Managing a Career in Advertising : A Sample SWOT Analysis

Advertising can be defined as the dissemination of information to the general public (The Political Economy of Advertising, 1978). It is a form of communication which presents and promotes a specific product or service. The primary role of advertising is to promote sales for a certain product or service in behalf of an identified sponsor.

Advertising has become a pervasive phenomenon in our society. It serves various concepts and purposes to different people. Companies used advertising to establish corporate identity. Similarly it is also utilized in public service to communicate messages in behalf of some good cause.

It is quite difficult to identify how advertising could actually persuade people. But the fact is that it continues to survive albeit its complexities.  Undeniably it has done a lot in terms of influencing people through hidden persuasions and subliminal seductions (Sylvester 2000, p. 287).A generous amount of our time is spent simply watching advertisements. This is a simple manifestation of the apparent significance of advertising in our society.

The wide range of activities covered by this industry makes it almost impossible to live without it. At most instances, it is used as a marketing tool to promote a product. Advertisements are almost ubiquitous that they have been an indispensable part of our daily lives. They vie for our attention in various mass media forms be it in the newspaper, magazine, television or the radio.

Human needs are limitless and thus the emergence of new products and services. It is for this reason that advertising had undeniably become one of the fastest growing industries globally. Much as there is a need to promote products to cater to the needs of the consumers also is the need for advertisers who could make these goods sellable and appealing to the public’s eyes.

           

In advertising, the audiences are identified and often targeted (O’Guinn n.d.). An advertisement is focused on the category of the consumers by which a certain product or service is promoted. By this, it is crucial for the advertiser to study and know the target audience so as to be able to devise an effective campaign. By knowing their needs, one would be able to come across the intended message and attain productive results.

However this undertaking entails great and diversified skills. The product or service offered undergoes several stages to be advertised. The first one being is the introductory stage wherein it is aimed to create awareness to the consumers. The advertiser should also ensure consumer preference for their product. It needs to possess unique features to stand out from other similar commodity. Lastly, the advertiser has to make sure it gains loyalty from the consumer and that it is firmly established in the market.

As an advertiser, one needs to ascertain that the needs of the clients are met and satisfied. The challenge remains as to how to utilize such skills in order to meet the client’s demands and leave a lasting impression to the consumers.

           

Furthermore, the practice of advertising should also foster social responsibility. The advertiser upon the promotion of a service or product has a moral responsibility to its consumers. The need to uphold truthfulness in the presentation should never be taken for granted.

However, there are some who resort to deceptive means to persuade the consumers to buy their products. In their effort to convince consumers, advertisers face moral questions by which they go about their business of advertising. Companies seldom make false claims about their products. Offensive means such as the use of sexual innuendo are employed for their persuasive impact to the public (Williams 1992, p 118).

            Consumers are entitled the right to know the facts of the product they are patronizing. Thus, the principle that governs advertising is honesty and truthful presentation. While it is true that the advertisements are intended to draw public attention, exaggerations and the like are not which comprises a good advertisement.

With the intense competition in the world of advertising, the capacity to succeed in this commerce lies on the ability to stand out from other competitors and be able to make your own mark. Another underlying factor is the labor market in this field. The numbers of graduates are increasing by the year, thus, a tougher competition for job opportunities.

Advertising is among the industries that generates highly coveted jobs. The best job opportunities await those aspiring college graduates who are equipped with the formal education, related experience, a high level of creativity, and strong communication skills.  Computer skills are also an added factor for conducting advertising activities such that in the internet. Employment of advertising and other related jobs are expected to increase rapidly through 2014 as a result of the intense competition in products and services promoted to the consumers (Occupational Outlook Handbook, 2006-07).

In the

United Kingdom

alone, educational imbalances are increasing steadily over the past two decades particularly in the market for graduates. Even as the demand for skilled workers had continually grown, highly educated workers are likely to land in low skill jobs. This in turn had resulted to graduate imbalances which have increased by around 2% per year since 1979. This is a manifestation that educational attainment does not necessarily assure all the qualifications and skills that are sought after by employers. Furthermore the cases of over education in

UK

work force stood at around 30% between 1986-97. This shows that overeducated workers do not earn as much as other similarly educated laborers (Llombart & Thomas 1979-99).

