Bio Medical Engineering__

Engineering with its various branches like mechanical, electrical, civil, electronics, etc., has been poular among students for quite a long time. However, in the recent times Biomedical Engineering has gained currency among the student community. Biomedical Engineering combines the thorough knowledge of the principles of both medicine and engineering. The biomedical engineers apply the concepts of biology, physics as well as chemistry to develop products and devices for diagnosis and treatment. The branch integrates physical, chemical, mathematical and computational sciences and engineering principles to study biology, medicine, behaviour and health. So the biomedical engineers have to work closely in association with healthcare professionals like doctors, nurses, therapists and technicians.

***

If you want to become a biomedical engineer, you have to do your Bachelor of Engineering (BE) in Biomedical Engineering offered at select institutes. Otherwise, you can do you BE in any of the branches like Electrical Engineering, Mechanical Engineering, Computer Engineering, Electronics Engineering or Chemical Engineering and a postgraduate course in Biomedical Engineering. Alternately, you can do your BE in any of the Engineering branches and go for a postgraduate course in Medical Technology, which is considered equivalent to a postgraduate course in Biomedical Engineering. You can also complete an MBBS degree and then opt for a postgraduate degree in Biomedical Engineering/Medical Engineering/Medical Technology.

***

Biomedical engineers develop innovative biologics, processes, materials, devices and informatics to prevent, diagnose and treat diseases for patient's rehabilitation. Many of the biomedical engineers do research work along with professionals from life sciences, chemists, and medical scientists. The devices like artificial organs, prostheses (artificial devices to replace missing body parts), medical information systems, instrumentation, health management and care delivery systems, etc., are the contributions of the biomedical engineers. Thus, the engineers in this specialised field need to have a sound grounding in a basic engineering field like mechanical or electronics together with biomedical field. Here, the specialists are also concerned with developing imaging systems such as magnetic resonance, ultrasound and x-ray machines, and techniques and devices to automate insulin injections or control body functions.

***

Biomedical engineers find employment with companies that manufacture equipment used in hospitals and diagnostic centres or centres for research and development, manufacturing, quality control and testing as also installation, maintenance or sales and marketing departments. They can also get jobs with large hospitals for selecting, handling and maintaining sophisticated equipments in addition to building customised devices for special needs or work in institutions involved in research. There are a few government agencies where you can get recruited for product testing, safety and establishing safety standards for devices.

***

Employment opportunities for biomedical engineers are immense considering the fact that the aging of the population and focus on health issues medical devices and equipment designed by biomedical engineers. Other developments, like computer-assisted surgery and heavy research in molecular, cellular and tissue engineering will also increase the demand for biomedical engineers. Further, the rehabilitation and orthopedic engineering fields are growing at a very fast pace, which also require the services of biomedical engineers.

***

Remuneration for biomedical engineering professionals is quite decent. In medical equipment manufacturing companies, you can get anything between Rs.20,000 and Rs. 30,000 per meonth. In research and teaching institutions salaries vary between Rs. 18,000-25,000 per meonth. Private hospitals and clinics pay between Rs. 15,000 and Rs. 25,000 per month. In case of government agencies, the remunerations per month is in the range of Rs. 16,000 to Rs. 22,000 per month.

***

These days, Biomedical Engineering along with Biotechnology and Bioinformatics has emerged as one of the hottest careers. In addition, the opening of the insurance sector has made high-quality medical care possible for millions in the country now. Healthcare is also witnessing a lot of technological growth. Taking these developments into account, one can very safely say that in near future, the biomedical engineers will be among the most sought after professionals in public sector enterprises as well as corporate establishments. If you really enjoy research work and are deeply interested in developing cutting edge technologies, then you should pursue a postgraduate course abroad.

***

Speciality Areas: There are many areas of specialisation in the emerging field of Biomedical Engineering. Some of them are given below:

***

(i) Bioinstrumentation - This area specialises in the application of electronics and measurement techniques to develop devices for diagnosis and treatment of diseases. Specialists in this branch make newer and better instruments for X-rays and MRI, etc. as also cameras and other devices to help medical practitioners get a better look at the body.

***

(ii) Biomaterials - It relates to producing materials from both living tissues and artifical materials to replace diseased organs. The engineers make devices that functionally true copes of the organs which are to be replaced. They are capable of growing organs from tissues and cells in the laboratory.

