Common Titles in Advertising

[Md. Anikuzzaman]

As with most other sub-fields in business, advertising and marketing folks speak their own language. From discussing trends in analytics to debating the pros and cons of direct marketing, advertisers employ words and phrases that may not be familiar to the average small business owner. The advertising world also has its own set of job titles. As a small business owner, knowing these common titles is a good foray into understanding the advertising lingo.

Creative Direction
Generally speaking, creatives are the advertising professionals who develop marketing plans, ad designs and text, or "copy" as it's called in the industry, for ad campaigns. Creatives can be divided into two categories: The first group are writers and concept creators, and the second group are graphic designers and art directors. As their names indicate, writers and concept creators come up with the project plans and the text to accompany advertisements, while graphic designers and art directors design the visuals and layouts.

Account Executives
In advertising, account executives sell ad space and help clients, like business owners, to decide on the direction they want to take their marketing and advertising campaigns. Account executives typically report to the head of sales or a vice president. Their other tasks include pitching business ideas, budgeting ad campaigns, and acting as a go-between for the agency and the clients.

Traditional Media
Many advertising agencies still hire what are called "traditional media" specialists. These folks are essentially media planners. They help clients select the appropriate media for their ad campaigns. Since they deal exclusively with traditional media, these specialists are dealing in radio, television and traditional print formats, such as newspapers and magazine layouts. Traditional media specialists can help business owners hone in on particular demographics and can advise your business on how to appropriately and effectively reach its target market.

New Media
The fastest-growing area of advertising is new media. People working in this area are tasked with growing a client's visual presence in social media, the Internet and other nontraditional mediums. Within this area, you will find data miners, SEO or search-engine optimization specialists, and UX or user-experience designers. Data miners search for patterns in digital content that can give clues to how to structure an advertising campaign. SEO specialists hone in on the keywords that should accompany digital media and websites to garner more hits on search engines. UX designers are website and social media creators. They help take your business's concepts and turn them into digital media gold.

Source: http://smallbusiness.chron.com/common-titles-advertising-59771.html