Cut Through The Clutter: Getting Your Advertising Portfolio Noticed

Braxton Tulin - Sunday, April 28, 2013

The business world is a dog-eat-dog world. It is based on the spirit of competition, and one brand's success is often determined by a zero-sum game where another brand must fail. But before one considers how rival companies must compete, one must think about the professionals who work for these companies. Landing that job at a top firm is the first real taste of the competition inherent in business. You must outsmart, outdo, and outshine rival applicants.

Getting a job at an advertising firm crystallizes the business experience of competition more than any other industry. This is because the process of getting a job is basically a form of advertising yourself. In going through the process of having your resume selected, your cover letter carefully read, landing that interview and making a great impression, one has to imagine how one's resume, cover letter, and first impression will stand out over other people equally as eager to get that position.

More and more people are flocking to business programs to study advertising today, perhaps partly due to the popularity of the television program Mad Men, perhaps because of the proliferation of new media where advertising thrives, like the internet and mobile platforms. Some of the most sought-after jobs in an advertising firm are the creative jobs: copywriters and art directors. Both of these positions rely mostly on their portfolios to get hired. So, considering the competition of talented applicants, how can you make your copywriting or art portfolio stand out, or in advertising lingo, how can you cut through the clutter and get noticed?

Less is more - simplicity is key
Don't turn in a huge portfolio with everything you've ever done. Carefully select a sample of your best work. Most creative directors won't take the time to go through every ad you've done, so you want to make sure every sample is excellent.

Know your audience
If you trying to get a job with a firm that specializes in one type of client, for example, domestic goods or high fashion, hand in advertising examples that are for that specific market. If you are applying to a creative director known for witty ads, gear your portfolio towards your more comedic samples. If it is a big agency that does everything, show off your diversity.

Exploit new mediums
One can not rely solely on print, TV and radio ads today, but your portfolio should demonstrate your ability to work with online content, interactive advertising, and even ambient public campaigns. Try including links to websites, or showing up to an interview with a tablet computer.

Let the work speak for itself
Gimmicks are lame and they are often seen as compensation for sub-par work. Don't try and be cute or clever in your attempt to get noticed. Make your portfolio the centerpiece of your application, because your portfolio is the ultimate piece of advertising to sell yourself.

A good educational background with a combination of business courses and creative practice goes a long way in advertising. It is this combination of competitive business and creative talent that makes the ad game so exciting. If you want to get cut through the clutter, start with a razor-sharp portfolio.

Advertising Agencies in Utah : The Silicon Slopes Best

Braxton Tulin - Monday, April 15, 2013

Now, advertising has become a prestigious and serious business in Utah. With a booming market scenario and consumer spending going up, the advertising agencies too have proportionately seen an exponential growth. The remarkable aspect about this vast industry of advertising agencies in Utah is that it is an active part of the global business with many agencies having worldwide operations and actively catering to foreign clientele in their own language, customs and cultures.

The advancement in technology has affected the role of advertising agencies everywhere, including Salt Lake. With a choice of several media and communication devices - from newspapers and magazines to television, the various radio channels, the internet, mobile phones - everyone is now spoilt with unlimited choice. This has opened an array of avenues for the advertising companies.

Dynamic Action, Dedicated Service
Unlike earlier times, the advertising agencies have now expanded their many functions to different departments, all creations of recent years. Most agencies are now equipped with full-fledged sections such as the creative department, media planning, business development, direct marketing, DTP, computer section, public relations and customer care and feedback.

What is remarkable is that all reputed and established advertising agencies in Utah now operate according to the 360-degrees branding. The services of these agencies largely include print advertisements, TV advertisements, radio jingles, creating websites, web banners, direct marketing, e-mail marketing, telemarketing, designing packaging, outdoor promotion, and public relations.

Utah's economy has been kept open and free to attract investors and business. Government control and regulation of private sector activities are very few. Therefore in recent years Utah has become a major area for a number of growing and profitable business and commercial activities. Accordingly the advertising agencies are much sought after for their expertise in various activities involving exhibitions, conferences and meetings; tourism and hospitality sector; banking, finance and insurance; business and industrial consulting; information and communication technology and, small and medium manufacturing.

Excellence in advertisements
Not only is a good advertisement appealing to the masses, it certainly does connect with its target audience. It is simple, direct and hard hitting. For this it has to be memorable and easy to recall. A good advertisement also provides the core information quickly and makes an impact on the potential buyer's mind. And most important of all - it calls to viewers to make more enquiries on the product, either through internet search or by approaching the vendor or retailer. The quality of a good ad is thus reflected in its ability to convince, persuade and accept the product or the brand, resulting in its actual purchase. This talent of creating excellent ads is now seen in most reputed advertising agencies in Utah.

The print ad
A good print ad has certain unique features; one, the image whether actual or photograph, or graphic or illustration should be provocative; second, the headline should be worded strongly and thirdly, it must contain a well written copy, not more than ten to fifteen sentences, well typo-graphed and attractively displayed. Effective print advertisement never bombards the reader with too much information. The company's logo along with the contact addresses should be displayed towards the end of the advertisement.

The outdoor ad
The outdoor billboard ad should have a minimum number of words, five to six at the most and one clearly defined image of the product. A logo of the company or the brand should be displayed prominently in an outdoor advertisement.

Conveying the message within the timeline
In TV advertisement, the speed and quickness to make a lasting impression on the viewer's mind is most crucial. For radio jingles and TV commercials the timeline is usually around half-a-minute. In case of print advertisements, the timeframe to make a mark on the reader is much lesser, usually five to ten seconds only. Therefore the power of the advertisement lies in arousing the viewer's mind within this short span of time.

The importance of advertising in today's world cannot be underestimated. It is one dynamic way to send across the product or service information to the large number of potential customers. Good advertising always leads to a sale which translates into profit for the exporter or company.


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