***

(iii) Tissue Engineering - Nowadays, tissue substitutes are being developed to restore or improve the functions of diseases or damaged human tissues. To give one example, cells from an individual's healthy kidney are used and put in the diseased kidney to grow healthy tissue.

***

(iv) Biomechanics - This involves application of mechanics to biological or medical problems and study the flow of bodily fluids in order to decide the specifications for the various devices such as artificial joint replacements, pacemakers, etc.

***

(v) Clinical Engineering - Biomedical engineers also develop and maintain computer database of medical instruments and equipment records in hospitals.

***

(vi) Orthopedic Bioengineering - Here, engineering is used to understand the function of bones, joints and muscles and for the design of artificial joint replacements. They analyse the friction, lubrication, and wear and tear of natural joints to develop artifical limbs. Further, they also research new technologies and materials that make up bones, joints and tooth implants which are almost as good as nature's version. One of their latest responsibilities include developing and looking after fully programmed robots for use in operating rooms for reaching vital organs that may get damaged permanently, due to human error.

***

(vii) Navigation Systems - In this specialised branch, biomedical engineers use software tools and specialised imaging equipments to create a digital picture of the insides of a human patient's body. This helps the surgeons in determining the best possible way to go about an operation. They help in developing new laser technologies for applications in routine and specialised operations, dental surgery and slim-related disorders. The biomedical engineers also help in enhancing the capabilities and improvement in the quality of life for individuals with physical impairments. They are involved in development of homes and workplaces in such a way so as to make such people's lives easier.

***

Nano Technology

The Science of the miniature-- nanotechnology, through a relatively new field, is fast emerging as the 'favourite of all' kind of technological arena due to its application in almost every field, from medicine to fabrics. 'Nano' in Greek means dwarf and material, when reduced to nanodimension (10 to the power of -9 metre = 1 nanometre) shows drastic changes in physical, chemical, magnetic, optical, mechanical and electrical properties. This promises exciting applications in bioscience, medical science, environment, electronics, cosmetics security and variety of other fields.

***

Everything on this earth is made up of atoms, which are the smallest particles. The properties of everything are determined by the arrangement of the atoms. Thus, if atoms in coal are rearranged, we can get diamond. At present, though scientists are able to move molecules and atoms in a mass yet they are still not able to precisely manipulate them. But in future, nanotechnology will allow us redesign easily and create what we want exactly. Further, nano materials would be very light, strong, transparent, and totally different from from bulk material because they are a thousand times smaller than the diameter of human hair, which is around 60 microns.

***

The scope and application of nanotechnology is tremendous and mindboggling. According to the scientists, 21st century would be the nanotechnology century. It is estimated that nano-technology would revolutionise every area, be it medicine, aerospace, engineering, various industrial and technological areas, health or any other field. Nano-biotechnology can make tiny medical devices and sensors with fantastic military and civilian use. Converting sunlight into power, targeting a drung to a single malignant cell, cleaning ponds and creating sensors in the form of biochip, to be inserted in the human body are some of the important landmark breakthrough of nanotechnology. The technology has the potential to produce garments which can block chemical and biological weapons from touching the skin of a person.

***

Nanotechnology has many more applications. It can help detect narcotics and fingerprints of suspects in crimes. The technology can make nanonised robots and repair damaged and diseased tissues. Nanobots may be made from carbon nanotubes to carry out functions like human beings. Nano-coatings are transparent, scratch-resistant and dirtrepellent. Thus it is estimated that there will be no sector of industry which whill not use nanotechnology in future.

***

Nanotechnology is an interdisciplinary subject which essentially combines Physics, Chemistry, Bio-informatics, Bio-technology, etc. Though the field is at present in infancy stage (started some 16 years ago in India), the country is making dedicated efforts not to lag behind after starting work in this field. As a result, there is a great demand for students who do their M.Tech in nanotechnology because a large number of industries and laboratories in India and overseas would lap them up. There are many exciting new fields which will open up for the nanotechnology experts including--

***

a) Health Industry research and consulting--Pharmaceutical, Medical, agriculture, food and beverage, environment industries.

b) Research and development in government, universities and private research institutes.

c) Education and academic

d) Enterpreneurial, management and investment advisors in biotechnology and research and development industry.

e) Product development and advising.

f) Communication and media, interfacing of new technologies.

g) Many new industries emerging as a result of advances in nanotechnology.

