1. ADVERTISING WITHIN DIGITAL MEDIA DAVID LILLEY 21125024

2. CONTENTS To follow the stages of an advertising campaign  TOPIC INTRODUCTION  THE BRIEF  THE RESEARCH  FROM RESEARCH  THE CREATION  PRODUCTION COMPANIES  REFLECTION Advertising Art Director  JOB RESEARCH  TRAINING  SKILLS NEEDED  EXPERIENCE NEEDED  ADDED INDUSTRY REQUIREMENTS  PRIMARY RESEARCH

3. TOPIC INTRODUCTION In a broad sense, The Oxford dictionary defines advertisement as to, “describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance.” Some Of the main outlets for advertising today include: Infomercials Radio advertising New media Television / Music Advertising Sheltered Outdoor Advertising Product placements Covert advertising Press advertising Billboard advertising In-store advertising Coffee cup advertising Mobile billboard advertising Online advertising Street avertising Celebrity Branding In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide.

4. THE BRIEF The client first offers a brief usually stating; Company beliefs Objectives and goals of new design, Budget and schedule Target audience Scope of project Available materials/ materials needed Overall style and look Any “Do Nots.”

5. THE RESEARCH This role will usually be undertaken by the “account planner” who will look into some of the following: The advertisers’ service or product will be compared with the competition. Their ranking in the market-place will be looked at. As will consumers’ perceptions of their brand in comparison to their competitors. Analyzing the competitors’ advertising.

6. FROM RESEARCH The media agency will then use this research to identify who their target audience will be and the media that should be used to reach that target audience in the most cost effective way. This is usually the role for “Media Planners/ Buyers” Together, the agencies will make recommendations on which markets are to be reached, distribution chances, pricing and which media channels will be used to deliver the message.

7. THE CREATION Both the Copywriter (written and verbal ideas) and the Art Director (Visualizing Idea) will then work together while creating the final message. This can take some time as ideas can often be rejected many times before accepted. “Creatives” usually have to work fast and to tight deadlines.

8. PRODUCTION COMPANIES Whilst the advertiing agency will be involved at every stage of the production of the commercials, they wont actually do any filming or taping. This will be done by outside production companies and the traffic department within the advertising agency will ensure that the commercials are ready on time and that the client and legal approvals have been granted.

9. REFLECTION Once the advertisement or commercial has run, the media agency will verify this and check it’s performance. This stage is important to advertising agencies as if an advertising campaign is successful, they are more likely to be rewarded with high paying clients in the future.

10. JOB RESEARCH – ART DIRECTOR  http://www.kent.ac.uk/careers/workin/advertising.htm#Copy http://www.kent.ac.uk/careers/workin/advertising.htm#Copy  This academic website Describes the job of an art director as the employee who: “Designs according to the brief determined with clients and colleagues.” “Usually works with a copywriter to provide the verbal and/or visual message that will sell the product.

11. TRAINING  A degree would usually be required in a creative subject. Graphic Design is usually preferred but not always necessary.  Top advertising agencies such as “Abbot Mead Vickers BBDO” offer graduate training schemes every year and will require you apply at least six months early.  This will usually lead to towards an IPA (Institute of Practitioners in Advertising) Foundation Certificate recognised in advertising.  Diagonal thinking is a common assessment tool recognised in the industry as proof of both linear and lateral thinking.

12. SKILLS NEEDED  Many of the skills gained in my digital media course are required. The Adobe Creative suite and specifically Photoshop and Illustrator being used most.  The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy, ( emphases important skills needed for advertising and “covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; conceptualization and print / digital typesetting consideration.”  General characteristics of successful employees include good; communication skills, commercial awareness, creativity, attention to detail, analytical skills, leadership qualities, initiative, enthusiasm, organisational ability, energy and stamina and ability to work under pressure and meet deadlines.

13. EXPERIENCE NEEDED  Jobs in this industry are competitive and only vast experience will bring highly paid positions.  Your portfolio will also help you to gain interest for potential clients.  According to the Artists “Code of Practice” by Lee Corner, “Artists' training and experience gives them a range of skills that can be applied to any number of professional situations. Creative thinking is increasingly prized.”  Companies in advertising will usually require you to be up to date with the latest news in advertising and reading magazines like “Campaign Magazine (13)” will be useful for any interview.

14. ADDED INDUSTRY REQUIREMENTS  Many of the employers inside this creative industry require your industry knowledge to be up to date and preferably be working on your own projects that could be seen as ahead of the times.  Companies in advertising will usually require you to be up to date with the latest news in advertising and reading magazines like “Campaign Magazine,” will be useful for any interview.

15. PRIMARY RESEARCH  https://docs.google.com/forms/d/1j3uKU1rBuieAgW2plJWsdR- b2Pwypm0CwkgGIbC96v0/viewanalytics https://docs.google.com/forms/d/1j3uKU1rBuieAgW2plJWsdR- b2Pwypm0CwkgGIbC96v0/viewanalytics  Some information that pretty much matched the answers from my primary research questionnaire word for word about working with clients in advertising can be found at the official academic prospectus site for the UK and includes information such as:   Industry is fast, exciting, innovative, highly creative and varied but can also be stressful when having to meet tight deadlines under pressure.  Salaries vary considerably, depending on the specialism, level of experience and geographical location.  For junior roles, salaries tend to be higher in the professional services, financial and business sectors compared with those in the not-for-profit/public sector or small, independent companies.  Senior positions within agencies can command a high salary.  Working hours can be long and irregular, with some in-house PR roles attracting an ‘out- of-hours’ supplement.  Networking and socialising with clients in order to build and maintain relationships is important in agency roles.

16. ANY QUESTIONS?