Industry Profile -- by Berenice Gargus

So you want to go into marketing? No problem. Just describe what it is in ten words or less. Okay. How about twenty? Not easy, is it? Marketing is one of those vague umbrella terms for an essential business service we all sort of understand.

According to David Allwright, a Program Chair at Mount Royal College, a dozen people would define the career a dozen different ways. "A more general approach," he says, "is that marketing is a business function that provides consumers with information about products that may be able to satisfy their needs."

OK, so how's it done?

Sometimes marketers are involved right from the product development stage, helping corporations identify what people want but aren't getting. Allwright says this is one way marketing differs from advertising; it's more about communicating between the producer and the consumer. On the one hand, marketing "helps businesses identify present and potential consumers" and on the other, it helps people understand why they would want the product being sold.

Market researchers have a big role here. Their work consists of conducting surveys and focus group studies designed to figure out whether you do or do not want the product or service and why. All aspects of marketing involve some head-shrinking, but these researchers are the real psychologists and sociologists of the field. (See our feature article on market research to find out more.)

Given the chance, a market researcher will pick your psyche clean of all its emotional responses, opinions, and subconscious drives to figure out what type of marketing and advertising works on you and what doesn't. They also check in after the purchase to find out if you're happy with the product and how it was sold to you. This information will help make sure you'll return to buy again.

A Marketing Manager is the visionary of the marketing department. This person not only has to communicate the ideas of upper management/the company to both the team and the world, but they also oversee staff and decide how to spend the marketing budget for maximum effect.

Brand Management is a relatively new high-end power title. This job centres around making sure your company is clearly and memorably presented. Think golden arches on red backdrop. That particular fast food outlet has worked hard to ingrain a positive association between their logo and your experience of eating there.

Brand managers also develop lovable advertising characters like the Jolly Green Giant or the A&W Rootbear. (See this issue's Double Take article to learn about Calgary's own mascot-making company.) Brand managers make sure strict guidelines are in place so you never question their character's integrity - there can be no suggestion that the green giant might suddenly get fed up with picking vegetables and crush the family's bones to make his bread. Note also that Brand Managers are sometimes Marketing Managers with a longer title.

Public Relations is simple enough. Contact people one-on-one to sell your idea, organization, or candidate. Convince people to buy, use, or think about the product, person, or event in a certain way. In this job, you yourself become a personal representative of the product. It's an active form of advertising using a spokesperson (you).

While it's said there's no such thing as bad press, PR is also about managing problems and spinning negative press so it increases awareness of your company without harming any reputations. The person who oversees this process and manages all the written and visual materials is the Communications Manager. And yes, the title Manager - Marketing, Communications, and Brand Management does fit on one business card.

Publicity is more or less about finding ways to get other people to market your product for you. Convincing the media that you merit free editorial coverage is the biggest part of this process. Remember the kid in elementary school who told the best snot jokes which everyone immediately repeated to others? That kind of thing.

These really clever marketers, no doubt going to hell for their brilliant manipulations of humankind, have dreamed up ways to get the customers to do the advertising for them. Ever heard someone answer the phone "Power 107 plays today's best music now show me the money"? Not subtle, but effective. Know the punch-buggy game? (One bored passenger gets to punch another bored passenger upon spotting a certain type of car on the road.) Whoever thought of that should be canonized as the god of modern invasive marketing. Note that Publicity and Public Relations are often woven together in one job title.

Advertising is a key component of marketing. The sexiest of all the jobs, the advertising people basically take the objectives planned out by the marketing team and bust their heads open trying to figure out real-world ways to make those messages stick in the minds of the masses. (Check out our feature on Calgary's only all-girl advertising team at Parallel Strategies.)

Advertising is a passive means of selling in which the advertising person is not directly in contact with the public. Instead they inundate the consumer with paper, billboards, radio, TV and web messages the consumer accepts or rejects according to their own criteria. Think of the kid who dressed weird to get attention.

A sub-sect of advertising, promotions, is like the kid who always gave away his chocolate milk to get in good with the girls. Promotions people figure out how to get free samples and other marketing swag (t-shirts, mugs, trips) and give it away in order to cross-market both the product/advertiser and the company giving it away. (See our Career Mirror article on CJAY 92's Promotions Director.)

As part of this, direct-mail campaigns might feature discounts or giveaways to induce people to read the flyer/ad and come into the store. Once they're in, it's up to the display professionals to make other stuff look so good you can't resist buying it too. Rumour is people who purchase their groceries online regularly spend less because they avoid impulse-buying. Once this system takes off, marketers will get in there too and find a way to sell you more - marketing is nothing if not an ever-evolving artform.

Sales are the last stage of the game. Though they aren't really included under the marketing umbrella, sales people work very closely with the marketing and promotions people. For example, that savvy cashier at Chapters who gets you to buy a discount card is doing sales and marketing by educating you about what the card does and convincing you that you want it.

Invasive salespeople like email-marketers (spammers) and telemarketers, hated only slightly less than the parking ticket guys, are on the lower end of the marketing/sales food chain. Thus telemarketing is the easiest job to get.

Allwright, who has been with Mount Royal College for three years, advises that whichever stream you choose, "find something you're good at, that you enjoy doing." He reflects on former students who struggled to become accountants when they had no natural capacity for the work. "Don't focus on a career for the sake of getting a job," he says. His ex-lawyer friends can attest to the wisdom in that.

For more excellent advice, check our Hot Tip and Jump Start articles in this issue.

