Apprenticeship training course

Advertising and media executive (level 3)

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Information about Advertising and media executive (level 3)

Creating messages or 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 for example Teams, Sage, scheduling tools and Excel
  • Methods and approaches for reporting and documentation
  • The lifecycle of an advertising campaign
  • Roles and services offered by agencies, departments within agencies and their interactions
  • The key legal, regulatory and ethical issues for advertising and media, for example sustainability, equity diversity and inclusion, advertising to children, data regulation and Artificial Intelligence
  • The commercial dynamics of advertising and media
  • Theory and history of advertising including evolving advertising trends. For example how humans make decisions, gender representation and proliferation of media opportunities
  • Principles of management and delivery of third parties for example client, supplier and regulatory body
  • The value the supply chain can provide
  • The digital landscape and how it impacts on any given campaign
  • New creative and media, trends for example influencers, virtual reality and Artificial Intelligence
  • Understand how the effectiveness of a campaign is measured against the client's business objectives
  • Fundamentals of brand building
  • Influencing and negotiating techniques
  • Principles and policies of equity, diversity, and inclusion in the workplace
  • Digital tools and software including those used to communicate and interact with a range of key stakeholders
  • Policies and procedures relating to environmental impact and sustainability
  • Professional communication methods for stakeholders
  • Problem solving technique to generate ideas to solve a problem
  • The creative process and how people operate in that environment
  • Understand the different elements of a creative idea copy and art direction and its execution, understanding the relative importance of those different elements
  • 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 for example Teams, Sage, scheduling tools and Excel
  • Methods and approaches for reporting and documentation
  • The lifecycle of an advertising campaign
  • Roles and services offered by agencies, departments within agencies and their interactions
  • The key legal, regulatory and ethical issues for advertising and media, for example sustainability, equity diversity and inclusion, advertising to children, data regulation and Artificial Intelligence
  • The commercial dynamics of advertising and media
  • Theory and history of advertising including evolving advertising trends. For example how humans make decisions, gender representation and proliferation of media opportunities
  • Principles of management and delivery of third parties for example client, supplier and regulatory body
  • The value the supply chain can provide
  • The digital landscape and how it impacts on any given campaign
  • New creative and media, trends for example influencers, virtual reality and Artificial Intelligence
  • Understand how the effectiveness of a campaign is measured against the client's business objectives
  • Fundamentals of brand building
  • Influencing and negotiating techniques
  • Principles and policies of equity, diversity, and inclusion in the workplace
  • Digital tools and software including those used to communicate and interact with a range of key stakeholders
  • Policies and procedures relating to environmental impact and sustainability
  • Professional communication methods for stakeholders
  • Problem solving technique to generate ideas to solve a problem
  • The media buying process
  • Media buying techniques, processes, channels, tools and trends, for example best alternative to a negotiated agreement, how to buy using automated platforms, depth of data and influencer marketing
  • Media metrics for example latest Google Adwords, latest viewing figures from Broadcasters Audience Research Board
  • Location and timing of media interaction with creative content
  • Approaches to the evaluation of media planning and buying, both short- and long-term

  Skills

  • Identify the ways in which creative and media can help organisations to achieve corporate objectives
  • Objectively structure problems and approaches to solving them
  • Manage projects using project management techniques in order to ensure campaigns are on track maintaining relationships
  • Use industry recognised systems and technologies that are used in agencies to plan, budget and bill
  • Produce communications for example on PowerPoint, emails, minutes and reports using industry terminology and professional language
  • Manage and prioritise workload to meet agreed timelines
  • Apply knowledge of the interface and the dynamics of the different agencies for a smooth flow of work
  • Adhere to legislative regulations that apply in the advertising and media industry
  • Upward supplier and client management related to commercial realities for example a new digital opportunity or a TV production problem
  • Use negotiating and influencing techniques for example to communicate with different audiences or authorise a late media opportunity
  • Delivery of supply chain value, on time
  • Communicate with clients and stakeholders accurately and by selecting the appropriate method
  • Support stakeholders in obtaining the data they need to complete tasks, for example demographics and metrics.
  • Access the metric data and report it to the team
  • Use digital collaboration tools to work with colleagues and key stakeholders
  • Use creative and production techniques to help the idea appear in the correct format
  • Support the execution phase to maintain the key creative idea.
  • Report differences in ways competitor brands market themselves.
  • Identify the ways in which creative and media can help organisations to achieve corporate objectives
  • Objectively structure problems and approaches to solving them
  • Manage projects using project management techniques in order to ensure campaigns are on track maintaining relationships
  • Use industry recognised systems and technologies that are used in agencies to plan, budget and bill
  • Produce communications for example on PowerPoint, emails, minutes and reports using industry terminology and professional language
  • Manage and prioritise workload to meet agreed timelines
  • Apply knowledge of the interface and the dynamics of the different agencies for a smooth flow of work
  • Adhere to legislative regulations that apply in the advertising and media industry
  • Upward supplier and client management related to commercial realities for example a new digital opportunity or a TV production problem
  • Use negotiating and influencing techniques for example to communicate with different audiences or authorise a late media opportunity
  • Delivery of supply chain value, on time
  • Communicate with clients and stakeholders accurately and by selecting the appropriate method
  • Support stakeholders in obtaining the data they need to complete tasks, for example demographics and metrics.
  • Access the metric data and report it to the team
  • Use digital collaboration tools to work with colleagues and key stakeholders
  • Deploy digital mediums to guarantee results for example using Google Analytics to check key words
  • Coordinate responses to media owners and intermediaries for example using automated platforms
  • Provide support to research how the message or creative idea might be best distributed to reach the target audience for example time of day, the right place and make recommendations based on this

  Behaviours

  • Shows attention to detail
  • Embraces problems as challenges to be solved
  • Engage with different stakeholders professionally demonstrating the values of the organisation
  • Exhibits curiosity about the industry, demonstrating a positive approach to learning
  • Shows resilience keeps going through difficult situations
  • Prioritises sustainable practices for example reducing paper waste, turning off unused lights, car sharing or using public transport to travel for business meetings
  • Shows attention to detail
  • Embraces problems as challenges to be solved
  • Engage with different stakeholders professionally demonstrating the values of the organisation
  • Exhibits curiosity about the industry, demonstrating a positive approach to learning
  • Shows resilience keeps going through difficult situations
  • Prioritises sustainable practices for example reducing paper waste, turning off unused lights, car sharing or using public transport to travel for business meetings
• 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 creative specialist
  • Advertising and media executive
  • Advertising and media executive media specialist

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