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How to Get into Advertising,9780304704774

How to Get into Advertising

by
Format: Paperback
Pub. Date: 3/1/2000
Publisher(s): Thomson Learning
Availability: This title is currently not available.

Summary

The advertising industry is a notoriously difficult industry to break into. Its mystique is further obscured by the lack of information available to help prospective employees. This book destroys all the myths and tells you exactly how to get that dream job. It tells you what an account manager actually does, why you will be expected to work 12-hour days, why you should never send your resume in a colored envelope, and how you can get a job just by talking loudly on the subway. Written by one of the UK's acknowledged experts, this will be, for many people, the most useful book they ever buy.

Author Biography

Andrea Neidle MA is a Senior Lecturer at West Herts College. Previously she worked for twenty years as a copywriter

Table of Contents

Acknowledgementsp. v
Forewordp. vii
Getting startedp. 1
Getting inp. 7
The business of advertisingp. 14
Account managementp. 22
Account planningp. 33
The creative team - copywriting and art directionp. 39
Advertising media - planning and buyingp. 60
New mediap. 73
Marketing communications - direct marketing, public relations, sales promotion (the marketing mix)p. 81
Creative servicesp. 97
Selling yourself - how to get the job you wantp. 106
Graduate training and interviewsp. 116
The right course for youp. 141
Ask the studentsp. 172
The value of work experiencep. 185
Getting their foot in the doorp. 193
Directoryp. 202
Notes and referencesp. 216
Indexp. 221
Table of Contents provided by Syndetics. All Rights Reserved.

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