Advertising Directors are responsible for coordinating all facets of an advertising campaign, from creating a concept to implementing the ideas to placing the advertising and ensuring that it runs when and where it was scheduled. They make sure tasks are executed on time and that clients are satisfied. Often, they set the general tone for the type of work done at an advertising agency. A resort, hotel chain, cruise line, airline, or other travelrelated industry may have an in-house advertising department, or they may do some of the work themselves and use the services of an advertising agency, media buyer, or other specialty firm.
Alternatively, the work may be done entirely by a full-service advertising agency that develops an advertising campaign, creates the advertisements or commercials, plans where the ads should go, develops a budget, buys the advertising space and time, tracks the placements, and gives a report to the client. Ads appear in newspapers, magazines, and other publications; on the Internet; on television and radio; by direct mail; and in out-of-home placements.
In a large agency or in-house operation, the Advertising Director has a number of assistants, including a media planner, media buyer, account executive, and creative director. Because the Advertising Director usually works up the ranks, he or she knows the importance and function of each position. A media planner recommends where advertising dollars should go, starting with the geographic area where the ads will be placed.
The planner then checks reference books and calls the various advertising options (newspapers, magazines, TV and radio stations, out-of-home locations) to obtain the cost of placing the ad or running the spot, depending on size, length, or frequency (how many times on a TV station and what times of day, how many editions of a magazine or newspaper, and other variables). The plan is presented to the client for approval.
A media buyer executes the plan by placing insertion or run orders for the ads and making sure the ads or commercials are delivered in a timely manner. The buyer then checks that the ads ran when and where they were supposed to and handles replacement ads for those that were not run correctly. An account executive works for an advertising agency and is charged with the responsibility of handling one or more accounts for the firm and coordinating all aspects of the advertising campaign from creation to placement. The creative director oversees the creative department, from helping generate ideas for advertisements to creating a storyboard or sample ad for client approval.
This includes the advertising copy (what announcers or actors say or the text in an ad), film, video or animation, music, and special effects. The creative director or the account executive may also supervise the shooting of commercials, both in still format for print publications and online, and in motion for television and movie placements. Long hours, usually 50 hours or more a week, including weekends and evenings, are almost a given, and employees must deal with clients, bosses, and many last-minute deadlines and changes. Depending on the position, the Advertising Director's position may entail extensive travel.
This could be to meet the client, visit the hotel or resort properties, home office, or branch offices, or attend industry-related conferences and trade shows. A larger firm - whether a national or international advertising agency or hotel or resort company - may have a number of regional offices that offer job assignments in other parts of the country or world.
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