Careers in Advertising
Do you enjoy seeing a clever commercial on tv, on a billboard, or online? If you enjoy creativity using images and wordplay, you may be suited to a career in advertising. In this lesson, learn the BASIC FORMATS for advertising, become acquainted with PROFESSIONAL ADVERTING AGENCY websites, and get ideas to prepare yourself to launch a career in a creative direction.
Essential Question
What is needed to pursue a career in advertising, and how can one best prepare to apply, interview, and be hired in a starting position in this field?
Grade(s):
- 7
- 8
- 9
- 10
- 11
- 12
Subject(s):
Recommended Technology:
student chromebook
Other Instructional Materials or Notes:
-Dedicated notebook for writing, sketching, collaging ideas
-pens, pencils, markers, scissors, glue, posterboard
-magazinesand/or catalogues of all types, especially including color photos
Lesson Progression
WATCH EACH VIDEO and WEB RESOURCE ...then complete the steps below in your notebook.
1.Write the name of each resource and web resource. Take notes as you watch.
2.Write 5 "take-away facts" that you learned from this presentation if it is A VIDEO. Write 10 "take-away facts" if it is A WEBSITE.
3. Write a resume, and print out a hard copy. Re-read after one day,and also let your teacher or reliable friend read it. Discuss their possible suggestions for changes to your resume, whether they be corrections, additions, or deletions. [ Also, NEVER falsify anything on your resume! ]
4. THINK LIKE AN AD AGENCY "CREATIVE": Pretend you have your own ad agency. [Go ahead and give it a name, just for fun.] Someone has approached you with a new product [candy bar, soft drink, independent film, vehicle, etc.]. They want you to create an AD CAMPAIGN for this new product.... your job is to:
- NAME the product [[Actually, you must also MAKE UP/ INVENT this pretend product, because you're the only one working on this LEARNING WHY project!!]
- SKETCH or make a collage of the product [8" x 11 ' poster board or larger]
- WRITE the "roll-out" ad for the product [roll-out= first ad ever, which ID's the product to consumers]
- WRITE a plan for 3 "follow-up" ADS which will "brand" the product to consumers after initial "roll-out" [tv? billboards? newspaper or magazine ads? Facebook ads? etc.]
- KEEP A "TIME LOG" FOR EACH OF THE STEPS ABOVE... [decide beforehand what a fair "starting wage"... $$... would be for your time/work, per hour ]
- COMPUTE your "hourly wage" for your services, for each step of your process above
- TYPE & PRINT OUT an INVOICE to the "fictional product company," noting the charges/hours for each step of your ADVERTISING SERVICES.
- If you don't know what an INVOICE is, research on YOUTUBE.
Career Connections: ADVERTISING DIRECTOR
Excellent interview with a man who WORKED HIS WAY UP from a starting position [ HE GVES DETAILS!] ...finally owning/operating his own ad agency. Just one of many great quotes: "You must bring a great passion to your work, it's one of the things we can't teach...you must be dedicated. I am the president of this company, but sometimes the janitor, too! Don't be afraid to work."
View ResourceGENERATION "LIKE" - Trending in Advertising
This is a great resosurce to show how advertising is being linked to TWITTER and other social media responses...and using consumers' immediate feedback to create "hour by hour" changing output to MAXIMIZE CONSUMER INVOLVEMENT & PURCHASES.
View ResourceAFFLUENZA
A great lesson plan to teach basics of advertising....convincing consumers they "NEED SOMETHING".....and it points out to students how advertising is currently used IN SCHOOLS!
View ResourceBUYING AMERICA: The Birth of Consumer Culture
Take a trip back to the BEGINNINGS OF ADVERTISING...it helps to understand how things BEGAN in an industry, to be literate in the field and also learn basic principles.
View Resource8 TIPS FOR WRITING A WINNING RESUME
This is a clear description of how to write a resume, delivered in approximately 18 minutes.
View ResourceHOW TO WRITE A RESUME
This explanation is quick and to the point, reminding a job-seeker to use a readable FONT size, list the most important points of past employment or volunteer work, and how to arrange your info to be most convincing.
Did you know that most employers will briefly glance at a resume only 5-7 SECONDS....before they decide to "look closer" or " toss it"?
LEARN TO BE BRIEF AND CONVINCING.
THE MARTIN AGENCY, Richmond, VA.
This is the agency who created the humorous GEICO ad campaign, and also SLINGERS TV cable ads. Look at their website...REALLY LOOK. Take time to soak in all the ad campaigns for products /causes of all types. They are excellent at HUMOROUS, SERIOUS, OFFBEAT...they specialize in FITTING THE AD to the client's needs.
