An Intern works in an advertising agency learning the business by gaining hands-on experience. The individual obtains the necessary skills so that after graduation from college he or she will be ready to enter the advertising industry. The Intern is involved in actual work situations. The Intern may work in just one specific area or may float from department to department in the agency. The individual may be assigned to account management, copywriting, media, research, art direction, or any department in the agency. The Intern’s responsibilities vary depending on the specific internship program, the agency, and the department he or she is working in. Most Interns work full-time at the agency for a specified period. This might vary from six weeks to 10 weeks.
In some programs the Interns are responsible for taking part in discussion groups, attending seminars, and completing advertising projects as well as working in the agency. In others the individual is just required to fulfill his or her jobrelated functions. If the Intern is using the program to get school credit, he or she may be required to write a paper or do a project relating to the internship. Interns learn how to perform agency tasks by actually doing them. The individual may work with creative and art directors developing concepts for advertising campaigns. He or she may write copy for television commercials and print advertisements or edit and change copy that has already been written.
The individual may work on storyboard ideas and copy for television commercials. If he or she has artistic qualifications, the Intern could be responsible for developing and creating print ads. The Intern in the art department might do sketches, lettering, or graphics for print ad presentations. Interns working in the media department might help develop media plans, calculate the cost of media campaigns, learn how to buy media, and break down media spending for competitive clients.
An individual working in the research department may be responsible for developing questionnaires and executing research interviews and projects. He or she may research consumer trends in buying and spending. The Intern might also evaluate research that had been done previously. Interns working in account services or management will work with account executives. The individual may attend and participate in client meetings and presentations. He or she might also write reports and proposals for client projects. The Intern often meets with supervisors to discuss problems and solutions on the job. The Intern may review past and present advertising campaigns both to grasp the concept and to obtain ideas.
The whole idea of the internship program is to give the individual an overview of the advertising industry and agency experience. The Intern must grab every opportunity to learn as much as possible about advertising from experienced people who are on the job. This frequently means that the Intern will be working long hours at the agency and then going home and continuing to work on a project. It will all be worth it, however, when the Intern finishes school and obtains the job of his or her choice at an agency.
Interns working in agencies are not always financially compensated and when they are, earnings are low. In some situations the Intern works in an agency for college credit or for the experience. In other situations the individual may earn a minimal salary. In large agencies or in programs sponsored by major trade associations, compensation may be dependent upon education and experience. Interns who are still in undergraduate school may earn up to $250 a week. Those with a higher education may be paid up to $400 weekly.
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04122010
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