I have taken a few photos that have been used in ads[and hundreds I delete] and if you don't know how to photo shop[which I don't] you are a step behind.A good camera helps[mine is a $100 one] but the main thing is taking the time,correct background, and having the animal that is worthy and prepared.I prefer grass about 3in tall a little slop upward and a way to get the animal to pose.A second person is a big help.I have worked with a couple of the best and they earn their money and whether they want to admit it know exactly what it takes.Sometimes the pictures can be too perfect.