Graduate Job Guide: Marketing & Advertising

Marketing, advertising and PR are everywhere, on billboards, on the internet, and in broadcast. While all are creative industries, advertising is concerned with creating a desire for a particular product or brand, while marketing involves bringing a product or service to the attention of the buying public.

Public relations is concerned with the reputation and public persona of companies or, in some cases individuals.

Major players and companies that you could approach in the advertising field include Saatchi and Saatchi and TBWA. In marketing, some of the top employers include Digital Marketing Group and MRM Worldwide, and as for PR, top choices include Finsbury, or the Maitland Consultancy.

Industry Overview:

The fields of advertising, marketing and public relations are all concerned with analyzing the public’s demand or need for a product or service, creating ways of publicizing or promoting that product or service, and, to a degree, manipulating the perception of the public to create a desire or need.

There are many different sectors and specializations within the industry itself, the broadest of which would be the difference between business and private clients, and many advertising firms choose to specialize in order to differentiate themselves from their competitors.

Unlike many industries, the various media and marketing companies are often relatively small, with even the largest having a modest number of staff. It is a very competitive industry, both to enter, and to maintain a reputation in. You need to be the best in order to succeed.

That been said, because of the sheer volume of the demand for advertising and marketing, and the fact that every industry, in every economic climate, desires marketing, advertising and public relation services, there are an enormous number of companies specializing in one form or another of these services, and it is a popular career choice.

Requirements:

Marketing, advertising and public relations require candidates to display a broad range of aptitudes, from a creative flair to a head for business, the ability to work as a part of a team, and yet display leadership qualities, and of course, excellent communications skills.

With technology forming such a large part of these professions, there is a distinct need for an above average level of computer literacy, and keeping up with new technologies to enable delivery of your message to prospective clients will be imperative.

Imagination, people skills, organizational abilities, and the ability to work well under at times enormous pressure, and to extremely tight deadlines as well as assertiveness and confidence all play a large role in a graduate’s success in any one of these fields, and should be cultivated and perfected.

It’s a fast paced, ever changing industry, and no two days will be the same. There are difficult clients to deal with, complex campaigns to create and oversee, and a host of other challenges on a daily basis.

Entry into the advertising field is possible without a degree, but studies in media or related fields will stand you in good stead. Marketing careers on the other hand generally require a qualification from the Chartered Institute of Marketing Studies, and public relations training can either be hands on, and in the field, or in the form of a diploma in public relations from the Institute of Public Relations.

If you love the idea of introducing an unknown product or company to the market, and steering it to mainstream popularity and appeal, then a career in one of the creative fields of marketing, advertising or public relations may be for you.

Positions:

Salaries for entrants to the market are fairly low, generally falling within the £12,000 to £16,000 range, but this can increase rapidly, depending on performance and other factors.

As creative industries, the working environment in many cases will be relaxed and trendy, although it can be the norm to work longer hours when on tight deadlines.

Job types in the advertising, marketing and public relations industry range from advertising sales to graphic design or copywriting, event planning and many others, as well as general jobs such as management, administration, IT or finance.  

Career opportunities exist within large corporations, which have their own marketing departments, or with specialist agencies that serve various clients. Possibilities for self-employment, starting your own agency or company are present in all fields in this creative and fast paced industry.

If you are a creative type, with a strong work ethic, and a passion for delivering the message of your clients to the world at large, then you will almost certainly do well in any of these industries, and could climb the corporate ladder reasonably quickly.

There are global opportunities for advertising, marketing and public relations professionals, and top candidates tend to be headhunted and move around a lot.

Career Prospects:

A few years in advertising, marketing or public relations could see you in a management position, earning in the region of £30,000. A few more years, and hard work, making sure you stand out from the crowd, you could end up in the position of head of communication, earning around £60,000.

Opening your own agency or company, employing your own staff, or moving into a specialization such as copywriting or events management can lead to substantial financial gains.