Expert: Peter Gabany - 6/30/2011

Question
Dear Peter

Please correct me in my thought process about Advertising.

1. Advertising is an art and not a science.
2. Skills required are Creative Design.
3. Artwork and Desktop Publishing Tools Softwares viz corel draw, page maker, Adobe Photoshop,Flash etc aids in Advertising.
4. Main Goal/s of Advertising are Marketing and Product Selling.
5. Advertising Can be a Lucrative Profession in terms of compensation benefits.
6. Advertising Media Forms
a. Print Media - Brochures,Newspapers,Pamplets etc
b. Electronic Media - TV Commercials Ads, Radio, Computers - Web Sites, Videos.
7. Advertising helps in Company's Brand/s Creation.

Queries :

1.Can Advertising be also effective in Wireless Cellular Devices Media i.e Using SMS AND MMS ?
2.What are the Skills, Competencies required to be successful in this profession ?
3.What are the Different Roles / Designations offered working in this profession ? i.e Art Director, Copywriter, Editor, Writer etc.
4.In Which Functional Domains (sector/s) Advertising plays a significant role i.e Pharma (Healthcare), Manufacturing, Entertainment etc. ?  

Awaiting your inputs,

Thanks & Regards,
Prashant S Akerkar

Answer
  Dear Peter

Please correct me in my thought process about Advertising.

1. Advertising is an art and not a science.

It is both.

2. Skills required are Creative Design.

And add, Client relationship management, graphic design, copywriting, print, online and broadcast production, screen writing, special effects, accounting, media, statistics, research and much much more.

3. Artwork and Desktop Publishing Tools Softwares viz corel draw, page maker, Adobe Photoshop,Flash etc aids in Advertising.

I would remove Corel Draw. Flash has limited appeal. Adobe Creative Suite is the preferred print software. Adobe Creative Production Suite is the preferred online editing and video and sound editing software.

4. Main Goal/s of Advertising are Marketing and Product Selling.

Typically

5. Advertising Can be a Lucrative Profession in terms of compensation benefits.

It can be

6. Advertising Media Forms
a. Print Media - Brochures, Newspapers, Pamplets (collateral), transit, mall posters, magazines, billboards
b. Electronic Media - TV Commercials Ads, Radio, Websites, Social media, eNewsletgter, videos

7. Advertising helps in Company's Brand/s Creation

Absolutely NOT. It aids in supporting the brand only.

Queries :

1.Can Advertising be also effective in Wireless Cellular Devices Media i.e Using SMS AND MMS?

It could but I hope that it never does. It is intrusive and a push media and people don't want unsolicited push messages

2.What are the Skills, competencies required to be successful in this profession?

A well rounded humanities based education is as valuable to the advertising world as a degree in creativity based training. Statistics, account management, project management and research understanding are more valuable to the creative person so that they can apply their craft. And of course graphic design, typography, photography, illustrations, film direction are also sectors to develop, but the single most important creative competency whether on the creative or the account side of the business is STORY TELLING. If you cannot tell a good story, there is no need to be in the business.

3.What are the Different Roles / Designations offered working in this profession ? i.e Art Director, Copywriter, Editor, Writer etc.

Account coordinator, account service, account manager, account supervisor
Media coordinator, media planner, media buyer
Designer, Art Director, Creative Director (art or writer), Copywriter
Legal
Reseach
more

4.In Which Functional Domains (sector/s) Advertising plays a significant role i.e Pharma (Healthcare), Manufacturing, Entertainment etc. ?  

This question is so broad - I could write a book on most of them.

I hope that this helps. A lot of questions here. I hope that I didn't just do someone's homework.

Cheers,

Pete