Advertising and Media Industry in Australia Essay Example

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    Business
  • Document type:
    Essay
  • Level:
    Undergraduate
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Advertising and Media Industry in Australia

Advertising and Media Industry in Australia

Introduction

In this world of competition, the significance of a person’s career cannot be ignored. Scholars and philosophers all over the years have studied and recognized the significance of a career of person. At the same time, scholars have found out that it is a finding the best career is one of the most challenging issues. However, in my perspective, finding the right career has never been a problem as I used my personality, lifestyle and habit to define my career path. Since I was young, I have always been interested in advertising and media. As I grow up I have always found myself imitating some Television ads, news anchors, TV reporters and even tried to draw or edit some adverts. Residing in Australia have also shaped my career path as I have learned and admired the work ethics, process and change which take place in advertising and media industry. Therefore, this essay will describe and analyze advertising and media industry in Australia and how it inspires me to work there after I graduate. In addition, this paper will describe the knowledge, skills, qualities and attitudes that are valued by professionals in advertising and media industry.

The Industry

The industry I aspire to work in is advertising and media industry in Australia. Having spend sometimes residing and pursuing career in advertising and Media in Australia, I have always been keen in progress in advertising and media industry of Australia and have noted a lot. In the process, I have carried a thorough research on the history, development and influence of this industry. Media and advertising in Australia have been regarded as pioneers in the larger entertainment and business field in the globe (IBISWorld 2015). The media and advertising sector of Australia digs its establishment to the period when such modes of entertainment and information were still in its emerging phases. In fact, a research conducted by Dickenson in 2014 reported that media and advertising sector of Australia is much older compared to that of Europe (Dickenson 2014, p.325). I have been inspired with an aim of working within advertising and media industry in Australia after graduating because the quality the sector holds and has the capability of challenging even global industry leader, the US advertising and media sector. Due to rapid change taking place in the industry, the media and advertising sector of Australia has adopted advanced technology to make it very sound and to be detailed and have well-organized planning (Wells & Spence-Stone 2011, p.57).

IBISWorld (2015) claimed that the Australian media and advertising sector is also highly developed and is worth $2 billion in size the industry today. The development in this industry makes it viable for students who pursue career in this field. This is because it will make it so easy for student in career entry to learn, acquire new skills and develop into an expert. The Australian advertising sector is considered one of the technically developed and efficient sectors in the nation. IBISWorld’s research carried out Alen Allday argued that “the media has been influenced by the growing advancement of technology, new media and innovations which have led to the emergence of smartphones, tablets and cheaper and faster internet connections (IBISWorld 2015).

In addition, development of technology has led to the emergence of online advertising, increase of digital TV advertisements and the growth of social networking websites like Facebook, YouTube and Twitter. The situation has presented more challenges in the media environment for numerous advertising and media agencies hence compelling several market players to reinvent their brand by getting rid of traditional way of doing things (Crawford & Spence-Stone 2012, p.43). For instance, very major market player in Australia have diversified their services and now offers complementary businesses services such as public relations agencies, digital advertising, market research firms, and web development. The situation is so different in my native country, China where change takes so long and companies focus on few or specific service (Dickenson 2014, p.327). The practices and processes inspires me because I believe when I get into the Australian job market, I will be made an all rounded employee with a grasp of knowledge in all areas of advertising and media.

Another aspect which makes Australia an attractive market is the fact that it has a strong and effective source and massive coverage in every field of entertainment such as radio, television, print, cinema, press, Internet, mobiles and outdoors (Crawford & Spence-Stone 2012, p.277). Similarly, it has several market players where candidates can acquire a wide range of skills to become a world expert in advertising and media matters. IBISWorld (2015) claimed that at the moment world class advertising and media companies in Australia include Interpublic Group, Omnicom Media Group, Publicis Worldwide Australia, STW Group and WPP Holdings.

Professional Skills

Advertising designer is one area which inspires in advertising and media industry of Australia. Wells and Spence-Stone (2011, p.31) posited that this area of specialization involves creation, organization and developing of the visual artwork applied in the advertisement of for either service or product. The work of advertising designer is to bring a company and their product into the limelight. They do this by creating visual artwork of within web content, books, print magazines, brochures, animation, promotional giveaways, and graphic design among others (Mahoney 2009, p.71). Advertising designers operate to build the advertising idea to life by means the stated dissimilar channels. However, to remain effective I will be required to be more innovative due to the rapid changes taking place within the advertising sector. Crawford and Spence-Stone (2012) argued that innovative skills will enable the advertising designer to develop unique and eye-catching designs to generate competition quite often. Everything boils down to competition in this field. In a nutshell, just like any other sector of the economy, media and advertising sector is also highly competitive and it is in this perspective that a person can build or destroy his or her career.

Advertising designers therefore need competitive attitude to sustain not only the change happening in their industry but also to remain active in their career for a long time (Dickenson 2014, p.326). Whilst the pressure might not be extreme for the advertising designer as compared to other roles within the advertisement agency, one is expected to work under certain deadlines with other individuals who face job pressure. Without competitive attitude, advertising designer will surely require to keep with pace of the team or be regarded the stumbling block to competition. An interview with marketing manager at Publicis Worldwide Australia argued that project management is another important professional skill which is highly needed by advertising designer (IBISWorld 2015).

