-effectiveness for clients and agency

Research Department:

• positions in research: research project director, research account executive, associate research
  director, advertising research director, research department manager
• salary range for research project director is $30,000-$55,000
• expert in statistical applications, mathematical modeling, project design, and methodology
• works with and often obtains outside services
• monitors project to ensure accuracy and validity of findings, which are then reported and presented
  to the client

Creative Department-Art Direction:

• positions in art direction: assistant art director, junior art director, art director, senior art director
• salary range for assistant art director is $14,000-$18,000
• requires knowledge of advertising trends and strong visual communication skills
• develops and recommends artistic strategy and rendition for client campaign, often presenting
  several for client approval
• generates creative content for both print and broadcast
• often works with copywriter as a team to brainstorm visual and verbal content
• oversees progression of campaign from rough sketches through final production

Creative Department-Copywriting:

• positions in copywriting: junior copywriter, copywriter, senior copywriter, copy chief
• salary range for junior copywriter is $14,000-$18,000
• responsible for writing ad and promotional copy and developing concepts for campaigns
• often works with art director as a team to brainstorm visual and verbal content
• requires knowledge of advertising trends and a strong writing ability

Creative Department-Production:

• positions in production: layout worker, graphic artist, production manager
• artists and layout workers create the visual impact of the ad by selecting photographs, drawing
  illustrations, choosing print size and type, and sketching scenes for commercials to go with the copy
• design packages and create logos, trademarks and symbols
• production manager oversees the actual printing of ads, filming of commercials, or recording of radio spots

There are a number of new departments that are being created within agencies to cover many new types of media. They include:

Specialty Advertising Department:

• recommends and obtains imprinted merchandise appropriate to client campaign
• develops strategy and recommends items to be used
• obtains sources and monitors production to ensure timely arrival

Internet Advertising Department:

• develops visual and written content for client web pages, and/or on-line advertisements
• develops strategy for on-line promotions and web page development
• monitors web site and on-line traffic

Outdoor Advertising Department:

• develops content for outdoor/transit advertisements in adherence to client's strategy
• obtains sources for production and monitors progress

Direct Response Advertising Department:

• develops content for direct response advertisements, such as direct mail and infomercials,
  in adherence to client's strategy
• obtains consumer information lists from client and/or outside sources
• monitors progress of direct response efforts

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