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Job Definition
Write advertising copy for use by publication or broadcast media to promote sale of goods and services.
Job Zone

Job Zone Four: Considerable Preparation Needed

Most of these occupations require a four - year bachelor's degree, but some do not.

Interests
Artistic - Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
Enterprising - Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Social - Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.
Knowledge
English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Skills
Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Time Management - Managing one's own time and the time of others.
Writing - Communicating effectively in writing as appropriate for the needs of the audience.
Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
Speaking - Talking to others to convey information effectively.
Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
Persuasion - Persuading others to change their minds or behavior.
Coordination - Adjusting actions in relation to others' actions.
Equipment Selection - Determining the kind of tools and equipment needed to do a job.
Tasks
Present drafts and ideas to clients.
Develop advertising campaigns for a wide range of clients, working with an advertising agency's creative director and art director to determine the best way to present advertising information.
Conduct research and interviews to determine which of a product's selling features should be promoted.
Write advertising copy for use by publication, broadcast or internet media to promote the sale of goods and services.
Discuss with the client the product, advertising themes and methods, and any changes that should be made in advertising copy.
Vary language and tone of messages based on product and medium.
Consult with sales, media and marketing representatives to obtain information on product or service and discuss style and length of advertising copy.
Edit or rewrite existing copy as necessary, and submit copy for approval by supervisor.
Write to customers in their terms and on their level so that the advertiser's sales message is more readily received.
Write articles, bulletins, sales letters, speeches, and other related informative, marketing and promotional material.
Invent names for products and write the slogans that appear on packaging, brochures and other promotional material.
Review advertising trends, consumer surveys, and other data regarding marketing of goods and services to determine the best way to promote products.
Wages

Data not available

Outlook

During 2006, there were approximately 17,800 people employed in this field in California. It is projected that there will be 21,100 employed in 2016. This occupation will have about 330 openings due to growth and about 320 replacement openings for approximately 650 total annual openings. This occupation .

Colleges and Training
There are currently no programs listed for this occupation.
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