According to Going Global, businesses and even small firms have suffered skill shortages specifically in

London

and the Southeast. In an attempt to resolve this need, the government had resorted to hiring overseas staff. About 48% of firms are employing foreign staff in order to aid the shortage.

Thus, educational attainment does not guarantee one’s dream job.  Furthermore, attributes such as creativity, reliability, leadership and communication skills are to be possessed in able to surpass the needed qualifications. The high level of efficiency in the work place is vital toward achieving competency in advertising.

             

SWOT Analysis: Employability in the field of Advertising

Strength: effective  communication skills customer oriented promotes effective working relationship strives for fair competition	Weakness: no direct advertising experience limited training
Opportunity diversified area for career advancement globally competitive	Threat keen competition in the industry vulnerability to competitors

Strength

·        Competency in public relations is considered an advantage in the field of advertising as it constantly utilizes various forms of media such as newspapers, magazines, television and radio. With the right PR skills, the need to communicate the intended message to the viewers or target audience would be easier. An overwhelming persuasive communication is greatly important in advertising since the primary goal is to attract consumers through ads.

Effective communication is a powerful tool in business and in various aspects of the society. Without communication, no product can be brought or sold or services dispensed.  It is what makes our system of commerce alive and the inefficiency to communicate effectively may cause the failure of industries. For the businesses, the capacity to become known by the target audience lies on the ability to instruct, to persuade and to market a product (Crano 1987).

The development of mass media tools provides more means to advertise. In this sense there is the need to know the necessary techniques of utilizing these tools towards achieving the desired goal. The need to ensure that the effectiveness of public communication programs should be recognized by the people in the business industry. It is greatly important that they acquire a level of familiarity and the needed skill to maximize the advantages brought about by communication (Crano 1987).

A business to reach effectiveness entails appeal to the viewer. According to Crano (1987)”Successful persuasion is not a matter of chance, but of careful planning based on recognition of how receivers process information”.  Communication and persuasion go hand in hand in advertising. One is associated with the other for the simple reason that the messages are not merely communicated but most importantly to convince the people. Hence the impact of an advertisement depends on the way by which the communicator shapes and manages the delivery of the desired information to its audience.

Moreover, the main goal of advertising is to crate a lasting impact to the audience. This is done through facilitating a relevant understanding of the advertisement. The audience responds and comprehends the meaning based on their inherent attitudes and beliefs. Their exposure to these also influences them and may eventually change their beliefs.

There are two types of information by which marketers and the audiences make decisions: internal and external. One that is acquired through experience is refereed to as internal information; on the other hand, the information that may alter their beliefs through frequent encountered is external information (Latour & Zaltman, 2006 ). By tradition, advertising is perceived as an external source. Primarily it is because it is aimed at information dissemination and persuasion. It is committed to promote brad awareness, preference and loyalty from its consumers. 

Similarly being customer oriented is crucial in this field. Advertisers with good transactional communication skills may find it easy to understand the needs of the clients. Also, a rapport between the two parties is needed to be established. In this way there would be an interchange of ideas between them that would result to a good working relationship. More so, the demands of the client would be addressed better and satisfied. A lapse in communication may cause disastrous results. Whether it may be with the message of the advertisement intended to be relayed or the clients by which you cater services. Indeed the role of communication in advertising is very crucial.

Weakness

·        An entry level position may not necessarily require direct experience in the field. Nonetheless the lack of experience may be compensated through intensive training. The pros and cons of the field could be studied along the way and eventually one will be able to perform efficiently as required by the work. Training programs and seminars may be undergone to enable one to acquire added skills and expertise in work.

A weakness though may seem a disadvantage, should not be treated as a barrier for the pursuit of a career.  Note that every individual has their own strengths and weaknesses. Moreover, they should be dealt with increased optimism and perseverance. Self reflection on your own skills and capabilities may also help greatly in beating frustrations. 

