College students take marketing, advertising, writing, business administration and liberal arts courses to prepare for a career in advertising.
Advertising is an integral part of promoting messages, products and services using different types of media. The careers available within the advertising and media field are diverse and incorporate a range of skills, including sales, graphic design, creative writing and oral communication. Advertising media professionals must be tech-savvy and research the latest consumer behavior and market trends to stay ahead of competitors.
Media Planner
Media planners are responsible for choosing the best combination of media vehicles to broadcast a message, product or service to prospective buyers and consumers. The media plan is comprised of specific goals and actions that illustrate how and why each type of media, whether television, Internet or radio, are selected to communicate the client's message. A bachelor's degree in advertising, marketing, liberal arts or communications is required for entry-level media planners. Some employers require entry-level applicants with two to five years of experience in media planning or with an advertising agency. A November 2009 Salary.com report stated that the average annual salary of a media planner ranged from $42,766 to $56,111.
Media Buyer
Media buyers specialize in purchasing radio and television commercial time, as well as advertising space in magazines and newspapers for clients. These professionals also analyze what advertising time and space will give their clients the most exposure to the broadest audience, while saving costs and maximizing potential profit. The education requirements for a media buyer are a college degree in advertising, media studies, communications, marketing, business administration or related major. Internship or job experience in sales or advertising is helpful in preparing for a media buying career. The average annual salary for a media buyer ranged from $48,622 to $68,761, according to a November 2009 Salary.com report.
Advertising Copywriter
Copywriters are responsible for developing creative, catchy and clever body text, headlines and scripts for television commercials and print advertisements. In addition to brainstorming ideas and writing copy for ad campaigns, copywriters are sometimes involved in the visual layout of the ad or commercial. A bachelor's degrees in journalism, creative writing, communications, liberal arts, marketing, advertising or a related major is mandatory for entry-level copywriters. According an April 2010 PayScale report, the average salary for copywriters in the U.S. ranged from $33,562 to $50,184.
Advertising Account Executive
Advertising account executives serve as the middleman between the agency and its clients. Account executives are responsible for understanding the marketing and promotional objectives of the advertiser. They must also communicate their client's needs to the advertising team and coordinate the planning and production process for the ads. Employers require a bachelor's degree in business administration, marketing, advertising or a related field for entry-level account executives. Large ad agencies sometimes prefer applicants with a master's degree or MBA, as well as internship experience in sales, advertising and market research. According to an April 2010 PayScale report, annual salaries for advertising account executives ranged from $32,789 to $49,903.
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