Write advertising copy for use by publication or broadcast media to promote sale of goods and services.
Tasks
Write to customers in their terms and on their level so that the advertiser's sales message is more readily received.
Discuss with the client the product, advertising themes and methods, and any changes that should be made in advertising copy.
Write advertising copy for use by publication, broadcast or internet media to promote the sale of goods and services.
Present drafts and ideas to clients.
Vary language and tone of messages based on product and medium.
Consult with sales, media and marketing representatives to obtain information on product or service and discuss style and length of advertising copy.
Edit or rewrite existing copy as necessary, and submit copy for approval by supervisor.
Develop advertising campaigns for a wide range of clients, working with an advertising agency's creative director and art director to determine the best way to present advertising information.
Write articles, bulletins, sales letters, speeches, and other related informative, marketing and promotional material.
Conduct research and interviews to determine which of a product's selling features should be promoted.
Invent names for products and write the slogans that appear on packaging, brochures and other promotional material.
Review advertising trends, consumer surveys, and other data regarding marketing of goods and services to determine the best way to promote products.
Knowledge
English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Sales and Marketing
Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Communications and Media
Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Customer and Personal Service
Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Computers and Electronics
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Clerical
Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
Skills
Reading Comprehension
Understanding written sentences and paragraphs in work related documents.
Writing
Communicating effectively in writing as appropriate for the needs of the audience.
Active Listening
Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Speaking
Talking to others to convey information effectively.
Critical Thinking
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Abilities
Written Comprehension
The ability to read and understand information and ideas presented in writing.
Written Expression
The ability to communicate information and ideas in writing so others will understand.
Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
Fluency of Ideas
The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
Originality
The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
Work Activities
Organizing, Planning, and Prioritizing Work
Developing specific goals and plans to prioritize, organize, and accomplish your work.
Communicating with Persons Outside Organization
Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
Selling or Influencing Others
Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
Thinking Creatively
Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Establishing and Maintaining Interpersonal Relationships
Developing constructive and cooperative working relationships with others, and maintaining them over time.
Communicating with Supervisors, Peers, or Subordinates
Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Updating and Using Relevant Knowledge
Keeping up-to-date technically and applying new knowledge to your job.
Getting Information
Observing, receiving, and otherwise obtaining information from all relevant sources.
Work Context
Indoors, Environmentally Controlled
How often does this job require working indoors in environmentally controlled conditions?
Electronic Mail
How often do you use electronic mail in this job?
Face-to-Face Discussions
How often do you have to have face-to-face discussions with individuals or teams in this job?
Contact With Others
How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
Telephone
How often do you have telephone conversations in this job?
Time Pressure
How often does this job require the worker to meet strict deadlines?
Deal With External Customers
How important is it to work with external customers or the public in this job?
Coordinate or Lead Others
How important is it to coordinate or lead others in accomplishing work activities in this job?
Work With Work Group or Team
How important is it to work with others in a group or team in this job?
Letters and Memos
How often does the job require written letters and memos?
Interests
Enterprising
Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Artistic
Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
Investigative
Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
Conventional
Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
Social
Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.
Realistic
Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.
Work Style
Attention to Detail
Job requires being careful about detail and thorough in completing work tasks.
Dependability
Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Innovation
Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
Integrity
Job requires being honest and ethical.
Cooperation
Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Adaptability/Flexibility
Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Initiative
Job requires a willingness to take on responsibilities and challenges.
Achievement/Effort
Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Stress Tolerance
Job requires accepting criticism and dealing calmly and effectively with high stress situations.
Persistence
Job requires persistence in the face of obstacles.
Work Values
Achievement
Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
Support
Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.
Working Conditions
Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Relationships
Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
Recognition
Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
Independence
Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