***

To become a successful professional in the specialised field of nanotechnology, it is important that you should have an M.Tech degree in the subject. To get into an M.Tech course, you should have a degree in Physics, Chemistry or Biotechnology. The M.Tech course is of great benefit because students who come from different streams enrich each other to intensify their knowledge.

***

There are many institutions which have started courses in nanotechnology: Jawaharlal Nehru Centre for Advanced Scientific Research, Bangalore; Indian Institute of Science, Bangalore; National Physical Laboratory, Delhi; Solid State Physics Laboratory, Delhi; National Chemical Laboratory, Pune; Central Scientific Instruments Organisation, Chandigarh; Defence Materials Store Research & Development Organisations, Kanpur and Indian Institutes of Technology at Kanpur, Chennai, Guwahati, Delhi and Mumbai. In addition, the Delhi and Benaras Hindu Universities (Varanasi) are also conducting research in nanotechnology. It is important to note here that although these institutions are focussing on research, there is no institute exclusively providing courses in nanotechnology.

***

In private sector also, there is one institute, Amity Institute of Nanotechnology, Noida, which offers a two-year M.TEech degree programme. The education provided is comprehensive. Students are provided the opportunity to get trained at reputed institutes like Solid State Physics Laboratory, National Physical Laboratory, Delhi University, Indian Institute of Technology and All India Institute of Medical Sciences, etc.

***

Anticipating huge gains in futre, countries like USA, UK, Japan, China, Germany and France have invested a lot of funds and have also focussed programme at the national level. The USA, under its National Initiatives in Nanotechnology, is planning to invest One trillion Dollars by 2015. The Indian Government has started a scheme "S&T" Initiatives in Nanotechnology" with a starting capital fund of Rs. 100 Crore for five years.

***

There is a growing demand for nanotechnologists. If you have an M.Tech degree in nanotechnology, you will start with a monthly salary of Rs. 20,000 to Rs. 30,000. The further rise is manifold in future. In a foreign country the salaries and perks could be much more.

***

Who am I?

1. A flower black in colour, Always suits top of the head. Blooms when it rains, Fades away when in shade.

2. It is nice and beautiful, But he walks without feet. Everybody loves him a lot, He is found with hard work.

3. I am always around you, Giving you life every moment. But when you pollute me, I cause havoc to your health.

4. Steel is my life, I am made up of steel. My feet are of steel, I walk only on steel.







Answers:

