Advertising

Advertising is a form of communication intended to persuade an audience to take some action, usually to purchase or consume a product or service. It is totally focussed on the client and the client's marketing or advertising need for a brand or product. It crosses multiple platforms from broadcast, print, billboard and online.

It is a sector which leads the way with cross-platform innovation as campaigns cross boundaries between TV, radio, print, billboard and interactive media. Job roles within advertising are varied and include copywriting, creative, media planning and buying, account management, production and client services.

  There are around 13,000 business in the sector who produce £6.2 billion of the UK GVA annually. Around 70% of the industry is based in London, with the north west having the second largest concentration at 6%. It is a young industry with 47% under 34. 46% of the workforce is female and only 6% is from black, asian or ethnic minorities (source: Creative and Cultural Skills, 2007). It's importance as a sector to the broadcast and print industries are crucial. Advertising funds 75% of commercial television, 95% of national press, 80% of magazines, and 95% of commercial radio. Without advertising revenue the quality and quantity of programming and editorial would suffer (Source: IPA, 2008).

Most people in advertising fall into five departments: •Account Services - who liaise with clients and maintain their relationship. •Creatives - who generate the ideas and concepts for a campaign. This may be for one platform or across multiple platforms. •Production - this team moves the ideas from the creative concept into reality. Some of the larger advertisers may have these services in house, but the majority of agencies will need to have good contacts with production companies and facilities houses. •Media - the media planners work with the different elements of the media that advertising crosses. This department organises where the campaign will be seen to create the maximum effect. •Other Services - these may include researchers, interns (who may work across several departments) and a traffic department which looks at the flow of the agencies work.