Career Assessment:

Advertising Copywriter
Ashley Westover
Salt Lake Community College

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Career Assessment: Advertising Copywriter
Advertising copywriters have the unique ability to create the first and lasting impression
between consumer and product persuading a businesss clientele to purchase their product.
Through a businesss product differentiation and the copywriters understanding of the consumers
needs and wants, copywriters are able to form a bond between business and consumer. Utilizing
psychological and biological factors, copywriters encourage the decision-making behind consumer
purchasing.
Job Description
Copywriting is a fundamental of business utilized to persuade consumers to purchase their
product. This can be done by a department within a business, as a freelance copywriter or a
copywriting agency contracted by another business (Kuraoka). Copywriters may promote a product
through words, visuals, or sound, depending on the media chosen to broadcast the advertising
(Education Portal). A business may choose television, radio, signage, or other forms of media
representation for their ads (Education Portal).
Much of advertising is dependent on market research of consumer behavior (Martin, Poatsy,
& Solomon, 2014). Copywriters should focus their attention to the influences of consumer behavior
in order to persuade consumers decision-making (Martin, et al., 2014). In this way, a personal
relationship is established between the consumer and the product (Martin, et al., 2014). Essentially,
marketing and advertising is employed to attract consumers, inform them of product or service
benefits, and increase brand loyalty (U.S. Small Business Association). Advertising copywriters utilize
personal, sociocultural, psychological, situational, and marketing mix influences, determined through
market research, to effectively sell products and services (Martin, et al., 2014).

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In addition to studying consumer behavior and trends, copywriters are responsible for
communicating with their clients as to concepts imagined for advertising (Career Planner).
Copywriters will then produce copy verbal, visual, and/or written (Career Planner). They are
required to discuss media options and adjust copy depending on the decided mode(s) of
communication (Career Planner). It is possible for copywriters to come up with product names as
well (Career Planner). It is essential for them to evaluate their strategies once put into effect and may
thereby make adjustments as needed to: promotion factors, consumer behaviors, and ever-changing
consumer trends (Career Planner).
General Career Path
Most educated copywriters begin their work through internships (Education Portal). In this
way, they may establish a professional bond with the business, as well as further their education with
on-the-job training. As the internship ends, or education is completed, one might enter the
workforce as a junior copywriter (Ray). Typically in this role, a junior copywriter, or assistant
copywriter, will work with the senior copywriter, editing copy and working on established
campaigns, (Ray).
Moving through the ranks, an assistant copywriter may be promoted to senior copywriter, in
which they will actively participate in writing new ad campaigns (Ray). Under their direction, they
will lead junior copywriters as well as promote themselves, their team, and business to clientele
(Ray).
The creative director is the highest position within the creative department (Ray). In this
role, participants must effectively lead their team into successful advertising campaigns (Ray). Their
role also includes review of projects and determining approval of ad campaigns to be presented to
the client (Ray).

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General Education
There are several education options for pursuing a career in copywriting. The U.S. Bureau of
Labor Statistics states no degree requirements for copywriting, although it is highly encouraged
(DegreeDirectory.org). However, in general, an aspiring copywriter should complete their general
education requirements. In addition, it is likely they will pursue a Bachelors of Science or of Arts in
any of the following: communications, marketing, advertising, journalism, and/or English
(Education Portal). As referred to in Linda Rays article, she argued that more often than not,
experience within the career is far more effective to promotion than degrees are. In addition, some
certifications, typically offered by the business, may be needed in order to be promoted within the
company (Ray).
Average Salary
The U.S. Bureau of Labor Statistics (2012) reported that on average, writers and authors,
including copywriters, could earn an annual salary of $55,940. However, the Education Portal (2013)
narrows that salary range to marketing copywriters only, reporting their average annual salary at
$77,780. Notably, the salaries demonstrate a wide range. Similarly, the 2012 Writers Market reported
freelance copywriters to earn an hourly average of $83, ranging anywhere from $35 to $150 per hour
(Bean-Mellinger). The salary of a copywriter will also vary depending on the location and level of
expertise (Bean-Mellinger).
Career Outlook
The projected job growth of advertising copywriters from 2012-2022 is an 8% increase
(Education Portal). Coupled with the advancement of technology, there is a growing number of
communications that may be employed to reach consumers. For instance, the rise in social media

