{"id":812,"date":"2020-07-27T12:32:58","date_gmt":"2020-07-27T17:32:58","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=812"},"modified":"2020-07-27T12:32:58","modified_gmt":"2020-07-27T17:32:58","slug":"everything-i-need-to-know-about-advertising","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/everything-i-need-to-know-about-advertising\/","title":{"rendered":"Everything I need to know about advertising, I learned in\u2026 advertising school. (But not really.)"},"content":{"rendered":"\n
\"\"
Fun fact: I didn’t actually do The Big Walk, because sitting with, like, 5,000 other students in Samford Stadium in the sun didn’t sound fun. But Grady College had its own graduation ceremony, during which I got to sit next to my college-bestie-slash-art-director and enjoy the airplane bottle of bourbon in my purse. Incidentally, I graduated cum laude<\/em>. <\/figcaption><\/figure><\/div>\n\n\n\n

Not everything<\/em>. I\u2019d say my, like, seventeen years out of college have also been thoroughly educational. But I consider myself lucky to have stumbled across advertising as a college major. Creative and\/or persuasive writing have been pretty much the only thing I\u2019ve been consistently interested in since childhood (and yes, I\u2019ve literally been writing ads since childhood, and yes, I was considered by many to be an odd child), so discovering a way to actually make a living off of them was pretty amazing. (My older brother, who also graduated from UGA\u2019s journalism school but with a degree in for-real journalism, called me a sellout for picking \u201cthe one journalism major that actually makes money,\u201d but I\u2019m pretty sure he was joking.)<\/p>\n\n\n\n

(Besides, the PR major was also in the J-school, and they were definitely pulling in more after graduation than any of the rest of us.)<\/p>\n\n\n\n

But I digress. (Frequently.)<\/p>\n\n\n\n

The, arguably larger, reason I feel lucky for being able to get a formal advertising education is that I got to learn about advertising. Formally. I got to sit down with textbooks (children, those are like ebooks printed out on paper that cost hundreds of dollars and weigh a ton) and classes taught by real industry professionals, learning a lot of things I might not have otherwise picked up organically from experience. Much of what I learned there I use regularly now and have even been able to convey to others who at least claim to appreciate the information.<\/p>\n\n\n\n

None of this is to say that a formal ad training is completely necessary to succeed in the industry \u2014 I\u2019ve known many an English major, for example, who\u2019ve done just that. And none of this is to say that the industry hasn\u2019t changed a whole lot over the course of nearly two decades \u2014 there\u2019s still been quite a bit of learning on the job. But most of the fundamentals remain, and here are five of them I\u2019m particularly glad to have on board.<\/p>\n\n\n\n

1. Message strategy<\/h2>\n\n\n\n

This was my absolute favorite class, because it was the one that built a bridge from the fun writing I\u2019d been doing all my life to real, persuasive copy that could live in the real world. This was where I learned about the concept of brands, learned to read a creative brief, learned to write copy that would be effective and not just what I wanted to write, learned how to criticize creative work, and even learned to pitch ideas. Those are all things I\u2019ve used throughout my career and, theoretically, I probably would have picked them up over time. But starting out my advertising career with a class in How to Advertising gave me knowledge and confidence to enter the industry and have an opportunity to develop those skills.<\/p>\n\n\n\n

(I don\u2019t know if I should give a shout out to Dr. Strausbaugh for this? I hope she wouldn\u2019t be ashamed to have her name in any way connected to my career. But thanks, anyway, or possibly sorry.)<\/p>\n\n\n\n

But I didn\u2019t go to ad school:<\/strong> I totally get it. If you\u2019re just getting started in the industry, or even if you\u2019re experienced and just want to shore up some of the basics, there are a few online courses that can help you out from Skillshare and such, particularly Copywriting 101<\/a> and Advertising Foundations<\/a>.<\/p>\n\n\n\n

2. Graphic communications<\/h2>\n\n\n\n

There\u2019s a lot about this class that has become completely obsolescent, on account of we learned QuarkXPress and if you\u2019ve never even heard of it, there\u2019s a reason. (I still have my college portfolio, mostly in Quark and stored on a zip disk, meaning I have media I can\u2019t use storing files I couldn\u2019t access anyway, meaning that disk serves sentimental purposes only.) But we also learned about things like visual hierarchy, color theory, structure, and layout. As a copywriter, I don\u2019t put those into use a lot myself \u2014 I don\u2019t pretend to be a designer of any sort, and I specifically refrain from stepping on my art directors\u2019 toes. But I\u2019m able to write copy with a mind to what the art director is going to have to do with it, and on the occasion that said AD asks me to make copy changes to fit the layout, I\u2019m able to understand why they\u2019re asking. And usually, I\u2019m happy to oblige.<\/p>\n\n\n\n

Usually. Suck it up, sometimes \u2014 I wrote it that way for a reason.<\/p>\n\n\n\n

(My first personal victory in this class, incidentally, was removing a goat from a mountain and placing it on another mountain for a Volkswagen spec ad. Such technology was a wonder to me.)<\/p>\n\n\n\n

I said I didn\u2019t go to ad school: <\/strong>Yeah, I heard you. Format has a handy list of fourteen graphic design courses<\/a>, many of which are free. Do some learning. Have a ball.<\/p>\n\n\n\n