 The best way to cope with this is to seek for means to help you improve flaws. The environmental conditions could bring about positive outcome and improve learning. A supportive environment is important to overcome barriers that may affect your effectiveness at work (London 1998, p 89). 

             

Opportunity

·        A dynamic and fast paced industry promising an excellent career. This industry had grown in proportions that it also utilizes non traditional media outlets such as the internet. This trend is likely to continue with the online services widely used in businesses nowadays.

The advances in technology provide more venues for advertising. Aside from the conventional tools, advertising agencies are now taking advantage of web advertising. It is almost the same as outdoor advertising and caters to a wide range of prospective consumers. With the convenience associated with this, it has been used by most advertisers to reach to a larger audience.

A Web site is used by almost all brands of any material today. This serves as a starting point for a company to try another way of advertising to potential customers. Sites are constantly updated and improved to accommodate and attract visitors. This in effect brings the customers an enjoyable experience and a closer relationship (Sylvester 2000, p. 238).

The advent of online advertising has become a growing trend among small businesses and even multinational firms. Advertisers have come to incorporate the conventional methods with this form of advertising to facilitate marketing strategy. The accessibility of this to the consumers had resulted in greater demands. Thus, firms offering services to facilitate online ads for advertisers are also growing in numbers. Such phenomenon reflects the diversity and prospects that may be offered by this field.

The advertising industry also covers a wide area of job opportunities depending on the expertise one possesses. . The enormity of the advertising business creates greater venue for deserving workers. They vary from marketing, advertising, public relations and management. One can excel in any of these given areas and make a tremendous success in the field.

Threat

·        The competition is intense in advertising. There are numerous agencies and so are the applicants vying for the same positions. Competition in this business is not solely on the advertising agencies themselves but also among the labor force.  As such, the need to strive for excellence need not be ignored. For someone with an ardent desire to be successful in this field, he must learn to start from the bottom position then all the way to the top.  Entry levels may not be prolific but once you made it to the ladder, the job will definitely be rewarding.

However the threat of pressure, stress and long hours of work are also a part of the undertaking. One with aspiration of making it in this commerce must be armed with a firm resolve, optimism and the perseverance to be successful. Working conditions may become extreme and pressure is inevitable. But amidst all these, presentations are to be carried out and goals should be met.

Advertising is a competitive system. Markets are oftentimes monopolized by big companies that they hardly pave the way for small business to get in. In such case, small businesses thrive in competition by driving down the prices. At some extent, customers are drawn only to a specific commodity. By this, the prices are lowered due the increase in demand (Williams 1992, p 117).

Moreover the consumer decisions are manifested by their culture. In

Europe

, major countries are moving toward economic cooperation through the so called European Community. It is has demonstrated progress and moving towards being a super country. There were proposed changes to increase economic union that were adopted and are expected to effect tremendous changes in terms of business. The elimination of restrictions and launching of opportunities have paved the way for a more efficient marketing in the region (Global and Multi-National Advertising, 1994).

Despite the market liberation, competition in the industry still poses imminent threat. As the field of advertising progresses and broadens its means, more and more competitors are likely to surface. The variety of products and services offered to the people prompts them to select the best product that suits their lifestyle and their needs. 

The measure of productivity and success relies on the ability to withstand the threats from others. And be able to find solutions and measures to improve product in terms of value and appearance. The advertising a product is not the end task. One who works in the advertising world will have to be able to establish his product in the market upon promotion, attract consumers and win their preference over other similar commodities without compromising its quality.

           

Professional Development Program

Professional development plays a pivotal role in managing a good career. To be able to excel in a chosen profession, one must initiate a self assessment. This would include goal setting, self assessment and planning for future challenges in the workplace.

Perhaps the most exciting and tough challenge after earning a degree is the process of job hunting. It is because you are fully in charge of your own career and your future lies on the path you would choose. A wrong decision could lead to regrets that may affect you for the rest of your life.

