Apprenticeship training course

Advertising and media executive (level 3)

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Information about Advertising and media executive (level 3)

Creating messages (campaigns) which are intended to inform or influence the people who receive them.

• Knowledge, skills and behaviours:
  View knowledge, skills and behaviours

  Knowledge

  • The role creative and media plays for clients and the links to commercial objectives
  • Project management techniques
  • The systems and digital technologies that are used in agencies such as Sage, scheduling tools and Excel
  • Construction of accurate and timely reports and minutes
  • The lifecycle of an advertising campaign i.e. what needs to happen when
  • The different roles performed by different agencies (mainly media and creative), different parts of agencies and the core services of their own organisation
  • The key legal, regulatory and ethical issues for advertising and media, e.g. advertising to children, data regulation with relevance to advertising, General Data Protection Regulation compliance
  • The commercial dynamics of advertising and media
  • The foundation advertising landscape and how it is changing e.g. the impact of digital technology and platforms, the proliferation of options for content and media, the complex consumer journey to purchase, the rise of big data, the corporate landscape, how advertising’s effectiveness is evaluated
  • Principles of third party (e.g. client, supplier, regulatory body) management and delivery
  • Understands the value the supply chain can provide e.g. digital marketing
  • Understands the digital landscape and how it impacts on any given campaign
  • The creative process/dynamic and how people operate in that environment; how to communicate effectively with each group
  • New creative and production techniques, tools and trends e.g. using Influencers to reach audiences, using Snapchat Stories, how to use virtual reality, the possible benefits of Artificial Intelligence
  • Understand the different elements of a creative idea (copy and art direction) and its execution, understanding the relative importance of those different elements, e.g. does a change to the execution change the idea?
  • Understand how the effectiveness of a campaign is measured against client business objectives
  • Understand the fundamentals of why brand building is important
  • How to influence people e.g. listen to them, always try for win:win
  • The role creative and media plays for clients and the links to commercial objectives
  • Project management techniques
  • The systems and digital technologies that are used in agencies such as Sage, scheduling tools and Excel
  • Construction of accurate and timely reports and minutes
  • The lifecycle of an advertising campaign i.e. what needs to happen when
  • The different roles performed by different agencies (mainly media and creative), different parts of agencies and the core services of their own organisation
  • The key legal, regulatory and ethical issues for advertising and media, e.g. advertising to children, data regulation with relevance to advertising, General Data Protection Regulation compliance
  • The commercial dynamics of advertising and media
  • The foundation advertising landscape and how it is changing e.g. the impact of digital technology and platforms, the proliferation of options for content and media, the complex consumer journey to purchase, the rise of big data, the corporate landscape, how advertising’s effectiveness is evaluated
  • Principles of third party (e.g. client, supplier, regulatory body) management and delivery
  • Understands the value the supply chain can provide e.g. digital marketing
  • Understands the digital landscape and how it impacts on any given campaign
  • The media buying process/dynamic and how people operate and negotiate in that environment
  • New media buying techniques, tools and trends e.g. new programmatic (automated) media buying platforms; using new digital mediums such as Twitter, Spotify; new data sources from Google and others
  • Up to date media metrics e.g. latest Google Adwords, latest viewing figures from Broadcasters Audience Research Board
  • Understands how the location and timing of media interacts with creative content
  • Understand how media planning and buying is evaluated short and long term

