Advertising, Promotions, and Marketing Managers
Additional Information
Duties
Here's what a typical ad or promotion manager does:
- Talk about budgets, contracts, marketing, and media with department heads and employees.
- Set up contests, discounts, and giveaways to attract new customers.
- Decide how you want to market, then decide how you want to reach your target audience.
- Ad contracts should be negotiated.
- Examine how campaigns or layouts (sketches or ideas for ads) use websites.
- Conduct market research and analyze the results to better understand customers and market potential.
- Set prices for advertised goods and services.
- In-person marketing or other advice to clients.
- Hiring and supervising advertising, promotion, and marketing employees.
Managers of advertising are in charge of generating interest in a product or service. They can do this for a division, the company, or a project (referred to as an account). Advertising managers work for advertising agencies, media companies, and organizations that promote.
Advertising managers brainstorm campaign ideas with sales reps and others. They manage the ad agency's creative team. They work with the finance department to develop a campaign budget.
Advertising managers frequently act as a liaison between clients and the advertising or promotion agency responsible for their companies' advertisements. It's not uncommon for large corporations to have multiple advertising managers overseeing various advertising divisions.
Advertising managers may also specialize in a particular field or media.
Media directors, for example, ensure that an ad campaign reaches its target demographic. Campaigns may include radio, television, newspapers, magazines, the internet, and outdoor signage.
Account executives are in charge of keeping track of their clients' finances, but not of creating or executing any advertising. This task is now in the hands of the creative services team.
Promotions managers create campaigns that combine advertising and financial incentives to increase revenue. For these campaigns, potential customers are reached via direct mail, newspaper inserts, Internet, store displays, product endorsements, and special events. Purchase incentives include discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.
Marketing managers analyze a company's and competitors' products and services. So, they look for new markets.
Marketing managers create pricing plans to help companies increase profits and market share while also meeting consumer needs. They work with sales, PR, and product development teams.
A marketing manager may monitor patterns that indicate demand for a new product or service. Then he or she can help devise a marketing strategy for the new product.
Education
Most advertising, promotion, and marketing management roles require a bachelor's degree. Some firms prefer applicants with a bachelor's degree in advertising or journalism for managerial roles in the advertising industry. Marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography might all be useful areas of concentration.
For the most part, a bachelor's degree is required for positions in marketing management, or a closely related subject such as communications. Additionally, doing an internship while still enrolled in school might be beneficial in your professional development.
A Related Occupation's Work Experience
It is common for marketing managers to have previously worked in advertising or promotions. Many managers, for example, have previously worked as sales representatives, purchasers, or buying agents.
Qualities that may matter
Analytical capabilities. If you want to be a successful advertising, marketing, or promotional manager, you need to be able to keep up with the latest industry trends.
The ability to communicate. A broad-based team of managers and staff people must be properly communicated with during the advertising, promotions, and marketing process. They must also be able to persuade the general people to their side.
Creativity. Marketing and advertising managers must be able to come up with fresh and creative concepts.
Abilities to make decisions. Competing advertising and marketing plans are frequently presented to managers by different departments.
The ability to interact with others. Managers have to engage with a wide variety of individuals in various capacities, both within and outside the company.
The ability to manage one's time effectively. It is essential for marketing and advertising managers to manage their time and budgets effectively while leading and inspiring team employees.
Pay
The median annual wage for advertising and promotions managers was $126,960 in May 2024. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $63,000, and the highest 10 percent earned more than $239,200.
Job Projections
Overall employment of advertising, promotions, and marketing managers is projected to grow 8 percent from 2023 to 2033, faster than the average for all occupations.