دانلود کتاب The WetFeet Insider Guide to Careers in Advertising and Public Relations

Are you an English major who's wondering just what the heck the business world has to offer you? A banker who's frustrated because your job doesn't let you express your creativity or take advantage of your abiding interest in popular culture? A struggling writer or artist who's tired of living on Ramen and happy-hour buffets? Then maybe the advertising industry is for you. This WetFeet Insider guide will give you all the information you need on how to get a job in advertising—and what to expect once you start in this dynamic industry. You'll get interviews with real people doing real jobs in the industry, descriptions of 20 major advertising agencies, a look at where the industry has been and where it's heading, and a detailed look at just who does what within the walls of an advertising agency. Careers in Advertising will tell you everything you want to know about advertising — and how you can get a job in the industry. Specifically, you'll learn about: The difference between account planning and account management. The difference between account-driven and creative agencies. The effect of the Internet on advertising. The difference between a "spot" and a "spot market." How an agency wins new business. How new ad campaigns are developed. How to shine in your interviews. What to expect in terms of salary and hours per work week.