The Hindu : Andhra Pradesh News : A peek into the world of advertising

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Thursday, Mar 13, 2008
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Andhra Pradesh

Andhra Pradesh

A peek into the world of advertising

Ramesh Susarla

Photo: T. Vijaya Kumar

On a mission: Students of ANU MA-Journalism and Mass Communication going round the advertising and printing facility of Santi Arts in Guntur. —

GUNTUR: Along with ever-expanding media – print, electronic and Internet, the scope of advertisemet is also constantly on the rise and many post-graduate students in Journalism and Mass Communication are not aiming at entering a hardcore journalism career that involves field reporting and editing reports on a newsdesk.

Students of Acharya Nagarjuna University Master of Arts (Journalism and Mass Communications) had a glimpse of the functioning of Santi Arts, Tara Advertisers, an advertising agency-cum-printing facility at Pothur on Guntur outskirts. Guntur is the birthplace for pioneer in advertising and students draw inspiration from the person behind that great revolution - A.G. Krishnamurthy.

They tried to understand what exactly it needs to make a career in advertising.

This was the first-ever visit by any post-graduate student group of journalism and mass communication to Santi Arts premises both at Reddypalem in the city and Pothur, said its Managing Director Paras Mal Jain. He advised students to depend more on their language skills and coin apt slogans and captions for the product or services they were supposed to promote.

"We at Tara Ads and Santi Arts give priority to the slogans first and an apt piece of art work or photograph or a combination of the two is inserted within the given space to convey the maximum out of minimum space, words and time.

Time management, space management and choosing the apt words or group of words was key to success of any advertisement or an agency," he explained.

Identifying clients, choosing right medium, newspaper, TV Channel for a particular client was the main responsibility of the Advertising agency, Mr. Jain said. Under the guidance of MA JMC Department Coordinator A. Subrahmanyam, the students interacted with the copy writers, graphic designers and artists to understand every aspect of the ‘End-to-End solutions’ provided by the agency in advertising and campaigns.

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