Introduction To Advertising Course:
Perhaps the most fun and informative
day of your life thus far.
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Put simply, it’s the best of what I know to help you get ahead – condensed into one long, learning-filled day. This way, you can spend the rest of the semester putting all they’ve learned to good use.
The class will be held in lecture hall. With no size limit. And anyone can attend – business students, English majors, whoever. With the help of strong coffee, I’ll stand until every last question is answered. Below are just a few of the things I’ll touch on.
1. What is advertising?
It’s not art. It’s not
publicity. And it isn’t public
relations. It’s commerce. I’ll explain what that means. And everything
it entails.
2. What part of that do I want to do?
I’ll cover all disciplines students want to pursue: copywriting. Art
direction. Design. Account planning. Account management. Production.
Media. New business. And heaven forbid, the client side.
3. Which city is right for me?
Most likely, you aren’t attending school in a major advertising center.
As a result, information on the cities you’d like to work in has
been tough to come by. Until now. You’ll learn about national cities
and regional hubs. Understand the pros and cons of working in each. And
find out if where you start determines where you end up.
4. What agency is right for me?
99% of job seekers let an agency pick them, instead of the much more effective
(and fulfilling) route of picking their ideal agency. You’ll learn
about big agencies versus mid-size versus small. Creative shops versus
account-driven. And depending on the type of person you are, where you’ll
fit best.
5. The job search.
40 priceless tips I wish I knew not just when I graduated college,
but portfolio school, a full five years into my advertising career.
How to “canvas” your chosen city. Headhunters – who are they? And how you should work with them. How agencies really hire. Plus tips on how to finance your search, find a place to live and how to afford to eat something other than macaroni and cheese.
6. What to expect in your first job.
I’ll take a few of the award-winning projects I’ve worked on
over the years – that encompass all major media (print, radio, interactive
and TV) on clients such as Got Milk?, The New York
Times and Bank of America.
I’ll explain them from start to finish. Looking at them from all
angles – what a client wants. How the agency reacts to meet these
needs. And of course, what the consumer sees.
Finally, here’s how the day will unfold:
INTRODUCTION
I’ll briefly go over the textbook and DVD everyone
will receive.
Review some work I’ve done.
Questions answered.
Screen creative reels from top American agencies.
Questions answered.
Break
The different types of agency jobs.
Screen TV spots from around the world.
What you should read.
Organizations you should join.
Continuing Education.
Questions answered.
Break
Job-hunting tips.
Things I wish you’d do.
Award Shows. And why they matter.
Questions answered.
Break
Watch more great creative.
The top agencies by region.
Why New York City?
Supporting yourself, finding a place and making a budget.
Questions answered.