Sunday, June 27, 2010

A beginners guide to advertising

Mid stride interviewing candidates for a media sales position, I lamented to my director that there is no book I can hand someone to teach them what we do.

Beginners Guide To Advertising

When I began in media sales our world was far less complex. New products and concepts emerged slowly with much thought and thorough research. We layered them into our sales portfolios as easily as turning pages of a newspaper. We built a direct mail product, we created glossy magazines, coupon books, crafted custom print programs for full color brochures and flyers. We sold travel contests and auction events.

We stumbled early into the online world and chased premiere media consultants and followed their packaging advice. We trained weekly and tracked every nuance of the vocabulary: hits, views, impressions.

There was no standing still, but the pace was manageable.

Today, the media business bolts forward faster than the speed of light.

To enter our sales world now is a head spinning experience. Rewarding, but only with a heavy investment in self and a deep desire to grip the unknown and hang on to the ride while trying to steer the ship.

We learn by listening, watching, devouring information as if it were the air we breathed. As soon as we figure out how to sell static online ads, we're packaging flash ads into our marketing proposals, then video, then mobile.

We think we've got it figured out, take a breath and get knocked off our feet. Company resources wither and the weight of survival moves to every employee but rests solidly on the local territory sales reps.

This is no job to ease you into retirement. This is an ever reinventing itself career. And as the SlideShare above demonstrates, the concept is very simple. But it's what we bring to the tableour ability to grasp media concepts and communicate them in language a layman can understandthat pushes towards success.


How'd I do?

Want to come work for me?

Send your resume to: TheClassicCarol (at) gmail (dot) com

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