To become an advertising coordinator, you should gain a thorough knowledge of advertising through various media, effective sales techniques, and customer service and communication skills. Experience in radio and television, print or Internet media, market research, public relations, marketing and promotions are also desirable. An advertising coordinator needs to work well with a team, manage budgets, and deliver ad campaigns that live up to a client's expectations. As this job often involves working in a high stress, deadline oriented environment, the ideal advertising coordinator will be able to multitask and juggle several accounts simultaneously.
Job duties for an advertising coordinator typically involve the planning and direction of an ad campaign. The coordinator takes a hand in all aspects of the campaign, from production of the ads themselves to creation and distribution of promotional materials such as posters, coupons, and give-away merchandise. Required tasks may also include brainstorming ideas for future campaigns, creating exciting publicity stunts and planning contest promotions. Primarily, however, the advertising coordinator is responsible to the client, developing a strategy and placement of advertising intended to generate the maximum amount of impact for the dollar.
Familiarity with how ad campaigns are organized and implemented is an important qualification for someone who wants to become an advertising coordinator. You can gain familiarity by studying industry trends and keeping abreast of emerging technology. An advertising coordinator's greatest contribution to an effective campaign is being able to place ad buys for the client in the media best suited to reach the target audience. For example, a combination of billboard, print, TV and radio advertising might be preferable to direct mail or Internet ads, depending on the client’s target market. Budget limitations also frequently dictate where ad dollars are spent; the advertising coordinator’s challenge is to use those dollars wisely for the client.
Excellent communication skills, both spoken and written, are necessary to become an advertising coordinator. The coordinator must be articulate and confident when speaking with clients. Advertising coordinators are frequently called upon to make presentations and speeches in front of large groups, at conventions, and may even appear on camera in commercials occasionally. A professional, polished appearance, along with solid writing skills and a pleasant speaking voice are all considered helpful in this profession. Additionally, an ad coordinator will be expected to communicate well with other members of the creative, sales, and management teams.
In most instances, a college degree is not required to become an advertising coordinator. A business or marketing degree certainly improves one's chances of getting hired, as does a degree in journalism, broadcasting, psychology, or any of the liberal arts. Emphasis in hiring generally rests more on actual experience than education. Coordinators at the top advertising agencies advise young hopefuls to start out as an intern or apprentice for a successful advertising coordinator. Not only is this a way to learn the ropes of the advertising industry, it also gets a foot in the door for future employment opportunities.
