Overview
The Advertising Association defines advertising as “identifiable paid for communications in the media, which aim to persuade, inform or sell”. Advertising agencies create campaigns for their clients who, in addition to commercial organisations, include the public sector, charities and interest groups.
Full service advertising agencies work with clients to identify the target market, the message to be communicated, the most effective way to communicate it, where it should be presented, and how its effectiveness should be measured.
Target audiences for advertising can vary widely but an important distinction is whether it is aimed at businesses (B2B), or consumers (B2C).
Display advertising such as the adverts you see on TV, at the cinema, in print media, on the internet and also the adverts you hear on the radio, forms the core of advertising. Display advertising is often supported (or sometimes replaced by) classified adverts, direct mail, sales promotions and/or exhibitions.
Around 25,000 people are employed in the industry which is worth around £5bn to the UK economy, 75% of whom are based in London. Many agencies are small, often working within a limited geographic area and/or offering specialised services.
Consolidation is a feature of the sector as companies seek to improve their market share and global presence. This is often evident in the length of company names and the number of agencies actually owned by large communications companies, e.g. Publicis, WPP and Omnicom.
Another contributing factor to the dynamism of the sector is the digital revolution and the huge growth in the forms of media communication. LSE research has shown that the UK’s advanced use of technology has led to an increase in employment prospects for those working in advertising, marketing, media and PR.
Competition for jobs is fierce and according to the Institute of Practitioners in Advertising (IPA) about 600-700 graduates are recruited in the UK each year by IPA member agencies.
Being a student at LSE, you might be slightly overwhelmed by the amount of people you meet who are planning on going onto banking or consulting after their degree, and feel that’s it’s unavoidable that you have to do the same. However, this career path is not inevitable just because you’ve studied with us. LSE students go on to do […]
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Rimmel Mohydin completed the BSc in International Relations at LSE in 2012. She is now an Associate Editor at Newsweek Pakistan. “The Beaver helped direct my career and I was able to work in publishing for a year during my studies, work experience that gave me an edge when applying for a job as a fresh graduate. “ Find out more about Rimmel and her […]
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