Decoding the Glitz, Glamour, and Merit of the Advertising World

While 2023 witnessed inflation, temperamental consumer behaviour, and unsteady markets, the advertising industry was one of the many sectors to project growth on a global scale. A GroupM report pegged the global advertising revenue to $874.5 billion by the end of the year. In fact, the advertising and public relations sector in the United States saw a phenomenal rise in employment in the recent decade as reported by the Bureau of Labor Statistics (BLS). India is not far behind in the global advertising landscape and in an industry with so much scope and promise, opportunities are aplenty. Let’s try to decode the buzz behind the world of advertising, why the sector is known for its creativity, high salaries, and not to forget, playing the protagonist in the business world by boosting sales and manifesting a brand image in the mind of the consumers

Gain Inspiration from the Advertising Gurus

If you are planning to explore the world of advertising, chances are you have already heard of the greats such as David Ogilvy, Leo Burnett, and more. Ogilvy’s copy lines that created history still remains fresh in the memory of many advertising enthusiasts and learners – “At 60 miles an hour the loudest noise in the New Rolls-Royce comes from the electric clock” or “Only Dove is one-quarter moisturizing cream”. While Leo Burnett created the famous Marlboro Man and Pillsbury Doughboy. Both these stalwarts led many campaigns leading to instant success and imparted wisdom that steers many advertising organisations and their ethos forward even today. They believed all advertising was fuelled by consumer knowledge and creative genius.

For inspiration, you do not need to look far. India has gifted the world with some of the best advertising masters over the decades. Piyush Pandey, who took Ogilvy to new heights in India is famous for his legendary adverts on Fevicol, Fevikwik, and Cadbury Dairy Milk. Prahlad Kakkar, one of India’s leading ad film directors brought some iconic advertisements to our drawing rooms. From Yehi hai right choice to Maggi pichkoo and I love you Rasna, the list is endless. R.Balki who also was an integral part of Lowe Lintas, India used to pack a punch on social issues through his witty lines, from Daag acche hain to Jaago re, his advertisements piqued curiosity and pushed a message along with selling a product.

Behind the Scenes

But wait, advertising isn’t just about copywriting, award-winning ads and sales. There is a lot of work that goes behind the scenes (BTS), and with the onset of digital marketing, the BTS roles have witnessed an upward graph. From number crunching, analysing data, social media marketing, content writing, graphic designing, and campaign management, to photography and videography, the number of people who are involved in making advertisements, both from small digital media banners, billboard hoarding to television commercials or radio jingles are aplenty. This is truly a field where behind-the-scenes job opportunities warrant as much merit as the ones in front enjoying all the prominence and attention.

Numbers Talk

A HubSpot marketing report pointed out that in 2021, 63% of businesses increased their marketing and advertising budget, and over half of the spend over two years has been pumped into digital marketing. A market that encourages high spending also directly points out the pay scale of employees in the said industry. We are going to stick to the truth, advertising definitely is one of the high-paying career categories, globally. But let’s take that fact with a pinch of salt, the compensation varies for freshers and experienced employees, is highly based on skills and performance, and also the organisation you end up working with. Advertising is also known for its never-ending work hours albeit packed with excitement and the adrenaline high of bagging numbers.

At the end of the day, a good advertisement talks to the heart of the consumer, either through the power of storytelling or the strength of data. The mission always being to reach out to consumers and leave a mark in their minds, something that’s difficult in the chaotic and noisy world of today. This makes the sector even more challenging and interesting than before. And if we are to go with the numbers above, the opportunities are on an all-time rise. There has been no better time than now to pursue a skill course that will prepare you for this unconventional field.

Check out some courses by ABSM that could help you steer in the career direction of your choice.