1

I. Introduction Advertising is a kind of communication in which verbal and non verbal forms are used to deliver a message with the intention of persuading or convincing people to learn about a product, service, person, event. It works on creating recall in order for target markets to purchase or try the product. Advertising may be of two types: the above the line advertising and below the line advertising. Above the line advertising makes use of the tri-media or the TV, Radio and Print while the below the line advertising covers most outdoor advertising including the IMCs and events or activations. Hence, looking at this, we can see that advertising has many branches and its tools are delivered in many ways. This is why the advertising industry needs a

collaborative effort from many professionals such as graphic artists, managers, coordinators, directors and other artists and the like. Plus, in an advertising agency, department heads representing different committees divide their tasks in order to deliver a project smoothly. In order to get a job in the advertising industry students take advertising courses where they can acquire proper training and knowledge on the concepts that bound advertising. Furthermore, personal qualities and talents or skills of students matter in this job. Hence, job matching should be given importance in order to create more productive and satisfying career in this field.

II. Body A. Advertising 1. Overview of Advertising Undoubtedly, the advertising industry is a major sector of a countrys economy, generating works to hundreds of thousands of workers and in some estimates particularly in the US, has accounted for about 2% of the nations annual output. Moreover, here in the country, whilst the economy is growing and performing well and the market has started to expand, businesses have looked up to advertising as a tool to cash on business opportunities. With this, growth in business has led to a subsequent growth in the advertising industry offering a multitude of functions to its clients that is not limited to (1) client servicing, (2) media planning, (3) media buying, (4) creative conceptualization, (5) pre and post campaign analysis, (6) market research, (7) marketing and (8) branding. 1.1. Pros and Cons of Advertising While it is a fact that advertising helps address the message and value of a certain product and/or service, each type of advertising does have its own definite advantages and disadvantages which is necessary to understanding as to which would fit on the best use of an advertising budget. For instance, television which falls under broadcast advertising reaches a large audience and captures ones attention by its usage of sight, sound and motion; however, there is no selectivity of audience and would be rather expensive to produce. Print advertising which is the oldest form of understanding, on the other hand, is inexpensive to produce but has short shelf life. Online advertising, which has emerged in the Internet Age, meanwhile, targets specific

geographic, behavioral, professional and business-specific subsets but because of low click-through rates and consumer fatigue, people are becoming overloaded with online advertising. 1.2 The Role and Purpose of Advertising With the emergence of the new, fresh and innovative technology called The Third Wave media in the past years, the role and purpose of advertising has changed as well to keep up with the discerning tastes of the market. Although, it could be stressed out that advertising is useful to society in several ways such as that it encourages purchasing, reflects cultural trends, promotes economic growth, improves standard of living and builds brand distinction. 1.3 Types of Advertising Various existing types of advertising can be effectively used in advertising: the (1) traditional mode of advertising such as print advertising (newspapers, magazines, brochures, flyers), outdoor advertising (billboards, kiosks, events, trade-shows), television advertising and radio advertising and (2) the modern type of advertising such as online advertising, surrogate advertising, public service advertising, covert advertising, celebrity advertising, in-store advertising, etc. The industry faces longerterm challenges as consumers transfer from traditional media to digital platforms. It has been noted out that the emerging digital market offers greater advantages which includes lower distribution costs, the capacity to target ads to individuals rather than broad groups and more precise tools to estimate ad impact. 2. Establishing a Link Between Business, Brand, Marketing and Advertising Strategies

Effective marketing and advertising strategies are necessary to integrate to grow and succeed in ones business. Understanding that branding does not only means getting ones target market to choose over the competition but rather is about getting prospects to see as the only one that provides a solution to their problem. According to Lake (nd), in order to succeed in branding understanding the needs and wants of customers and prospects is necessary and is done by integrating the brand strategies through the business at every point of public contact. 3. Careers in Advertising Whether it is on the creative aspect of advertising and marketing, the capital employed or even the number of persons working within the field, the advertising industry in the country has indeed slowly broadened its horizons throughout the past decades. People who have sharp interest and fascination of consumer insights and brand strategy and are truthfully passionate about creative ideas are believed to be more likely to build a long-term career in the industry. 3.1 Departmental Roles Suggett (nd), in his article called The Structure of an Advertising Agency, suggests that however large or small the agency, there is a basic structure that most advertising agencies stick to. Generally, there are six (6) major departments in any advertising agency which can be split into other sub-departments, or given various creative names, but the skeleton is the same as mentioned (Suggett, nd). These departments are the Creative Department, Account Services, Account Planning, Media Buying, Finance and Accounts and the Production. 3.2 Assessing Advertising Approaches in Departments