  Skills

  • Identify the ways in which creative and media can help organisations to achieve corporate objectives
  • Dispassionately structure problems and approaches to solving them
  • Manage projects using project management techniques in order to ensure campaigns are on track, e.g. accurate timing plans, and they are also successfully managing their to do list
  • Make use of the systems and technologies that are used in agencies to help plan, budget and bill
  • Produce professional communication e.g. correct names, spelling, grammar, branding on e.g. PowerPoint, emails, minutes, reports
  • Manage timelines effectively, prioritising appropriately
  • Apply knowledge of the interface and the dynamics of the different agencies (mainly media and creative) for a smooth flow of work
  • Adhere to the legislative regulations that apply in the advertising and media industry plus their own organisational policies and procedures
  • Demonstrate some upward, some supplier and client management around commercial realities e.g. a new digital opportunity or a TV production problem
  • Help solve practical and creative problems (e.g. report on consumer habits, gathering useful data around evaluation) within defined budgets and timescales, influencing outcomes without jeopardising relationships
  • Use third party management techniques combined with interpersonal skills (e.g. active listening, and influencing) to communicate effectively with all, e.g. coordinating response to a client brief
  • Ensures the delivery of that supply chain value, on time
  • Deploy the right digital medium to guarantee the most effective result e.g, using Google Analytics to check key words
  • Communicate with clients, colleagues, regulatory bodies (such as the Advertising Standards Authority or Clearcast), suppliers (such as photographers or research companies); by phone, in meetings, through presentations, in emails and written documents such as agendas, competitive reviews, proposals, minutes of calls/meetings, status reports. Co-ordinate feedback.
  • Apply their understanding of creative and production techniques to help the idea appear in the correct format
  • Apply their understanding of the different elements of a creative idea to help evaluate the different elements and guide the execution phase to protect the most important ones
  • Help obtain the right data
  • Able to understand and report differences in ways competitor brands market themselves
  • Ability to influence people e.g. clients to buy amended creative work or authorise a late invoice
  • Identify the ways in which creative and media can help organisations to achieve corporate objectives
  • Dispassionately structure problems and approaches to solving them
  • Manage projects using project management techniques in order to ensure campaigns are on track, e.g. accurate timing plans, and they are also successfully managing their to do list
  • Make use of the systems and technologies that are used in agencies to help plan, budget and bill
  • Produce professional communication e.g. correct names, spelling, grammar, branding on e.g. PowerPoint, emails, minutes, reports
  • Manage timelines effectively, prioritising appropriately
  • Apply knowledge of the interface and the dynamics of the different agencies (mainly media and creative) for a smooth flow of work
  • Adhere to the legislative regulations that apply in the advertising and media industry plus their own organisational policies and procedures
  • Demonstrate some upward, some supplier and client management around commercial realities e.g. a new digital opportunity or a TV production problem
  • Help solve practical and creative problems (e.g. report on consumer habits, gathering useful data around evaluation) within defined budgets and timescales, influencing outcomes without jeopardising relationships
  • Use third party management techniques combined with interpersonal skills (e.g. active listening, and influencing) to communicate effectively with all, e.g. coordinating response to a client brief
  • Ensures the delivery of that supply chain value, on time
  • Deploy the right digital medium to guarantee the most effective result e.g, using Google Analytics to check key words
  • Coordinate responses to media owners and intermediaries (including automated platforms), helping manage all aspects of the process
  • Apply their knowledge of media buying to communicate with clients, colleagues, regulatory bodies (such as the Advertising Standards Authority), media owners (such as commercial television channels, newspapers/magazines, billboard companies etc.), or media intermediaries/platforms (such as programmatic advertising platforms, Facebook, Google); by phone, in meetings, through presentations, in emails and written documents such as a media plan
  • How to access the media metric data and report it accurately to the team regularly
  • Help research how the message/creative idea might be best distributed to reach the target audience in the most effective way e.g. time of day, and make recommendations based on this
  • Help obtain the right data
  • How to negotiate for long term relationships

  Behaviours

  • Flexible problem solver with ability to help the team prioritise effectively
  • Shows attention to detail
  • Embraces problems as challenges to be solved, displays 'can-do' attitude
  • Behaves with versatility and others respond positively to them (they are "likable")
  • Display empathy and patience with a variety of different personality types and others respond positively to them
  • Exhibits curiosity about people, their motivations and how to get the best out of them
  • Exhibits curiosity about the industry, positive approach to learning
  • Shows resilience (e.g. doesn't take things too personally, keeps going through difficult situations)
  • Takes responsibility for learning under pressure
  • Flexible problem solver with ability to help the team prioritise effectively
  • Shows attention to detail
  • Embraces problems as challenges to be solved, displays 'can-do' attitude
  • Behaves with versatility and others respond positively to them (they are "likable")
  • Display empathy and patience with a variety of different personality types and others respond positively to them
  • Exhibits curiosity about people, their motivations and how to get the best out of them
  • Exhibits curiosity about the industry, positive approach to learning
  • Shows resilience (e.g. doesn't take things too personally, keeps going through difficult situations)
  • Takes responsibility for learning under pressure
• Apprenticeship category (sector): Sales, marketing and procurement
• Qualification level: 3; Equal to A level
• Course duration: 18 months
• Maximum funding: £8,000 ; Maximum government funding for ; apprenticeship training and assessment costs.
• Job titles include:
  • Advertising and Media Executive
  • Advertising and Media Creative Specialist
  • Advertising and media executive media specialist

View more information about Advertising and media executive (level 3) from the Institute for Apprenticeships and Technical Education.