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ADVERTISING AS A CAREER IN THE USA.

Advertising is any paid form of non-personal presentation and promotion of products, services, or ideas by an identifiable individuals or organisation. It flourishes mainly in free-market, profit-oriented countries. It is one of the most important factors in accelerating the distribution of products and helping to raise the standard of living. Advertising cannot turn a poor product or service into a good one. But what it can do – and does – is to create an awareness about both old and new products and services. So three main objectives of advertising are: (1) to produce knowledge about the product and service; (2) to create preference for it; and (3) to stimulate thought and action about it.

Careers in advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services. In opinion of American specialists, at most, only 35 colleges and universities in the USA have effective programs of advertising education. Fewer than 10 offer any truly significant amount of graduate work in advertising. However, advertising draws people from a variety of educational backgrounds.

Advertisers. Most companies that advertise extensively have advertising managers, or brand managers. Because these people help to co-ordinate the company’s advertising program with its sales program and with the company’s advertising agency, they must have aptitudes for both advertising and management.

Job Prospects. More than 0.1 per cent of the USA population work in advertising, but their numbers are expected to grow rapidly. Opportunities for rapid advancement are generally greater in advertising than in most other industries. How rapidly a person moves up in responsibilities and pay in based largely on his own efforts, more than on age or length of employment. For women, opportunities in advertising – at least – in advertising agencies and in retailing – tend to be greater than in most other business enterprises.

In general the rate of pay is comparable to that of business executives and professional men, such as physicians and lawyers in the same community.

1. What is advertising?

2. In what countries does advertising flourish?

3. What can it do?

4. What are three main objectives of advertising?

5. What does career in advertising involve?

6. How many American colleges and universities have effective programs of advertising education?

7. What are the duties of advertising managers in companies?

8. How many people in the USA work in advertising?

9. What is the rate of pay in advertising?

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