a. Creative Department Although it could be said that every department is vital in an advertising agency, the creative department defines it as they conceptualize this particular brilliant thing called idea. The people that come up with such ideas and turn them into ads are composed of Production Artists, Creative Designers, Copywriters, Art Directors and Creative Directors. The Creative Director oversees the whole team and ensures that the work the team is doing is both on brief and of a certain quality (Suggett, nd). The Copywriter comes up with the words, while the Art Director is responsible for the "look" of the ad (Suggett, nd). Creative Designers may vary depending on proficiency as there are graphic designers, web designers and even product designers. Production artists take charge of setting up of files for print which requires attention to detail. Communicating a client's message in a way that is simple, original and persuasive is the key role of the team. b. Account Services The department comprises of Account Managers, Account Executives, Account Directors and Client Service Directors. These are the people responsible for overseeing the entire advertising process, from assisting the client in putting together the marketing strategy, through to writing the brief and overseeing the production of the finished advertisements. c. Media Buying The function of the media buying department is to procure the advertising time and/or space required for a successful advertising campaign. Their task is to negotiate and position all media activity and leverage negotiations and increase added value

benefits. This includes TV and radio time, outdoor, magazine and newspaper insertions, internet banners and takeovers and anywhere else an ad can be placed for a fee. Close collaboration with the creative department is involved who came up with the initial ideas, as well as the client and the kind of exposure they want. d. Production The Production Department (Studio Production, Television/Radio Production and/or Print Production) is consulted to talk about the feasibility of executing certain ideas during the creative process. The creative and account teams will start to collaborate with production to get the campaign produced on budget once the ad is sold to the client. e. Other Departments and Personnel There are several other departments within the advertising agency such as the Traffic Department who ensure the smooth flow of work through the various agency departments and the Dispatch personnel whose main duties are sending packages from the agency, as well as distributing incoming mail, packages and messages throughout the agency. B. Local Studies on Advertising careers There have been a few writings made available in the context of Philippine advertising careers. While the advertising sector has also been evidently affected by the global recession during the past years, it could be said that more advertisingrelated jobs such as Graphic Artists, Sales Executive, Marketing Manager, Account Executive, Copywriter, etc., be it for entry-level, supervisory-level or manageriallevel employees relating to advertising are being posted in leading newspapers and

job-search engine websites such as jobstreet.com, jobdb.com and careerjet.ph. Although in the latest "Beyond the Numbers" report of National Statistical Coordination Board (NSCB) Secretary General Jose Ramon Albert as cited by Lopez-Gonzales (2013), no exact advertising career-related has been enlisted in the top 10 most in demand jobs in the Philippines except for accountants and auditors which is a universal career that can be lend to any other industry. On the other hand, De Leon (2013) noted out that marketing officers are in-demand in local employment. In an article from the Philippine Star (2013) entitled McCann Worldgroups Raul Castro receives Lifetime Achievement Award, Raul Castro, McCann Worldgroup Philippines chairman and CEO, was said to have exceeded qualifications for forging a career devoted to elevating standards of creative excellence, enhancing the level of professionalism and furthering the cause of advertising as a profession and as an industry. Moreover, in his acceptance speech, Castro defined successful advertising as follows: works that can positively impact on lives. That has become my guiding principle in almost everything I do, in the business Ive decided to stay in. If, through my works, I have changed, even for a wee bit, one persons life positively, then I think I have achieved something. Only then would I think, I deserve this award. In other news, in an article called PH more fun brand campaign wins Japans Yomiuri Ad Award, it was noted out that Philippines attracted global attention, as the Department of Tourisms Its more fun in the Philippines branding campaign bags the Readers Choice for the Fun category of the Yomiuri Advertising Award 2013 at the

Prince Tower Hotel, Tokyo, Japan. Undoubtedly, Filipino advertising agencies are making big names locally and internationally. Moreover, the Philippines marketing and advertising communities have spoken in unison to underscore the industry-wide importance and impact of the countrys first Platinum Award at the recent Asia Pacific Digital Media Awards (DMA) (Ople 2012). DMA is renowned in the region as the most respected digital awards show, honoring the best in creativity, innovation and effectiveness in digital marketing (Ople 2012). Ople (2012) highlighted that according to Philippine Association of National Advertisers (PANA) President Margot Torres, Coca-Cola and McCann winning the highest honors for the OFW campaign has once again placed the Philippines on the marketing and creative map. This inspires other PANA members to elevate the marketing practice to global standards and to promote good values which are part of the associations mission. In addition, the following has been argued by Torres as noted by Ople (2012): This achievement is proof that the local advertising and marketing industry is undoubtedly one of the most progressive in the world. PANA commends CocaCola and McCann for continuing to inspire the rest of the Philippines to shine in the regional and global arena. Exciting times are ahead; this new breed of quality and transformative campaigns that incorporate innovation in content, media and messages are what will shape the future of the industry, Definitely, the advertising career here in the country is being sought after by more students and professionals are getting more inspired with what they see as they walk around the house and the industry is more likely to continue to succeed even