1. Umbrella
2. Rupee
3. Air
4. Train

Reckoner of World's Nations-196

----COUNTRY-------REGION----CAPITAL---------CURRENCY

1. Afganistan-------S.C. Asia------Kabul--------------Afgani
2. Albania----------S.Europe------Tirana-------------Lek
3. Algeria---------- N.Africa------Algiers-------------Algerian Dinar
4. Andorra---------S.Europe-----Andorra la Vella----Euro
5. Angola----------M.Africa------Luanda------------ Readjusted Kwanza
6. Antigua---------Caribbean---- St. John’s---------- Eastern Carribbean
and Barbuda----------------------------------------- Dollar
7. Argentina-------S.America-----Buenos Aires-------Peso
8. Armenia--------W.Asia--------Yerevan -----------Dram
9. Australia--------Oceania-------Canberra-----------Australian Dollar
10. Austria--------W.Europe-----Vienna--------------Euro
11. Azerbaijan-----W.Asia--------Baku----------------Manat
12. Bahamas, The--Caribbean ----Nassau-------------Bahamian Dollar
13. Bahrain--------W.Asia--------Manama------------Bahraini Dinar
14. Bangladesh-----S.C.Asia-------Dhaka-------------Taka
15. Barbados-------Caribbean-----Bridgetown--------Barbados dollar
16. Belarus---------E.Europe------Minsk-------------Rouble
17. Belgium--------W.Europe------Brussels-----------Euro
18. Belize----------C.America------Belmopan---------Belize dollar
19. Benin----------W.Africa--------Porto-Novo-------Franc CFA
20. Bhutan---------S.C.Asia--------Thimphu---------Ngultrum
21. Bolivia----------S.America------Sucre------------Boliviano
22. Bosnia Herze--- S.Europe-------Sarajevo---------Konvertiblna Marka
----govina
23. Botswana-------S.Africa--------Gaborone--------Pula
24. Brazil-----------S.America------Brasilia(Federal)-Real
25. Brunei----------S.E.Asia--------BandarSeri-------Brunei dollar
-------------------------------------Begawan
26. Bulgaria---------E.Europe-------Sofia-------------Lev
27. Burkina Faso----W.Africa-------Ouagadougou-----Franc CFA
28. Burundi---------E.Africa--------Bujumbura-------Burundi Franc
29. Cambodia-------S.E.Asia--------Phnom Penh------Riel
30. Cameroon------M.Africa--------Yaounde----------France CFA
31. Canada---------N.Amerca-------Ottava------------Canadian dollar
32. Cape Verde-----W.Africa--------Praia-------------Cape Verde Escudo
33. Central African -M.Africa--------Bangui------------Franc CFA
----Republic
34. Chad------------M.Africa--------N’Djamena-------Franc CFA
35. Chile------------S.America-------Santiago (Adm)--Chilean Peso
--------------------------------------Valparaiso (Leg)
36. China-----------E.Asia-----------Beijing-----------Renmminbi Yuan
37. Colombia--------S.America-------Bogota----------Colombian Peso
38. Comoros, The---E.Africa---------Moroni----------Comorian Franc
39. Congo(Formerly-M.Africa--------Kinshasa--------Congo Franc
-----Zaire)
40. Congo-----------M.Africa--------Brazzaville-------Franc CFA
41. Costa Rica-------C.America------San Jose---------Costa Rican Colon
42. Cote D’ Ivoire---W.Africa--------Yamoussoukro---Franc CFA (XOF)
43. Croatia----------S.Europe--------Zagreb----------Kuna
44. Cuba------------Caribbean-------Havana---------Cuban Peso
45. Cyprus-----------W.Asia---------Nicosia---------Cyprus Pound
46. Cyprus, Turkish--W.Asia---------Nicosia---------Cyprus Pound
47. Czech Republic---E.Europe-------Prague----------Koruna
48. Denmark --------N.Europe-------Copenhagen-----Danish Krone
49. Djibouti----------E.Africa---------Djibouti---------Djibouti Franc
50. Dominica--------Caribbean-------Roseau----------East Carribbean Dollar
51. Dominica --------Caribbean-------Santo Domingo--Peso
----Republic
52. East Timor-------S.E.Asia---------Dilli-------------US Dollar
53. Ecuador----------S.America-------Quito-----------US Dollar
54. Egypt------------N.Africa---------Cairo------------Egyptian Pound
55. El Salvador------C.America-------San Salvador----Colon
56. Equatorial-------M.Africa ---------Malabo ---------Franc CFA (XAF)
----Guinea
57. Eritrea-----------E.Africa---------Asmara---------Nakfa
58. Estonia----------N.Europe--------Tallinn----------Kroon
59. Ethiopia----------E.Africa---------Addis Ababa----Birr
60. Fiji Islands------Oceania----------Suva------------Fiji Dollar
61. Finland--------- N.Europe---------Helsinki---------Euro
62. France----------W.Europe--------Paris----------- Euro
63. Gabon----------M.Africa----------Libreville-------Franc CFA
64. Gambia, The----W.Africa---------Banjul---------- Dalasi
65. Georgia--------- W.Asia----------Tbilisi-----------Lari
66. Germany-------W.Europe--------Berlin-----------Euro
67. Ghana----------W.Africa---------Accra------------Cedi
