Introduction

The aim of advertising is to sell ideas, products and services. Information is presented in such a manner that it clearly communicates the merits of the item for sale to the target audience through dazzling images, punch lines and sweet music.

In recent years, the growth and development of advertising have been a major feature of commercial life in Hong Kong. Apart from advertising by traditional means, i.e. through the press, posters, radio, television, cinemas, direct marketing and displays, the development of multimedia computers and the emergence of the Internet have led to marked changes in the style and presentation of advertisements.

To those who are imaginative, advertising offers an interesting and satisfying career with its diversified activities. Competition is very keen at all levels and employers usually demand high standards.


Advertising personnel may work in the following establishments:

  1. Advertising agencies - They deal with a wide range of advertisements, depending on the needs and nature of the clients.
  2. Advertisers - They are the clients using the services of advertising agencies to promote their products and services.
  3. Media - The mass media (television, radio, films, newspapers, magazines and websites) depend very heavily on advertisements for their income. They normally set up sales departments to market their "airtime" or "advertising space".
  4. Specialist services - They include companies dealing with market research, film production, photography, illustration, web page design, computer animation, etc. They provide supporting services for advertisement production.

As most advertising personnel are employed by advertising agencies, this section will deal with the work of an advertising agency in general.

A well-established advertising agency normally consists of the following departments:


As advertising is concerned with the use of various techniques to persuade the target audience, its personnel must be interested in people. They should understand and have a good sense of consumers' preferences and tastes. Imagination, expressivity, persuasiveness, accuracy, sound judgement and the ability to work independently under pressure are also important qualities.


For more details of the latest developments in the field, you may contact the following professional body:
Association of the Accredited Advertising Agents of Hong Kong
Room 1702, McDonald's Building, 46-54 Yee Wo Street, Causeway Bay, Hong Kong
2882 8161
http://www.aaaa.com.hk


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