This reflective paper explores how a college student with an information systems major plans to transition into the advertising and marketing field. The author examines personal strengths — including social aptitude and data analysis skills — alongside the realities of advertising careers: salary ranges, work-life demands, outside agency versus in-house positions, and educational credentials. The paper also outlines a practical five-year career plan that includes pursuing a summer internship, building a professional network, and earning a graduate degree. Throughout, the author connects the analytical capabilities of an information systems education to the data-driven needs of modern advertising campaigns.
Following the process recommended in the instructions for this assignment afforded me the opportunity to develop some insights into what the future might hold for me. I must admit that I was initially skeptical of both the suggestions made and the overall approach. I reluctantly proceeded with the assignment, but quickly found myself enlightened.
Preparing in advance for assignments has never been one of my strengths. Since early in my educational career I have needed deadlines imposed in order to motivate me to complete projects. This has often resulted in my submitting work that was less than my best. Even as I reach the end of my education, I still struggle with this issue every day. I have learned to play games with myself by imposing artificial deadlines and providing periodic rewards for completing each step of a project, but procrastinating remains my nemesis.
College has been an enlightening and enriching experience. I have been exposed to a variety of personalities I would never have had the pleasure of knowing but for my time on campus. Being removed from the safe confines of my high school and the individuals I had spent my entire early years with has allowed me to see that there are a wealth of other ideas and opportunities available. In high school I viewed the world much differently — much more narrowly. Today, I believe myself to be far more open-minded and amenable to change.
The college experience has also taught me that there is a significant difference between the process of achieving good grades and actually receiving an education. For too long I was motivated purely by the goal of earning a good grade in a course. That approach allowed me to build my grade point average, but it did not result in my being truly educated. Through my college experience I have learned to concentrate more fully on course content and to garner as much as possible from it — incorporating it into my life.
The process suggested in the instructions for this assignment opened horizons I had not previously considered. My information systems major affords me a variety of options. An information systems professional is concerned with the information that computer systems can provide a company, but as information — or knowledge — is power, there are many ways it can be used within a corporate structure.
A strictly technical information systems career is not, in my view, the right option for me. I enjoy social interaction and consider myself to have a gregarious personality. Incorporating these personal qualities into my educational background in information systems was my goal as I worked through this assignment. Through considerable introspection, I have decided that a career in some aspect of advertising or marketing would be a good fit for my skills and education. I have chosen this path because I feel it offers me the best chance for success.
The field of advertising and marketing has taken on greater importance in our consumer-oriented economy. As consumer tastes have changed and the world has become more globalized, competition between businesses has increased correspondingly. Information has assumed greater importance, and the ability not only to collect data but to know how to utilize it has become increasingly valuable.
Advertising as a career has been around for a long time. Since the free market system emerged following the Industrial Revolution, getting a business's name in front of consumers has been critical. After the Second World War, the advertising industry grew dramatically, and there is little reason to believe its importance will diminish significantly in the near future. Technology has changed the face of advertising, but it has not reduced its importance. Staying current with changes in communication is essential for any successful advertising professional. Television, radio, print, and other media outlets are all adapting to technological shifts, and the advertising industry must do the same.
As in any field, there are different levels within the advertising business. I recognize that I will be required to begin my career at an entry level, but my ultimate goal is to acquire a managerial position. At this point, I am not certain what type of managerial role best fits my educational background and personal skills, so I will keep my options open as I develop my career.
The salary range of advertising professionals varies considerably depending on the size of the firm, its location, and the overall economic climate. Due to its heavy dependence on economic conditions, advertising is subject to the inherent trends of the market. Salaries are extremely good during growth periods but can become quite modest during recessions. On average, however, a yearly salary in the $75,000 range can be expected, based on a low of approximately $25,000 and a top end of around $140,000 per year. In addition to salary, one can generally anticipate benefits such as health insurance, a pension plan, paid vacation, and disability coverage, though these benefits vary considerably between agencies and companies — particularly in today's employment market. Fringe benefits have become a major concern for businesses, and new employees must examine carefully what is being offered when considering any position.
Whether to pursue a position with an outside advertising firm or an in-house department is an important consideration. A position with an outside firm offers the opportunity to work on a variety of accounts and to broaden one's portfolio. This type of position is exciting but requires a high degree of flexibility. Most such firms are located in larger cities, as they depend on serving a volume of clients, so choosing this route would require living in or near a major metropolitan area.
Working within an individual company's in-house advertising department offers the advantage of specialization. In such a role, the focus is solely on that company's products and on developing a consistent advertising message aimed at its specific demographic group. This type of position does not necessarily require living near a large city, but it does limit one's exposure to a broad range of business contacts and can be quite insular.
Regardless of whether one works for an outside agency or an in-house department, any position within advertising is likely to require a substantial degree of travel. Meetings and training seminars are an important part of the business. Exposure is an essential element of the advertising process — the more one can place a face and a product in front of the public, the better. Long hours, often including evenings and weekends, are a standard part of the job. A traditional forty-hour work week is not the norm; fifty to sixty hours per week is far more likely. With these long hours also comes the likelihood of frequent deadlines and the resulting stress they bring.
One might reasonably ask: how does an education in information systems qualify someone for a position in advertising? As a mere gatherer and organizer of data, my value to an advertising business would be marginal. However, my education also provides the ability to analyze information, and it is in that capacity that my true value emerges. For an advertising campaign to succeed, it must reach its target market effectively and efficiently. Through my education and training, I am able to examine information and apply it to a given set of factors. I can filter data so that decision-makers within the organization can determine how to best utilize their often scarce advertising dollars.
"MBA pursuits, internships, and networking steps outlined"
"Ambitious five-year timeline toward management role"
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