advertising techniques
The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
Advertising specialists provide advice to companies and organisations about the development of their advertising strategies and on advertising-related topics covering a more general strategic approach. They combine knowledge of marketing, budgets, and psychology with a creative mind to develop advertising campaigns. They propose alternatives to clients that promote their organisations, products, or projects.
Competences and skills
42 ESCO relationsEssential knowledge 2 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
2 competencescopyright legislation
Legislation describing the protection of the rights of original authors over their work, and how others can use it.
Essential skills and competences 10 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencesidentify customer's needs
Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
receive appropriate permissions for use of recorded audiovisual examples
Gain and receive appropriate permissions for use of recorded visual examples of your work. Obtain permissions to use images of people in your promotion.
Cross-sector
8 competencesbrainstorm ideas
Pitch your ideas and concepts to fellow members of the creative team in order to come up with alternatives, solutions and better versions.
develop creative ideas
Developing new artistic concepts and creative ideas.
develop digital content
Create and edit digital content in different formats, express oneself through digital means.
digCompdigital
develop professional network
Reach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up to date on their activities.
- Scope note
- This includes the development of social relationships with patients and customers.
give live presentation
Deliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.
liaise with advertising agencies
Communicate and cooperate with advertising agencies in transmitting the goals and specifications of the marketing plan. Liaise to develop an advertising and promotional campaign that represent the aim of the marketing plan.
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
persuade clients with alternatives
Describe, detail, and compare possible alternatives that clients could take about products and services to persuade them to take a decision that benefits both the company and the client.
Optional knowledge 8 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
1 competencepublishing market
The trends in the publishing market and the type of books that are are appealing to a certain audience.
Cross-sector
7 competencesbrand marketing techniques
The methods and systems used in researching and establishing a brand identity for marketing purposes.
graphic design
The techniques to create a visual representation of ideas and messages.
digital
marketing principles
The principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.
media planning
The process of selecting the best media to reach marketing and advertising strategy objectives in order to promote a client's product or service. This process encompasses research on target audiences, frequency of advertisements, budgets and media platforms.
media studies
Academic field dealing with the history, content, and impact of diverse media with a special focus on mass communication.
public relations
The practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.
types of media
The means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.
Optional skills and competences 22 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencescreate advertisements
Use your creativity to draft advertiments. Keep in mind the costumer's requirements, target audience, media and marketing objectives.
create media plan
Determine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising.
Cross-sector
20 competencesadvise on market strategies
Analyse information and recommend possible improvements, market strategies, and customer preferences in order to adapt the company's market approach.
advise on public image
Advise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audience.
advise on public relations
Advise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.
analyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
analyse cultural trends
Keep up to date with popular cultural trends such as pop culture, cultural and social slang.
approve advertising campaign
Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution.
assist in developing marketing campaigns
Provide assistance and support in all the efforts and actions required to implement a marketing campaign such as contacting advertisers, preparing briefings, setting up meetings, and shopping around for suppliers.
collaborate in the development of marketing strategies
Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals.
coordinate advertising campaigns
Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
define brand identity
Define the characteristics of a brand; identify what the brand stands for; develop a strong brand perception both internally and externally.
develop media strategy
Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.
develop public relations strategies
Plan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stakeholders.
draw conclusions from market research results
Analyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.
evaluate advertising campaign
Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
examine advertisement layout
Examine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.
follow a brief
Interpret and meet requirements and expectations, as discussed and agreed upon with the customers.
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
meet expectations of target audience
Research the needs and expectations of the target audience to ensure the program's theme meets both.
monitor media industry research figures
Keep up to date with distribution figures of the various printed media outlets such as newspapers and journals; with the audience figures of radio and television or of specific broadcast programs; and of those of online outlets such as search engine optimisation and pay-per-click results.
perform media outlets research
Research what will be the best and most effective way to reach the majority of consumers by defining the target audience and the type of media outlet that better fit with the purpose.