more to create compelling innovative and globally acclaimed works in the coming years. C. Foreign Studies on Advertising Careers In the UK, employment in the advertising industry is another key way in which to examine the economic value of the UKs advertising industry (Albert and Reid, 2011). More people in employment equates to more products and services being produced, more wages earned, a higher standard of living, an increase of highly skilled workers, increased consumer spending and greater tax contributions amongst other things (Albert and Reid, 2011). Furthermore, the advertising industry in the US is now dominated by large, multinational holding companies. On the contrary, in a study by Bendrick, Jr., Ph.D. and Egan, Ph. D. (2009), although employment discrimination has sharply diminished across the American labor market over recent decades for the Black Americans, systemic barriers to equal opportunity in this $31 billion a year industry have remained largely intact (Bendrick, Jr., Ph.D. and Egan, Ph. D., 2009), the advertising career contributes largely to the growth of the economy. Meanwhile, in Indian advertising industry as described in an article by Indian Advertising, An Overview last 2011, TV and Print media shall continue to dominate the share, while Internet advertising is expected to grow at a pace faster than other mediums. Mass media advertising still holds an upper edge over targeted advertising (Indian Advertising, An Overview, 2011). D. Execution of Research Methodology (Case Study) With the aim of the researcher to identify specifically as to which of the aforementioned careers in the advertising industry are mostly preferred by college

10

students of De La Salle University Manila, the researcher randomly selected fifty (50) La Sallians (with equal distribution of 25 boy participants and 25 girl participants) to participate in the survey questionnaire conducted. Below is the survey questionnaire: Research Paper Questionnaire Good Day! I am Meljorie Co, currently an undergraduate 3 rd year college student majoring in Advertising. I would appreciate if you can share your time to answer the survey questionnaire below relating to career preference of the students of De La Salle University Manila in advertising industry. Thank you.
NAME YEAR COURSE

INSTRUCTION: Please answer accordingly. 1. What type of advertising career would you like to engage in? a. above the line advertising (Tri-media) b. below the line advertising (activations) 2. Specifically, which advertising career would you like to do? a. Tri-Media b. Radio only c. Outdoor advertising e. TV only f. Print Only g. Events

11

d. Media Buying Please tell us why?______________________ 3. What are the major factors that made you consider it? Identify three. a. b. c.

4. Under what specific Department in the advertising agency would you see yourself working? a. accounts management department b. accounting and finance department c. operations management department d. hr management department

5. What are the factors that made you choose this? Give three. a. b. c.

6. What specific advertising positions do you consider in the future? a. b.

12

c.

7. What are the skills and capabilities that you have that you think match the requirements of the position you are considering? Give at least three. a. b. c.

Thank you for your time. Have a good day!

Computed Mean and Analysis of the Data After gathering all the completed questionnaires from the respondents, total responses for each item were obtained. The following summarizes the results of the survey: QUESTION 1 What type of advertising career would you like to engage in?
Total Number of Respondents = 50 Respondents

a. above the line advertising (Tri-media) b. below the line advertising (activations)

Result 0.54 0.46

The table above reveals that 54% of the total respondents prefer above the line advertising while only 46% prefers below the line advertising. It could be said that the result is particularly balanced. It could be noted that the result for students choosing

13

above-the-line advertising as type of advertising career La Sallians prefer to engage into could be particularly high due to interest of most students in activities relating to common types of ATL advertising such as TV and radio commercials. While for others who prefer below-the-line advertising, they believed that this is progressively more important within the communications mix of many companies specially for those who wish to get hired in FMCG companies. It could be highlighted that an increasing preference towards below-the-line advertising is evident in the result as the researcher is expected to get above 70% average for above-the-line advertising. QUESTION 2 Specifically, which advertising career would you like to do?
Total Number of Respondents = 50 Respondents

a. b. c. d. e. f. g.

