If one day your son, nephew, brother, cousin or grandchild tells you that you want to study something related to commercial communication: marketing or advertising and dedicate yourself to this profession … put your hands in your head! Then try to convince him to study something else and change his idea.

If you do not get it, then follow the advice I give you in the form of a medicine prospectus:

Read the entire prospect carefully before you begin to make the final decision to guide your professional future to the world of commercial communication.

What is the world of commercial communication and what does it mean ? If you look for the definition in the Real Academia de la Lengua, I am sorry to tell you that it does not exist. Although there are dozens of definitions, I will choose to define it as the process that occurs between two parties, when one of them informs a consumer that has something of value for it and convinces him that he can satisfy his needs. Within the basic tools of communication, without boredom, I list Advertising, Sales Promotion, Public Relations and Sales Force. And wrapping the tools is Marketing.

Before studying commercial communication. My first experience with the world of commercial communication was, specifically, “buzoneador”. This experience made me think, being very young, that this was the discounts and promotions that I was introducing in the mailboxes that pointed me to different portals. At that time there was no Internet, and I dedicated myself to consult magazines in the public library about this madness that they called, finally, marketing. Therefore, my advice to any teenager (or not so adolescent) is to do a good research of the sector and talk to professionals. Discover, from the outside, how different profiles are within commercial communication.

How to study commercial communication . Going back to an advertising slogan from a few years ago: Search, compare and find something better … buy it! Perform a search of those places that take some time giving studies related to commercial communication (marketing and / or advertising) and have some prestige. How do you know if you have a certain prestige? Very simple, ask former students, look at the collaborating entities in the realization of non-work practices (eye! Putting logos on a website does anyone, check that these logos are redirected to their corresponding websites) and look, especially in social networks. I am sorry to tell you that today you start studying but it will never end, your whole professional life will be constantly recycling and, therefore, learning.

Possible adverse effects. It has many side effects such as:

• Large doses of stress and tension
• Will develop a belief in Murphy’s Law – if something can go wrong, it will go wrong
• If you do it right it’s your obligation and if it goes wrong, it will fall on all sides
• You will not have working hours. Your mind will work 24 hours in commercial communication.
• Disencounters with the different departments of the company that will always comment that is the fault of the Marketing or Advertising Department. We are also lucky to be able to blame the agency …
• Baldness or gray appearance (try to be the second option)
• Alteration of the dream, until that campaign ends.
• Anxiety attacks by moments of panic, especially in the unforeseen events that occur.

Depending on the nature of the individual … different alterations and adverse effects may occur.

Future of commercial communication . It is an essential profession, the character that prints in an organization a commercial department, advertising or marketing is undeniable. It can never be replaced by machines because they can not feel empathy for the client, can not have ideas (at least for the moment) to capture or retain. They will change the tools, the techniques and with the Neuromarketing to the way of selling based on the purchase process.

Just one more phrase so as not to bore you of this, my “hated” profession: During the first year of work, you will know if you hate it or love it. I can only assure you that it will not leave you indifferent.