Routledge Advertising: Its Business, Culture and Careers

‘A no-holds-barred overview of the very competitive but ultimately rewarding industry that is advertising. Insightful, well-informed, frank and honest. An inspirational eye-opener for all Adland wannabes’ – Gyles Lingwood, Course Leader, Creative Advertising, University of Lincoln, UK 'Like the advertising business, Tibbs' book is dynamic, edgy, and challenging. It captures the industry's excitement, energy, intellect, and creativity. The book is an inspiration and should be standard reading for all practitioners, students, and faculty of advertising, marketing, and communications'– Pamela Morris, Loyola University Chicago, USA ‘Tibbs’ insights turn the advertising agency from a mythical wonderland to a realistic career choice. Through reading this book and taking note of his advice, students will be one step closer to walking through its doors’ – Helen Powell, Senior Lecturer, Media and Advertising, University of East London, UK Advertising does not need another graduate! Whether you are an aspiring advertising creative, designer, account manager, PR / publicity consultant or marketing manager, Advertising is an engaging source of inspiration for those dark, idea-less days and a motivator when those job interviews or placements seem in short supply. Its Companion Website at: www.routledge.com/textbooks/advertising supports the book with further examples and ideas to inspire as well as offering up-to-date advice. This book is filled with numerous visual examples of advertising thinking. With words of advice and guidance from some of the industry’s most respected practitioners and insights from graduates who faced the same challenges you will soon encounter in securing that elusive first job. Add to that, an extensive supply of hints and tips to enhance the creative thinking processes, take the work you do beyond what you think you are capable of and, crucially, gain an edge at job interviews. Maybe advertising doesn’t need another graduate, but then you won’t be just another graduate will you? From the Author It was my intention to try and write a 'bible' for all students of advertising, marketing and design. In fact, any student who aspires to a career in advertising and communications. Essentially, I have endeavoured to recount an engaging and refreshingly honest story of how students should prepare themselves for their chosen career. It captures the thrills, the buzz and the infectious excitement of the communications industry with a highly readable language style that Iin my experience as an Advertising Lecturer is perfect for students. There is no nonsense here. The book begins by setting advertising into context, exploring historical reference points and setting its stall out early. My two decades of experience in this competitive industry allow me to tell you all what to expect. I explain how students should set their minds - by absorbing and reacting to what is happening around them. The chapters on use of advertising media are meant to be an eye-opener, focusing on how advertising in the 21st century is no longer about just TV or posters, but a media-rich, wide reaching communication industry that taps into where target audiences are and how they behave. The case studies from industry creatives, account managers, PR and marketing people are inspirational and a very valuable source of advice, centred around one objective - getting that first job. If you are serious about a career in advertising, PR or marketing communications I sincerely hope my book will set you on the right path. Oh, and the foreword from Trevor Beattie is an electric shock to the brain! As I say throughout the book, you should seek inspiration, advice and motivation from as diverse a range of sources as possible. I would like to think that my book can form part of that. Good luck to all of you setting your sights on the best industry in the World! About the Author Andy Tibbs is Senior Lecturer in A