Advertising and Promotions Managers
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
Sample of reported job titles:
Account Executive, Advertising Manager (Ad Manager), Advertising Sales Manager (Ad Sales Manager), Classified Advertising Manager (Classified Ad Manager), Communications Director, Communications Manager, Creative Services Director, Marketing and Promotions Manager, Promotions Director, Promotions Manager
Occupation-Specific Information
Tasks
- Prepare budgets and submit estimates for program costs as part of campaign plan development.
- Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
- Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
- Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
- Prepare and negotiate advertising and sales contracts.
Technology Skills
- Analytical or scientific software:Business analysis software,Data visualization software,Google Analytics,Relex Weibull,WebTrends Analytics
- Business intelligence and data analysis software:Actuate BIRT,Google DoubleClick,Tableau
- Calendar and scheduling software:Scheduling software
- Cloud-based data access and sharing software:Microsoft SharePoint
- Customer relationship management CRM software:Constant Contact,Customer relationship management CRM software,MarketSharp,Oracle Eloqua,Salesforce software
Occupational Requirements
Work Activities
- Working with Computers:Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Communicating with People Outside the Organization:Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Getting Information:Observing, receiving, and otherwise obtaining information from all relevant sources.
- Communicating with Supervisors, Peers, or Subordinates:Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Organizing, Planning, and Prioritizing Work:Developing specific goals and plans to prioritize, organize, and accomplish your work.
Detailed Work Activities
- Advise customers on technical or procedural issues.
- Analyze data to assess operational or project effectiveness.
- Analyze forecasting data to improve business decisions.
- Analyze market research data.
- Attend training sessions or professional meetings to develop or maintain professional knowledge.
Work Context
- Electronic Mail:100% responded"Every day"
- Face-to-Face Discussions:87% responded"Every day"
- Indoors, Environmentally Controlled:83% responded"Every day"
- Telephone:80% responded"Every day"
- Contact With Others:71% responded"Constant contact with others"
Worker Requirements
Skills
- Active Listening:Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
- Critical Thinking:Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
- Social Perceptiveness:Being aware of others' reactions and understanding why they react as they do.
- Speaking:Talking to others to convey information effectively.
- Judgment and Decision Making:Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Knowledge
- 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.
- 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.
- 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.
- 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.
Education
How much education does a new hire need to perform a job in this occupation? Respondents said:
- 60%Bachelor's Degree
- 10%High School Diploma - or the equivalent (for example, GED)
- 8%Associate's Degree (or other 2-year degree)
- 8%Some College Courses
Worker Characteristics
Abilities
- 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.
- Deductive Reasoning:The ability to apply general rules to specific problems to produce answers that make sense.
Interests
- Enterprising:Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
- Artistic:Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
- Conventional:Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
Work Values
- Achievement:Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
- Independence:Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
- Working Conditions:Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Work Styles
- Initiative:Job requires a willingness to take on responsibilities and challenges.
- Cooperation:Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Dependability:Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Attention to Detail:Job requires being careful about detail and thorough in completing work tasks.
- Adaptability/Flexibility:Job requires being open to change (positive or negative) and to considerable variety in the workplace.
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