Advertising and Marketing (Ferguson's Careers in Focus) by David Strelecky

By David Strelecky

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With frequent meetings with coworkers, clients, and media representatives alike, the work environment is usually energized, with ideas being exchanged, contracts being negotiated, and schedules being modified. Advertising work is fast paced and exciting. As a result, many employees often feel stressed as they are constantly challenged to take 34 Careers in Focus: Advertising and Marketing initiative and be creative. Nevertheless, advertising workers enjoy both professional and personal satisfaction in seeing the culmination of their work communicated to sometimes millions of people.

THE JOB Approximately four out of every 10 advertising organizations in the United States are full-service operations, offering their clients a broad range of services, including copywriting, graphics and other art-related work, production, media placement, and tracking and follow-up. These advertising agencies may have hundreds of people working in a dozen different departments, while smaller companies often employ just a handful of workers. Most agencies, however, have at least five departments: contact, research, media, creative, and production.

Art directors are not entry-level workers. They usually have years of experience working at lower-level jobs in the field before gaining the knowledge needed to supervise projects. Depending on whether they work primarily in publishing or film, art directors have to know how printing presses operate or how film is processed. They should also be familiar with a variety of production techniques to understand the wide range of ways that images can be manipulated to meet the needs of a project. REQUIREMENTS High School A college degree is usually a requirement for art directors; however, in some instances, it is not absolutely necessary.

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