68. Greece----------S.Europe--------Athens-----------Euro
69. Grenada--------Carribean--------St.George's------Eastern
--------------------------------------------------------Carribbean Dollar
70. Guatemala------C.America--------Guatemala City-Quetzal
71. Guinea----------W.Africa----------Conakry--------Guinean Franc
72. Guinea-Bissau---W.Africa---------Bissau-----------Franc CFA
73. Guyana----------S.America-------Georgetown-----Guyana Dollar
74. Haiti-------------Caribbean-------Port-au-Prince--Gourde
75. Honduras--------C.America-------Tegucigalpa------Lempira
76. Hungary---------E.Europe--------Budapest---------Forint
77. Iceland-----------N.Europe-------Reykjavik-------Krona
78. India-------------S.C.Asia---------New Delhi-------Rupee
79. Indonesia--------S.E.Asia---------Jakarta----------Rupiah
80. Iran-------------S.C.Asia---------Tehran-----------Rial
81. Iraq-------------W.Asia-----------Baghdad---------Iraqui Dinar
82. Ireland----------N.Europe--------Dublin------------Euro
83. Israel------------W.Asia----------Jerusalem--------Shekel
84. Italy-------------S.Europe--------Rome-------------Euro
85. Jamaica----------Carribean-------Kingston----------Jamaican Dollar
86. Japan------------E.Asia-----------Tokyo------------Yen
87. Jordan-----------W.Asia-----------Amman----------Jordan Dinar
88. Kazakhstan------S.C.Asia----------Astana-----------Tenge
89. Kenya------------E.Africa---------Nairobi-----------Shilling
90. Kiribati----------Oceania----------Bairiki(Tarawa)--Australian Dollar
91. Korea, North-----E.Asia------------Pyongyang-------Won
92. Korea, South-----E.Asia------------Seoul-------------Won
93. Kuwait-----------W.Asia-----------Kuwait------------Kuwaiti Dinar
94. Kyrgyzstan-------S.C.Asia---------Astana-------------Tenge
95. Laos--------------S.E.Asia---------Vientiane----------Kip
96. Latvia------------N.Europe--------Riga---------------Lats
97. Lebanon----------W.Asia-----------Beirut-------------Lebanese Pound
98. Lesotho-----------S.Africa----------Maseru-----------Loti
99. Liberia------------W.Africa---------Monrovia---------Liberian Dollar
100.Libya------------N.Africa----------Tripoli------------Libyan Dinar
101.Liechtenstein----W.Europe---------Vaduz------------Swiss Currency
102.Lithuania--------N.Europe---------Vilnius------------Litas
103. Luxembourg----W.Europe---------Luxembourg------Euro
104. Macedonia------S.Europe----------Skopje------------Denar
105. Madagascar-----E.Africa-----------Antananarivo-----Malagasy Franc
106. Malawi----------E.Africa-----------Lilongwe----------Kwacha
107. Malaysia---------S.E.Asia----------Putrajaya(Adm)---Ringgit
-----------------------------------------Kuala Lumpur(Fin.)
108. Maldives---------S.C.Asia----------Male--------------Rufiyaa
109. Mali--------------W.Africa---------Bamako-----------Franc CFA
110. Malta-------------S.Europe--------Valletta------------Maltese Lira
111. Marshall Islands--Oceania----------Majuro Atoll-------US Currency
112. Mauritania--------W.Africa---------Nouakchott--------Ouguiya
113. Mauritius----------E.Africa---------Port Louis---------Mauritius Rupee
114. Mexico------------C.America-------Mexico City--------Mexico Peso
115. Micronesia--------Oceania----------Palikir-------------US Currency
116. Moldova-----------E.Europe--------Chisinau-----------Leu
117. Monaco------------W.Europe-------Monaco------------Euro
118. Mongolia-----------E.Asia----------Ulan Bator---------Tugrik
119. Morocco------------N.Africa--------Rabat--------------Dirham
120. Mozambique-------E.Africa---------Maputo------------Metical
121. Myanmar----------S.E. Asia--------Yangon(Rangoon)--Kyat
122. Namibia------------S.Africa---------Windhoek---------Namibia Dollar
123. Nauru--------------Oceania---------Yaren-------------Australian Dollar
124. Nepal--------------S.C.Asia---------Kathmandu--------Nepalese Rupee
125. Netherlands, The--W.Europe-------Amsterdam---------Euro
126. New Zealand-------Oceania---------Wellington---------New Zealand Dollar
127.Nicaragua-----------C.America------Managua-----------Cordobas
128. Niger---------------W.Africa--------Niamey------------Franc CFA
129. Nigeria-------------W.Africa--------Abuja---------------Naira
130. Norway------------N.Europe-------Oslo----------------Norwegian Krone
131. Oman--------------W.Asia----------Muscat-------------Rial Omani
132. Pakistan-----------S.C.Asia---------Islamabad----------Pakistan Rupee
133. Palau--------------Oceania----------Koror--------------US Currency
134. Palestine*----------W.Asia----------Jericho-------------New Shekel
135. Panama-------------C.America------Panama City-------Balboa
