UNDERSTANDING 1OB MARKET

ADVERTISING SECTOR
Submitted to- Ms. Monica Mor


Advertising industry in today`s world is a very important component oI marketing. It helps to create
demand, promote the marketing system and thus boost economic growth. Any place where in an
identiIied sponsor pays to deliver their message through a medium is called ADVERTISING. It is a
brand building process through communicating eIIectively what an organisation is or wishes to be to
the masses .It is one such sector with which we encounter right in the morning, the newspapers, the
leaIlets all we receive are advertisements oI diIIerent organisations. Advertising is a social and a
business process responsible Ior mass communication oI inIormation. Today, it is a Iast growing
industry and is going to stay in the market Ior long. The size oI the industry can be calculated with the
amount spent on the creative activity it undertakes and which indeed is huge.
THE STRUCTURE OF ADVERTISING INDUSTRY

Advertising industry is social institution born specially to IulIil the human need to acquire and send
the inIormation about the availability oI products, services and ideas. It is the industry with a net-work
oI variety oI divergent Iorces and elements. The structure oI this industry gives us picture oI the active
participants in the widest range oI advertising activities. The major components oI the advertising
industry are: advertisers, media-owners, advertising agencies, consumers and governments.
INFLUENCE ON CONSUMER
A consumer while purchasing passes through six stages, which are:
O Awareness
O nowledge
O iking
O !reIerence
O onviction
O !urchase
Advertising is the sector which inIluences the consumer at most oI the stages. Awareness,
nowledge, iking and !reIerence is where advertising majorly aIIects the decision oI the consumer,
and with the right advertising it is halI battle won Ior the organisation
GROWTH
Advertising sector is one such sector which is bound to touch new heights in coming years. It is
reviving itselI like a phoenix aIter the 2009 hit they suIIered due to recession. The TV broadcasters,
media buying Iirms, radio and billboard companies are all positive about the Iuture. The escalated
growth is also presumed due to economic liberalization and changing social trends in the advertising
Industry in the last decade.
TYPES OF ADVERTISING
Advertising also includes several types within itselI, thus Iorming a broad word Ior a lot oI services
within its banner.
It is basically divided into two braod ategories.One being the Digital marketing and second is the
Physical advertising.
Digital Marketing is a latest inclusion in the advertisement world and is a rage amongst the
organisations now a days and also a lot oI customers vouch Ior it. It includes so many medias within
itselI, TV is a primary source and is considered the most eIIective,mass marketing advertising Iormat
,as is evident by the Iact that the prices Ior commercials during a popular event are sky high, the
average cost oI a single thirty second TV spot normally ranges Irom Iive to seven lakhs to IiIteen to
twenty lakhs during prime time and leaps to about sixty to seven lakhs during popular events such as
The World up.
Music or Radio advertising is another media which is catching the eyes oI the people, it`s a very
eIIective source oI telling aloud the world about a particular product or service. In India there are
several millions oI listeners oI this media, thus making it a very strong source.
Among the best growth areas in advertising in recent years have been advertising on mobile devices,
this is still in the inIancy stage, advertising on movie screens and advertising online. Analysts at
Magna have Iorecasted that global online advertising including search , will grow to $98 billion by
2015.
!hysical advertising has been prevalent in the market Ior quite a time but with time it is also going in
Ior enhancements. !ress advertising has been use Ior a long time; it basically deals with advertising in
printed medium such as newspapers, magazines, or trade journals. With regional newspapers in hand
it has the advantage oI targeting a wide set oI consumers.
!hysical advertising also includes in store advertising where in a it is advertisement oI the product
placed anywhere in a retail store, but the placement is such that the product is made visible to
consumers.
overt advertising and celebrity advertising is a recent inclusion in the group where in a celebrity
endorses a product or uses the particular product in a public place or win the case oI movie stars uses
it in Iilm, hence giving instant visibility to the product.
With such huge prospects in the advertising industry it seems to be a sensible choice. There`s a
creative edge to the work with a good pay package attached. The jobs are also on the rise in this
expanding industry.
1OB OPPURTUNITIES
A Iew oI the jobs that have been uploaded by various agencies on Iamous job portal sites such as
naukri.com, shine.com and timesjobs.com are listed below.
1. usiness Development Executive Ior Ilipcart.com
Experience- 0-2 years
ocation- Mumbai, India
ompensation- 1,50,000 to 2,00,000
Education- UG - Any Graduate - Any Specialization !G - MA/!GDM - Advertising/Mass
ommunication, International usiness, Marketing
Role- Sales Exec/ OIIicer
Functional Area- Sales, D
Desired Candidate Profile
MA (preIerably Marketing)

Fresher/Experienced
Should have basic understanding oI Excel

Should have excellent communication skill
1ob Description
uilding and developing supplier / distributor relationships

Managing accounts oI suppliers / distributors

Responsible Ior the stock updates and inventory inIormation Irom each oI the suppliers / distributors
managed by them

Manage the company accounts Ior direct relationships with the brands

Responsible Ior market research on price data, product movement, competition pricing, product
bundling, etc.

Develop a very good understanding oI the category and become an expert on the sales and supply
side oI the given category
2. Digital Marketing Expert
Experience- 2-4 yrs.
ocation- Delhi
Education- UG - .A - !R/Advertising !G - MA/!GDM - Advertising/Mass
ommunication
Industry type- Advertising/!R/MR/Events
Role- Media !lanning Exec/ Mgr.
Functional Area- Marketing, Advertising, MR, !R

Desired Candidate Profile
1. !lanning & Execution social media campaigns on various social networking sites like
Twitter, Facebook, inkedin etc.

2. Mapping client`s requirements & providing them best Digital Strategy to give their brand
new heights.


1ob Description
1. onceptualize, Strategize & Implement all digital activities Ior clients to make their brand
visible.
2. Responsible Ior Media planning, media buying & other Digital Media activities to generate
traIIic & reach target audience.
CONCLUSION
Advertising is an integral part oI our social and economic system.It is a powerIul technique oI
sales-promotion has been doing wonders in domain oI distribution because it is quite capable oI
inIluencing the course oI consumption, aIIecting the process oI production, enlarging the
exchange and diversity the distribution.As seen above there are various job oppurtunities also
available just a couple oI them have been mentioned above where as the job portals are
suIIiciently Iull oI them. !ersonally I think this sector is bound to grow in coming years ,there
will be a lot oI job opportunities and it will also be Iinancially soaring.Alongwith it is a creative
area where in I shall be able to showcase my creative abilities as well as whatever I have gone
through MA.