Breaking In

For a soon to be college graduate, the task of breaking into the advertising industry can present itself as an extremely daunting challenge. Most often, the jobs you see that are available ask for a portfolio. Aside from a few copy or design assignments from schools, most students have little to show for their educations. Couple this with the industry's expectation of two years experience for entry level positions, and most students feel that they are stuck in a catch 22 that will keep them waiting tables well into their adult life.

The best advice I can offer these people is to not be afraid. Don't stop yourself from contacting everyone you think could possibly use your help. Don't stop yourself from taking internships or assignments that don't deal directly with your career path of choice. Offer to work for free. This may seem like a difficult task when you are juggling school, work, and possible clubs such as the AAF. Did I mention you should join the AAF? Anyway, the experience from working for free will be far more valuable than money. Also, some people are more likely to hire you for pay when you are willing to work for free. They just love that go getter attitude of yours. Freelance. While this can seem as challenging as starting the career itself, once you find a client or two who is willing to work with you, things really take off. Now you have references, portfolio material, and experience.

The main thing is to put yourself out there. Take every assignment or job that you can get your hands on. Take an interest in what you do, and soak up everything you learn like a sponge

or a sham wow.

Research

Research is necessary for any advertising campaign. It is necessary to find out what issues are preventing any particular product or service from achieving greater sales, or greater sales growth. It can also show you how the competition is interacting with consumers.

The problem with research, however, is that its answers are speculative, but are not treated as such. Consumers can provide excellent ideas, but these ideas are only a starting point to help jump start the agenda planning.

Research is not an excuse for poor advertising. Just because a focus group in Idaho led you to believe that your campaign would be received with open arms, does not take away personal accountability.

In conclusion, research is necessary. It is a step in the process, a means to an end, but not an end in and of itself.