The Internet and television are actively selling us goods, services and emotions. The buyer is becoming more selective, and advertising is becoming more sophisticated. In order to sell something, a whole arsenal of tools and methods was invented. Advertisers have to go on tricks and invent more and more "chips" that will help to attract attention, interest or like. Who generates ideas for commercials? How are ideas for creating this or that advertising banner or billboard born? Together we’ll try to dive a little into the intricacies of the profession of someone who comes up with advertising.
Creator, copywriter or advertising manager?
Many companies write in the work book completely different from the essence of the job, attach the responsibilities of certain specialists to other staff units, and simply do not attach much importance to the name of the vacancy. Much more important for the employer is the skill and the talents that the employee offers him.
The person who invents advertising, who is the very source of ideas in a particular company, can be called a copywriter, advertising manager, or creator. It all depends on what is required for this company or agency.
Creator
A generator of ideas, a person who is able to think outside the box. It is very important creative mindset, the ability to see the proposed product from a different angle. It is the creators who carry the concept of a video clip or a poster in themselves, while it is quite possible that other people will be involved in the implementation and shooting, the creator only submits the idea and monitors its implementation, adjusting it if necessary. As a rule, talented creators are valued very highly, as they can find interesting solutions to many problems.
One example of a creator’s work is the viral video category. In this case, the one who comes up with advertising focuses on creating content in which the advertised product may not be involved so explicitly, but the video itself is distributed by users on the network only because of the content of the content itself.
Copywriter
So used to call a person writing texts. A copywriter can write advertising letters, slogans, compose text for an online store, create a script for a commercial or banner. He also comes up with ads. Who is suitable for this position? This should be a person who can correctly express his thoughts, who will be able to convey his idea, formulate benefits and sell it at the text level. Despite many misconceptions, this is not always a person with a philological education. Copywriters often work on social networks, blogs.
Advertising Manager
What exactly will this person do, each company determines for itself. The manager’s work in this case will contain exactly what is required in a particular case. Will it be only a generation of ideas, will it be necessary to refine the technical subtleties, or will the manager’s responsibility only search for an advertiser and control copywriters? In most cases, an advertising manager conducts a full range of promotional events, from creating a selling text to analyzing competitors and negotiating. Here, knowledge of marketing, higher education, direct sales experience and business communication skills will become necessary.
Do I need to study?
There may not be strict requirements and conditions regarding the consideration of candidates with higher education in this area, here employers will rather rely on the experience of the applicant. The deciding factor in choosing a candidate will be the portfolio, in which the employer will be able to see examples of work performed.
And yet, it’s easy to come up with any kind of advertisement. It is difficult to learn to come up with one that will produce a result. This is precisely the purpose of the real advertiser.
You can learn the necessary skills by choosing a specialty from the field of marketing and advertising. An important advantage will be experience or training in management, economics, and public relations.
What qualities will help
In addition to having higher education and a portfolio, important factors will be:
- Wide horizons. Creating advertising to have a narrow horizons is simply contraindicated. Often, the requests and tasks assigned to the creator simply do not leave a chance. For example, when a customer says: “Come up with an advertisement for the Burabay resort for foreign friends.” You can find out that the place is also called Kazakh Switzerland. And beat it with such a slogan: "Burabay - budgetary Switzerland with Kazakh hospitality." To develop a “stretch” with the image of mountains and lakes of the mentioned vacation spots. Thus, to demonstrate their similarity, but emphasize the benefits of choosing a resort Burabay. After all, a trip to real Switzerland will cost more. In addition, some may need overseas. passport. This can also be emphasized.
- Organizational skills. It goes without saying that when creating a new project in which people and their ideas are involved, the ability to work in a team and the skills to organize the process will greatly facilitate life.
- Energy. Vivacity, optimism, good mood and the ability to work in multitasking mode always help people in creative professions.
- Constant self-development. It is very important to monitor new trends, compare competitors, find out news of technology that may be involved in advertising campaigns. What kind of advertising to come up with if the trends have changed this season? How to use the introduction of new technology? How to improve existing advertising? All these questions constantly arise in the head of the advertiser.
Payment in advertising
In general, the remuneration of specialists in creating advertising can range from 30 to 120 thousand rubles. Everything will depend on the region and the advertiser.
Of course, the highest rates for advertising professionals in Moscow and St. Petersburg.
The market of goods and services is so wide that it’s a special gift to sell and find ways to tell even the most boring or unusual subject. It is especially noteworthy that the most original ideas are given out by children. For example, one boy brilliantly coped with the task of inventing advertising in social studies. He depicted a child rolling a toy car over sprinkled sugar and signed: "A safari in the Sahara - or so, or with us."
Thus, the work of an advertiser is a kind of innate flair, creativity, ingenuity. A special talent that needs to be constantly developed. It is perfect for those who do not like to stand still and are not afraid of difficulties, ready for the most unexpected experiments and open to everything new.