The mushrooming of media organisations and the emergence of internet and social networking sites have opened up several opportunities to creative minds.

Advertising too is undergoing changes. There is mobile advertising in new media and then home advertising has taken a new perspective, said S. Vijay Kumar, Managing Director of Breeze Advertising.

Speaking on ‘Advertising Industry- Contemporary Trends and Career Opportunities’ as part of the BL Club Lecture series sponsored by Tata Docomo Photon Plus, he said even the conventional media — print, TV, radio, outdoor — are growing.

With the emerging media, the audience, especially in India, has been exposed to international trends and lifestyles. Indian advertising has had to make changes accordingly, he observed, while addressing students of the CMR Technical Education Society, Medchal.

Consumer loyalty

Consumer loyalty is no longer the norm. Besides, the industry has to cater to diverse cultural, language and lifestyle changes.

Some of the trends he cited include: Advertising has taken an emotional route; audiences with high disposable income are willing to switch products; the number of advertisers has grown to rise above the clutter; celebrity endorsements have become popular.

What are the careers that students can look forward to in advertising?

Vijay Kumar said there is the creative side that offers copy writing and art work. If one is interested in people interface there is client servicing, planning and operations, media, production and finance and personnel. However, a much neglected field in an advertising agency has been research.

What are the qualities required that will stand and student interested in a career in advertising in good stead in an agency?

According to Vijay Kumar, one should be very well read, a team player, have passion for advertising, perceive a new challenge every day and follow a systematic hard work.

> somasekhar.m@thehindu.co.in

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