View ResourceMOXIE SOZO Ad Agency
This is a design, advertising, and interactive ad agency in Boulder, CO. One of their descriptive quotes is that they "create, evolve, and grow brands." Take a look at the website, and plan to spend some time and TAKE NOTES!! Lots of incredible information is there.
View ResourceMad Monkey Ad Agency/ Columbia, SC
This ad agency is local, but has launched many effective ad campaigns that you may recognize. Watch all films on their site carefully, ready, visit their FACEBOOK PAGE, enjoy, TAKE NOTES, and enjoy!
View ResourceChernoff Newman Advertising Agency
Once again, a SC ad agency is doing amazing work to promote restaurants, hospitals, events, and industry. Watch all films, visit their FACEBOOK page, take notes and learn!
View ResourceBread and Butter Public Relations Agency
This is another SC agency, and they specialize in advertising & branding for travel, food, drink, and tourism. Enjoy their site and take notes.
View ResourceADVERTISING AND MARKETING: Math in the Middle / knowitall.org 16:07
Host Sally McCay discusses 5 fundamental elements that are basic to marketing and advertising in order to make the public aware of new products....and also to convince the public to BUY!
View ResourceElliot White Springs: Legacy in Leadership Profile/ knowitall.org 4:15
Elliot White Springs was the chairman of Springs Cotton Mills, but also had a genius for advertising that helped him create one of the most successful ad programs for selling his company's SPRINGMAID SHEETS. A man of many interests, he was an aviator, a writer, and an extemely creative man who led his business into phenomenal success...partly with his excellent advertising instincts!
View ResourceElliot White Springs: SC Hall of Fame/knowitall.org 6:19
Yes, another video of Mr. Springs, but he was amazing! Watch and learn how a person with many interests, but much energy and focus can accomplish great things. And one of them was learning how to ADVERTISE and MARKET his products successfully to create an amazingly successful business!
View ResourceFrances M. Hipp: LEGACY OF LEADERSHIP PROFILE/ knowitall.org 3:15
Mr. Hipp owned an insurance company, and soon learned that RADIO ADS quickly helped his business. He purchased a struggling radio station in Columbia, SC, and came to understand the POWER OF ADVERTISING!
View ResourceIra M. Koger: LEGACY OF LEADERSHIP PROFILE/ knowitall.org 6:41
Ira Koger began his career in advertising and broadcaster, but after a few years began to sell real estate in a VERY BIG way! This is a great life story about how PREVIOUS WORK EXPERIENCES in different areas can ALL CONTRIBUTE toward a successful career.
View ResourceCantey : LEGACY OF LEADERSHIP PROFILE / knowitall.org 5:51
Mr. Willis Cantey joined COLUMBIA OUTDOOR ADVERTISING [billboards] after his military service and college, and eventually became the president of this successful advertising company. Read his story of VARIED LIFE EXPERIENCES that helped him become a successful advertising businessman and executive.
View ResourceStandards
- C Communication
- C Communication
- C.LCS Language, Craft, and Structure
- C.LCS.4 Critique how a speaker addresses content and uses stylistic and structural craft techniques to inform, engage, and impact audiences.
- C.LCS.4.1 Determine the effectiveness of a speaker’s argument and specific claims, evaluating the soundness of the reasoning and relevance and sufficiency of the evidence and identifying when irrelevant evidence is introduced.
- C.LCS.4.2 Analyze the effectiveness of the speaker’s use of chronological, cause/effect, problem/solution, and compare/contrast relationships to convey messages.
- C.LCS.4 Critique how a speaker addresses content and uses stylistic and structural craft techniques to inform, engage, and impact audiences.
- C.LCS Language, Craft, and Structure
- C Communication
- C Communication
- C Communication
- C Communication
- C.LCS Language, Craft, and Structure
- C.MC Meaning and Context
Assessments
1.Complete each step of the LESSON PROGRESSION above [including the creation of the pretend "product", naming your own pretend "ad agency," and all the steps of that assignment.
2.Create and assemble a PORTFOLIO,which includes the following:
- A professional resume [include all educational info, volunteer work, any artwork, writing, performance experience, and inspirational sources that influence your thinking and your work]
- FIVE AD AGENCY REVIEWS - Research and write a description of 5 advertising agencies; include name/address/population of agency's city "homebase"/ approximate # of employees in the agency, if available/ niche specialty, i.e.print, screen, online, etc.
- INQUIRY LETTERS: Write each agency an inquiry letter, asking if they ever hire INTERNS, or would be willing to let you visit and tour their office. Include samples of: your writing/ your art work / short descriptions of your current favorite ads & ad campaigns that you deem effective & creative / descriptions of HOW YOU GET YOUR INSPIRATION for this work.
- COMPLETE AN APPLICATION: Fill out an application form at any website where one is offered. This is great experience to see what they are wanting from applicants, and particular areas in which you may need to get additional experience.