3. Media planning<\/h2>\n\n\n\n

This is not something I\u2019ve ever even considered doing, and taking a class about it was, to me, dead boring. But it was a requirement, and I\u2019m glad it was. Knowing specifically how audiences were going to be consuming my messaging has influenced the way I\u2019ve crafted said messaging. This is one of the subjects that\u2019s changed the most over time, because HAHAHA radio and hello to digital. (Kidding. Radio is, believe it or not, still a thing.) But the basics still apply, and I\u2019m glad to have them.<\/p>\n\n\n\n

Clearly you aren\u2019t listening: <\/strong>Clearly you<\/em> aren\u2019t listening. I\u2019m helping you out here. Honestly, you can probably give this subject a miss and not lose any sleep over it, but if you do want to learn about media planning, the University of Pennsylvania has an online Media Planning<\/a> class via Coursera.<\/p>\n\n\n\n

4. Consumer research\/statistics<\/h2>\n\n\n\n

I\u2019m grouping these together because, to the extent that I\u2019ve used them, it\u2019s always been in tandem. And it\u2019s usually been related to something other than advertising. It\u2019s good to be able to look at a survey that appears straightforward and be able to tease out the questions that add important nuance \u2014 how were the questions phrased? How were respondents contacted? How many points were on the Likert scale? How is the data being presented now, and gosh, isn\u2019t that just a leeetle<\/em> bit slanted? It\u2019s nice to go out in the world that much more not-put-one-over-on-me-able.<\/p>\n\n\n\n

Statistics, in this context, was just the hard-science counterpart to the soft science of consumer sentiment, and it was basically just a semester of fun math puzzles. Which I aced. THAT\u2019S RIGHT, BITCHES, I ACED STATS. BEHOLD MY MATHEMATICAL PROWESS.<\/p>\n\n\n\n

Fine. I give up:<\/strong> You know what? Maybe I\u2019m<\/em> going to give up, because I\u2019m making an actual effort to help. This is another one you don\u2019t have to put time into unless you\u2019re just curious, but you can learn about Market Research and Consumer Behavior<\/a> on Coursera. And to learn about statistics \u2014 which you definitely should<\/em> do \u2014 I highly recommend Statistics by Jim<\/a>.<\/p>\n\n\n\n

5. Ethics<\/h2>\n\n\n\n

Of all the advertising classes I took, Advertising and Society might have been one of the most meaningful, and one of the ones that most benefited from an academic format.The class didn\u2019t just look at the basics of ethics \u2014 it looked at history and pop culture and such to show how those ethical points show up in real life and can affect real people. It\u2019s one thing to learn about truth in advertising \u2014 it\u2019s another thing to look at an ad that might otherwise seem on the up-and-up and think, Ooh, that\u2019s actually kind of slimy<\/em>. And it\u2019s another thing to see how what we do can have a real impact, positive or negative, on society over time. My boyfriend jokes that I\u2019m a \u201cprofessional liar\u201d (and y\u2019all, I\u2019m suddenly starting to bristle at the number of people who ha-ha-jokingly mess with me about my job), but in reality, not<\/em> being a liar has been a foundational precept for me from the beginning, and this class is the biggest reason why.<\/p>\n\n\n\n

Oh, crap, sorry. I was thinking about something else. What can I do for ethics?:<\/strong> I get it. I\u2019ve been there. Conveniently, Duke University has its Advertising and Society<\/a> class online on Coursera. Of any of the subjects listed here, this is the one I\u2019d most recommend taking time to study in earnest.<\/p>\n\n\n\n

The learning never ends.<\/h2>\n\n\n\n

Again, is an advertising degree a total necessity for success in the industry? Absolutely not. Some of the most talented, inspiring creatives I\u2019ve worked with developed their craft the hard way, and I\u2019ve learned as much from them as I did from my college classes. My biggest recommendation is to look at the advertising professionals you admire and really have a think about why<\/em> you admire them, and what you admire so much.<\/p>\n\n\n\n

Is it their deftness at coming up with Big Ideas? Is it their ability to add the little details that really make an ad pop? Is it their insight into their audience\u2019s collective mind? Hell, is it their ability to sell weird-but-promising concepts to the client? If you admire that person from afar, you can do some googling to dig up advice on how to improve your skills in those areas. But if it\u2019s someone you work with, just ask them, straight up. Either they\u2019ll be super flattered and happy to share their knowledge, or they\u2019ll be a dick about it and you\u2019ll suddenly find yourself admiring them less.<\/p>\n\n\n\n

I mean, if you want to comment or email me, all, \u201cHey, I think you\u2019re great and want to learn from you, please share your wisdom,\u201d I\u2019ll be, like, \u201cYeah, absolutely. Happy to. Ask away.\u201d And you\u2019ll be, like, \u201cWow, you\u2019re the best. I so value your knowledge and experience.\u201d And I\u2019ll be all, \u201cPlease, stop, I\u2019m blushing.\u201d (But you don\u2019t have to stop if you don\u2019t want to.) Because education!<\/p>\n","protected":false},"excerpt":{"rendered":"

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