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Experience Needed to Become an Advertising Consultant

Advertising consultants have expertise in a specific area of advertising, which may be a type of product or service, industry sector, an advertising technique, an advertising medium, or other area.

In order to develop this expertise, advertising consultants typically need to work in an advertising agency for at least several years before establishing their own consulting business.

These years of practical experience will also help advertising consultants develop a large network of professional contacts and potential clients.


What do Advertising Consultants do?

An Advertising Consultant focuses on the way that businesses communicate with current or prospective clientele and is the person who understands trends and target markets. Businesses hire Advertising Consultants to use their expertise in evaluating their advertising efforts and suggesting improvements.

Your first step as an Advertising Consultant is to obtain a complete understanding of your customer's business. For example, if your client is a bakery, do they sell through retail establishments? Restaurants? Are they open to the public? Do they provide a product of particular interest to one buying group, such as specialized fortune cookies or wedding cakes?

With this information, you then guide the customer through the advertising maze by establishing the media stream that will reach their target market. You evaluate radio, newspaper, magazines, online ads, local publications, billboards, social networking sites, and television options.

Then you consider your customer's needs and budget and use your creativity to develop unique marketing options for each customer. This task ranges from simply answering a question to preparing a full-scale advertising plan that stretches years into the future.

You do all of these tasks with your big goal in mind: Make sure the target audience hears the message. To meet this goal you need to understand and use research techniques and market analysis. But even more than that, you need to understand how your client communicates with their client, if that is working, and how to change it for better results.


Advertising Consultant Responsibilities and Duties

Assist in the preparation of advertising campaigns, marketing collaterals and sales promotional materials.
Develop advertising strategies to meet business objectives.
Support in media planning and sponsorship management for advertising campaign.
Review and approve the distribution of promotional materials to improve the brand image.
Ensure that the advertisements follow all legal laws and company guidelines.
Review, manage and approve journal ads on ad hoc basis.
Develop new prospects through cold calls and networking in order to increase sales and revenue.
Build strong working relationships with customers by providing outstanding and excellent services.
Address customer questions and issues in accurate and timely manner.
Understand customer requirements and recommend optimum products or services to meet the requirements.
Create a priority list of customers and dealers according to revenue potential.
Ensure that billed amount for all contracts are duly collected from the customers on time.
Coordinate with General Managers to ensure that all cost related approvals for the advertising are obtained and issues are resolved in time.
Develop sales orders and proposals for customers.
Participate in industry meetings and marketing events when needed.
Develop and manage the retail rates for the products.