136. Papua New Guinea--Oceania--------Port Moresby------Kina
137. Paraguay------------S.America------Asuncion----------Guarani
138. Peru----------------S.America-------Lima--------------Nuevo Sol
139. Philippines, The-----S.E. Asia--------Manila-------------Peso
140. Poland--------------E.Europe--------Warsaw------------Zloty
141. Portugal------------S. Europe--------Lisbon-------------Euro
142. Qatar---------------W.Asia-----------Doha--------------Qatari
143. Romania------------E.Europe--------Bucharest----------Leu
144. Russia--------------E.Europe---------Moscow-----------Rouble
145. Rwanda-------------E.Africa----------Kigali-------------Rwanda Franc
146. Samoa---------------Oceania---------Apia---------------Tala
147. San Marino----------S.Europe--------San Marino--------Euro
148. Sahrawi Arab Demo*
-----Rep. (S.A.D.R.),
-----Western Sahara-----N.Africa---------El0Aaiun
149. Sao Tome & Principe-M.Africa--------Sao Tome----------Dobra
150. Saudi Arabia---------W.Asia----------Riyadh-------------Rial
151. Senegal--------------W.Africa---------Dakar--------------Franc CFA
152. Serbia & Montenegro-
-----(Yugoslavia)---------S.Europe--------Belegrade----------Dinar
153. Seychells------------E.Africa----------Victoria------------Seuchells Rupee
154. Sierra Leone---------W.Africa---------Freetown----------Leone
155. Singapore------------S.E.Asia----------Singapore City----Singapore Dollar
156. Slovakia--------------E.Europe--------Bratislava---------Slovak Koruna
157. Slovenia--------------S.Europe--------Ljubljana----------Tolar
158. Solomon Islands------Oceania---------Honiara------------Solomon Island Dollar
159. Somalia---------------E.Africa---------Mogadishu--------Somali Shilling
160. South Africa----------S.Africa---------Pretoria(Adm.)----Rand
---------------------------------------------Cape Town (Leg.)
---------------------------------------------Bloemfontein(Jud.)
161. Spain-----------------S.Europe---------Madrid-----------Euro
162. Sri Lanka-------------S.C.Asia----------Colombo----------Sri Lankan Rupee
163. St. Kitts and Nevis----Caribbean--------Basseterre--------Carribbean dollar
164. St. Lucia--------------Carribbean-------Castries-----------Carribean Dollar
165. St. Vincent and the
-----Grenadines-----------Caribbean--------Kingstown--------East Caribbean Dollar
166. Sudan----------------N.Africa-----------Khartoum--------Sudanese Pound
167. Suriname-------------S.America---------Paramaribo------Suriname Guilder
168. Swaziland-------------S.Africa-----------Mbabance--------Lilangeni
169. Sweden---------------N.Europe----------Stockholm-------Krona
170. Switzerland-----------W.Europe---------Berne------------Swiss Franc
171. Syria------------------W.Asia------------Damascus--------Syrian Pound
172. Taiwan----------------S.Asia-------------Taipei-----------New Taiwan Dollar
173. Tajikistan-------------S.C.Asia-----------Dushanbe--------Tajik Rouble
174. Tanzania--------------E.Africa-----------Dodoma----------Tanzanian Shilling
175. Thailand--------------S.E.Asia-----------Bangkok----------Baht
176. Togo------------------W.Africa----------Lome-------------Franc CFA
177. Tonga-----------------Oceania----------Nuku alofa--------Paanga
178. Trinidad and Tobago--Caribbean--------Port-of-Spain-----Trinidad and Tobago Dollar
179. Tunisia----------------N.Africa----------Tunis-------------Tunisian Dinar
180. Turkey---------------W.Asia------------Ankara-----------Turkish Lira
181. Turkmenistan--------S.C.Asia-----------Ashgabat---------Manat
182. Tuvalu---------------Oceania-----------Fongafale(Funafuti)-Australian Dollar
183. Uganda---------------E.Africa----------Kampala------------Uganda Shilling
184. Ukraine---------------E.Europe--------Kyiv----------------Hryvna
185. United Arab Emirates-W.Asia----------Abu Dhabi----------Dirham
186. United Kingdom------N.Europe--------London-------------Pound Sterling
187. United States of
-----America--------------N.America-------Washington D.C.----Dollar
188. Uruguay--------------S.America-------Montevideo---------Uruguayan Peso
189. Uzbekistan-----------S.C.Asia----------Tashkent-----------Soum
190. Vanuatu--------------Oceania----------Vila-----------------Vatu
191. Vatican City----------S.Europe---------Vatican City---------Euro
192. Venezuela------------S.America--------Caracas-------------Bolivar
193. Vietnam--------------S.E.Asia----------Hanoi---------------Dong
194. Yemen---------------W.Asia------------Sana'a--------------Riyal
195. Zambia---------------E.Africa-----------Lusata-------------Kwacha
196. Zimbabwe------------E.Africa-----------Harare-------------Zimbabwe Dollar

