Introduction advertising unit Structure

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10.10 CAREER OPTIONS IN ADVERTISING
Advertising is an important profession and advertising industry 
provides enormous opportunities for career development. The 
advertising industry consists of the advertising agencies, the 
advertisers, the media and the ancillary services. Each of these 
active participants in advertising provide challenging career options 
to the students to build up career in this fast developing industry. 
1) 
Advertising Agencies :
An advertising agency is a team of
professional advertisers appointed by client to plan, produce, and 
place advertising campaign on the behalf of client. 
The total number of advertising agencies in India is believed to 
be around-4,000, including studios and non-accredited set-ups. The 
accredited agencies or those with partial accreditation account for 
550. The number of new advertising agencies especially one-man 
or owner-manager type ad agencies are increasing at a faster rate. 
This is because advertising business provides ample scope for 
growth and development. Advertising is most suited profession for 
strongly motivated individuals, who have high degree of conviction 
and belief to make their endeavour a success whatever may be the 
odds. 
Advertising agency has grown by leap and bound and now they 
account for billing over Rs. 2000 crores per annum. They are 
constantly in need of talented and creative staff in their following 
functional departments: 
2) 
Account Executive :
The word „Account‟ in advertising 
terminology means „Client‟ and an Account Executive is the man on 
the agency staff responsible for handling a particular client. He 
approaches different potential clients for seeking new business for 
the ad agency which he represents. He is the main link between 
the agency and the client. 
Account executive is an important career option in ad agency. 
He explores the possibilities to book new business by approaching 
new clients. Successful account executives are promoted upto the 
positions of Account Director.