Advertising managers plan and oversee advertising policies, programs and the promotions staff. Those in advertising management try to increase the interest in the purchasing of a product or service for a company. They strive to determine the most effective plan for informing customers regarding their company's products and services. An advertising manager collaborates with marketing directors to identify the firm's target markets, outline objectives and develop budgets for the advertising campaign.
In small companies an advertising manager might serve as a connection between the company and the advertising agency that has been chosen to perform advertising and promotional activities. In large companies those in advertising management direct in-house account, media and creative services departments. Advertising managers work in virtually every industry.
Some of the common job titles are advertising director, retail advertising sales manager, promotions director, marketing and promotions manager and advertising sales manager.
- Create advertising and promotional material
- Keep track of the effectiveness of an advertising campaign
- Develop budgets and submit program cost estimates as part of a campaign plan development
- Assist with yearly budget development
- Coordinate the activities of applicable departments
- Evaluate promotional material
- Identify and develop contacts for promotional campaigns
- Prepare and negotiate advertising and sales contracts
- Discuss with department managers topics including selection of advertising media, contracts and products to advertise
- Gather information to develop advertising campaigns
Advertising managers work under pressure when schedules change, problems occur and deadlines need to be met. They may travel to meet with representatives of communications media or with clients. Working more than 40 hours per week is common in the occupation.
Advertising managers should be creative, flexible and highly motivated. The ability to persuasively communicate orally and in writing is important. Good computer skills are also important for the job.
From 2006 to 2016 the Bureau of Labor Statistics projects a 6% growth rate for advertising manager jobs. In 2006 the median annual earnings for advertising managers was $73,060 and in the advertising and related services industry it was $97,540. Many managers are given bonuses, participate in profit-sharing plans and are given stock in the company.
Approximately one-fourth of advertising managers are employed in the professional, scientific and technical services industries and wholesale trade. Those with a high level of creativity, a college degree and related experience should have the best opportunities. Some experienced, successful advertising managers move up to top executive positions.
In descending order the highest paying industries for advertising managers are securities and commodity brokerages; electrical and electronic goods merchant wholesalers; hardware, plumbing and heating equipment and supplies merchant wholesalers; advertising, public relations and related services; and agriculture, construction and mining machinery manufacturing.
Education, Certification, and Licensing
Many employers seek candidates that hold a bachelor's degree in advertising or journalism. Some employers require a master's degree. Some managers take certification programs. Most advertising management positions are filled by experienced personnel.
Beneficial college courses include consumer behavior, marketing, communications, business administration, journalism sales, market research, communications methods and technology, photography, visual arts and arts history. In addition, having the necessary computer skills to conduct advertising campaigns on the Internet is highly beneficial.
The top job providing industries are advertising, public relations and related services; private companies; newspaper, periodical, book and directory publishers; radio and television broadcasting; and business, professional, labor, political and similar occupations.
Schools for Advertising Managers are listed in the Browse Schools Section.