Marketing and Advertising

Getting messages seen and heard by defined target markets is the aim of people working in marketing, public relations and advertising. Most jobs in this sector require a team approach to conduct research, develop ideas and create campaigns that communicate specific messages.

The industry can broadly be divided into people who work within an organisation, and those who work for an agency, where teams are appointed to provide specialist services to paying clients. Both areas offer jobs in:

brand management - getting to know customers, tracking competitors, product development and creating an identity
advertising - developing concepts, words and artwork, booking media space, managing client relationships, sourcing specialists like photographers, film directors and scriptwriters for advertising placed on terrestrial and digital TV, radio and the internet, and in magazines and newspapers
sales and marketing - planning direct marketing and promotional activities, producing literature, creating website content, communicating to staff, organising launch parties, exhibitions and conferences, and negotiating sponsorship deals
public relations - securing positive media coverage as a spokesperson for a company or organisation.
Whilst most jobs are office based, people may have to travel, sometimes long distances, to visit clients and attend events. Long hours may be required to meet a deadline. Some work part time or, in the case of telesales, shifts. Freelance work is possible, but more common in public relations, exhibitions and copywriting.

Around 150,000 people work in marketing and advertising, over a third in telesales and sales functions. Employers range from large companies and organisations to smaller businesses, and advertising and public relations agencies. Larger employers tend to be based around major UK cities, especially London, and the South East.

Employers usually look for a broad range of communication, interpersonal and creative skills. They also require enthusiasm, the ability to work within a larger team and self-motivation. Employers specialising in promoting a particular industry sector usually require people with knowledge of that sector.

There are no set entry requirements, but competition for jobs means that many entrants, even for junior positions, have an HND, Foundation degree or degree. Candidates with relevant work experience may be at an advantage.

Much of the training is on the job, relating to each employer's type of business, products or services. Specialised external courses are also offered by professional organisations and training centres.

The sector offers opportunities at all levels. Promotion is often available in larger companies and agencies. Opportunities may be more limited in smaller companies, and people may need to change employer to progress