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has opened another forum for advertising (Martin, et al., 2014). However, there are fewer consumers
watching basic television and therefore, a limited number reached. Although, marketing research
allows businesses to break up the demographic and identify which mode of communication their
target market is most utilizing, and therefore effectively reach their consumers (Martin, et al., 2014).
As long as market research is accurate, effective promotion will be perpetuated. Moreover,
advertising is not disappearing consumers will continue to have needs and wants and businesses
will respond appropriately. As with anything, it will adapt and continue to thrive.
Bio
Lindsey Fitzgerald is the founder and jack-of-all-trades of Moccs by Robin, a small Utah
business that produces handmade moccasins for babies. She runs everything: business financials,
production, advertising, and marketing. Fitzgerald offers a unique aspect of copywriting as an
entrepreneur. She is solely responsible for maintaining her business as well as promoting new
products and producing a reliable brand that differs from the competition.
In order to effectively promote Moccs by Robin, Fitzgerald needed to identify her target
market and determine how best to reach her consumer. Her market consists of young mothers, ages
18 to 35, looking for a fashionable shoe for their babies. Fitzgerald realized the most used form of
communication to her consumers was through social media it provided the outreach she was
seeking, with very little, if any cost. Through sites such as Facebook and Instagram, Fitrzgerald can
make her product and message available to her customers.
In advertising and promotional sales, Fitzgerald has to determine new and creative ideas in
order to beat the competition. She showcases her sales through photos and graphics on social
media. Fitzgerald advertises her moccs with happy customers children, friends children, and her
own son, showcasing both an everyday lifestyle accessibility, as well as portraying a sense of

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community. She considers what image her brand should portray, while simultaneously attracting new
customers.
For promotional sales, Fitzgerald is always on top of trends. What images and graphics and
trending in the market? Her biggest seller is the Flash Sale. This phrase and short-term sale it
describes, accompanied with trendy graphics and fashionable babies, urges her customers to make a
purchase before time runs out on the amazing deal. Fitzgerald is able to win her customers over
and away from the competition by offering convincing advertising, effective marketing, and a
reliable product that produces brand loyalty.
Pros & Cons
Copywriters are enabled to use their creative skills in order to convey product differentiation
and ultimately produce sales. Those that can balance an analytical mindset toward market research
and then create comprehensive and effective copy due to research findings, seem to do exceedingly
well in the field. The average salary is adequate for a moderate lifestyle. Also, having the option of
pursuing a freelance copywriting career is an added bonus. This opportunity may also allow for
entrepreneurial pursuits, whether that may be to establish a copywriting agency or allowing for
effective marketing for a product or service of your own volition.
Not only are copywriters sellers of the products they write copy for, but essentially sellers of
themselves. They must persuade their clients that they have the key to improving their sales over
another source. Copywriters must constantly adapt to the changing markets. A lot of research within
an individual products industry is required to best suit the needs of the company and therefore,
create effective copy. It may be difficult to acquire such knowledge if a copywriter works within
multiple industries. In addition, the advancement of technology may close doors for some modes of
communication or at least lessen the need for them. While technology may open some doors,

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keeping up with the exponential increase of technological advancement would be quite the
challenge.
Conclusion
In conclusion, I would love to further my research in copywriting as a possible career path.
My personality contains a strong dichotomy of creative and highly analytical aspects. Due to the
nature of this career, I would be able to best utilize both of these skills that I am so passionate
about. During my work in retail, Ive studied the drivers behind advertising and the different aspects
used in persuading consumer purchase. I enjoy analyzing trends and employing the information to
better boost sales. Copywriting would allow me the freedom to freelance or work with an agency.
Analyzing consumer trends and implementing them in creative ways would offer me a balance that I
seek in a lifelong career.

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Sources
Bean-Mellinger, Barbara. (n.d.). The average income for a copywriter. Retrieved from
http://work.chron.com/average-income-copywriter-4758.html.
Career Planner. (n.d.). Copywriter, job description: Part 1. Retrieved from http://jobdescriptions.careerplanner.com/Copy-Writers.cfm.
DegreeDirectoy.org. (n.d.). What dducation do I need for an advertising copywriting career?.
Retrieved from
http://degreedirectory.org/articles/What_Education_Do_I_Need_for_a_Career_in_Adver
tising_ Copywriting.html.
Education Portal. (n.d.). Marketing copywriter: Job description, duties and salary. Retrieved from
http://educationportal.com/articles/Marketing_Copywriter_Job_Description_Duties_and_Salary.html.
Kuraoka, John. (n.d.). How to become an advertising copywriter. Retrieved from
http://www.kuraoka.com/how-to-become-an-advertising-copywriter.html.
Martin, K., Poatsy, M.A., & Solomon, M.R. (Ed.). (2014). Better Business (3rd ed.).Upper Saddle River,
New Jersey: Pearson Education.
Ray, Linda. (n.d.). Career paths in copywriting for advertising. Retrieved from
http://work.chron.com/careers-paths-copywriting-advertising-4997.html.
U.S. Bureau of Labor Statistics. (2014). Writers and authors. In Occupational Outlook Handbook.
Retrieved from http://www.bls.gov/ooh/media-and-communication/writers-andauthors.htm.

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U.S. Small Business Administration. (n.d.). Advertising: The basics. Retrieved from
https://www.sba.gov/content/advertising-basics.
U.S. Small Business Administration. (n.d.). Marketing 101. Retrieved from
https://www.sba.gov/content/marketing-101-basics.