Communication and Media Graduate Degrees

Related occupations
Copywriter

A copywriter is one who prepares the words, slogans or script to promote a person, business, opinion or idea. Copywriting is part of direct mail marketing, sales letters, taglines, postcards, jingle lyrics, brochures, billboards, email advertising, internet advertising, catalogs, white papers, television... see more or radio commercial scripts, press releases, and other marketing media. The Copywriter comes up with the words and verbal content that are used alongside the visual elements. Most copywriters work closely with the advertising team, and may even provide input about the visual elements. Copywriters who work with an agency may have to handle projects of a wide variety. However, some copywriters specialize and choose to work with only one industry sector. A copywriter, along with the creative team, takes a client's advertising brief and produces original copy ideas with the objective of capturing the target audience's attention. It is important for a copywriter to ensure that the material he presents is factually correct and in keeping with the codes of advertising practice.

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Advertising Account Executive

Advertising account executives, also known as advertising sales agents, work for advertising agencies. Account executives are the link between the agency and its clients. They sell the agency's services to the client--the client is usually a company--and work closely with that company's advertising... see more manager. Account executives utilize the agency's various departments--including copywriting, art, and marketing--to create effective advertising campaigns for their clients. In some large agencies account executives report to account supervisors. Generally, however, account executives are supervised by the top management or owners of the agency. In small agencies the owner or partners handle creative work such as copywriting and art and also do the work of an account executive.