Example Career: Advertising and Promotions Managers
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or give-aways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
What Job Titles Advertising and Promotions Managers Might Have
- Advertising Director
- Advertising Manager
- Classified Advertising Manager
- Promotions Director
What Advertising and Promotions Managers Do
- Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.
- Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
- Gather and organize information to plan advertising campaigns.
- Confer with clients to provide marketing or technical advice.
- Direct, motivate, and monitor the mobilization of a campaign team to advance campaign goals.
- Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
- Prepare budgets and submit estimates for program costs as part of campaign plan development.
- Prepare and negotiate advertising and sales contracts.
- Plan and execute advertising policies and strategies for organizations.
- Assist with annual budget development.
- Provide presentation and product demonstration support during the introduction of new products and services to field staff and customers.
- Formulate plans to extend business with established accounts and to transact business as agent for advertising accounts.
- Direct and coordinate product research and development.
- Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets, such as dealers, distributors, or consumers.
- Represent company at trade association meetings to promote products.
- Read trade journals and professional literature to stay informed on trends, innovations, and changes that affect media planning.
- Consult publications to learn about conventions and social functions and to organize prospect files for promotional purposes.
- Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
- Train and direct workers engaged in developing and producing advertisements.
- Track program budgets and expenses and campaign response rates to evaluate each campaign based on program objectives and industry norms.
- Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.
- Coordinate with the media to disseminate advertising.
- Contact organizations to explain services and facilities offered.
- Manage sales team including setting goals, providing incentives, and evaluating employee performance.
- Assemble and communicate with a strong, diverse coalition of organizations or public figures, securing their cooperation, support and action, to further campaign goals.
What Advertising and Promotions Managers Should Be Good At
- Oral Expression - The ability to communicate information and ideas in speaking so others will understand.
- Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
- Speech Clarity - The ability to speak clearly so others can understand you.
- Written Comprehension - The ability to read and understand information and ideas presented in writing.
- Written Expression - The ability to communicate information and ideas in writing so others will understand.
- Problem Sensitivity - The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
- Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
- Speech Recognition - The ability to identify and understand the speech of another person.
- Fluency of Ideas - The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
- Near Vision - The ability to see details at close range (within a few feet of the observer).
- Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
What Advertising and Promotions Managers Need to Learn
- English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
- Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
- Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
- Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
- Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
- Clerical - Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
- Production and Processing - Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.
- Telecommunications - Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.