Tri-Media TV only Radio only Print Only Outdoor advertising Events Media Buying

Result 0.23 0.19 0.02 0.21 0.04 0.18 0.13

It could be summarized in Question 2 that 23% of the total respondents prefer to do tri-media advertising should they be having an advertising career. Tri-Media is traditionally advertising through TV, radio and print. 21% would want to do print only, 19% would want to do TV only, 18% prefers events and so on. As there is a follow-up question at the bottom part questioning as to why they chose such, most of the respondents who answered tri-media noted out that they would want to be exposed to different medium at the same time as this will allow them to put into reality the learning what they have presently acquired in the university. In addition to this, one of the key

14

factors that made most of the respondents to prefer tri-media is due to the reason that print, television and radio still remains to be an effective advertising and marketing tool when it comes to communicating ones message to target audience. It may also be stressed out that some respondents through their early stages of career would want to experience and have a deeper understanding of tri-media.

QUESTION 4 Under what specific Department in the advertising agency would you see yourself working?
Total Number of Respondents = 50 Respondents

Accounts Management Department Accounting and Finance Department Operations Management Department HR Management Department

Mean 0.32 0.19 0.40 0.09

Furthermore, Question 4 reveals that most La Sallians who participate in the survey questionnaire see themselves working in Operations Management Department (40%) than in other departments. Only 9% of the total respondents wants to work for HR Management Department. With the Operations Management Department as the number one choice, it was interesting to note that the participants are typically creative individuals with leadership skills and are good in multi-tasking. Most of the respondents who answered Operations Management as department of choice considered working for the department due to the reason that they wish to utilize their skills and knowledge attained in the university to provide information to the consumer about the companys products and services.

15

In addition, the top three (3) responses of the participants when asked as to what they would want to become should they get hired in an advertising agency are as follows: Marketing Manager (36 %), Promotions Director (22%) and Creative Director (16%). Lastly, the respondents strongly believes that in order for them to successfully get into the position they wish, most advertising agencies prefer university students with a degree either in commerce, business, marketing, economics, law or arts. The

industry, they think, needs determined, has initiative and creative people who think outside of the box and are good problem solvers. Getting a double degree or MBA would be an edge as they mentioned. III. Conclusion In general, the advertising industry in the Philippines has performed and exceeded expectations in the past decades as it continuously grows with the discerning taste and needs of the marketing. Although ad spending tends to be relatively higher in wealthier, consumer-driven nations such as in the US, the local advertising industry is so much linked in the nations daily industry and trade that consumers may not realize how persistently they are bombarded with product pitches. With only a few writings pertaining and dedicated to the growth of advertising careers here in the country, it could not be ignored that the industry has seriously played an important role of accelerating the countrys growth therefore, attracting students from different universities in the country to get into the field such as the La Sallians. After the results were analyzed based on survey questionnaire and interview samples, the researcher came up with the following conclusion: (1) the respondents from De La Salle University Manila who participated in the survey questionnaire are

16

similarly interested in both above the line and below the line advertising, (2) the respondents are basically interested to develop their skills, talents and knowledge acquired in the university as they enter the real world of advertising industry and (3) the respondents are confident and optimistic that getting a long-term career in the industry could be obtained if you have the right mindset to engage consumers through.

ANNOTATED BIBLIOGRAPHY Source Lake, L. (N.d). What is Branding and How Important is it to Your Marketing Strategy? Retrieved from

http://marketing.about.com/cs/brandmktg/a/whatisbran Authors credibility Laura Lake has over 15 years of online and traditional marketing experience. Marketing is not her job or career, it's her passion. She serves as a marketing consultant that specializes in marketing strategies for small and medium sizes Summary Comparison (similarities) with other businesses. Laura helps companies in the development of their marketing strategy and plans, brand identity, social media strategy, public relations, digital marketing, search engine marketing and more. Her study focused on the importance of ding.htm

17

findings Target

branding to understand the needs and wants of a market. As compared to other findings, Laura has other several suggested reading that relates to advertising and marketing that is

Audience fundamental in the formation of the article. It could be noted Strength and that the article is both beneficial to both marketing and limitation Relevance advertising-related teachers and students due to the fact that it tackles relevant issues. The limitation of her study is that the article is too broad. However, this article is relevant to the researchers paper as it clearly attempts to define the link between business, branding, advertising and marketing strategies.

