1, knowledge structure
Advertising industry is a knowledge-intensive industry, involving social politics, literature and art, news dissemination, economy, law, sociology, behavior, marketing, information science, foreign languages and other disciplines. In fact, influenced by other disciplines, the establishment and development of advertising ontology has the characteristics of integration and intersection. Advertising professional knowledge is isomorphic with its related disciplines, forming the knowledge structure of advertisers.
2. Professional skills
The advertising industry under the knowledge economy in the new century is a service high-tech industry integrating new media, new equipment, new materials and new technologies. High-tech advertising operation requires advertisers to have the ability and skills to master and use specialized technology.
3. Capability structure
Advertising activities involve many aspects besides knowledge and skills, so employees are required to be "intensive" industries. The ability structure of advertisers is also a complete system, which consists of a series of interrelated abilities.
4. Creativity
This is the most important ability of an advertiser. Advertising is an intelligent industry, which is in urgent need of creativity and imagination. The essence of advertising creation is the crystallization of creativity-creativity. Therefore, creativity has almost become the most important criterion to measure whether an advertiser and his works are excellent or not.
Step 5 be knowledgeable
Advertising requires advertisers to grasp the most valuable information in the complicated information and see the potential essence through various phenomena. A successful advertising planning can not be separated from advertisers' keen insight into social politics, economy and culture, forward-looking grasp of market demand and competition, in-depth analysis of consumers' psychology and behavior, and all-round cognition of products (brands). With this insight, we can ensure the pertinence of advertising decision-making and the effectiveness of advertising creation.
6. Communication skills
Advertising is communication, information communication and emotional communication. To develop customers and reach an understanding with customers for an idea requires full communication; Establishing a brand and establishing a certain position in the hearts of consumers also requires full communication. An advertiser should be a master of communication, knowing better than anyone "to whom", "what" and "how" to impress the audience, because it is his unshirkable responsibility.
7. Expression ability
Expression ability includes written expression and oral expression, and speaking and writing are the basic skills of advertisers. When communicating with customers, peers and consumers, good oral expression skills can attract people and leave a deep impression. In addition, advertisers also need to have strong writing skills to complete desk work such as copywriting and investigation reports.
8, information collection and processing ability
This ability, first of all, is the requirement of the times for a modern person. In 2 1 century, all fields of human existence are based on the acquisition, processing, transmission and distribution of information. Secondly, the characteristics of the industry require advertisers: only on the basis of collecting a large number of relevant information and fully studying, can they finally condense into advertising information.
9. Political quality
In addition to the professional qualities of ordinary advertisers, news media advertising professionals should also have the political qualities of news media practitioners, because news media should be responsible to society, the audience and the party and have a political height. Advertising should also talk about politics. There are many examples of serious political accidents caused by lax control: 1994, when a newspaper in our province published an advertisement for the opening of a business, the words "Republic of China" appeared in the advertisement content because of the low political quality of the parties; 200 1 when a newspaper published an advertisement announcement, it published a map of the geographical location of our garrison, causing a major military leak accident.
10, moral quality
Moral cultivation is very important for an advertiser, especially for news media advertisers. If our advertising practitioners have high moral cultivation, there will be no such embarrassing phenomenon as mentioned above.
Some experiences on improving the quality of advertising professionals
The author has been in charge of advertising business for nearly ten years. In recent years, we also have some experiences and lessons in improving the quality of advertising sales personnel.
First of all, the recruitment of advertising salesmen must be strictly controlled, and interviews, written examinations and re-examinations must be conducted.
Secondly, it is very detailed pre-job training during the probation period: first, new comrades are required to be familiar with the editing, publishing and distribution workflow of the whole newspaper, which enhances their understanding of the relevant positions in the newspaper and increases their understanding of colleagues in other departments. Second, it is required to seriously study the advertising law and relevant national laws and regulations, and seriously study the rules and regulations of newspapers. The third is to learn the basic theoretical knowledge related to advertising. Fourth, new comrades must take active actions under the leadership of old comrades, from theory to practice, from being a man to doing things, from market research to face-to-face negotiations with customers, from contract signing to manuscript submission procedures, and understand the whole process. Third, strictly implement the system, which has clear provisions on contract management, error handling, customer conflict handling and colleague conflict handling, and strictly implement them, so as to eliminate bad ideas, bad styles and bad behaviors that are not conducive to work and unity in the bud.
I hope it helps you.