This assignment required attending a networking event for my technology in advertising and public relations course. The Advertising Club at Grand Valley State University hosted an event called Career Compass that was held on September 22nd in downtown Grand Rapids, MI. At the event, there were six advertising professionals to talk to us about their careers. Each professional has a different job within the field, displaying the various jobs available. The professionals gave a short presentation describing their job, including daily tasks and that event ended with a Q & A session.
Parks, Joey. “Career Compass.” Retrieved from GVSU Advertising Club newsletter September 2016.
I took away a lot of information about the field and also what the professionals look for in potential employees when they are hiring. One standout fact that relates to my blog was from the speaker, Megan Collins, who is the account manager at Full Design Marketing & Design. She said it’s important to keep up with trends. Looking at trends in pop culture can help make your campaigns more relevant to society. Advertisements that catch on to specific trends will help stand out and your client will catch on. From there, potential consumers will notice the ad due to relevance and hopefully it’ll have a lasting impression.
An example of an ad based on social media trends that stood out and stuck in my memory from the past was done by the Salvation Army. Sometime within the past couple of years, a picture of a dress was appearing on social media feeds everywhere. The debate was if the dress was white and gold or blue and black. With everyone talking about this, the Salvation Army created a powerful campaign regarding domestic violence. Check it out: https://www.washingtonpost.com/news/morning-mix/wp/2015/03/06/the-salvation-armys-powerful-new-ad-on-domestic-violence-puts-thedress-debate-in-a-new-light/
John Heritage, president of HA Digital Marketing, was another speaker at Career Compass. He explained to us that profiling is a huge marketing technique his company uses. The idea of profiling means to analyze and record people’s behaviors/interests. This can be done by viewing everything people put out on social media and other sites to target their interests or what is being talked about, similar to the dress campaign, or other examples of pop culture relevance in advertising.