Careers: Advertising, promotions or marketing manager



Careers: Advertising, promotions or marketing managerBy?Bureau of Labor Statistics 07/14/2017 Word Count?1491370205012065000Advertising, promotions and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents and financial staff members. DutiesAdvertising, promotions and marketing managers typically do the following: Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans and the selection of advertising media.? Plan promotional campaigns such as contests, coupons or giveaways.? Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media and billboards.? Negotiate advertising contracts.? Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement. Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses.?Develop pricing strategies for products or services marketed to the target customers of a firm.? Meet with clients to provide marketing or technical advice.? Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities.?Advertising managers?create interest among potential buyers of a product or service. They do this for a department, for an entire organization or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet and outdoor signs.Advertising managers known as account executives manage clients' accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.Promotions managers?direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes or contests.Marketing managers?estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization's products. Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations' customers are satisfied. They work with sales, public relations and product development staff. For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists and market research analysts.Work EnvironmentAdvertising and promotions managers held about 31,000 jobs in 2014. The largest employers of advertising and promotions managers were as follows:Advertising, public relations, and related services: 31 percent?Information: 17 percent?Retail trade: 9 percent?Management of companies and enterprises: 8 percent?Wholesale trade: 6 percentMarketing managers held about 194,300 jobs in 2014. The largest employers of marketing managers were as follows:Professional, scientific and technical services: 21 percent?Management of companies and enterprises: 17 percent?Manufacturing: 12 percent?Finance and insurance: 10 percent?Wholesale trade: 9 percentBecause the work of advertising, promotions and marketing managers directly affects a firm's revenue, people in these occupations typically work closely with top executives. The jobs of advertising, promotions and marketing managers are usually stressful, particularly near deadlines. They may travel to meet with clients or media representatives.Work SchedulesMost advertising, promotions and marketing managers work full time. About 2 in 5 advertising and promotions managers worked more than 40 hours per week in 2014.EducationA bachelor's degree is required for most advertising, promotions and marketing management positions. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history and photography.Most marketing managers need a bachelor's degree. Courses in business law, management, economics, finance, computer science, mathematics and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for digital advertisements and promotions. In addition, completing an internship while in school can be useful.Work Experience In A Related OccupationAdvertising, promotional and marketing managers typically have work experience in advertising, marketing, promotions or sales. For example, many managers are former sales representatives, buyers or purchasing agents, or public relations specialists.Important QualitiesAnalytical skills. Advertising, promotions and marketing managers must be able to analyze industry trends to determine the most promising strategies for their munication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions and marketing process. They must also be able to communicate persuasively with the public.Creativity. Advertising, promotions and marketing managers must be able to generate new and imaginative ideas.Decision-making skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the anizational skills. Advertising, promotions and marketing managers must manage their time and budget efficiently while directing and motivating staff membersPayThe median annual wage for advertising and promotions managers, excluding marketing managers, was $100,810 in May 2016. 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 $44,950, and the highest 10 percent earned more than $208,000.The median annual wage for marketing managers was $131,180 in May 2016. The lowest 10 percent earned less than $67,490, and the highest 10 percent earned more than $208,000.In May 2016, the median annual wages for advertising and promotions managers in the top industries in which they worked were as follows:Advertising, public relations and related services: $116,270?Management of companies and enterprises: $110,060?Wholesale trade: $96,670?Information: $93,120?Retail trade: $86,500?In May 2016, the median annual wages for marketing managers in the top industries in which they worked were as follows:Professional, scientific and technical services: $139,220?Management of companies and enterprises: $138,080?Finance and insurance: $137,510?Manufacturing: $137,430?Wholesale trade: $126,720Job OutlookEmployment of advertising and promotions managers is projected to grow 5 percent from 2014 to 2024, about as fast as the average for all occupations.Employment of marketing managers is projected to grow 9 percent from 2014 to 2024, faster than the average for all occupations.Advertising, promotional and marketing campaigns are expected to continue being essential as organizations seek to maintain and expand their market share. Advertising and promotions managers will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products into the marketplace.Newspaper publishers, one of the top-employing industries of advertising and promotions managers, is projected to decline over the projection period. The continued rise of electronic media will result in decreasing demand for print newspapers. However, advertising and promotions managers are expected to see employment growth in other areas, in which they will be needed to manage digital media campaigns, which often target customers through the use of websites, social media or live chats.Through the Internet, advertising campaigns can reach a target audience across many platforms. This greater reach can increase the scale of the campaigns that advertising and promotions managers oversee. With better advertising management software, advertising and promotions managers can control these campaigns more easily, increasing their productivity, and thereby limiting the potential employment growth.Because marketing managers and their departments are important to an organization's revenue, marketing managers are less likely to be let go than other types of managers. Marketing managers will continue to be in demand as organizations seek to market their products to specific customers and localities.Job ProspectsAdvertising, promotions and marketing manager positions are highly desirable and are often sought by other managers and experienced professionals. As a result, strong competition is expected for these occupations. With Internet-based advertising becoming more important, advertising managers who can navigate the digital world should have the best prospects. ................
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