publication. Her tasks include making last minute changes, placing the ads in the
By: Kyle Wooley
paper, and contacting current and
Grab a seat and pick your favorite movie. A
prospective clients. Juggling this
fresh bowl of poppin’ ads were just
responsibility and being a full time honor
delivered by the Kentucky Kernel. I shared
student, isn’t a walk in the park. As an
some time with the advertising department
integral part of a newspaper that reaches
of the Kernel and found out that you may
thousands of readers across the state, there
need to add a little salt and butter to the
is no time to lose motivation.
ads before readers digest them. A few
tweaks and revisions can polish an advertisement into a beautiful gem, ready
The minute you walk into the advertising
for readers to gaze upon.
department of the Kernel, the first thing you see is Hannah hard at work on her computer. In today’s market, it is essential to produce an effective advertisement and present it to your audience as quickly as possible. As an ISC major, Hannah is gaining
the knowledge and experience needed to
Hannah Shwartz, the Student Advertising
exceed in an incredibly competitive and fast
Manager at the Kentucky Kernel spends
paced advertising market. During our
most of her day preparing ads for
interview, Hannah stated that she has been
interested in advertising since she was a
career plans in advertising.
child. Her father works in this industry and she has been exposed to this process at a
One of the most asked questions when
very young age. Years of observation have
studying advertising is, “What jobs
obviously given this junior at the University
can you get in advertising?” As I
of Kentucky a head start in the market.
spoke with the very excited Hannah Shwartz, I was able to get a few
answers. “A lot of new companies are
The average Advertising Account manager
looking for Account Executives,
has a lot on their plate. Tasks range from
Account Managers, and product
preparing budgets, to forming and negotiating contracts with clients (Sharma, 2012). Workers in this field utilize a
managers” (Shwartz, H. Personal Communication). These are just a few jobs that will be available to a person interested in advertising after college.
wide variety of skills within their career. Communication skills are very important in advertising, they are used daily to manage relationships with clients and co-workers” (Shwartz, H. Personal Communication). Sending anywhere from ten to thirty e-mails a day, Hannah puts her skills to the test. This great experience is giving her the foundation necessary for her future
From the brief experience I have had in this field, it seems like these people really enjoy their job. When I asked Hannah if she could change anything about her job, she replied that she wouldn’t change a thing. “Every responsibility in this job assists you when working with clients and forming the paper” (Shwartz, H. Personal Communication). As I look through
the window of the advertising
advertising department at the Kernel
department of UK, I see a bright
now recognizes this problem and only
future ready to sweep us all away.
publishes ads that will reflect the credibility of the University.
With 17,000 newspapers read everyday, these workers have a lot on
After my experience with the Student
their shoulders when placing ads.
Advertising Manager at the Kentucky
These ads can potentially reflect how
Kernel, I found this type of work very
students and readers behave, and
intriguing. It is obviously a field that
make decisions. They have to be
requires a great deal of
careful not to place any scandalous
communication and people skills,
ads or ads that encourage bad
which falls right in line with my
behavior. Critics have scolded this
paper in the past by relating
decided to take
advertisements with sexual
annotations and featuring nightclubs
to explore a field
during finals week (Malkawi, 2009).
that will effectively incorporate all of
An effective ad is created to persuade
the knowledge and information I am
a reader. So when provocative ads are
currently learning. The answers I
presented to the students, they can
received from Hannah were pretty
have a very negative impact,
much the exact responses I wanted to
especially in such an important time
hear. A career including these types of
during their educational career. The
responsibilities and tasks would be
ideal for someone looking into studying ISC (Integrated Strategic Communications), or interested in advertising. The Kernel is a great place to gain great work experience, build your resume, and explore your future career plans. It is important to know what you want to do after you graduate, and the Kernel gives you some room to make this choice.
When an idea run through the production team at the kernel, it is edited and prepared for its debut on the “big Screen”. In result, a beautiful production is ready to be presented to the audience. So grab some poppin’ ads, sit back, and enjoy the marvelous work of the Kentucky Kernel.
References: Malkawi, A. (2009, April 29). Kernel advertising has impact, must be chosen more carefully | The Kentucky Kernel. The Kentucky Kernel | University of Kentucky's daily student newspaper.. Retrieved February 16, 2012, from http://kykernel.com/2009/04/29/kernel-advertising-has-impact-must-be-chosenmore-carefully/
Sharma, S. S. (n.d.). Advertising Manager: Job | Skills | Job Responsibility | Principal Duties. Advertising Jobs, Media Jobs, Ad Marketing Sales PR Art Manager Jobs | AdvertisingCrossing.com. Retrieved February 15, 2012, from http://www.advertisingcrossing.com/article/170132/The-Job-of-an-AdvertisingManager/
Shwartz, H. February 9, 2012, Personal Communication