Source

McCann Worldgroups Raul Castro receives Lifetime Achievement Award. 2013. na. The Philippine Star. Retrieved from http://www.philstar.com/businesslife/2013/04/22/933385/mccann-worldgroups-raul-castroreceives-lifetime-achievement-award

Authors credibility The Philippine Star is a daily English-language broadsheet newspaper based in Manila in the Philippines. It is among the top three broadsheets in the country, by circulation, along with the Philippine Daily Inquirer and the Manila Bulletin, with other Philippine newspapers trailing far behind. The article released Summary by The Philippine Star is strikingly motivating specifically for

18

Comparison the students to get inspired by the achievements, beliefs and (similarities) principles of Raul Castro. With the article being included in the with findings impact the local industry of advertising has made and will build Target Audience Strength and limitation of her study is that it focuses more of Raul Castros limitation achievements but then, it also includes his beliefs and Relevance principles of creative excellence. However, this article is relevant to the researchers paper as it helps address issue in the local advertising industry. for the future. It could be noted that the article is both beneficial to both marketing and advertising-related teachers and students due to the fact that it tackles relevant issues. The other Local Study of Advertising Careers, it would add up to the

Source

Ople, C. 2012. Marketing and Advertising Communities Laud Philippines Success in the International Digital Arena. Retrieved from http://thenewmedia.com/marketingadvertising-communities-laud-philippines-success-inthe-international-digital-arena/

Authors credibility Carlo Ople currently serves as the Sr. Manager for Social Media Marketing of the Kapatid network, TV5. Hes the founder and former Principal Consultant of Catalyst Interactive Marketing Inc., a digital marketing agency based in the

19

Summary Comparison

Philippines. Prior to Catalyst, he was the Digital Marketing Manager of Friendster and Marketing Head for the Casual Games Division of Level Up Philippines. Same as with other

(similarities) articles related to achievements earned by the local advertising with findings the International digital arena as it elevates the marketing Target Audience Strength and limitation Relevance practice to global standards and to promote good values which are part of the associations mission. The article is both beneficial to both marketing and advertising-related teachers and students due to the fact that it tackles relevant issues. The study is limited to few issues though. The article is relevant to the researchers paper as it clearly discusses how the advertising industry has developed progressively in this Digital Age. other agencies, the article discusses the success of Philippines in

Source

PH more fun brand campaign wins Japans Yomiuri Ad Award. 2013. na. Retrieved from http://goodnewspilipinas.com/2013/07/29/ph-morefun-brand-campaign-wins-japans-yomiuri-ad-award/

Authors credibility Summary

The website is relatively new but is featuring inspirational stories which have been cited in other websites. The article tells the success of the brand campaign Its more fun in the Philippines and how the DOT partly attributed the campaigns

20

Comparison (similarities) with findings Target

success to the power of social media, this being the launching pad and source of never-ending support. The article is a solid

other proof there is a plenty of room of creativity and participation for the Filipino advertising industry. The good news is beneficial to all Filipino citizens as this is success of everyone.

Furthermore, this article is relevant to the researchers paper Audience particularly in the Local Study of Advertising Career as it Strength limitation industry is indeed creative and worthy of the merit it gains in Relevance other countries. Source Suggett, P. (N.d.). The Structure of an Advertising Agency: The basic organizational structure of a typical ad agency. Retrieved from and provides engagement for everyone that the advertising

http://advertising.about.com/od/guidestoadvertisingpr/ a/The-Structure-Of-An-Advertising-Agency.htm Authors credibility Paul Suggett is currently a respected Copy Director for Starz Entertainment, creating advertising for the many new original series being created by the channel and has been a Creative Summary Director and Senior Copywriter in his past jobs. His article clearly defines the six major departments within the advertising agency. It could be argued that his article is complete in terms Comparison (similarities) of content and information for everyone who wants to have a complete understanding on the different departments by small

21

with findings Target

other and large advertising companies. As with other findings, most information that are shared are almost exactly the same as with others. However, his article is more detailed and up-todate. It could be noted that the article is both beneficial to both

Audience marketing and advertising-related teachers and students due Strength and to the fact that it tackles relevant issues. The limitation of her limitation Relevance study is that the job description for each breakdown for the six major departments is very few and is not further elucidated. However, this article is relevant to the researchers paper as it truthfully gives information for what is needed of it.

Source

De Leon, S. G. 2013.

DOLE

urges

students

to

take

courses suited for in-demand jobs. Retrieved from http://news.pia.gov.ph/index.php? Authors credibility Pia S. De Leon is presently working for Philippines Informations Agency as a writer. The article discusses the top 10 in-demand jobs here in the country. The article is Summary Comparison (similarities) with findings other up-to date and is relevant to this day as it educates the young generation as to which field would best ones skills while taking into consideration if these are popular and indemand to this day. It could be noted that the article is both beneficial to both marketing and advertising-related article=231362121824

22

Target Audience Strength and limitation Relevance

teachers and students due to the fact that it tackles relevant issues. The limitation of her study is that it focuses only on determining the top jobs but does not tackle the present condition of the unemployed people. However, this article is relevant to the researchers paper as it gives a hint as to what the advertising industry is nowadays.