Advertising Industry Overview

WHAT DO YOU
WANT TO BE WHEN
YOU GROW UP?
ADVERTISING INDUSTRY OVERVIEW
© Hunter Territo / Xdesign, Inc - If duplicating please reference appropriately

“Forget Mad Men, and f* Don Draper. He
lived in an easy world where nothing
changed for thirty years, where you
could spend your whole career working
to figure out how the print and television
markets worked...
Source: Gary Vaynerchuk - Jab, Jab Right Hook

...This world, the one you and I live in,
evolves every second, every day.”
Source: Gary Vaynerchuk - Jab, Jab Right Hook

WHAT DID I GET
MYSELF INTO?

DEFINITION OF ADVERTISING
Old:
A paid communication to promote a product, service,
brand, or cause through purchased media.
New:
Bringing a brand to life by any means necessary for
the consumer.
Source: Luke Sullivan - Hey Whipple Squeeze This

SOCIAL
MEDIA
WEB
PUBLIC
RELATIONS
EVENT
PLANNING
DIRECT
MAIL
ADVERTISING SEO E-MAIL
MARKETING

INTEGRATED MARKETING
COMMUNICATIONS

=CAMPAIGN

WHERE DO YOU
WANT TO WORK?

THE AGENCY:
BIG vs. SMALL

FULL SERVICE
SPECIALIZED
B2C / B2B
IN HOUSE

HOW WILL YOU
GET THE CLIENT?

REFERRAL
PITCH / SPEC
REQUEST FOR PROPOSAL (RFP)
BEING AWESOME

HOW WILL YOU
GET PAID?

MEDIA COMPENSATION
MARKUPS
RETAINER
HOURLY / PROJECTS
INCENTIVE SYSTEM

WHAT ROLE(S)
WILL I PLAY?

“65% of kids entering school this year will
end up in jobs that don’t exist yet.”
Source: Cathy Davidson - Academia

ADVERTISING INDUSTRY OVERVIEWTbreadth of knowledge
depth of
expertise

PRINCIPAL

CREATIVE DIRECTOR

ART DIRECTOR

COPYWRITER

GRAPHIC DESIGNER

PRODUCTION ARTIST

ACCOUNT EXECUTIVE

MEDIA DIRECTOR /
BUYER

DIRECTOR OF AGENCY
OPERATIONS

SOCIAL / DIGITAL
STATEGIST

BRAND MANAGER

MARKETING
DIRECTOR

EVENT PLANNER

PR SPECIALIST

INTERACTIVE
DIRECTOR

DEVELOPER

UX / UI DESIGNER

FREELANCERS

WHO WILL BE MY
CO-WORKERS?

COPYWRITER ART DIRECTOR
Source: Edward Boches - EdwardBoches.com

SOCIAL COPYWRITER ART DIRECTOR MOBILE

MOBILE WEB SOCIAL PR

UX PR ART DIRECTOR MOBILE

HOW WILL I
KNOW WHAT’S
RIGHT FOR ME?

TALENT PASSION MONEY
Source: Jim Collins - Good to Great

TALENT
PASSION
MONEY
Source: Jim Collins - Good to Great

“Find this and you will never
differentiate between your work life and
your personal life. You’ll just live, and
you’ll love every minute of it.”
Source: Gary Vaynerchuk - Crush It

Advertising Industry Overview

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