Join Jane Barratt for an in-depth discussion in this video Switching into advertising, part of Advertising Fundamentals.
- There's one thing that's for sure:…there is no one right way to get qualified…to work in advertising.…In this video I'm going to cover the art and science…of advertising for people who are new to it…or planning to move into the field.…Some of my favorite clients were people…with no marketing background,…but they knew their products and customers so well…that they could articulate clearly what messages…would resonate and what would fall flat.…And that's the first thing to know about…switching into advertising: what's important to you…may not be important to the customer.…
So having a deep knowledge of both the product…and who you're selling to is step one.…So, how do you get to know your customer?…Trust me, there's reams of research within your company…or online about customer demographics and preferences.…Know these figures, and don't be afraid…to ask for historical data or campaign results…from within your company.…Next is to understand the science of advertising.…So, think of these questions: what do people notice?…
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- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency