Whether your business in currently doing good or not really going well, it is said to always have a good advertising. Indeed, it is a good tool in getting your end goal, and that is getting optimum profit. You have to let the people know about the service that you offer for you to gain potential buyers. You need to make use of good advertising techniques for you to reap the benefit of your hard work. So, how do you find a good advertising technique? A good advertising covers many things. The marketing aspect of the business is actually a little complex but if you have a background of it, you can understand and identify a good advertisement technique. To be able to have a good advertising technique, you need to consider some basic aspects in marketing, and that is knowing the four P’s of marketing. These are Promotion, Product, Price and Place. You need to focus on the first P, or Promotion, if you want to have a good advertising technique. A good advertising technique must be specific. You have to have a clear objective in your promotion. If you are to inform potential customers, always remember that your primary goal is to increase the demand of your products. To be able to get the attention on online users, you need to design a promotional technique that easily catches their attention. Providing good and accurate information on the web can be one technique in getting their attention and could be a key in making these online readers your potential customers. A good advertising technique then is one that is informative. Persuasive advertising is also a good technique. It builds a selective demand from the online visitors. With this technique, you are persuading your customers to believe in your product and convince them that your product is the best choice. Lastly, a good advertising technique is one that is direct to the point. It should also be simple so that costumers will understand it the first time they see it and it will not give an impression that the ad is exaggerated. It is important to be giving true details to be able to gain the trust of online visit
Advertising through outdoor tools is an oldie mods operand but this type of brand promotion still provides efficiency. When it comes to adopting outdoor advertising tools, advertisers will find them a little different from home based advertising campaigns and tools. Outdoor Ads provide a flashier look to audiences as compared to home-based ads. However, the most striking part of outdoor ads is that they seem more real and tangible than other type of ads.
The advantages of advertising through outdoor tools are discussed below.
Outdoor ads are available for target customers round the clock, week, month or even for a year. Outdoor ads are not temporary or periodic; they are available for customers for a consistent period of time. And they are always in sight for the audience during day or night, rain or sunshine. Comparing to radio, television and print ads outdoor ads are not momentary and intermittent.
Out of home advertising tools are effective investments for advertisers and media owners. Outdoor ads reach the potential customers and clients in a cost efficient way. Out of home advertising tools can also be combined with other advertising tools with which they can provide a richer brand positioning in the target market.
Outdoor advertising is a good investment for advertisers.Advertising in outdoor media provides a richer impact upon your target group about your brand, service or business. Outdoor ads also provide a good focus to target groups which is why they render the most effective results as compared to other tools of advertising.
Outdoor ads can be placed anywhere only if the location is suitable to reach the target customer. This flexible nature of outdoor advertising provides audiences an engaging brand experience to the target group.
24 Hours a Day
Advertising anything outdoors means 24-hours exposure to the public view. Outdoor advertising signs are not temporary or periodic, but rather consistent and non-stop. Its always in sight for the public night or day, rain or shine. Radio, television, and print ads and most other media are all momentary and sporadic.
Majority of customers will naturally focus on an outdoor advertisement as compared to the same ad displayed on TV, radio or newspaper. While waiting for buses or while stuck in traffic, individuals often look for something to occupy and pass their time. The outdoor ads provide an eye catching fixate for these customers on the move.
State of The Art technology
Outdoor Advertising or OOH advertising uses the latest technology available in such a manner that it creates an incredibly eye-catching look to the audience. OOH ads such as billboards provide interactivity to onlookers indulging them in an engaging brand experience. Outdoor ads have its advantages over other forms of media marketing since these types of ads provide a top-notch look with its usage of state-of-the-art technology.
Airport Advertising- An efficient Outdoor Advertising means
Airport Advertising is one of the most efficient outdoor advertising tools. Airport Advertising provides an appealing look to the target group with its glitzy style and appearance. Airport Ads come under OOH advertising. Outdoor Airport Ads are premium which is why they create pleasing vibes to onlookers.
Outdoor Advertising India tools like airport advertising, mall advertising etc have gained much popularity over the years. Various media owners and advertisers have switched to Outdoor Advertising methods since they provide a richer and effective brand value.
Reference Website: – www.tdiindia.com
In terms of efficiency, the advertising industry is now starting to rise out of its century-long infancy. The new era of innovative advertising can be called as the new Wanamaker era. John Wanamaker was a devoutly Christian merchant from Philadelphia, who in the 1870s not only invented department stores and price tags but also became the first modern advertiser. He was the first advertiser who bought space in newspapers to promote his chain of stores. He brought a much needed revolution in the advertising world. A few years ago, when the Internet hit the market, advertising industry got a new medium. And soon whole advertising world was taken by storm in capitalising on this media.
According to a recent advertising industry survey, it was revealed that Internet advertising will be generating $428 billion revenues this year. This is a whooping amount in comparison to the last years $220 billion. It has been now proved that approximately 21 percent of Internet users consider online advertising to be the most relevant advertising system. Internet advertising has overtaken other traditional advertising media such as newspapers, magazines, and radio.
With new platforms for advertising evolving on a continual basis, it can be complicated to choose the right medium. By having a solid understanding of certain aspects of Internet advertising, companies can find the right media mix that works. To achieve success in Internet advertising, you ought to have a clear knowledge of the basics of Internet functioning. Additionally, you should try to understand that some media can work for you better than others depending on your type of customers and the products you offer. Internet advertising would work wonders if your customer base can be from any part of the world and transaction can be handled well over the Internet. It also works well with certain types of products and services and also depends on certain regions. While Internet advertising can directly relate to sales, it can have huge effectiveness on exercises of brand awareness, recognition and networking.
Majority business owners worldwide know that the Internet has now become an essential tool when it comes to running their businesses successfully. However, you should also understand the role played by the Internet in the lives of their customers. You should be capable to locate people who are using the Internet; their key interests in the time spend on the Internet and their preferences to purchase products and services on a daily basis.
Business owners now have got various ways and websites to advertise about their company and offered products and services. exchange4media is a leading company that supports and specialises in providing services related to Internet advertising. exchange4media is a single stop information platform for Internet based advertising providing the latest news, views, analytical information, and in depth analysis of events. For updated news about Internet advertising, marketing and advertising, or Indian advertising agencies visit www.exchange4media.com.
Outdoor Advertising industry is currently booming. Brand owners are heavily spending in OOH domain. Brand promotion through OOH media is accelerating at a high pace. For those who are not much aware about the various OOH Advertising tactics, a bunch of outdoor advertising ideas are shared through this Article. Take a look and get, set and let your brand go outdoors.
Idea number 1- While driving from home to office or vice versa, you come across many outdoor advertising displays- at the crossroads, at the traffic points, through the adjacent billboards to the flyovers etc. Some of the ads strike your attention while some don”t. Well, evaluate why and how some ads grasped your attention then and there. Is it the way the advertiser has displayed the brand message, is it the media vehicle used for the campaign, or is it because the ad is displayed at a commuting friendly site? Any of the above reasons or an amalgamation of all of these reasons is more than an idea to promote your brand through OOH media.
Idea number 2- Learning is never boring. Learn from what your competitors do. You don”t need to copy their ideas or techniques of brand advertising through OOH (outdoor advertising) media. But you can of course learn them, refine or redefine them in your own manner. Remember, there isn”t any “plagiarism” of ideas in brand advertising. It may happen that your competitor has the same advertising idea about his brand; you just need to present your brand message in a more enticing manner to attract your customers. It”s as simple as that.
Idea number 3- Impersonate your brand. Brand advertising is not a child”s game. A cute girl loves talking with her lifeless Barbie doll and that”s sweet indeed. But in brand advertising it”s a different cup of tea. You need to impersonate your brand in a livelier way so that customers find it something interesting and interactive. By and by, the product message should have an abrupt effect on customers with a “take me home” note as the sine qua non.
Tags: Advertising, Outdoor Advertising, Airport Advertising, Outdoor Advertising in Delhi, Advertising India, Advertising in Delhi, Advertising in Mumbai, Advertising in Bangalore, OOH Advertising, Out of home advertising (ooh advertising India), DLF Mall Advertising, Mall Advertising in India, TDI India
Marketers looking for evidence that out-of-home advertising can improve sales and amplify the effectiveness of their other advertising need look no further than a new study from Clear Channel Communications and MarketShare Partners.
The study, “How Out-of-Home Advertising Works,” examines the return on investment of using out-of-home advertising as an ingredient in a larger marketing mix. Specifically, the report finds OOH advertising provides a significant, incremental sales lift that equals, or is often greater than, other drivers.
“After careful analysis of thousands of marketing optimization models, and considering decades of research and applied marketing science, independent research from MarketShare Partners conclusively shows that OOH is an effective marketing vehicle and should be included as a component of the optimal marketing mix across a broad range of industries,” said Debbie Reichig, senior vice president of Business Development and Marketing at Clear Channel Outdoor.
So what can marketers expect from OOH advertising? Quite a lot, actually. A press release announcing the report outlines some of key benefits, including:
*Adding OOH in the media mix, for industries and products where it provides observable sales lift, makes other media more effective.
*OOH can provide a significantly higher sales lift in conjunction with TV when the creative messaging is coordinated across platforms.
*OOH can provide a significantly higher sales lift in conjunction with radio when there is a call to action.
As I’ve discussed before, out-of-home advertising using a medium such as digital signage networks is making great strides these days. Recent developments in technologies and techniques to count audience elevate the stature of OOH advertising in the minds of marketers and ad agencies alike.
The latest study from Clear Channel Communications and MarketShare Partners advances the medium further still. It not only demonstrates how OOH ads can provide a sales lift when used together with radio and TV advertising, but it makes specific recommendations on the optimum allocation of marketing resources to out of home.
The study finds the best allocation of marketing dollars to OOH advertising falls somewhere between 5 percent and 25 percent of the total advertising budget for most products and brands.
While some may discount this study as self-serving -after all Clear Channel Communications recently announced its recommitment to OOH ad networks and is one of the largest purveyors of outdoor advertising in the world- to do so would be shortsighted in my opinion. Sure this company has an interest in OOH advertising, but both Clear Channel and MarketShare Partners have an equally strong interest in protecting their reputation in the industry. To do anything other than to look honestly and completely at OOH advertising in the report would be harmful to both enterprises.
I applaud the companies and the release of “How Out-of-Home Advertising Works.” The study offers the advertising and marketing communities key insights at this important stage in the development of OOH advertising on digital signage networks. Not only does the study demonstrate how OOH advertising can help marketers achieve their goals, it quantifies what portion of their ad budgets should be allocated to this medium to maximize the effectiveness of their advertising efforts.
Students with degrees in advertising will find a competitive job market. Competition for jobs in advertising is tough because this industry customarily attracts more jobseekers than there are job openings. The draw towards this industry is the multimillion-dollar campaigns, and the glamour surrounding the promotion of products and the clients it represents. According to the Bureau of Labor Statistics ( http://www.bls.gov/ ), non-supervisory workers in advertising and public relations services made $633 a week on average in 2004. Companies in the advertising and public relations industry arrange advertisements for other companies and organizations and propose campaigns to encourage the interests and image of their clients. This industry also includes media representatives, radio, television, and the Internet. It also includes display ads, direct mail, billboards and other tangible media. The demand for educated advertising professionals is on the rise as technological advances give advertisers more options for the media on which they advertise.
You can earn an advertising degree at public and private colleges and universities, as well dedicated technical schools that offer career specific programs. Specialty schools often offer two-year degree or certificate programs in advertising. Traditional four-year college and university programs offer advertising programs within other majors such as communications, business or art programs. Most people starting out in an advertising career will be required to hold a bachelor’s degree with a liberal arts background. Bachelor’s degrees are not required for entry-level positions in the creative department. Assistant art directors, for example usually need at least a 2-year degree from an art or design school. Although assistant copywriters do not need a degree, obtaining one helps to develop the superior communication skills and abilities required for this job. Entry-level positions in the industry include account management, media coordinator, or market research. Internships, in conjunction with your education, will help you get a job when you graduate. Completion of an internship is often a necessary requirement for many advertising firms. In addition to an internship, course work in marketing, design, statistics and accounting can help get you ready for employment in this field.
Are you new to the term advertising and marketing? Do you want to shift your attention from old advertising mediums to the newest possible ones? If yes, then you can certainly hire a highly qualified advertising and marketing professional. The experts in the field will probably explain to you the entire system of advertising and marketing through their presentations. You will find yourself learning about signage along with newspaper ads and TV or radio spots. You will also hear about costly marketing campaigns such as pay per click ads, banners, and search engine optimization. As the entire advertising and marketing technique revolves around these methods, you wont get to hear as much about LED signs. Although this medium is hidden in the crowd, it has a considerable and direct impact on the targeted audience. The use of LED signs has proved to be beneficial for the success of businesses. According to the Small Business Administration, the signs are the most effective, yet least expensive form of adverti
sing for the small business”. However, many customers are not considering this option because they feel that the inexpensive advertising tool doesnt create the necessary impact.
Try using the LED signs and you will realize that a good signage can make a lot of difference between the success and failure of your business. Corporate businesses that have already made use of a well-designed, well-utilized, and well placed LED sign, agree to the fact that it is the most cost-effective and valuable marketing tool for any organization that is willing to take advantage of new ideas for their products or services.
The LED signs are effective because they add more value to the effect of a good business that revolves around three factors – great products, competitive pricing, and excellent customer service. You will be amazed to know the statistics of the impact mentioned by the State Business Administration. It states that the average business gets up to 50% of sales from signage, 85% from within 5 miles of their location. So, are you finally in favor of LED signs that can attract the attention of the audience, effectively convey the message in real time, and encourage them to visit the store or website immediately? Remember that you are not targeting people who watch TV, listen to the radio, or read newspapers. Your targeted audience will be the people who are passing by your location every day.
Always keep in mind that if you are successful in grabbing more attention, then you are bound to get more customers. However, it is also essential to know that LED signs will be effective if you are advertising about your products or services in the location of the store.
Looking at the study and statistics, we are sure that you would consider utilizing LED signs – a very powerful kind of advertising tool to make huge profits. For your business, the LED sign will also help you to gain popularity within the community.
As far as optics manufacturers, Mueller Optics is relatively new to the market. Founded in 2003 by Richard Schlampp, Mueller has quickly developed a reputation for high quality scopes at reasonable prices. This has been accomplished through two unique strategies.
For starters, most all the Mueller products are produced overseas. However, this is certainly not new within the optics community. About the only optics company that still makes some of it’s products within the U.S. is Burris Optics. What seems to set Mueller apart from the rest of their competition is how they utilize these parts. Rather than outsource everything to one country, Mueller took a different approach. They searched long and hard for various vendors through the world that manufactured specific optical parts and selected the best that they could find. Each vendor that they use produces a specific item or part that is then shipped to an overseas plant and meticulously assembled. The result is a high quality product built with exacting tolerances. So much so, that Mueller optics offers a lifetime warranty on nearly every item they produce.
The second unique strategy that Mueller employs is done through their advertising (or should I say lack of advertising). Quite simply, Mueller spends very little money on advertising compared to most sports based optical companies. Next time you visit your doctor or dentist, take a moment to flip through any hunting or shooting magazines that they may have in waiting room. I’m willing to bet that you’ll see a number of various ads from different scope manufacturers, but you probably won’t see any ads from Mueller. They prefer to rely on their network of dealers, and word of mouth to effectively advertise their line. In doing so, they have been able to keep the retail costs of their products at a very attractive level.
From a scope product standpoint, Mueller has a scope offering for just about everyone (even bowhunters). Mueller has scopes that are designed for archery, big game, illuminated models, turkey, tactical applications, varmint shooting, rimfires, blackpowder, and nearly any other type of shooting you can imagine. Their most popular models seem to be the APV 4.5 X 14 and the Mueller Eradicator 8.5 X 25. These two have gained quite a following amongst varmint hunters and big game hunters. On a personal level, I have the APV 4.5 X 14 model and have to say that it comes very close to competing with one of my Nikon scopes and my Burris Black Diamond scope at more than half the cost.
Although this may be the first time that you’ve ever heard of Mueller optics, I doubt it will be the last if you are an active shooter or hunter. If you happen to be in the market for a new rifle scope, or are just looking to upgrade, you might want to take a look at a Mueller.
Mobile advertising is the form of advertising using mobile phones or using other mobile devices. Mobile advertising is a part of mobile marketing. Mobile advertising is closely related to online advertising or internet advertising. Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile devices. The worlds wireless infrastructure is moving in the right direction, and the catalog required attracting mobile advertisers increasing. There are different ways of advertising on mobile phones, like SMS, calls, MMS, blue tooth, internet gaming, screensaver or wallpaper logos.
The current mobile advertising India, on the other hand, is estimated to be just Rs 0.6 crore. It includes broadcast SMS, brand jingles as caller ring back tones (CRBT), product placements in mobile phone games and banner advertisements on Internet-accessed through mobile phones. India’s online advertising is expected to reach an inflection point by 2009-end – a time when mobile advertising is predicted to grow at a roasting speed. Mobile advertising is going in a slow but fixed pace. The reason is that marketing people and consumers have to understand the benefits and the technology has to be sold at a low price. Mobile advertising as a product to mobile marketers is also somewhat upsetting: There are a lot of new concepts for marketers to learn.
However, its said that there is more of talking then action in mobile marketing.
Mobile advertising grows bigger than any other form of digital advertising or internet advertising.The number of people that uses mobile increasing rapidly.
Chances of seeing an ad in mobile is higher using SMS or MMS or WAO Applications.The response rate is higher on mobile as compared to other advertising devices
Advertisers can arrive at their target audience more accurately.
The biggest challenge for mobile advertising India or internet advertising now is educating the system that mobile is not the same as the Internet, bcoz of the advanced functionality of phones and networks.
Mobile advertising and internet advertising has gone away from the testing stage by brands, which now see it as a reasonable option for the promotional dollars, says Laura Marriott, executive director of the Mobile Marketing Association (MMA). The operators have played a vital role in helping the association develop guidelines for internet advertising India or mobile advertising India. Over the past few years mobile advertising has become a reasonable advertising channel. This is due to the fact that unlike email over the public internet, the carriers who control their own networks have set guidelines and best practices for the mobile advertising industry (including mobile marketing). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association, as well, has established guidelines regarding the use of the mobile channel for marketers. No doubt internet advertising India is going to be the worlds toppest advertising techniques within couple of years.
Movie stars and famous athletes are everywhere. Not only do we depend on them for entertainment, but we subconsciously depend on them to tell us what kind of gum to chew, what to eat and drink, what kind of razor to use, and even where to rent a car.
Many celebrities are able to fund their lavish lifestyle thanks, in large part, to paid endorsement contracts. All kinds of businesses recruit the help of famous names and faces to sell their product or service. However, many a celebrity has learned the hard way that their fame does not make the invincible. When they break a law, or even just do something a company deems unacceptable, celebrities are vulnerable to losing their spokesperson status and a portion of their income.
Here are several examples of where bad decisions or poor judgement cost celebrities their endorsement contracts.
Tiger Woods and Gatorade, AT&T, and Accenture
There are few people who don’t remember Tiger Woods’ recent problems. The golf super star’s affairs were made public earlier this year by media everywhere, and hard-core fans and even people who didn’t know a thing about golf, were shocked to find out Woods’ wholesome, role-model image wasn’t all it was thought to be. Although Woods apologized, he lost endorsement deals (or was not given the opportunity to resign them) with Gatorade and AT&T, and Accenture had to scrap an entire campaign based around Woods.
Procter & Gamble’s Gillette, Tag Heuer, and LVMH Moet Hennessy Louis Vuitton didn’t completely drop Tiger, but they did shift the focus of their campaigns away from him. Nike and Electronic Arts Inc. continued to include Woods in their campaigns. It is estimated that Woods lost about $12 billion after his affairs hit the news.
Kobe Bryant and Nutella and McDonalds
When Kobe Bryant got in trouble with the law, he damaged not just his image, but two major endorsement deals. In 2003, Nutella, made by Ferrero, let the basketball hero’s contract expire when a hotel maid in Colorado accused Bryant of sexual assault. Then, in 2004, Bryant’s contract with McDonald’s was not renewed. Although Bryant made a public apology and settled the assault case out of court, he lost endorsement agreements with two major businesses.
Madonna and Pepsi
In 1989 Madonna came out with her infamous music video for “Like a Prayer” that offended many with its controversial religious imagery, including burning crosses, and lost her chance to advertise for Pepsi. The popular soda company cancelled its television commercials featuring Madonna after viewers were confusing the spot with the music video and were upset with Pepsi’s apparent approval of its contents. In fact, The American Family Association started a boycott of Pepsi products, but later ended it.
Michael Phelps and Kelloggs
U.S. Olympian and hero to many in the swimming world, Michael Phelps had an excellent reputation. Fans were glued to their television sets as they watched him swim laps up and down pools and win 14 Olympic gold medals, more than any other Olympian. However, America’s love affair with Phelps cooled down when pictures of the athlete smoking a marijuana pipe hit the press. Kellogg’s had an endorsement deal with the star, but decided not to extend it, most likely due to Phelp’s drug issues.
After the incident, Phelps was not given financial support from USA Swimming, or allowed to compete, for three months due, not to a violation of rules, but because the organization didn’t believe Phelps was fit to be a role model. However, Speedo, Omega, and Visa all continued their relationship with Phelps.
O.J. Simpson and Hertz
Most people remember the O.J. Simpson trial, full of car chases and gloves. The well-known football player and broadcaster was almost equally as well known for the Hertz commercials he stared in, beginning in the 70’s. When Simpson was accused of domestic abuse, Hertz ended their contract with him in 1992.
Two years later, Simpson was tried for murdering his wife Nicole Brown Simpson and Ronald Goldman. The trial was drawn out and the country was fascinated by the details of the case and the often controversial developments. Hertz was probably grateful it no longer had a contract with Simpson when he was tried for double murder.
Kate Moss and Chanel, Burberry, and H&M
Kate Moss, the extremely well-known English beauty, is a successful model who has been featured on more than 300 magazine covers. Making millions every year, Moss has been in lots of advertising campaigns and is known for her relationships with other famous people. However, even money and connections can’t save a celebrity caught snorting cocaine.
In 2005, the Daily Mirror printed pictures of Moss using the drug with her former boyfriend. When the story came out, Chanel decided not to renew its endorsement contract with the model after it was scheduled to end a month later and Burberry cancelled a planned ad campaign that featured Moss. H&M originally stood by Moss when she apologized to its marketing chief, but later ended the relationship over fears the fall out would harm their image as a company that supports drug prevention and who works with the Mentor Foundation.
Martina Hingis and Tacchini
When tennis player Martina Hingis sued Tacchini in 2001 (an Italian shoe and tennis gear business) she came out on the bottom both when the case was dismissed and she lost her endorsement deal with the company. The extremely accomplished Swiss athlete wore Tacchini shoes for four years as the company’s main celebrity endorser, then filed a lawsuit against the same company, claiming the shoes caused chronic foot problems.
What’s a company to do when it is sued by one of it’s endorsers? Drop the celebrity of course. Tacchini filed for bankruptcy in 2007 and then a year later, the remaining parts of the business where bought by a businessman in Hong Kong.
Michael Vick and Nike, AirTran Airways, Coca-Cola, and Kraft Foods
Animal rights activists and football enthusiasts alike were disappointed in Michael Vick when he was accused of conspiring to run an interstate dog-fighting operation in 2007. The day after the iconic player pleaded not guilty to the charges, Nike stopped selling Vick-centric merchandise (as did Reebok) and suspended his contract without pay. When Vick eventually pleaded guilty Nike ended the endorsement deal. Interestingly enough, after Vick served a 20-month sentence, Nike picked him up as a celebrity endorser again in 2009.
But wasn’t all the football star had to deal with. Also in 2007, Airtran Airways didn’t renew Vick’s endorsement contract when it expired. It’s unclear whether the relationship came to an end over the dog-fighting incident or one of Vick’s other questionable situations like when he made obscene gestures to fans or when airport security found suspicious material in a water bottle.
After Vick’s scrape with the law, Coca-Cola also chose not to renew their contract with the athlete but stated the decision to end the PowerAde campaign featuring Vick was made a few years before the incident occurred. Kraft Foods also didn’t renew their endorsement contract with Vick, for unknown reasons.
Chris Brown and Doublemint
If you were to ask Brown “Got Endorsements?” The answer would be no. In 2009, the singing sensation Chris Brown was arrested for assaulting his girlfriend and fellow singer Rihanna. This prompted the Milk Processor Education Program to discontinue their Chris Brown “Got Milk?” ads and a radio station in Cleveland stopped playing his tunes. While Wrigley did say Brown deserved due process in the proceedings, they stopped running their Doubleming ads featuring the R&B artist.
The worlds of business and advertising are full of exciting situations including celebrity endorsements. My Colleges and Careersis an excellent source of information on careers in the industry, what they entail, and how to get started.