Advertising

One can perceive advertising as the communication link between the seller and the buyer. An advertising agency is the organisation that designs and provides this communication through various media – television, radio, newspapers, magazines, internet, billboards, posters, mailers, point of purchase-material, sales promotion events, etc.

There is perhaps, no other business that so greatly influences our daily lives. Out choices regarding the type of cars we drive, the accessories we use, or the clothes we wear, are largely influenced by advertising. As a career, Advertising offers a unique blend of opportunities. In this industry, rewards directly commensurate with the initiative you take, the effort you put in, and the results you achieve. If you are ambitious and hard working, you can quickly move up the ladder.

Of all the forms of communication, Advertising is one of the most exciting ones. If you want your product to be noticed and sold briskly, or you want to project a particular image for your organisation and product or if you want to pass on a particular message, like national unity, brotherhood, or donate blood, etc., you should take help of a good advertising agency for gaining great results.

Advertising helps to boost up economic growth. It helps to create demand and promote the marketing system. Advertising, therefore, plays a significant role in today’s highly competitive world. Whether it is a product, brand, personality or any organisation, each of them requires some form of advertising to communicate and reach to the target audience.

Mostly, advertising agencies work on behalf of those who want to advertise their products. An advertising agency understands its client’s motives as what it wants to communicate, which develops campaigns and brings it to the target audience. In some cases, large organisations have in-house advertising departments to handle such works.

Today, new areas are like event management, image management, Internet marketing, etc., emerging within Advertising. Events are marketed in event management. A particular profile of an individual or an organisation is projected in image management, whereas, in Internet marketing, one is catering to a select group of audience rather than a mass audience. So, one needs to be more careful in this aspect of marketing one’s product.

Aptitude

The main areas of operation are client servicing, media planning, creative and research in advertising. The front face of the agency, client servicing, represents the agency to the client and the client within the agency. Only after the account executive and account planner receive a detailed brief from the client, they chalk out a strategy based on the brand’s positioning, its UPS (Unique Selling Proposition) and its communication objective.

Accounts Planning : This is a senior-level position in the Servicing Department. It involves the overall strategic plan including the budget, selection of the right media and zeroing in on the communication message after interacting with the client and internally with the creative team, the media planning department and the market research agency. The various elements of the communication package are put together into a logical whole in the context of the brand and its desired positioning in the market.

Media Planning : The people who do Media Planning are known as Media Planners. They help ad agencies choose the best medium to reach the customer they want. They plan, schedule, book and purchase space in the print media (newspapers, magazines), or outdoors (billboards, kiosks and bus panels) and time (TV & radio, Internet).

The Creative Department : The Creative Department’s work is to harness the right words, the most appropriate and arresting visuals that will grab the attention and prompt a sale.

The creative team in an agency can be further divided into two sections: Copy and Creative.

Copy Department : The copywriter does the task of putting across the message in words – headline, followed by the body copy in the case of a press ad, a dialogue or jingle for a radio spot, or a detailed story board in the case of a TV commercial.

A good copywriter must be able to think logically and originally each time, to co-relate masses of data and research in language that is clear and convincing. Besides, writing the right words, you need infinite patience to craft them into a subtly compelling sales pitch, until you get it just right. And above all, you need to be highly creative and versatile in your thought. Copywriting is not creativity just for creativity's sake.

Most copywriters start their career as copy trainees after taking a copy test administered by the agency and proceed to write their way to the advertising hall of fame.

Art Department: The Art Department takes care of the overall "look and feel" of the campaign starting with a rough sketch, which accommodates the various components i.e., headline, visual, picture, text, logo, etc., in a balanced format within the given space. The selection of the size and type of the font (lettering), the photographic treatment and the overall treatment of the TV commercial is the purview of the visualisers and art directors who head the Art Department.

A bachelor of fine arts or Degree in Applied Art or Graphic Design with knowledge of computer graphics/multimedia is mandatory to be a part of the Art Department.

Market Research : The Research Department tries to measure the effectiveness of the advertisement i.e., to what extent the ad is going to leave a mark on the people's mind. It is the research only that provides the media planner and creates a scientific and measurable basis to sharp-focus their strategy. The professionals here are from a variety of disciplines, but they share a common comfort level with mathematical or statistical modelling, sampling techniques and psychographics.

