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Advertising and Promotions Managers Career

Career Description

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 Should Be Interested In

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.
Median Salary: $100,810

This page includes information from O*NET OnLine by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license.