In the interview, the manager also revealed that advertising designer could be assigned roles of allocating, monitoring and controlling a budget so as to realize advertising objectives. Good and effecient project management skills help in planning and monitoring different phases of the campaign development in order that the advertising content is ready made for the publication date. In addition, media skills are highly needed to thrive in this industry. Mahoney (2009, p.112) contended that such skills will help advertising designer to determine the campaign’s target audience and choose the media which offer the matching coverage with the needs of the audience. Furthermore, media skills come with strong and effective analytical skills which an advertising designer can use to assess and review the statistics of the audience and research (Dickenson 2014, p.329).

Personal Skills

Working in a new environment can sometimes be challenging and a practitioner in the field of advertising greatly need personal skills to thrive (Wells & Spence-Stone 2011, p. 131). Some of the personal skills highly needed here include communication, creativity, leadership and teamwork skills. Good communication skills are usually crucial for an advertising designer to succeed. Employees in the department normal handle different roles which relates to each other. Mahoney (2009, p.78) stated that good communication skills therefore are greatly needed to work towards a common goal. Also, value communication skills because it will help understand customer needs and feedback so as to produce ads which can convince them that what the company produces can actually satisfy their needs (Wells & Spence-Stone 2011, p.56). I also value creativity skills when working as advertising designer advertising and media industry in Australia. IBISWorld (2015) asserted that competition is very stiff in this country and companies need unique and effective ads to persuade their clients. Therefore, creativity skills will enable me to remain original and produce smart, sharp and tremendously catchy ads which positively sway customers towards various products and services.

Conclusion

The research into Australian media and advertising shows an industry which have progressed over the years and is one of the most developed. The industry has become attractive since it prepares to students to be all-rounded and have the capability of performing positively in any part of the world. As a student who intends to become an advertising expert in near future after graduation, the industry progress and practices has inspired me to consider working in Australia. The constant growth of the industry is of interest to me and will continue to follow now and in future.

Annotated Bibliography

IBISWorld 2015, Advertising Agencies in Australia: Market Research Report, IBISWorld,

Viewed 23rd November 2015 from
http://www.ibisworld.com.au/industry/default.aspx?indid=2337

The objective of this research website is to present the effectiveness research and analysis regarding advertising and media industry in Australia so that students intending that field can make an informed choice about their career path and development. The website presents advertising and media industry in Australia performance outlook, data, products and service in the industry, operating condition, industry life cycle, major players and competitive landscape among others. The website clearly and comprehensively conducts its research in Australian sectors, and provides a good analysis for media and advertising field practitioners.

Article 2

Wells, W & Spence-Stone, R 2011, Advertising: Principles and Practice, Pearson Education

Australia

The objective of this book is to show students and researchers’ real industry of advertising in Australia and why effective advertising has been achieved. The authors present recent research and updated examples on wide range of advertising modes available to media practitioners. In this way they can make informed decision on area of specialization. This book excellently represents well-researched analysis and balance strategies on advertising include skills and ethical practices recommended for advertisers.

Dickenson, J 2014, Global Advertising Histories: an Australian Perspective, History

Compass, Vol.12, No.4, pp.321–332

This article researches about the history of both Australia and global advertising sector, determining the major challenges, outlook, influence and discussion raised by the scholars. The authors have tried to compare various media and advertising sectors of the world such as Australia against the US and UK. The article also presents various trends in the Australia advertising and how it has changed overtime. The insight offered in this article is easy to understand because of the use of a simple explanatory approach by the authors.

Crawford, R & Spence-Stone, R 2012, Upholding whose values? Australia’s advertising

standards bodies, 1974-2009, Journal of Historical Research in Marketing, Vol. 4, No.2, pp. 273-289

This article aims at developing a clear understanding of decision and operation standards made by the Australian advertising control institutions, Advertising Standards Council. It also aims at identifying skills and standards needed by advertising practitioners which can enhance their work and also reduce public conflicts. The information provided here is adequate and will guide employees in advertising agencies to promote required values and develop their careers in future.

Mahoney, J 2009, Public Relations Writing in Australia, Oxford University Press.

This book analyzes public Relations and advertising practices as a professional and ethic element of business. It urges students to consider themselves as professionals who require comprehending the political, economic and socio-cultural contexts of the environment in which they will operate. The author presents professional and personal skills required in advertising practice in Australia organizations. This book offers sufficient information which other researchers can use to further their studies.

References

Crawford, R & Spence-Stone, R 2012, Upholding whose values? Australia’s advertising

standards bodies, 1974-2009, Journal of Historical Research in Marketing, Vol. 4, No.2, pp. 273-289

Dickenson, J 2014, Global Advertising Histories: an Australian Perspective, History

Compass, Vol.12, No.4, pp.321–332

IBISWorld 2015, Advertising Agencies in Australia: Market Research Report, IBISWorld,

Viewed 23rd November 2015 from http://www.ibisworld.com.au/industry/default.aspx?indid=2337

Mahoney, J 2009, Public Relations Writing in Australia, Oxford University Press

Wells, W & Spence-Stone, R 2011, Advertising: Principles and Practice, Pearson Education

Australia