Visualisers: The visualisers work on the visual concept of the advertisement and decide how the ad shall eventually look at the end. They do the overall layout of message including graphics, sketching, etc. The visualisers must be artistic. A degree/diploma in commercial arts or fine arts as well as the knowledge of designing software like Photoshop, Pagemaker, Corel DRAW, etc., are the required qualifications for being a visualiser.

Photographers: Photographers working in ad agencies should have an idea about angles and lighting effects. Good technical ability and knowledge of cameras and lenses is essential.

PROSPECTS

The scope of career opportunities in Advertising are vast as it includes openings in private advertising agencies; advertising department in private or public sector companies; advertising sections of newspapers, journals, magazines; commercial section of radio or television; market research organisations, etc. One can also do freelancing.

This field offers a range of lucrative, interesting careers. The job in this field is categorised into two - executive and creative. The executive side includes client servicing, market research and media research where as, creative side consists, of copywriters, sceiptwriters, visualisers, photographers and typographers.

The executive department understands the client's needs, finds new business and retains existing business, selects the appropriate media, analyses timing and placement of advertisements and negotiates the financial aspects of the deal. Creative department creates the advertisement copy. It verbalises and visualises the specific need of the client.

As ad films are also a part of film making career, options of film are related to this field. So, bright career avenues are available in the field of Advertising. With the help of media, advertising in the modern days has become very prominent and also embarks its necessity in one's daily life.

Eligibility

To get into the field of advertising and media planning you will have to do a course in Advertising and then specialise in media planning. It's very important to choose the institute judiciously, by enquiring about its infrastructural facilities, faculty, placement record and salaries offered to freshers from the institute. A course in economics, mathematics or statics is often helpful. This helps the professional to delve into demographic and psychographic reports and in analysing data. The contemporary media planner has to work with electronic media models. So, the relevant knowledge is an absolute must. Now-a-days candidates with a strong background in mathematics and statistics are in a favourable position simply because there are more numbers to deal with in the job. The best way to get into the field after a course is to get some on the job training. All the good institutions offer internship as part of the curriculum. Internship programmes are the two months duration. Studying at institutes like MIC (Mudra Institute of Communications, Ahmedabad) could cost upto Rs. 1 lakh per year. But at government and some other private institutions, the fees are much lower.

Remuneration

Salary is generally not a constraint for the suitable candidate in this industry. In big companies, salaries could be above Rs. 10,000 per month for a beginner. This will, of course, depend on the individuals' merit, qualifications, experience as well as the company's performance. Some of the gaints in advertising and media planning that most students dream of working with are McCann, Perfect 10, Rubecon, Montage, TBWA India and Contract among others.

WHERE TO STUDY

• Indian Institute of Mass Communication

Aruna Asaf Ali Marg, JNU, New Campus, New Delhi-110067. Website: http://www.iimc.nic.in/

• Mudra Institute of Communications (MICA)

Shela, Ahmedabad-380007, Gujarat. Website: http://www.mica-india.net/

• Narsee Monjee Institute of Management Studies

V.L. Mehta Road, Vile Parle (West), Mumbai-400056, Maharashtra,

Website: http://www.nmims.edu/

• National Institute of Advertising

Deen Dayal Upadhyay Marg, New Delhi-110021, Website: http://www.nia.org/

• National Institute of Design (NID)

Paldi, Ahmedabad-380007, Gujarat. Website: http://www.nid.edu/

• Sir JJ Institute of Applied Art

Dr. D.N.Road, Mumbai-400001, Maharashtra

• Xavier's Institute of Communications

St. Xavier's College 5, Mahapalike Marg, Mumbai-400001, Maharashtra.

Website : www.xaviercomm.org

• Symbiosis Institute of Business Management

Senapati Bapat Road, Pune-411 004, Maharashtra

• Mumbai University

Siddharth College of ARts and Science, Anand Bhavan, Dadabhai Naoroji Road,

Mumbai-400001, Maharashtra

• Jamia Milia Islamia

Jamia Nagar, New Delhi-110025

• The New Delhi YMCA Centre of Mass Media

Education Centre Building, Jai Singh Road, New Delhi-110001

• National Institute of Advertising (NIA) 1

Mohammad Pur, Bhikaji Cama Place, New Delhi-110066