Competitors like fellow graduates and even professionals could become a threat. So it is greatly important that before deciding to get a job that you ascertain your career path. Self preparedness and a strong drive are needed to surpass the challenges that you would encounter along the way.  

According to

Santiago

(1999) “Students often underestimate themselves when they are asked to analyze their skills, accomplishments, knowledge, and goals”. The lack of confidence and hesitation is apparent to these students. In the self analysis assignment for a Business Communication Course, they answered they don’t have any skills or done anything worth mentioning

In the

United Kingdom

, the teacher’s performance is a determining factor for successful learning for the students and their professional development. Policy driven initiatives are implemented to assist and prepare the students for this. Moreover, they strategize a long term professional development through advocating the use of coaching and monitoring (

Hampton

et. al, 2004).

The education and learning of an individual could serve as a guide for the career path he would like to take. Early orientations would give one some inputs as to the kind of profession he feels he is suited for. The capabilities and skills are a great consideration in order to take decisive actions.

In planning professional development one needs to ask himself what he wants and where he would like to be headed. This way he would have an idea of what he would like to achieve and where to start from towards that goal.   These goals need to be set properly and followed. There would be times when you may encounter hesitations and be enticed to shift from what you have planned beforehand. But through roper motivation and focus you may lure away from such incidences.

First step to do is to identify your major goals and break them down into smaller goals. This way you could go about your professional development thoroughly. Thereafter you could start to plan and focus your efforts towards these goals. Each goal should be targeted and met within the duration you have set for yourself.

For a career in advertising, the specific goal is to be part of one of the top advertising agencies in the country and be able to create an advertisement that would leave a mark in the industry. However the complexities and subtleness of this business might make the road a rough one. And getting the way to the top would not happen in just a blink of the eye.

As a new comer in the industry, it would be a good start to readily land in advertising job. The acquisition of basic knowledge and experience will be the first step to achieve the long term goal. This task would require an enormous amount of career motivation especially for starters.

To gain the much needed career motivation one should know the three parts. That leads to it. These are resilience, insight, and identity. Career barriers are to be overcome through career resilience. The ability to face and withstand difficult situations in the work place would add to greater motivation. Another is career insight which pertains to the way you perceive and understand yourself as well as your working environment. By knowing yourself fully you will get a clearer picture of your strengths and weaknesses. You would be able to distinguish which skills are needed to be improved and take advantage of your best qualities. Identifying the factors that deter your work performance is also part of your personal insights. And lastly, career identity which serves as your direction in achieving the goals you set for your career (London 1998, p 58).  

These three are the foundation of creating a significant career. Generally, they lead you to focusing your efforts to your work and in knowing what you can’t do and what you can do. However, an individual may tend to change their career identity and insight at the appearance of certain barriers. At this point confusions arise and thus the firmness of one’s career motivation is likely to change.

Planning your first career is indeed a difficult task. But after you have finalized the set of goals to be achieved, you are on the go for a career planning. There are four building blocks of Career Planning. These are self assessment, research, making a fit, creating of a plan (World Wide Learn 2005 ,’Career Planning and Education’, accessed 05 January, 2007, <http://www.career-planning-education.co>)

For assessing oneself, you need to identify your skills and strengths. Upon identifying all, you have to be able to reflect on the areas you can utilized in order to achieve your professional development plan. Since the goal set is focused in advertising, basic and social skills such as writing, speaking and public relations can be helpful to your chosen goal.

Similarly, it is necessary to distinguish what you value most or look for a job. You have to learn and research for the kind of job that interests you. As in advertising, you can research on the labor market, latest trends, advertising styles or any other topic that concerns advertising.

After careful evaluation of all these factors, you can already make an action plan for you professional development. To look for prospective advertising agencies should be the first thing to do. Making a research on each of the company’s background would give you an idea about their working environment.  A place conducive to work will have to be considered as well. And lastly, a time frame for the goal should be set. This would enable you to strive harder and meet the period that has been set.