How to become an Advertising Account Executive
Advertising account executives devise and coordinate advertising campaigns to encourage consumers to purchase particular products or services.
Personal requirements for an Advertising Account Executive
- Creativity
- Imagination
- Good communication skills
- Organisational skills
- Able to work under pressure
- Analytical ability
Education & Training for an Advertising Account Executive
To become an advertising account executive you usually have to complete a degree with a major in advertising or marketing and have relevant work experience. To get into these courses you usually need to gain your Senior Secondary Certificate of Education. Prerequisite subjects, or assumed knowledge, in one or more of English and mathematics are normally required. Contact the institutions you are interested in for more information.
Additional information
The Communications Council offers various short courses and certificates for people working in the industry, which may assist career progression. Refer to their website for more details.
Duties & Tasks of an Advertising Account Executive
Advertising account executives:
- Discuss the products to be advertised with clients and other stakeholders
- Brief other specialists in the agency and develop the details of a campaign
- Present suggestions to clients along with a summary of the expenditure involved, and negotiate and arrange for modifications if required
- Supervise and coordinate the work of the relevant production departments to ensure the campaign meets deadlines and budget requirements.
- Keep in contact with clients throughout projects and deal with problems as they arise
- Assist the client with marketing strategies.
Tasks
- Commissioning and undertaking market research to identify market opportunities for new and existing goods and services
- Analysing data regarding consumer patterns and preferences
- Supporting business growth and development through the preparation and execution of marketing objectives, policies and programs
- Planning, developing and organising advertising policies and campaigns to support sales objectives
- Advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling, and distribution channels
- Researching potential demand and market characteristics for new goods and services and collecting and analysing data and other statistical information
- Advising executives and clients on advertising strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services
- Coordinating production of advertising campaigns involving specialised activities, such as artwork, copywriting, media scripting, television and film production and media placement, within time and budget constraints
- Interpreting and predicting current and future consumer trends
Working conditions for an Advertising Account Executive
Advertising account executives usually work as part of a team and closely with their clients. Their work is usually carried out under pressure to compete for clients' accounts and to meet their requirements within strict deadlines.
Employment Opportunities for an Advertising Account Executive
Advertising account executives usually work for advertising agencies that can vary in size and scope. Large agencies are often confined to metropolitan areas, as the advertising and promotions industry must have direct access to the major business districts, associated industry groups and media. Career prospects are dependent on a reputation for effective advertising management. Employment is affected by the availability of advertising funds in corporate and other organisations, the perceived effect of advertising on consumers, the type of advertising considered appropriate, and the number of special events and new developments that require advertising and promotional campaigns.
Specializations
Media Planner
A media planner organises and purchases advertising space on television, radio, in magazines and newspapers or on outdoor advertising. They liaise with clients and sellers of advertising space to ensure the advertising campaign reaches the target market.
Advertising Account Executive
Advertising account executives devise and coordinate advertising campaigns to encourage consumers to purchase particular products or services.
Media Planner
A media planner organises and purchases advertising space on television, radio, in magazines and newspapers or on outdoor advertising. They liaise with clients and sellers of advertising space to ensure the advertising campaign reaches the target market.
Average age
34
Future Growth
N/A
Gender Share
58% female
Average full-time
44 hours
Weekly Pay
N/A
Skill level rating
Very high skill
Unemployment
Lower unemployment
Full-Time Share
85%
Employment Size
6,900
Employment by state
ACT: 0.9%
NSW: 42.8%
NT: 0.3%
QLD: 14.0%
SA: 4.1%
TAS: 0.8%
VIC: 30.5%
WA: 6.6%
Age brackets
15-19: 0.6%
20-24: 9.4%
25-34: 40.5%
35-44: 27.9%
45-54: 14.4%
55-59: 3.4%
60-64: 2.1%
65 and Over: 1.7%
Education level
Advanced Diploma/Diploma: 11.1%
Bachelor degree: 49.5%
Below Year 10: 0%
Certificate III/IV: 5.5%
Post Graduate/Graduate Diploma or Graduate Certificate: 17.4%
Year 10 and below: 2%
Year 11: 1.3%
Year 12: 13.1%
Years 11 & 10: 3.1%