LINKS

More about the Jolly Green Giant

Listen to the original, full-length Mr. Clean jingle.

For an interesting history of the Kellogg's company, go to the press room and click on Tony the Tiger.

For a taste of soft drink brand management, click here.

For local marketing goods, check out the merchandise for sale on the Calgary Stampede website.

Public Relations

Read about the Stampede Public Relations person in a previous issue of nextsteps.

The Calgary Chapter of the Canadian Public Relations Society (CPRS)

Jeff Gaulin's Journalism Job Board

Web marketing

Critical Mass

http://www.internet.com is a portal to many sites on interactive marketing.

For more links, see the feature articles.

CAREER PROFILES

Advertising Copywriter

Advertising copywriters write advertisements for print, outdoor and broadcast media, and copy (text) for internet home pages and CD-ROM applications. Building a strong portfolio of written work is essential for finding employment in this field.

Most copywriters have some post-secondary education related to communications, journalism, marketing or broadcasting. Many have a bachelor of arts (BA) degree in English.

Over 2,500 Albertans are employed in the "Writers" occupational group, which is expected to grow 1.7 to 2.7 per cent each year from 2002 to 2007 in Alberta. Salary - $15,900 to $98,600 per year.

Marketing Manager

Plan, organize, co-ordinate and control the activities of organizations or departments within organizations involved in marketing products and/or services.

Educational Requirements: 2 years post-secondary education/training Employment Outlook: Employment turnover plus below average occupational growth in Alberta

Salaries in this occupation vary according to the size and nature of the organization and the scope of the manager's responsibilities. According to the 2001 Alberta Wage and Salary Survey, most Albertans employed in the "Sales, Marketing and Advertising Managers" occupational group earned from $15,300 to over $157,700 per year.

Graphic Designer

Turn abstract concepts into meaningful visual communications in the form of brochures, packaging, promotional materials, corporate logos, annual reports, television spots, websites or multimedia presentations and displays.

Educational Requirements: post-secondary education/training * See the OCCINFO website for a list of fine art programs offered by post-secondary institutions in Alberta.

Over 4,500 Albertans are employed in the "Graphic Designers and Illustrating Artists" occupational group, which is expected to grow 1.8 to 2.8 per cent each year from 2002 to 2007 in Alberta. Salary - $14,200 to $73,100 per year.

From HRDC's National Occupational Classifications

Sales, Marketing and Advertising Managers

Sales, marketing and advertising managers plan, organize, direct, control and evaluate the activities of establishments and departments involved in commercial, industrial, wholesale and e-business sales, marketing, advertising and public relations.

Education: Generally requires a University Degree and/or several years of experience.

Professional Occupations in Public Relations and Communications

This unit group includes specialists in public relations and communications who develop and implement communication and promotion strategies and information programs, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals.

A university degree or college diploma in public relations, communications, journalism, museology or a discipline related to a particular subject matter is usually required. Practitioners in public relations may require an APR (Accredited in Public Relations) designation.

Professional Occupations in Business Services to Management

This unit group includes those who provide services to management such as analyzing the operations, managerial methods or functions of an organization in order to propose, plan and implement improvements, or analyze advertising needs and develop appropriate advertising plans.

A bachelor's degree or college diploma in business administration or commerce is usually required. A graduate degree in business administration may be required.

Business Development Officers and Marketing Researchers and Consultants

Business development officers and marketing researchers and consultants conduct research, formulate policies and manage programs to stimulate industrial and commercial business investment or tourism in urban and rural areas or to promote commercial or industrial products and services.

A bachelor's degree in economics, commerce, business administration or public administration is required. Certification as an economic developer (Ec.D.) may be required.

Conference and Event Planners

Conference and event planners plan, organize and co-ordinate conferences, conventions, meetings, seminars, exhibitions, trade shows, festivals and other events.

A university degree or college diploma in business, tourism or hospitality administration is usually required. Certification relating to special events, meetings or conference management may be required.

Executive Assistants

Executive assistants co-ordinate administrative procedures, public relations activities and research and analysis functions for members of legislative assemblies, ministers, deputy ministers, corporate officials and executives, committees and boards of directors.

Completion of secondary school is required. A bachelor's degree in public administration, political science or a related discipline is usually required.

Customer Service, Information and Related Clerks

This unit group includes clerks who answer enquiries and provide information regarding an establishment's goods, services and policies and who provide customer services such as receiving payments and processing requests for services.

Completion of some college or other postsecondary programs may be required. Clerical or sales experience may be required.

Retail Salespersons and Sales Clerks

Retail salespersons and sales clerks sell, rent or lease a range of technical and non-technical goods and services directly to consumers.

Completion of secondary school may be required.

Retail Trade Supervisors

Retail trade supervisors supervise and co-ordinate the activities of workers in the following unit groups: Retail Salespersons and Sales Clerks, Cashiers, Grocery Clerks and Store Shelf Stockers and Other Elemental Sales Occupations.

Cashiers

Cashiers operate cash registers, optical price scanners, computers or other equipment to record and accept payment for the purchase of goods, services and admissions. They are employed in stores, restaurants, theatres, business offices and other retail and wholesale establishments.

Correspondence, Publication and Related Clerks (Advertising clerk)

Clerks in this unit group write correspondence, proofread material for accuracy, compile material for publication and perform other related clerical duties. They are employed by newspapers, periodicals, publishing firms and by establishments throughout the private and public sectors.

International Association of Business Communicators

Promoter

Visual Presentation

Retail sales

Online Retail