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... ing industry. Advertising agencies create and publish advertising in the media. Media representatives sell time and space for media.
Outdoor display and billboard advertising companies rent space for signs, billboards, and displays only. The final sector is other advertising services, which are firms that provide different services ranging from commercial art to copywriting. These sub sectors allow for higher rates to be placed on individualized and special services (Strategies). The field of communication offers such a vast amount of jobs. There are many opportunities in this service field. The field of communications makes up eight percent of Canadian work (Pang).
Canadians are able to be a large part of the communications field because the Canadian Radio-Television and Telecommunications Commission states that sixty percent of all programs must be written and performed by Canadians (Pang). This high percentage ensures Canadians will be a dominant figure in the creation of television and radio programs. The four sub-sectors of advertising allow for many jobs in the communications field, anything from photographers, copywriters, graphic artists, editors, publishers, account executives, and management or upper level positions. Depending on the agency you can make above average salary for your position if you work in a multinational agency. Multinational agencies can offer better salaries, working conditions and training, possibility of overseas postings.
These factors also attract a more skilled employee. Canadian firms that are not multinational can offer these opportunities as well and they have the same quality employees as foreign owned agencies. The companies offer many of the same perks you would find at many U. S.
agencies including benefits, company cars, free travel expenses and paid vacation. The Canadian human rights code states that employers must give their employees two weeks paid vacation (Shepard). The employees are also protected by labor laws that prohibit employers from letting employees work more than forty-eight hours per week. The minimum wage is frequently reviewed to determine whether or not changes need to be made because of the economy or inflation. The All Canadian Congress of Labor (A. C.
C. L. ) was established in 1927 and controls these labor regulations (Shepard). The Congress of Industrial Organization (CIO) and the Canadian Congress of Labor (CCL) also help regulate and control labor laws. There are 27 million people who live in the ten provinces and two territories of Canada. Sixty-two percent of the population is concentrated into Quebec and Ontario.
Canada is a multicultural and a multiracial society where all aspects of culture are accepted (Grabowski). Canada is referred to as a mosaic because many cultures exist but they each retain their distinctive characteristics. This quality is very helpful in target marketing. This empowers agencies to concentrate on different cultures in a smaller area. It creates the possibility of reaching the people that are targeted by their culture or ethnicity. This can be extremely helpful when marketing and advertising.
The growth in the advertising agency can be linked to technology that helps facilitate global marketing with global companies. The adoption of computer technologies has allowed for many changes to take place. Consumer monitoring, market segmentation, and consumer targeting are easily reached through the use of computers. The addition of the Internet has helped tremendously.
After an agency designs the campaign they can easily send it to any location in Canada or any location anywhere in the world. Because consumers can be targeted more precisely and ideas can be created much more quickly sales can go up as a result of quicker development and more clients. The Internet and the electronic highway have created a demand by clients to be on the net. Companies now this is a new way to reach a large and affluent market.
Advertising agencies must hire new employees capable of creating these sites and they must adjust their approach to enter this new medium. The adoption of computers has changed the advertising workplace and the amount of work that can be completed in such a short period of time. Changes in television have allowed for more access to more consumers. The increased number of channels will allow for advertising agencies to reach their potential audience. An important change in television is that consumers are becoming more program driven rather than channel driven, allowing advertising agencies to better position their advertisements. Another external factor that will influence the advertising agencies is the impact of the governments regulation policies.
A series of checks and balances has been established to prevent advertising agencies from carrying messages which are factually incorrect, deceptive, or misleading. There are many federal and provincial regulations established to direct food and drug products as well as childrens advertising. The FDA and the CRTC regulate the advertising. Canada is one of the only countries to have two official languages, French and English. Because there are two official languages everything must be printed or available in both languages. There are French and English newspapers, magazines, television and radio stations, even street and road signs.
All public notices must be written in both French and English. Toronto is a mostly English-speaking city and Montreal is a French speaking area. This bi-lingual standard causes advertising agencies to make adjustments that will accommodate both languages. This means there is less room for copy in small ads and will limit the amount of information mailings, posters, and other advertisement can carry (Strategies).
Advertising agencies must make the necessary adjustments to adapt to this dual language society. Advertising in Canada has taken measures to assure that it will not be overcome by the United States or any other foreign country. They have established rules that keep Canadian citizens prevalent in the Canadian advertising industry. These regulations make it possible for Canadian advertising industries to survive and succeed.
Canada has grown their advertising services tremendously over the last forty years and will continue to do so. This has been possible with the change towards global marketing. Advertising agencies have done a great job in adapting to the increase in multinational accounts and firms. Canadian advertising agencies have formed strategic alliances with international companies to make this possible (Strategies). Canadas advertising agencies will continue to grow in size and profits to better themselves, the consumers, and their clients. Pang, Get-Cheng.
Cultures if the World: Canada. Marshall Cavendish. New York. 1994 Grabowski, John F. Modern Nations of the World: Canada Lucent Books.
San Diego. 1998. Shepard, Jennifer. Enchantment of the World: Canada. Childrens Press. Chicago. 1987. Bibliography:
Free research essays on topics related to: television and radio, official languages, labor laws, advertising agencies, french and english
Research essay sample on French And English Television And Radio
